How Clovia Leveraged Amazon Marketing Cloud to Strengthen Their Cross-Targeting Strategy

case-study-banner-img

36.8

%

Increase in Ad Spend

37.2

%

Increase in Ad Sales

17.59

%

Advertising cost of sales

The Brand

Clovia is a leading Indian lingerie brand offering a diverse range of products, including lingerie, sleepwear, loungewear, and personal care items. With a focus on catering to the unique needs of Indian women, Clovia has established itself as a preferred choice for premium, solution-based innerwear.

Challenges

Clovia faced significant challenges in cross-selling the right combination of products. The brand lacked tangible data to determine the ideal product pairings for advertising, which was further complicated by a catalog of over 50,000 SKUs. This inability to ascertain effective product combinations hindered Clovia from running data-driven cross-targeted campaigns

Solution: Leveraging Amazon Marketing Cloud (AMC)

To address this challenge, Clovia leveraged Amazon Marketing Cloud (AMC) to gain valuable insights into product relationships and customer behavior. By analyzing customer purchase data, they identified high-performing product combinations that were frequently purchased together.

Clovia Logo new
Working with Adbrew for the AMC beta program has been transformative! Their insights helped us identify the right products to cross-sell and hyper-focus on important products and targets with granular and precise targeting based on historical data. Leveraging Amazon Marketing Cloud, they provided detailed ASIN performance and customer behavior insights, driving significant performance and incremental revenue. Looking forward to more data-driven collaborations, and extending these learnings to Amazon DSP!
Amit Hazari
E-commerce Manager, Clovia

Insights Gathered by the Brand through AMC Analysis

Using AMC’s ASIN Overlap use case, Clovia extracted key metrics such as:

  • Lead ASIN: The primary product purchased.
  • Lead ASIN Orders: Total purchases of the lead product.
  • Lead ASIN Customers: Unique customers who bought the lead product.
  • Overlap ASIN: A complementary product frequently purchased with the lead ASIN.
  • Common Customers: Customers who bought both products.
  • User Overlap: Proportion of customers who bought both products compared to those who only bought the lead ASIN.

Actions Taken by the Brand with AMC Data

Armed with these insights, Clovia launched Sponsored Products and Sponsored Display cross-targeting campaigns for the identified product pairs. This involved advertising one product and targeting the other, and vice versa, to maximize exposure and encourage complementary purchases.

Are you looking for help with Amazon PPC?

We can talk about your requirements, problems that you want Adbrew to solve, go through our demo, talk about pricing or just catch up in general!

Results

The implementation of cross-targeting campaigns yielded significant results:

  • Increased Sales: Sales increased by 37.22% for the targeted product combinations.
  • Improved Ad Spend: Ad spend rose by 36.76% while maintaining a favorable ACOS of 17.59%.
  • Enhanced Customer Experience: The targeted campaigns effectively promoted complementary products, providing customers with valuable suggestions and potentially increasing average order values.

Grow your business on Amazon with Adbrew

Adbrew's Amazon PPC Optimisation Platform is being leveraged by 1000+ brands, sellers and agencies to optimise millions of ad-spend every month.

All Marketplaces Supported

24x7 Support

Expert Consultation

🎉🎉 Adbrew has been recognized as a finalist in 4 categories at Amazon Ads Partner Awards for 2 years in a row!