₹1 Cr+ Sales in 3 Months: Best Performance Marketing Agency in India

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About the Brand

MEC PRIMO is a premium menswear brand that specializes in luxurious and sustainable clothing. Its product range includes linen shirts, linen pants, co-ord sets, Indian kurtas, dhotis, tuxedos, jackets, etc. MEC PRIMO was created with the principles of comfort, style, and eco-consciousness at its core and is loved by many celebrities and influencers.

Case Study Subject

Performance Marketing & Campaigns Optimization

Objective

Increase sales, optimize conversions, and promote brand awareness

Industry

Fashion Brand

Challenges

After an impressive start in the first three months of performance marketing, MEC PRIMO entered the second phase of the growth journey with an ambition to scale revenue without sacrificing performance. With the increased volume of orders, the brand faced conversion-related bottlenecks that needed addressing.

Specifically, this included improving the user checkout experience, pushing more prepaid orders to limit COD-related risks, and improving the average order value per consumer. While brand awareness was important to address, the need to solidify the brand’s relationship with loyal consumers and also identify the right consumer segment was another major thing. Finding profitable audiences to drive their support and promote ongoing growth.

Strategy

In order to deal with these challenges, our performance marketing agency in India employed a dual-faceted strategy, conversion optimization on the website, and strategic audience segmentation in campaigns.

In our website Conversion Optimization strategy, we implemented Shiprocket Quick Checkout to create a seamless buying flow and facilitate quicker conversions without any friction.
We also provided additional discounts on prepaid purchases to drive online payments while keeping the cash-on-delivery at the actual product value, designed to subtly shift buying behaviors.
In order to also maximize Revenue per order, we implemented upsell plugins to upsell complementary products during checkout, increasing average order volumes without any complexity.

Secondly, we implemented audience segmentation in our marketing campaigns to optimize targeting. We segmented the audience based on 3 targeted segments:

Engaged Users (any user who has interacted with the brand before);
Existing Customer (someone who has purchased in the past); and
New Users (cold audiences who had never heard of MEC PRIMO).

As a result, our audience was divided into three groups. Funds were also allocated to each audience (with each defined as):

30% funds towards the engaged audience,
30% towards existing customers; and lastly,
40% towards new users.

This enabled us to balance short-term sales performance with long-term brand growth. Creation and monitoring of performance were segment-wise to eventually optimize our campaign budgets based on insights from each segment of the audience.

Result

By skillfully combining conversion-focused upgrades on their website with audience-smart marketing, our google ads agency produced excellent results. In the three months from April to June, MEC PRIMO achieved ₹1,00,69,000 of total revenue from 2,322 orders, with an average order value of ₹4,145. Our emphasis on incentivizing prepaid orders resulted in a 60% increase in total prepaid orders, which not only helped cash flow but also reduced RTOs.

With Quick Checkout, we reduced checkout time by an average of 70%, allowing for a quicker and smoother shopping experience for users.

From the perspective of a leading performance marketing agency in India, we can say that the campaigns stayed steady at a healthy ROAS of 9.12x, with existing customers delivering the best ROAS compared to all targeted audience segments. This reaffirmed the importance of loyalty-based targeting, alongside new user acquisition.