Goldfield & Banks had already invested in developing an industry-leading sample program to introduce their customers to their perfumes.
Our first point of call was to devise a strategy that leveraged this to acquire as many new customers as possible at the lowest possible cost. We began by building a testing strategy that would give us clarity as to which visuals, copy, tone and offering customers would respond to best.
It quickly became clear that an aesthetics-first approach to advertising was going to be important in helping this brand scale. We were then able to scale sample sales, building a solid foundation for customer acquisition.
As we had now developed a reliable pipeline of new customers who had been introduced to and experienced the Goldfield & Banks range, the next step was to upsell these customers to a full-size perfume bottle.
This was achieved through segmented and sequential retargeting campaigns that nurtured customers consistently based on their stage in the buyer journey.
These two strategies worked alongside each other to create something of a one-two punch. With a consistent flow of customers entering the funnel who were then followed up post-purchase, we were able to help Goldfield & Banks increase their reach and scale their customers’ spend - and in turn their revenue.
Selling perfume online is challenging for one simple reason - you can’t try before you buy. This is a particular challenge for a luxury scent at a high price point without the correct strategy in place. It is for this reason that aesthetic visuals and a “sample to up-sell strategy” was so important to Goldfield and Banks’ growth.
