Goldfield & Banks

With rapid international expansion underway, the brand required a scalable, performance-driven digital marketing framework that could effectively generate revenue across a diverse set of global markets. Each region posed unique challenges in terms of consumer behaviour, cost efficiency, and brand awareness, making a one-size-fits-all strategy unsustainable.

The key to success lay in finding the right balance between new customer acquisition cost (NCAC) and lifetime value (LTV) - ensuring that each dollar spent brought not just immediate returns, but long-term brand loyalty and profitability. Complicating matters further was the nature of the product: fragrance. Selling a scent-based product online introduces a distinct challenge - consumers cannot physically experience the product before purchasing. This meant we needed to rethink the traditional eCommerce funnel, introducing innovative touchpoints that could replicate elements of the in-store experience. Through a carefully structured sample-to-full-size conversion strategy, supported by personalised email and SMS flows, we created a pathway for customers to trial the product before committing to full-size purchases. This approach not only lowered the barrier to entry for first-time buyers, but also significantly increased LTV through strategic upsell and retention sequences.