CAI is the brainchild of Aradhana & Dhanraj Minawala, two entrepreneurs who dared to take an unprecedented business stride, and shaped an extraordinary trend in the footwear industry. The CAI store was launched in 2015 with the sole purpose of providing non-leather footwear locally and globally to the trend-conscious at affordable prices.
The CAI Store has served more than 2,00,000 happy customers to date and has grown sixfold since March 2020.
The founders (Dhanraj Minawala and Aradhana Minawala) aimed to substantially increase their website revenue, emphasizing the necessity of devising an effective model for both performance marketing and demand planning.
October 2022 - September 2023
How we helped a fast-growing women’s footwear brand grow its revenue by 25% by setting up the right performance marketing, retention and product placement practices
We went through a series of interactions with the management team to identify the various bottlenecks and challenges in each function such as performance marketing, social media, retention practices, website product placement, and demand planning. We also analysed the data for each of these areas to understand what has worked and not worked for us in the past.
We bucketed the issues into two broad categories viz. strategic and efficiency improvement areas and defined priority for these changes to be affected.
Based on the findings and priority, we decided to improve the performance marketing function, followed by website positioning and demand planning. We also decided to amp up the retention capabilities by using a more data-intensive tool for the same.
We delivered the following during the project:
The CAI Store was able to achieve a growth of 40% in website revenue with an increase of 15% in their marketing budgets. They were on the verge of reaching their target Cost of Acquisition and ROAS (Return on Ad Spend) levels for their marketing spends. Over the project span, they were able to reduce their overall inventory levels and inventory in slow moving / non-moving styles thereby freeing up working capital.
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