{"id":2024,"date":"2022-08-16T10:04:49","date_gmt":"2025-10-07T08:56:46","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&p=2024"},"modified":"2025-11-25T11:39:58","modified_gmt":"2025-11-25T11:39:58","slug":"a-british-department-store-generating-record-breaking-marketing-metrics","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/a-british-department-store-generating-record-breaking-marketing-metrics\/","title":{"rendered":"A British department store: generating record-breaking marketing metrics"},"content":{"rendered":"\n
\n
\n

The Elixirr Digital team worked with a well-know British department store in their womenswear department to boost return on ad spend (ROAS), which was averaging below their target of 4.66. After conducting a full review of their current ads, then re-strategising and optimizing them, we were able to double our client\u2019s ROAS, which resulted in their highest level of return on record.<\/p>\n

 <\/p>\n

Outcome 1: +100% increase in in-house return on ad spend (ROAS)<\/p>\n

Outcome 2: 5.28 ROAS reached after implementing optimization plan<\/p>\n

 <\/p>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n

\n
\n

\n The challenge<\/h2>
\n
\n
\n

In the fashion sector, choice is ever-increasing. Retailers are struggling to stand out amongst a huge number of competitors who are battling to win the attention and loyalty of their target audience. Our client, a major British department store, were witnessing that very situation. Despite a large ad budget, the retailer was struggling to hit return targets across Facebook and Instagram, which severely impacted the value they were getting out of their investment into digital marketing. The Elixirr Digital team were brought in to help drive the return on their spend through a variety of methods surrounding strategy and optimization.<\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

\n
\n

\n The approach<\/h2>
\n
\n

The Elixirr Digital team began with a complete review of the retailer\u2019s ad spend, which amounted to \u00a3650k. During this review, the team identified key issues and opportunities for improvement. The work included\u2026<\/p>\n

Updating the strategy \u2013<\/strong>\u00a0Our client had previously been applying Facebook\u2019s DABA (Dynamic Ads Broad Audience) approach to their ads. This can be beneficial as it leaves the optimization up to the network\u2019s AI, however, using this approach also impacts data visibility and takes control away from the brand. To counteract this, our team balanced the existing ad set ups with lookalike audiences of purchasers, testing different levels of similarity. Our 5% lookalike audience is now the best-performing audience for the retailer, exceeding the results of the original DABA approach.<\/p>\n

Improving the ads<\/strong>\u00a0\u2013 Our client\u2019s existing ads were not built in line with Facebook\u2019s algorithm. As the retailer ran offers on a regular basis, they often had to update the adverts. This meant resetting the ad\u2019s \u2018learning phase\u2019, which stopped Facebook from optimizing the ads. To overcome this, we restructured the account and separated out different campaigns. Moreover, we added a dynamic feed to the prospecting ads, meaning we didn\u2019t need to update the actual advert when offers changed. This allowed Facebook to complete the learning phase on the ads and optimize each one effectively.<\/p>\n

Optimizing the audience<\/strong>\u00a0\u2013 Our client generally saw low average basket values, coming in at around \u00a335. To attract customers that were likely to spend more, our team changed the bidding strategy, moving from the lowest CPA (cost strategy) to a value optimization bid strategy, which targeted users that were likely to spend more. This strategy has been one of the best-performing campaigns week-on-week for our client.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

\n
\n

\n The Impact <\/h2>
\n
\n

In just two months, we increased our client\u2019s in-house return on ad spend by more than 100%, exceeding their target of 4.66. Moreover, we helped them achieve their highest ROAS on record, coming in at 5.28. Not only did this significantly impact the value the retailer saw from their investment into digital marketing, but it would also have a direct impact on revenue, pushing more of their target audience to the site to make purchases.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":55473,"template":"","related_service":[47],"related_industry":[48,360],"class_list":["post-2024","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nA British department store: generating record-breaking marketing metrics - Elixirr<\/title>\n<meta name=\"description\" content=\"Elixirr helped a global streaming service define a new platform proposition and business model to scale rapidly and reach millions more users.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Digital Strategy <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/case-studies\/a-british-department-store-generating-record-breaking-marketing-metrics\/' class='wp-component-card__title'>\n <h2>\n A British department store: generating record-breaking marketing metrics\n <\/h2>\n <\/a> <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 16 August 2022 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Luxury & Fashion <\/div>\n <div class=\"wp-component-tags__tag\">\n Retail <\/div>\n <div class=\"wp-component-tags__tag\">\n Digital Strategy <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 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