How a Perfume Business Increased its Revenues in Just 5 Months – Online Perfume Ecommerce Case Study
The perfume business we are referring to has varieties of perfumes in the form of roll-ons. The varieties include fresh and aquatics, fruity and florals, oud and woody (Arabic perfumes), and sweet and gourmand. The company also offers combo packs as a premium gift or for personal use. Although the company has excellent fragrances in its perfume catalogue, the marketing efforts of the business were going in vain due to a lack of marketing experience and low brand recognition. So, the business reached out to OMR to find their audience and increase their revenues.
Challenges
- The initial challenge of the company was its slow and minimal reach, which needed to be changed.
- The business was not getting enough reviews on their perfumes, which affected their image among the potential audience and reduced the trust factor.
- There were thousands of cologne and roll-on competitors for the company that were getting high visibility due to their low prices, but our client has high-quality products that cannot be made any cheaper.
- Another challenge that the company faced was the lack of communication efforts to attract customers or solve their queries on time.
- The company was unable to understand the right market to target, which increased their marketing budget and reduced their confidence in marketing as well.
Solutions
- The first solution that our client and OMR decided on was to set their marketing budget to be less than their previous marketing expenses but, at the same time, to drive better results for them.
- The next step was to increase their social media activity, and OMR assisted in their communication with potential customers.
- We started posting relatable and informative content on social media regularly, which increased the company’s followers and reach.
- OMR understood the company’s audience (age, region, and interests) through their followers and content viewers and planned to launch targeted ad campaigns for more of that audience group.
- Due to high prices compared to other competitors, the market was susceptible at first; however, we marketed the company’s products as a premium range of colognes and roll-ons. This attracted the audience that the company needed.
Results
- With targeted ads and regular content, the company’s Facebook page reach increased by 100%, and 355,329 people took interest in the page in just 3–4 months. Moreover, as the below graph shows, the perfume business’ Instagram reach increased by 600%+ in just 4 months, resulting in the company’s recognition among 142,308 people.
The targeted Facebook ad campaigns received 400,000+ impressions and generated more than twice the revenues compared to the ad spend.
Advice for Other Businesses
Engaging with the social media audience is important since every human wants a loving gesture and friendliness when they talk to someone; every company’s aim should be to reflect the same in their communication with new or old followers. Instead of commenting and replying with the help of bots, it’s better to take a genuine interest in the visitor and their queries.
This way, customers feel appreciated and valued, and the company receives a good customer service experience and loyal followers of the brand.
