International Luxury Retail Transformation
**CHALLENGE** Browns Jewellers was heavily investing in Google Ads, but their budget was being wasted on campaigns that didn’t yield results. They faced 90% of their budget being spent on non-converting ads, low-quality remarketing traffic leading to minimal interest, inefficient PMAX campaigns depleting their budget, spending in South African regions where there were no luxury buyers, treating £5,000+ engagement rings as impulse buys, lacking a multi-touchpoint strategy for high-consideration purchases, and having poor data integrity across various international markets.
**SOLUTION** ROI Growth Agency developed a strategic approach tailored for high-value luxury purchases:
- **Campaign optimisation:** Removed 90% of ad spend on non-converting campaigns.
- **Geographic precision:** Targeted high-net-worth areas and excluded underperforming regions.
- **Multi-touchpoint engagement ring strategy:** Implemented 4-6 week nurturing sequences that aligned with the luxury buying journey.
- **Deep customer profiling:** Segmented customers based on buyer personas, intent levels, price tiers, and lifecycle stages.
- **PMAX restructuring:** Configured Performance Max according to luxury retail best practices.
- **Advanced remarketing:** Employed sophisticated retargeting techniques based on user behavior and engagement.
- **Data integrity overhaul:** Improved tracking and attribution for South Africa, the UK, and Australia.
- **Lead quality system:** Established a scoring system to prioritize high-intent inquiries.