Kidar Textile – Purple Circle Marketing

Background

Kidar is a women’s apparel brand offering stylish and high-quality fashion pieces for the Indian market. Despite having a well-curated product range, the brand faced significant challenges in driving consistent sales and managing high Return to Origin (RTO) rates. Before partnering with Purple Circle, Kidar was operating at a low 1.5X ROAS with inconsistent monthly sales and a monthly ad spend of ₹3 lakh.

Challenges

• Low ROAS:

  Struggling to achieve a profitable return on ad spend, with only 1.5X ROAS.

• High RTO Rates:

  Frequent product returns due to issues in customer targeting and delivery.

• Scaling Issues:

  The inability to scale campaigns effectively while improving key metrics.

Approach by Purple Circle

1. Account Restructuring for Optimized Targeting

• Conducted a detailed audit to identify inefficient campaigns and targeting gaps.
• Reorganized campaigns with precise audience segmentation, focusing on customers with higher purchase intent to reduce RTO rates.

2. Creative Overhaul

• Refreshed ad creatives to emphasize Kidar’s unique style and product quality.
• Crafted messaging to build trust and highlight benefits like free exchanges or size guidance to reduce returns.

3. Strategic Scaling & Data-Driven Optimization

• Gradually scaled ad budgets over three months, continuously optimizing campaigns based on performance metrics.
• Focused on key performance indicators (KPIs) such as cost per acquisition (CPA) and click-through rates (CTR) to improve ROAS.

4. RTO Reduction Initiatives

• Refined delivery locations by targeting regions with low RTO rates.
• Improved customer communication with order confirmation calls and detailed product descriptions to ensure satisfaction.

Results

Month-by-Month Performance:

• Month 1: Spent ₹2 lakh | Achieved 2X ROAS
• Month 2: Increased spend to ₹3 lakh | Achieved 2.5X ROAS
• Month 3: Scaled spend to ₹3 lakh | Achieved 3X ROAS

By Month 3, Purple Circle successfully scaled Kidar’s ROAS from 1.5X to 3X, stabilizing monthly sales while maintaining a steady ad spend of ₹3 lakh. Additionally, RTO rates were significantly reduced, leading to better profitability and customer satisfaction.

Key Metrics Before & After

Conclusion

Through strategic account restructuring, creative optimization, and targeted scaling, Purple Circle helped Kidar overcome its challenges, doubling its ROAS and reducing RTO rates in just three months. The brand is now on a steady growth trajectory with increased profitability and improved customer loyalty.

Ready to transform your brand like Kidar?
Partner with Purple Circle today and let’s scale your business to new heights!