Optimising DTC Channels and E-Commerce for a Fine Jewellery Brand in New York City
The niche high-end fine jewellery designer Dezso by Sara Beltran based in New York City engaged our services to optimize their direct-to-consumer (DTC) channels. The brand, known for its unique craftsmanship and luxury appeal, relied heavily on in-person sales from its gallery. However, they recognised the need to scale through e-commerce to reach a global audience and attract new customers.
Project Scope and Objectives
The key objectives of this project were to:
Expand and optimise the e-commerce platform to serve as a new revenue stream and increase online sales.
Implement comprehensive analytics and tracking capabilities to provide data-driven insights for business decision-making.
Develop a cohesive marketing strategy across owned and earned media channels, including social media and email marketing to enhance brand visibility.
Support the brand's internationalisation efforts by tailoring marketing strategies to attract a global audience, specifically focusing on regions outside the US.
Define 2024 goals and objectives focused on driving new customer acquisition, increasing brand awareness, and boosting online revenue.
Strategy and Execution
E-Commerce Optimization:
Platform Analytics Setup: I implemented robust analytics and tracking systems using tools like Google Analytics and Shopify analytics. This allowed the brand to monitor key metrics such as customer acquisition, conversion rates, cart abandonment, and traffic sources.
User Experience Improvements: To enhance the customer journey, I provided recommendations for streamlining the website’s navigation, improving mobile responsiveness, and optimizing product pages for SEO and conversions.
Owned and Earned Media Strategy:
Cohesive Marketing Strategy: A detailed marketing plan was developed, focusing on:
Owned Media: Optimised the brand's content strategy for its website, blog, and email campaigns, ensuring consistent messaging across platforms.
Earned Media: Built budget allocations for paid social media as well as search ads. Implemented ad creation and management. Implemented strategy to enhance the brand’s presence on key platforms (Instagram, Facebook, Pinterest) with a conversion focused goal.
Internationalisation and Customer Acquisition:
Global Marketing Focus: Based on research, we identified key international markets and tailored campaigns to attract customers from these regions. This included localization of content and ads targeting international audiences.
New Customer Acquisition: Leveraging data from the analytics setup, we implemented targeted social media and Google Ads campaigns aimed at bringing in new users from priority markets.
2024 Goals and Objectives:
Sales Growth: The primary objective for 2024 was to significantly increase online sales, as the brand previously relied heavily on physical store sales. E-commerce was positioned to drive a large percentage of new revenue.
New Customer Acquisition: A key focus was placed on acquiring new customers, expanding beyond the local NYC market to international regions.
Brand Visibility: The objective was to increase the brand’s visibility globally through strategic marketing efforts and collaborations with influencers and media outlets.
Results:
E-Commerce Sales Increase: Within the first 8 months of optimisation, the brand saw a +102% increase in online sales. This was driven by a combination of improved website performance, targeted marketing, and enhanced analytics for tracking conversion.
Global Reach and New Customers: The internationalisation strategy resulted in a +131% increase in website traffic from new global markets, contributing to a significant boost in brand awareness and sales from international customers. Driving more qualitative customers by increasing AOV by +37%.
Enhanced Brand Visibility: The coordinated marketing efforts across owned and earned media resulted in a noticeable increase in social media engagement, adding another 5k followers as well as a database increase of more than +300% to the previous period.
Strategic 2024 Plan: With clearly defined goals and objectives for 2024, the brand is now positioned to scale further through its e-commerce channel, with a strong focus on digital marketing, international expansion, and ongoing customer acquisition.
Conclusion:
By optimising the fine jewellery brand’s DTC channels and e-commerce platform, implementing a cohesive marketing strategy, and supporting their internationalisation efforts, the brand successfully transitioned from relying primarily on in-person sales to leveraging a strong digital presence. This transformation has opened up new revenue streams and positioned the brand for sustainable growth in 2024 and beyond.
About the brand:
Founded in 2006 by Sara Beltrán, Dezso is a destination for extraordinary and singular designs-from the everyday to the exceptional. Dezso captures natural beauty in an elevated way with artisanal handcraftsmanship, old world techniques and original designs. Each Dezso piece is beautifully handmade using precious and semi-precious materials that have all been hand-selected by Sara herself.
Visit DEZSO here: www.dezsosara.com