Cerrone Luxury Jewlerry
A Strategic Integration Breathes New Life into Cerrone's Campaigns
Right from the outset, I found myself in close collaboration with the marketing team, diving into an account that had been around for over a decade. It was clear that a change was needed as the account had hit a plateau.
Upon closer inspection of the integrations, a notable absence in communication emerged. There was a lack of clarity on distinguishing high-value leads from those of lower importance in the leads pouring in from digital media. The solution? Integrating their CRM, ZOHO CRM, with Google Ads.
This integration turned out to be a real game-changer. It established a seamless communication channel between ZOHO CRM and Google Ads. By closely monitoring the CRM, I could identify which keywords were driving the most lucrative sales for Cerrone. Armed with this valuable information, we refined both our paid media and organic search strategies.
This integration not only facilitated the identification of high-value leads but also empowered us to make data-driven decisions. It wasn’t just about optimizing resources on the fly; it laid the foundation for a more responsive and dynamic marketing approach. The subsequent impact was evident in improved conversion rates and a revitalized marketing strategy tailored to capitalize on the strengths revealed by the integration.
Elevating Lead Quality and Customer Experience
Giving priority to pursuing high-value leads and converting them was a key focus for Cerrone. They were not bothered if the Cost Per Lead increased, as long as the lead quality and subsequent bottom-line results improved in the end.
Implementing an omni-channel approach using Meta Advertising, Google Ads, and SEO targeting, I targeted high-income demographics and those interested in luxury goods. We implemented personalised recommendations based on customer preferences and purchase history to enhance the overall shopping experience. This strategy ensured seamless browsing and purchasing experiences that were beneficial both for the customers and Cerrone’s bottom line.
By allowing customers to “feel” the product and offering a free exclusive shopping experience in the retail stores, I successfully nurtured leads throughout the purchase cycle. Acquiring a wedding ring for tens of thousands is not a spontaneous decision, so we had to ensure the best treatment possible for each lead.
Results
Breaking sales record within 3 months:
- Highest revenue in the previous 3 years
- Improved lead quality
- Better attribution between online and offline stores
