Ramy Brook Drives Acquisition 45% while Decreasing CAC

Goals

The Ramy Brook team was searching for new ways to meet customer acquisition goals set by the management team. In an effort to ramp new customer volume, they increased advertising spend, resulting in acquisition costs above what they were used to. They aimed to identify ways to continue driving customer acquisition, while also driving down CAC.

The Approach

1. Hero Products - Using Decile's sequential purchase and refunds reports, they were able to identify that hero products were not being put in front of potential customers.
2. Campaign Creative - In both ad campaigns and on the website, products were displayed based on the strength of the creative rather than purchase history. They changed the focus to feature their hero products.

The Results

• 45% increased customer acquisition YoY
• 28% average decrease in customer acquisition costs
• Decreased returns volume
• Increased high LTV customer acquisition