Selling Luxury Furniture at BentChair

Client: BentChair, a premium home decor brand with 5+ stores and an online D2C presence

Objective: Scale online revenue while reducing CAC, build a data-first marketing function, and personalize campaigns across a long buyer journey

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Problem Statement

 

Luxury buyers do not purchase in one session. For a brand like BentChair, where AOV is ₹25,000–₹50,000, standard “purchase-optimized” campaigns weren't efficient.

 

Discovery happens via Instagram, nurturing via email, and final transactions via direct or branded search — we had to account for that complexity.

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Strategic Interventions

 

1. Custom KPI and Audience Segmentation

 

We ran a correlation analysis on past converters to identify predictive behaviors (e.g., time on site, product page depth, visit frequency).

 

Based on this, we created a custom Quality Visitor score and optimized for it — not just purchases.

Users were segmented into mutually exclusive cohorts by:

• Demographics

• Intent signals

• Funnel stage

• Recency of interaction

This enabled personalized creatives and copy per cohort, improving CTR and ROAS significantly.

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2. First Click Attribution Modelling

 

For a luxury product, the first impression often dictates brand affinity. We moved away from last-click and adopted first-click attribution to ensure:

• Facebook's discovery role was valued

• Top-funnel campaigns didn’t get under-credited

• Budget allocations reflected true influence

 

This shift helped us scale discovery ads without killing efficiency.

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3. Nomenclature Framework

 

We implemented a robust naming convention across all campaigns:

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"Platform_CampaignType_Objective_Format_Date_Variant"

 

This helped us:

• Track and A/B test creatives with zero ambiguity

• Automate performance reports across assets

• Reduce manual errors in campaign setup

 

Our campaign reports were synced across daily, weekly, and monthly cadences via automated dashboards and alerting on downtime/product stock issues.

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4. Sale Event Playbook

 

We built a Sale Blueprint that worked in 3 phases:

• Pre-Sale Buzz: Using post boosts, videos, and non-selling creatives to build top-of-mind recall

• Cooling-Off Period: We paused conversion-focused ads just before the sale to build anticipation

• Sale Day: Full-funnel ads reactivated with aggressive retargeting and email blasts

 

This approach increased sale day transactions by 2.4x compared to business-as-usual campaigns.

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5. Inventory-Synced Dynamic Ads

 

BentChair’s ERP was synced to stop showing out-of-stock products in retargeting ads, reducing bounce and wastage. This required tight integration between the catalog feed, Google Merchant Center, and Facebook Catalog.

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6. Performance Lift

• 30% CAC reduction from Google Search by shifting to long-tail queries like "luxury dining table in teak wood"

• 10% CAC drop from Display via dynamic creatives + email nurturing flows

• Inventory match rate improved from 76% to 98%, reducing dead clicks and broken experiences

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Tools and Platforms Used

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• GA + GTM + Facebook CAPI for attribution and event tracking

• ERP and Product Feeds integrated with Google & Meta catalogs

• Custom BI dashboards for daily tracking

• Automated Slack alerts for low ROAS or sudden drops in CTR

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Outcome

 

BentChair transitioned from running generic D2C campaigns to a cohesive, data-powered luxury marketing engine.

 

Campaigns now mirror user journeys, budgets follow user influence, and the brand has a repeatable playbook for new city launches (e.g., Coimbatore, Ahmedabad in 2021).