Examining Netaya’s entire D2C business from end to end turned up some incredibly useful insights. Originally, the company came to us looking to turn around losses they were experiencing due to increased competition. However, looking at the business from the outside, we were able to determine that their issues may not have entirely been due to the pandemic.
In fact, looking at the data, it was clear that widespread lockdowns were providing an opportunity to grow, if the brand could capitalize on it quickly enough.
To support this, we dug into the numbers and discovered that the overall revenue per customer at Netaya had actually been dropping for years. However, in just the first half of 2020 (as lockdowns became the norm) the brand was suddenly seeing more traffic, more customers, and more orders than ever before.
Why? Simple… the same increase in eCommerce demand that was pushing brick and mortar brands online, meant that overall, there were simply more customers available.
Apparently, the solution to Netaya’s problem wouldn’t be a matter of stealing customers back from big name brands. Instead, our focus would be on improving the customer experience, rebuilding their store with that in mind, and identifying tech stacks that could help us achieve our goals. Essentially, anything that would lead to repeat purchases, increased brand evangelism, and a greater average order volume (AOV).
With a clear understanding of the opportunity in front of us, our team sat down at the drawing board. This surge in traffic was great, but to call this project a success, we would need to find a way to keep people buying from Netaya, long after lockdowns had ended and retail stores were open again.