lucy is a leading performance apparel company for active women, known for exceptional fit, performance, style and versatility. Before working with Metric Theory, lucy drove a tremendous amount of revenue at a strong ROI from SEM brand search terms. Repeat customers also drove significant revenue for lucy. When lucy set ambitious revenue growth goals, Metric Theory recognized that the best way to achieve them was to find new customers who would return to purchase multiple times. “This was a perfect opportunity to come up with new ways to leverage growth in the digital space,” explained Stephanie Horton, lucy’s Director – Ecommerce.
Performance Results
58%
increase in SEM revenue
10%
increase in non-brand ROAS YoY
272%
increase in Facebook revenue YoY
46%
increase in total digital revenue YoY from new customer acquisition
The Strategy: Grow New Buyers
To achieve the targeted revenue growth, the Metric Theory team focused on increasing new customer acquisition through non-brand search and Facebook advertising. Metric Theory scaled investment in Facebook prospecting as the channel most likely to drive new customers. In addition to improving direct Facebook revenue, this led to larger remarketing audience pools. Those larger audiences contributed to stronger PPC brand and remarketing performance, and Metric Theory optimized PPC campaigns to fully take advantage of and convert this additional traffic.
"Metric Theory has always been a great partner to lucy, and every time we bring a different brand challenge they’ve always come back with great business analytics and business ideas on how to solve it."
Solution
Metric Theory’s new customer acquisition efforts were key to helping lucy achieve their revenue goals for 2016. “It was a key piece of our overall revenue growth for the year, and allowed us to achieve our plan for the year,” explained Stephanie. “Metric Theory has always been a great partner to lucy, and every time we bring a different brand challenge they’ve always come back with great business analytics and business ideas on how to solve it.”
