Refurbished for Success: A Data-Driven Strategy Boosts Pramsy’s Revenue by 108%
Pramsy Ltd, also known as Pramsy™, is a UK-based company that sells refurbished premium prams and buggies from brands like Bugaboo, Silver Cross, and Cybex.
Their selection includes various types of prams and buggies, potentially catering to different needs like single prams, double prams, and travel systems. They also sell accessories like changing bags, cup holders, and snack trays.
Case Study Metrics:
Date Range: July 1, 2022 – August 31, 2022
Ad Spend: $40,111.24
Increase in Conversions: +19.35%
Average Cost per Lead (CPL): $271.02
Conv. Rate: +8.89%
Phone Calls: +43.75%
Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
- Date Range: July 1, 2022 – August 31, 2021
- Phone Calls: +43.75%
- Total ad spend: $40,111.24
- Avg. cost per lead: $271.02
- Increase in Conversions: +19.35%
- Conversion Rate: +8.89%
- Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
Date Range: January 1 – 31, 2024
Total Ad Spend: £7,548.33
Total Generated Revenue : £56,309.66
Media Efficiency Ratio (MER): 7.46
Google Ads Attributed Revenue: £39,341.88
Average Cost Per Lead/ Purchase: £167.74
Average Order Value (AOV): £847.31
Geographic Location Of The Company: United Kingdom
The Challenge
Pramsy struggled with underperforming campaigns, missed return on ad spend (ROAS) targets, and inefficient targeting. To address these challenges, we implemented a strategic approach that yielded significant improvements.
- Missed ROI goals: The client was not achieving their target of 5.5X ROAS
- Campaign disorganization: Campaigns lacked proper structure and segmentation
- Inefficient targeting: The client didn’t know how to optimize the campaign structure for efficiency
- Missed opportunity: The client didn’t leverage their unique selling point (refurbished products) for a competitive advantage
The Solution
Focusing on promoting their refurbished products as a key differentiator, we achieved a remarkable 7-8x increase in Pramsy’s ROAS.
- Identified competitive advantage: Highlighted Pramsy’s unique selling point—refurbished products—to differentiate them from competitors
- Optimized campaign structure: Switched to individual Standard Shopping campaigns for each category, allowing for:
- Greater control over search terms: Ensured targeting of relevant keywords
- Improved budget allocation: Optimized budget distribution across categories
- Effective product segmentation: Grouped similar products for better
targeting
- Focused on refurbished segment: Increased ad spend on refurbished products due to their:
- Lower cost: Attracted budget-conscious customers
- Higher profit margins: Boosted overall ROAS
- Data-driven approach: Presented reasoning and data to the client, securing their buy-in for the new strategy
The Results
Our strategic approach for Pramsy yielded exceptional results. Let’s dive into the details:
- Soared ROAS: Achieved 7-8x ROAS within a month
- Revenue surge: Generated a 108% increase in total Shopify revenue in January 2024
- Efficient spending: Achieved the revenue surge with only a 37% rise in ad spend compared to December 2023
- Market leadership: Ranked among the top 2 retailers in their region for 2023
Strong sales: Surpassed £400,000 in product sales in 2023.
Author
Anna Rose Thomas
Anna is the visionary content writer extraordinaire at Solutions 8, a true artist of words. With a self-taught mastery of canvas, she weaves vibrant tales that pulse with life, injecting her imagination into every stroke. Driven by an insatiable wanderlust, Anna fearlessly embarks on soul-stirring solo escapades, her camera an extension of her soul. Through this lens, she captures the raw, unfiltered beauty of the world, distilling it into captivating imagery. Her passion for art, travel, and the enchantment of storytelling is unrivaled, making her the ultimate purveyor of spellbinding narratives.
