Omnichannel Performance Marketing — Kushals Fashion Jewellery
Scaled D2C + 100+ retail store revenue to 135+ Cr annually with 23% YoY growth while improving ROAS by 37% across Google, Meta, Programmatic, and App channels.
Tools Used
The Problem
Kushals had a fragmented marketing operation — separate teams handling online and offline. Store walk-in conversions were invisible to digital campaigns, ROAS was declining despite budget increases, and there was no unified view of omnichannel revenue.
The Goal
Build a unified performance marketing system that connected digital campaigns to offline store sales, improved ROAS, and scaled revenue while managing a growing ad budget efficiently.
Results
- ✓ 135+ Cr annual omni-digital revenue with 23% YoY digital growth
- ✓ ROAS improved by 37% through omnichannel campaign optimisation
- ✓ Revenue scaled by 55% while maintaining target ROAS
- ✓ Ad budget scaled from 1.5 Cr to 3.5 Cr per month efficiently
- ✓ OCAPI closed the offline attribution gap for 100+ store locations
- ✓ Gemini-integrated AI reporting eliminated manual reporting effort
Strategy
The core strategy was built on four pillars:
1. Offline Conversion Attribution
Implemented OCAPI to track in-store walk-ins and purchases back to digital campaigns. This closed the largest attribution gap and transformed how we allocated budget across channels.
2. Local Inventory Ads
Set up Google Merchant Center Local Inventory Ads to show real-time store availability near each searcher. This drove measurable footfall increase from Shopping campaigns.
3. O2O Lifecycle Marketing
Built a complete Online-to-Offline-to-Online lifecycle: digital ads → store visit → post-purchase digital re-engagement. This maximised customer lifetime value across touchpoints.
4. AI-Powered Reporting
Built a Looker Studio data warehouse connected to BigQuery with Gemini AI integration, giving stakeholders daily, weekly, and monthly insights on demand — replacing 3 manual reporting workflows.
Execution
Phase 1 (Month 1–2): Infrastructure setup — OCAPI implementation, Google Merchant Center feed optimisation, MMP tracking audit.
Phase 2 (Month 3–6): Channel scaling — Meta CAPI + OCAPI integrated, Programmatic added for upper-funnel, App campaigns launched.
Phase 3 (Month 6+): Optimisation — Budget reallocation based on attributed revenue, A/B testing creative and bid strategies, seasonal scaling for festivals.