Garrett Leight California Optical is an eyewear company that produces premium glasses & sunglasses. After investing $20 million in growth equity in GLCO, the Untitled Group (private equity partner) tapped Darkroom to test growth for the e-commerce business and provide more integration with the brand’s flourishing retail operation.
Leading up to our engagement, GLCO was seeing stagnation in their DTC sales. Additionally, they needed a more robust data infrastructure to provide the best customer experience across customers shopping online and in-store. Our relationship with GLCO is ongoing.
Paid Search
Paid Social
Email & SMS Programs
Landing Pages
Data Modeling
CLV Optimization
Align creative with key SKUs across retention touchpoints to increase propensity to purchase.
Our dark attribution model was custom built for GLCO to decipher which combination of paid search, paid social, prospecting, and retargeting campaigns delivered the greatest ROAS across retail and online. We built a custom correlation model to determine how retail and DTC revenue were impacted as ad spend changed, allowing us to build and track holistic revenue forecasts and acquisition strategies across both retail and DTC.
To successfully connect with their clients and encourage them to convert and reconvert over time, we overhauled GLCO’s retention program. Their email flows and campaigns required more creative elements that aligned with their brand, better reflecting their brand image and encouraging conversion. We revamped their popup, welcome flow, and browse abandon emails, incorporating lifestyle and user-generated content (UGC). Additionally, by redesigning the Welcome Series, Abandon Cart Series, and Browse Abandon Series to prioritize hero SKUs with the highest lifetime value (LTV), we were able to achieve a 160% increase in Retention Flow revenue within just 2 months.
We overhauled GLCO's paid search and paid social functions to specifically target users resembling their most valuable customers. GLCO's initial top-of-funnel marketing approach lacked precision in audience targeting, which we improved by upgrading audience segmentation on paid search, adding non-branded campaigns, and implementing lookalike audience targeting.
We also made enhancements to their Performance Max campaigns and implemented refined customer retargeting strategies. With Meta, we capitalized on GLCO's highest-value audiences to drive acquisition. By identifying and targeting lookalikes of their top customers, while also optimizing retargeting efforts, we increased first purchase revenue and customer lifetime value.
