Marrkt

Key Performance Outcomes

Increased paid media Conversions (Purchases) by 600%

Lowered CPA by 45%

Increased incremental YoY sales by 34%

Increased ROI by 800%

Work Overview

MARRKT is a leading pre-owned menswear marketplace specialising in premium, quality brands where customers can both buy & sell secondhand apparel.

Key points:

• Ego stats (ROAS, Purchases etc)
• Daily emailer challenges
• Separating statistics from incremental revenue
• Segmenting audiences into valuable groups
• Capitalising on first party data (klaviyo, GA4)
• Building long-term awareness that has reaped returns
  

MARRKT are a pre-owned marketplace for quality menswear brands, where customers can buy & sell through the platform in full confidence - with every item going first to MARRKT’s HQ to be authenticated and condition-verified garments before.

New items are added to the site daily and announced to their large, loyal returning customer base through a steady stream of emails known as ‘The Daily Drop’, and as almost everything is one-of-one, it tends to sell quickly.

Totuus began working with MARRKT in Spring 2023, overseeing their paid media, analytics and consulting on their ecomm strategy. Having totally overhauled the strategy with new audience builds, new budget focuses & new creative, we’ve seen great success that has lead to continued growth for the business.

The Challenge

With a large and loyal customer base already, MARRKT operate in a different way to most businesses, with their Daily Drop emails, and returning customers, accounting for the majority of their revenue.

The first challenge then was not improving the retention rate of customers but lowering the CPA of new customers. But when we took charge of their paid media, we saw large ROAS numbers reported via both Meta & Google, but attribution was being claimed by a number of sources, which indicated overlap between platforms that needed to be addressed as it was wasting valuable spend.

Totuus’ response

Back to Basics

Once we had access to MARRKT’s various marketing platforms and their first party data, we were able to better understand how attribution was being skewed. We saw as suspected that Meta campaigns were targeting swathes of customers who were already regular purchasers via the Daily Drop emailers, which after some testing, we saw was having little impact on increasing incremental sales.

Overhauling the paid media strategy meant getting rid of any unnecessary budget waste - which started with the current Daily Drop subscribers which were inflating performance figures like ROAS and revenue, without truly contributing to sales. One of our first tasks was to introduce more accurate audience builds, which was done by connecting Klaviyo’s first party data to Meta’s ad manager in an attempt to provide the latter with up to date newsletter subscriber lists which we can exclude from receiving ads.

We then introduced a refreshed campaign structure, which focused the vast majority of budget on simple awareness building amongst an audience who were totally new to MARRKT. In the long-term this has increased overall brand searches as well as overall revenue for the business by 34%. We supplemented these campaigns with a smaller budget focussed on retargeting those who had made 1-3 purchases, to convert them towards becoming more regular customers of the brand.  

Whilst platform ROAS has dropped, incremental ROI has increased, with overall sales seeing it’s biggest increase over the past two years, with record months of revenue in 2024.