Browns Jewellers – International Luxury Retail Transformation
How ROI Growth Agency eliminated 90% of inefficient ad spend and delivered 400%+ efficiency improvement for an international luxury jeweller.
Browns Jewellers is a leading international luxury jeweller with multiple stores across South Africa and the United Kingdom, with a new Sydney flagship opening in 2025.
CHALLENGE
Browns Jewellers was investing heavily in Google Ads but burning budget on campaigns that weren’t converting.
90% of budget wasted on non-converting campaigns
Poor quality remarketing traffic generating low-intent enquiries
Unoptimised PMAX campaigns draining budget
Spending in South African regions with no luxury buyers
Treating £5,000+ engagement rings like impulse purchases
No multi-touchpoint strategy for high-consideration purchases
Poor data integrity across international markets
SOLUTION
ROI Growth Agency implemented a sophisticated luxury retail strategy designed for high-value purchases:
Campaign optimisation: Eliminated 90% of non-converting ad spend
Geographic precision: Refined targeting to high-net-worth areas, removed inefficient regions
Multi-touchpoint engagement ring strategy: 4-6 week nurture sequences matching the luxury purchase journey
Deep customer profiling: Segmented by buyer persona, intent level, price tier, and lifecycle stage
PMAX restructuring: Properly configured Performance Max with luxury retail best practices
Advanced remarketing: Sophisticated retargeting based on browsing behaviour and engagement
Data integrity overhaul: Fixed tracking and attribution across SA, UK, and Australian markets
Lead quality system: Implemented scoring to prioritise high-intent enquiries
IMPLEMENTATION
- Campaign Audit: Comprehensive review and elimination of 90% of inefficient campaigns
- Geographic Targeting: Refined location targeting to eliminate spend in non-converting regions
- Customer Journey Development: Multi-touchpoint nurture sequences for engagement ring buyers
- Remarketing Strategy: Behaviour-based retargeting across Google, Facebook, and Instagram
- Customer Segmentation: Created distinct personas for traditional, modern, and luxury buyers
- Lead Qualification: Implemented scoring system to prioritise store-ready prospects
- Data Infrastructure: Fixed tracking, attribution, and reporting across international markets
- Team Training: Knowledge transfer to Browns' marketing and creative teams
BUSINESS IMPACT
Browns Jewelers transformed from inefficient digital marketing to a sophisticated luxury retail strategy.
By understanding that engagement ring purchases require weeks of consideration and not single clicks ROI created campaigns matching how luxury customers actually buy.
Eliminating 90% budget inefficiency freed substantial spending for high-performing campaigns. The 400%+ efficiency improvement means dramatically more value from every marketing dollar. Browns now has a scalable, data-driven framework ready for international expansion.
Reduction in ad spend
Campaign improvement
Increased Conversions
Attribution accuracy
Ready to Eliminate Budget Inefficiency and Drive Real Results?
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Growth Agency
ROI Growth Agency helps industrial and B2B brands scale smarter with data-led omnichannel marketing strategies that connect awareness to action.
Expertise: Luxury Retail