8.7x ROAS
Retail
ROAS
A global luggage brand could only sell in peak gifting seasons. Navigator reached flight bookers year-round with enough lead time for delivery before travel, on exclusive audiences its competitors could not buy.
The Challenge
A renowned global luggage brand operating in EMEA was finding it increasingly difficult to acquire new customers outside of peak gifting seasons like Christmas and sale periods.
Their existing campaigns had been declining in performance over the previous 24 months, affected by deteriorating tracking and attribution capabilities, as well as rising acquisition costs on Google Search and website retargeting.
The brand needed a way to reach their ideal customers year-round, when they were actively planning trips and in need of luggage, rather than relying solely on seasonal shopping behaviours.
With luggage being a highly fragmented sector with no one brand having dominant market share, they were also looking for a way to stand out from their competitors and using chanels in an exclusive way — being where their competitors couldn't be.
The Strategy
Navigator targeted audiences across EMEA who were searching for and booking flights, enabling the luggage brand to reach their potential buyers at scale with sufficient lead time for product delivery before travel dates.
This approach allowed them to sell products year-round, synchronised with actual travel planning rather than just seasonal shopping periods.
By further segmenting Navigator's audiences, the brand could target budget-conscious travellers for their mass-market products while simultaneously reaching luxury travellers for their premium luggage line.
This intelligent segmentation delivered highly relevant messaging to each customer segment, maximising campaign effectiveness without increasing acquisition costs.
Navigator was also able to offer exclusive audience targeting for the brand. Meaning only this brand could promote against these audiences. The result of this was that only their brand was showing up to this vast travelling audience and that was only one brand in consideration.
The Results
8.7x
ROAS across year-round campaigns.
Awareness
Increased brand awareness in key markets.
Scale
Ability to scale investment during peak travel periods while maintaining year-round presence.
Segments
Effective segmentation delivering relevant products to both mass-market and luxury audiences.
The Conclusions
Intelligent audience segmentation of your potential buying audience at the perfect time leads to more effective and higher-performing marketing campaigns without increasing customer acquisition costs. By aligning marketing efforts with actual travel planning cycles rather than retail shopping seasons, luggage brands can achieve consistent year-round sales while maintaining the ability to scale during peak travel
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