About the brand
An award-winning wearable consumer electronic brand, speacialized in designing and manufacturing high-quality audio products – Boult ranks amongst top 3 audio brands in the country. Founded in 2017 by Varun Dutta, Boult Audio’s product range includes earphones, headphones, bluetooth speakers, and neckbands – offering an immersive audio experience to gamers, music lovers and audiophiles.
The brand combines innovation, style and quality to create an exceptional audio listening experience for its customers. Selling a headphone every 8 seconds, Boult aims to reach 100 million audiophiles by 2026.
Problem Statement
In recent years the wearable consumer electronic industry has witnessed significant growth in India, with several home-grown brands emerging as major players in the market – specially in the audio segment. This disruptive growth of this segment can be attributed to several factors, such as increase in demand for high-quality audio products at an affordable price, increase in digital purchases across e-commerce and marketplaces, and the proliferation of smartphones and other mobile devices.
Rising opportunities and rapid growth in this segment present a set of unique problems for brands. The market is crowded with many established brands as well as new players, all vying for the consumers’ attention. Boult needed something completely different from traditional campaigns and outreach activities, in order to truly stand out amongst the crowd and build meaningful relationships with their tech-savvy audience. While the brands in this segment invest a lot in marketing and brand building activities such as celebrity endorsements and collaborations with influencers, they need to adopt a more targeted approach to reach specific segments of its modern audience.
In a market where consumers are highly price-sensitive and may switch to other brands if they perceive a better value for money, it’s important to engage them in a two-way dialogue immediately to understand their exact needs. This can be used to drive consumer stickiness by nudging them towards products that fit their profile and tastes.
Success Criteria
Boult was seeing relatively low open rates and engagement across channels due to not being able to engage their website vistors in a two-way dialogue. In such a competitive industry, brands must not wait for the consumer to randomly reveal their buying preferences. Going out of the way and surprising consumers is the best method to grab their attention and build a loyal customer base.
This unique problem set led to Boult evaluating Contlo as their partner to establish an integrated marketing stack to collect zero party data, create segments and send out hyper-personalized communications with a strong bias toward action.
SuperAGI’s Solution and Approach
Before starting off with a tailor-made solution for Boult audio, the very first essential step was to migrate all its historic data and replicate the marketing stack onto SuperAGI – including automation flows, segments and forms. By offering personalized support executive and to the brand, SuperAGI was able to provide a seamless transition, ensuring that all data was migrated accurately and efficiently.
Once everything essential was in place – the next step was to figure out how Boult can engage their audience and capture their attention as soon as possible. The answer to this was – SuperAGI Forms!
Boult effectively used Contlo forms as a way to identify customer interest by creating a wow-moment, asking them about their preferred product category and using it as an automation trigger to nudge high-intent shoppers.
Immediately after a new user lands on the website, Boult shows them an interactive spin the wheel form to generate interest – offering discounts upon submitting phone number. This placement did wonders for Boult, users were instantly attracted by this gamified process and felt incentivized to submit their contact details.
However, a consumer brand’s marketing strategy must consist of multiple growth levers and continuous engagement with users across multiple touchpoints.
Just wowing them isn’t enough. To understand product preferences of their website visitors, Boult nudged them by showing a pop-up form whenever the user browsed the product section. The responses were then saved as profile properties in Contlo. Users were then segmented based on their buying preferences and behaviour for personalized communications.
By collecting high-quality zero party data and engaging their website visitors across multiple channels, Boult increased their total order volume by 5X since moving to Contlo.
Nearly 35% of Boult’s orders in the past 30 days came straight via Contlo.
As technology advances at a rapid speed, it pushes consumer electronics brands to continuously ship out new innovative product SKUs every now and then to be able to match the consumer demands. A lot of times these demands go unmet due to manufacturing limitations, leaving these high-intent buyers hanging.
Boult is able to solve this classic Supply & Demand problem by showing a “back-in-stock” notification form on their out-of-stock product pages. Which triggers an automated reminder to “back-in-stock” subscribers over their preferred communication channel whenever the desired product is re-stocked. Due to the highly personalized and targeted nature of these campaigns, the brand witnessed 25% CTR.
The innovative and intelligent use of Contlo forms has done wonders for the brand. Overall since the migration to Contlo, the brand has more than doubled its total audience size, generating nearly 30% of its total revenue via Contlo. Boult’s growth strategy shows how to effectively generate customer interest once you understand their behaviour and preferences by using the right tools and targeting them across multiple touchpoints.
* ROI calculated in this case study is based on total revenue generated via Contlo vs the monthly subscription cost of the Contlo’s Marketing Platform
