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Raymond Targeted Facebook Lead Ads to Motivate In-Store Visits

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Raymond- “A complete man” is the popular tagline for the brand. Let me give you a throwback to your childhood, showcasing a video Ad of the fabric symphony Knitting RAYMOND with a thread wool.

Raymond has grown rapidly in India and also in the Global market as a Conglomerate creating the finest fabrics across the globe. In fact, it is the leading brand in Textile and Apparel space. The core business of textiles and Apparel was revitalized accordingly.

Furthermore, Raymond leveraged the brand equity by penetrating retail stores in small towns thus ensuring better value creation.

About Raymond

Raymond is an Indian Brand of Fabric and Fashion Retailer. It was founded in 1925 by Gautam Singhania. However, it is one of the largest manufacturers of most worsted fabric in the world. It has over 60% of Market share in India. However, It owns most exclusive brands – Ready-To –Wear, Park Avenue, Parx and Notting Hill.

raymond

Moreover, it compromises with the following divisions:

Textiles

First and foremost, Raymond has a capacity of 38 million meters in wool and wool-blended fabrics. Moreover, it manufactures high-value pure-wool, wool-blended, premium polyester viscose worsted suitings, blankets, and shawls etc.

As a matter of fact,  Raymond has a diverse product range of 20,000 designs and colours of suiting fabric to suit every age, occasion, and style. Furthermore, the fabric is exported to 55 countries including USA, Canada, Japan and the Middle East.

It also manufactures fibers like Cashmere, Angora, Alpaca, Pure Silk, Linen etc. Plush-velvet is also produced in a wide array of designs and colors for Indians and overseas market.

Engineering

In fact, it is the largest producer of Files and recognized as the leader in the engineering files segment in India. The company has three divisions, JK Files(India) Ltd., J.K. Talabot Ltd serves national and international markets. It controls interest in Ring Plus Aqua Ltd manufactures auto components.

Aviation

In 1996 Air charter services were launched for the first time by Raymond in India. They produced One Ecureuil AS 355N Twin Engine Helicopter, One Agusta A109S Twin Engine Helicopter and One Challenger 604 Business Jet Aircraft.

Brands

Raymond Ready To Wear(RAL)

Raymond Ready To Wear brand is premium formal wear brand positioned to offer classic garments with perfect fits.

Park Avenue

Park Avenue offers stylish wardrobe for well-dressed gentlemen. India’s premium lifestyle fashion brand represents the latest in international fabric, styling, color and fashion trends.

It was introduced in 1986 which made the company to enter into the ready-to-wear market.

However, Park Avenue serves its customers for the varied occasions like party, office, corporate meetings, social gatherings, and celebrations.

The brand also got the ‘Best Design Concept’ of the Year Award for innovative AUTOFIT concept at Images Fashion Awards 2015.

Park Avenue Women

‘Park Avenue Woman’ was launched showcasing Women’s Western wear collection which was designed especially for working women.

ColorPlus

ColorPlus was launched in 1993 and created its space in ready to wear market in India with a premium range of clothing for men. This brand then becomes the trendsetter amongst the young generation for its wide range of clothing offering unique colors and comfort.

Furthermore, it has flagship stores in the best locations and international service has bought an excellent shopping experience to the country.

Distributional channels are also in the Middle East and have above 350 shopping destinations across the country.

Parx

In 1998 Parx was launched to address the growing trend to smart casuals.Parx is a premium casual lifestyle brand catering the needs of consumers to dress up for different events and occasions.

Parx is a premium casual lifestyle brand catering the needs of consumers to dress up for different events and occasions.

It reflects the persona of energetic and dynamic of 22-30 year old. It is also similar to aggressive and outgoing and lives life to the fullest. Therefore, it is still a preferred choice of brand in the casual wear since its inception.

Noting Hill

Noting Hill was launched in 2007. It reflects the style that manifests originality of today’s fashion conscious young professionals at an affordable price. It gives the wide range of color and styles for working professionals accordingly.

All the Brands are available at Raymond shop retail outlets and at multi-brand stores in India and overseas.

Business Objective of Raymond

The goal of Raymond was to increase sales in it 4 outlets by encouraging in-store visits

Strategy Adopted

Raymond ran a 3-week Facebook lead Ad campaign between October 27 – November 15, 2016, for 4 of its stores located in Rajasthan and Gurugram.

Raymond used Lead Ads to reach its targeted audience to increase sales at selected stores in Rajasthan and Gurugram. At that time, they used radius targeting and targeted young men living near 4 stores with selected offers. The ad also targeted Men interested in competitor’s brand.

Furthermore, Raymond filtered its audience using demographics for defined age and gender. It included interest targeting to Men who had shown interest in Tailoring, suits, and Garments. It also targeted the young men who have recently updated their status as Engaged or Married.

On the basis of demographics, Raymond also targeted men who are working or going to join a new job so that their first day at job becomes memorable.

raymond

Raymond featured a Facebook Ad showing a tailor taking measurements of an ambitious-looking Man gazing into horizons. The Ad included a call to action button redirecting the audience to register their personal details for an appointment. They closed the campaign by sending the SMS on their mobile phones to set up an appointment.

Products Used

  • Ads
  • Lead Ads
  • Desktop news feed
  • Mobile News Feed
  • Core Targeting

Results Obtained by Raymond

Raymond measured the increase of 78% sales on their store within the target radius and 58% increase in in-store visits.

Using lead ads in conjunction with radius and interests targeting, we can connect with the right people and reach our audiences more accurately. With the combination of a unique proposition for consumers plus smart digital targeting by iProspect, we have achieved increased store visits and sales.

Uma Talreja, Chief Digital Officer, Raymond

Learnings

  • Raymond abides values such as Trust, Excellence, and Quality
  • An integrated player for providing end-to-end fabric solutions from manufacturing worsted, woolen and linen fabrics to producing suits, trousers, and apparels
  • Their consistent focus on cutting edge research and technology has resulted in pioneering new products which have set benchmarks in the industry
  • Raymond has got a distinction for creating finest suitings in the world using super quality fine wool from the 80s to 250s count. It blends it with superfine polyester and other fibers like Cashmere, Angora, Alpaca, Pure Silk, Linen etc.
  • The brand reflects the persona of a confident, classy and intelligent man.

Source: http://www.raymond.in/

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