High Street has quickly become one of Pakistan’s most loved e-commerce sites. Launched in 2020, the company had identified a demand for beauty products from the increasing numbers of online shoppers due the COVID pandemic. They now offer a wide variety of products, including skincare, cosmetics, fragrances, and jewellery, from popular brands such as Huda Beauty, Cartier, Christian Dior, and Burberry.

The Challenge

One of the biggest challenges when increasing online advertising budgets is audience segmentation. High Street Pakistan was determined to use their ad spend smartly and avoid any ad spend leaks. As a brand trying to expand in a highly competitive market, Ali Ayaz, Head of Marketing at High Street, recognized that the key to success was identifying the right audiences and Alavi, with its AI, would give his team a chance to do just that.

Ali discovered Alavi while looking for applications that could help High Street Pakistan scale. He saw that similar companies in the same space had gotten strong results with Alavi so on 5 July 2021, High Street was onboarded and started its free trial of the online application.

“Initially, audience segmentation was a bit of a challenge for us. We were increasing budgets but at the same time, we wanted to use it smartly. That’s where Alavi.ai helped us.” - Ali Ayaz, Director and Head of Marketing, High Street Pakistan

AI = Better Decisions & Bigger Returns

Launching and expanding the brand during the COVID pandemic came with many unique challenges and opportunities. With many other brands in the industry also focusing on digital marketing, High Street Pakistan wanted to see if Alavi’s AI would give it the edge it needed.

Using data captured by Google Analytics, Alavi immediately provided insights and cohorts, so the brand could target specific groups of consumers that would most likely buy from High Street Pakistan. This allowed the brand to utilize its existing budget in a smarter and more efficient way. Alavi’s AI also helped Ali and his team getter a better view of how their ads and ad sets were performing at each level of the marketing funnel. This led to them making better decisions with regards to increasing budgets and optimizing campaigns.

Another advantage of Alavi’s AI was being able to target prior website visitors who were highly likely to convert when marketed to. During its Alavi trial, the brand found audiences for five new mid-funnel ad sets, which strengthened its remarketing campaigns and yielded above-average Return on Ad Spends (RoAS).

For High Street Pakistan, the support provided by the Alavi team, the easy onboarding process and the application’s user-friendly design allowed it to quickly integrate and incorporate AI technology into its decision making and workflows for the first time. The positive responses and great results Alavi delivered have encouraged the High Street Pakistan team to use more AI technology in their business activities.

For any business wanting to evolve and grow in the e-commerce age, incorporating AI is clearly a step in the right direction because it can give your brand stronger insights and a competitive advantage.

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