Founded in 2019, ITC Store is an e-commerce business owned by ITC Limited - a multi-business conglomerate, with a focus on establishing a diversified presence in the FMCG and Food & Beverages sector. ITC Limited, the parent company, is one of India's foremost multi-business enterprises, and is rated among World's Best Big Companies, and is one of Asia's 'Fab 50'.
ITC's goal was two-fold: one, to redistribute budget optimally, and two, to subsequently get an ROAS greater than 2, on live campaigns.
Improvement in ROAS
"Increasing awareness of certain categories of products were our primary goal. We wanted a system that would enable us to do that, while simultaneously achieving our target ROAS of >2, and help reduce the Cost Per Transaction. That's when we met Pixis."
Pixis' AIs was deployed across ITC's catalogue campaigns to scale up its various offerings to include best selling products. It then redistributes ITC's ad budgets across campaigns based on best spending hours with high conversions for improved performance. Once these AI generated performance recommendations came into effect, ITC's campaigns saw an increase in performance through improved Return On Ad Spend (ROAS) and reduced Cost Per Transaction (CPT), while the total transactions skyrocketed by 2 times in a month's span.
Improvement in Return On Ad Spend
Reduction in Cost Per Transaction
With Pixis AI infrastructure, ITC was able to achieve its desired ROAS goals on track.