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Overview:

A globally recognised, craft-led luxury fashion brand rooted in Indian textiles and artisanal processes is launching a flagship retail space in a prominent cultural district. The store is designed as an immersive, narrative-led experience catering to high-intent, design-conscious audiences. The mandate focuses on building a full-funnel digital ecosystem to drive qualified discovery, meaningful engagement, and high-value in-store conversions.

Objective:

Drive qualified leads, store walk-ins, and repeat visits through an integrated CRM, performance marketing, and storytelling-led digital strategy.

Scope of Work:

1. CRM & Lifecycle Marketing: Own Email, WhatsApp, and SMS journeys across pre-launch, launch, and post-visit stages with segmentation and automation

2. Performance Marketing: Manage Meta and Google campaigns focused on high-quality lead generation and optimise for walk-in intent 

3. Content & Storytelling Strategy: Translate brand narratives into a craft-led, content-rich storytelling approach

4. Creative Campaigns: Conceptualise and execute high-impact campaigns aligned with the brand’s luxury positioning

5. Analytics & Reporting: Track performance across leads, CRM engagement, walk-ins, and conversions with closed-loop attribution

Audience:

• HNI / UHNI clientele
• Design-aware urban consumers
• International travellers
• Craft and culture-focused buyers

Engagement Structure:

• Ongoing retainer engagement
• Minimum media spend: ₹1L/month
• Agency to manage CRM, paid media, content, and reporting end-to-end

Success Metrics & KPIs:

1. Performance Marketing

• Lead quality, cost per qualified lead
• Cost per walk-in, lead → visit conversion
• Return on ad spend (ROAS)

2. CRM (Email / WhatsApp / SMS)

• Visit uplift driven by CRM
• Repeat visit rate
• Revenue contribution from CRM cohorts
• Response quality (especially WhatsApp)

3. Store Performance

• Walk-in to purchase conversion
• Average basket value (ABV)
• Revenue per visitor

4. Customer Quality

• Repeat purchase behaviour
• Lifetime value (LTV)
• High-value customer acquisition

5. Content & Campaigns

• Saves, shares, and meaningful engagement
• Video completion rates
• Store intent actions (clicks, directions, inquiries)

6. Full Funnel

• Lead → visit → purchase conversion
• Time to conversion
• Revenue attribution across channels

Key Principle:

Focus on cost per meaningful customer acquired, not just cost per lead.

Agency Requirements:

• Proven experience working with luxury / premium / design-led brands
• Strong capability across CRM, performance marketing, and content strategy
• Ability to balance data-driven performance with brand storytelling
• Experience in driving offline conversions (store visits, appointments, clienteling)
• High sensitivity to aesthetic, tone, and cultural nuance

Important Note:

This is a luxury mandate. Communication must be curated, story-led and culturally rich- not en-mass for scale or discount-driven.