NDA
E-commerce
Turnover $8.46bn
Company
One of the largest home goods marketplaces with an annual revenue of $8.48 billion
Challenge
The client faced a common issue for large-scale e-commerce platforms: high traffic, but underwhelming marketing and sales effectiveness. Standard promotions and email campaigns had low engagement, and cold calls were converting poorly.
Key goals were to:
Increase user engagement.
Grow average revenue per paying user (ARPPU).
Drive GMV growth without increasing acquisition costs.
Solution: Product-Led Segmentation Based on Customer Behavior
We analyzed user behavior across the platform, focusing on purchase history, cart behavior, and product views. This allowed us to identify five key stages of the home renovation journey that most users go through:
Planning – blueprints, measuring tools, laser levels.
Demolition – safety gear, gloves, sledgehammers.
Construction – lumber, power tools, fasteners.
Finishing – paints, wallpapers, flooring.
Decorating – furniture, textiles, artwork.
We built an algorithm that identified a customer’s current renovation stage based on their purchases and behavior. Each user was assigned a renovation phase in real time.
Sales reps received prioritized customer lists with their renovation stage and recommendations for relevant products. Instead of using generic call scripts, salespeople tailored their offers to each customer's actual needs.
Website banners and product recommendations were also personalized — depending on the renovation stage, users saw items relevant to where they were in their journey.
Results after 3 months
📈 +11% conversion in the new segment compared to the control group.
💸 +10% increase in ARPPU through more relevant upsells.
📦 +6% GMV growth without extra marketing costs.
📞 3x improvement in cold call conversion, thanks to context-aware offers.
Conclusion
Customers rarely think in terms of individual transactions — especially when renovating a home, they follow a clear emotional and practical journey. By structuring our approach around this journey, we were able to:
increase trust and engagement,
shorten the path to purchase,
and grow revenue without scaling budgets.
Want to achieve similar results in your business?
Message us — we’ll show you how to tailor this approach to your industry.
