LUX LED LIGHTING
01 — Project Details
Product Launch of the Brooklyn AURA LED Task Light with Qi Wireless Charging
LUX's core consignment business supplies modern, functional LED lighting to hospitality clientele. Bestsellers are LED task lights designed to blend into modern interiors. They are placed on desks and tabletops in hotel rooms and are popular for their seamless device charging integration. The Brooklyn AURA was the first light to feature a Qi wireless charging option built into the light's design.
02 — My Role
After signs of product demand triggered by hotel room engagement, business leadership voted to test a DTC line of business.
As more hotel guests experienced a LUX light in one of the 50,000+ hotel rooms, a gradual increase in product requests by phone and email triggered LUX brand leaders, Roger Edgar and Trevor Forsell to hire me. I was tasked to develop the eCom/DTC business line in balance with the growing B2B line.
03 — Campaign Goals & Challenge
Key performance targets were to sell 100% of the initial inventory at an MRR of 3.75x while scaling overall DTC revenue 40% YoY at an EOY profit of 8%. Before launching a new customer acquisition funnel, I worked in tandem with the B2B sales team to develop a DTC merchandising strategy on the website that would not cause price confusion for the B2B catalog buyer. Pricing for products sold directly proved to be a persistent challenge, especially when running promotions to boost the conversion rate. We set up a pricing strategy and a measurement plan to analyze price elasticity.
A progression of quarterly thematic funnels plays out in acts and beats, a plot of distinctions and propositions.
The Brooklyn Aura was launched to thread the Q3 Back to School theme to boost the historically weak Q3 and add momentum going into promo-heavy Q4.
Q1 | Desk Moments
The theme told in one beat per month was to capture the moments customers first experienced the convenience of touch-activation and device charging functionality.
Q2 | Spaces
The 3 beats of the Spaces theme overlapped as the new product was rendered to place in different room setups, including bedside, home office, and living areas.
Q3 | Brooklyn Aura Launch
To align with students getting back to school, the Q3 theme targeted a "parents with students" of all ages.
Q4 | Promo Time
Promotions in the form of discounts were always on either in the form of "free shipping" or % off sets of 2 or 4 lights, but the BFCM and Holiday promos were key.
04 — Campaign Performance Summary
The Brooklyn Aura surpassed key targets.
By reducing the price of the legacy models in the collection, from which the new Aura design was derived by 15% while giving 15% off and free shipping for first-time orders of carts over $200, unit sales were not impacted by the introduction of the new model. The Aura's launch nearly doubled conversion in Q3, which, is historically the weakest converting quarter. The Q4 conversion rate was, seasonally strong, as expected. Still, with more prospects in the email marketing funnel, driven by the new product campaign, revenue grew 189% over the previous year's Q4, without an increase in ad spend.
The channel media strategy and activation plan were designed to generate B2B/B2C leads, with program funnels converting leads to first-time customer and repeat orders.
Q3/Q4 YoY Campaign KPI Performance
CVR
1.1% to 2.2%
AOV
$178 to $224
CAC
$48 to $23
ROAS
333% to 521%
YoY ECOM Performance
+132%
Increase in Repeat Orders
+212%
Increase in DTC orders
+190%
Increase in Revenue
+145%
Increase in MRR
“
The Aura's 'Stay Charged' campaign proved to be an effective message. The hero threaded the thematic arc Winquest created, resulting in a successful B2C2B product launch."
Roger Edgar, CEO