Case Study: Orient Watch USA and Bay Street Media
In the fall of 2019, Orient Watch USA faced a challenging market characterized by the impending global pandemic, increased competition, the rise of the Chinese gray market, and Amazon's growing dominance. To address these headwinds, Orient Watch USA partnered with Bay Street Media (BSM) to implement a comprehensive strategic overhaul.
Overview:
The initial focus was on enhancing Orient Watch USA's online presence by streamlining website content and optimizing the e-commerce platform for a user-friendly, conversion-oriented experience. This aimed to establish the brand as a direct-to-consumer entity.
BSM also implemented a targeted customer communication strategy, identifying four distinct consumer segments. Messaging was tailored to each group: older individuals with incomes under $150,000 (emphasizing heritage and value), those seeking automatic watches (highlighting craftsmanship), previous customers (rekindling affinity), and a segment defined by competitors like Timex (positioning Orient as a more agile alternative).
Recognizing the potential of emerging digital channels, BSM introduced SMS sales as a supplementary revenue stream, complementing just-in-time advertising. This significantly shortened the purchase funnel, reducing the time from consideration to purchase to under three months and fostering customer loyalty.
The social media strategy shifted from aesthetic visuals to a direct and shoppable experience with refined targeting to maximize ROI and drive qualified traffic to the e-commerce platform.
The results of this five-year partnership were substantial and consistently positive.
Results:
The results of this five-year partnership were substantial and consistently positive.
Orient Watch USA experienced year-over-year growth of 30% in the first year,
- 40% in the second
- 25% in the third
- 33% in the fourth
- 40% in the fifth
- 30% sixth
- 20% seventh
BSM has accomplished many incredible accomplishments such as:
- First million-dollar holiday period: Christmas 2021.
- Black Friday and Cyber Monday recorded sales for five consecutive years.
- Creation of the March Tournament, which reached nearly a million people and has resulted in almost 100,000 active participants since its inception.
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BSM concludes by highlighting their expertise in the men's brand space and their proven "playbook" for success, inviting potential clients to inquire about their methodologies and Here is a summary of the case study of Orient Watch USA and Bay Street Media:
