// Relaxo //
11% of 2300 Crs Online Sales
BRAND OVERVIEW
Relaxo Footwear
Relaxo Footwears Limited is the largest footwear manufacturer in India, known for its affordable, quality non-leather products like slippers, sandals, and sports shoes under popular brands such as Relaxo, Sparx, Flite, and Bahamas, serving millions through extensive distribution and retail networks.
INDUSTRY
FASHION & LIFESTYLE
Campaign Name
₹267 Cr Online Revenue
SERVICES
MEDIA PLANNING & BUYING
Problem Statement
01.
01 Gaining market share in the Growing category
Shoes is the second largest category in the fashion vertical contributing around 30% of sales of the overall fashion category. Within footwear, the men's segment has a 71% contribution to overall footwear business. Relaxo had to ensure not just grow with the category but also gain market share.
02.
02 Increase reach amongst 150 Mn fashion shoppers
There were a total of 150 Mn shoppers and 85+ Mn Footwear buyers who were not considering Relaxo against other competition brand
The Strategy
Customers exhibit a non-linear journey on the platform, in shoes category only 50-60% journeys start with searching for a product. It is important for you to intercept your potential customer’s journey across different steps to enable engagement
The Solution
We designed a performance-driven e-commerce strategy focused on capturing a defined share of online revenue while maintaining strong brand control.
01.
AMS SOV : Gain Market Share in Lower Funnel
Safeguarding brand keywords could have got us only that much: the real ideal space was to drive traffic from category search. Shoppers are undecided about brands: most Amazon footwear search terms are category generic. So we had to capitalize on generic keywords to recruit new consumers and showcase specific product catalog basis search patterns.
02.
Increase penetration in Casual and Sports FW
Undertake a strategic growth journey by targeting core users, and gradually engaging with users in the upper funnel
03.
Brand/Product led Stories to drive TOMA & Recall
Upper funnel investment helps in demand generation both on and off Amazon. We understand Brand campaigns have a long term impact on brand searches (organic demand). Along with MAS we planned right Events contribute 35%+ of total annual business of category, opportunity to capitalise on events to win new consumers
04.
Reap long term benefits of ‘Replen’ portfolio
Secure a ‘long term win’ through top ranked hero products in the category
CaseStudy Moodboard
Results
Strong Revenue Growth:
Achieved Rs 267 crores in online sales, exceeding the original digital revenue target.
High Return on Ad Spend
Delivered a 10.45 ROAS on paid spends, ensuring profitability alongside scale.
Paid Sales Acceleration
Recorded a 198 percent growth in paid sales through marketplace advertising.
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By focusing on clear revenue targets, strategic marketplace partnerships, and a disciplined search and event strategy, we helped Relaxo Footwear unlock meaningful e-commerce growth. The approach always balanced on-brand protection with high-impact seasonal pushes, ensuring visibility when demand peaked. As a result, online sales evolved from a supporting channel into a significant revenue driver, contributing directly to Relaxo’s overall business growth.