Case Study
How Hong Kong’s Jewelry Brand Increased Conversions with Free Gifts

How Hong Kong’s Jewelry Brand Increased Conversions with Free Gifts

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Riley Watson, a leading DTC jewelry brand based out of Hong Kong, is revolutionising the way fine jewelry is purchased online. This case study explores how Riley Watson integrated the Kite: Free Gifts Shopify App by Skai Lama into their e-commerce strategy, helping them to unlock new customer segments, increase AOV, conversion rate, and reduce abandoned carts.

Riley Watson, a leading DTC jewelry brand based out of Hong Kong, is revolutionising the way fine jewelry is purchased online. This case study explores how Riley Watson integrated the Kite: Free Gifts Shopify App by Skai Lama into their e-commerce strategy, helping them to unlock new customer segments, increase AOV, conversion rate, and reduce abandoned carts.

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How Hong Kong’s Jewelry Brand Increased Conversions with Free Gifts

10.2K

Free Gifts availed

10.2K

Free Gifts availed

Industry

Jewellery

Apps Used

About Riley Watson

10.2K

Free Gifts availed

10.2K

Free Gifts availed

Industry

Jewellery

Apps Used
Kite
A Hong Kong-based jewelry brand leveraged the Kite app to boost conversions by offering free gifts with purchases on Shopify. This strategy not only increased their average order value but also helped reduce cart abandonment, unlocking new customer segments for the brand.

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Introduction

Riley Watson, a leading DTC jewelry brand based out of Hong Kong, is revolutionising the way fine jewelry is purchased online. This case study explores how Riley Watson integrated the Kite: Free Gifts Shopify App by Skai Lama into their e-commerce strategy, helping them to unlock new customer segments, increase AOV, conversion rate, and reduce abandoned carts.

About Riley Watson

Specializing in fine jewelry, Riley Watson offers an exquisite range of wedding and engagement rings, bracelets, earrings, and necklaces, focusing on craftsmanship and design. The brand prides itself on its bespoke collection and vibrant designs, appealing to a diverse clientele seeking meaningful and high-quality jewelry.

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The founder, Riley Watson, was a visionary artisan with a passion for creating pieces that spoke to the heart. Her journey began when she noticed a gap in the market for high-quality, affordable jewelry. Riley wanted to craft pieces that were not just accessories but heirlooms, carrying stories and emotions within their delicate designs.

Challenge

Competing in the luxury jewelry market, Riley Watson encountered the challenge of differentiating itself in a saturated industry.

Initially established as a retail shop, the brand recognized the demand from Millennials and Gen Z who preferred online shopping. Establishing an online sales channel posed a challenge in gaining trust and credibility among its consumer base.

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Given the high customer acquisition cost (CAC), Riley aimed to not only attract customers but also foster repeat purchase to increase the overall customer lifetime value (CLV).

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Additionally, introducing customers to various types of jewelry was another hurdle, as it aimed to expand their preferences and promote cross-selling opportunities, which can increase overall sales for Riley.

Solution

To address this, Riley Watson embraced a unique approach by integrating a free gifts campaign into their sales strategy with Kite. Kite allowed Riley to offer free gifts on specific products and total cart amount, enhancing the customer's purchasing experience and value proposition. They started to offer free gifts to help customers discover their other ranges as well.

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Implementation

The brand carefully selected complementary gifts that resonated with their product line and customer preferences, implementing a series of targeted campaigns to engage customers and incentivize higher purchases. For example, someone who added a bracelet to their cart was given a free gift, such as a ring.

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