Store Operations and Digital Marketing Strategy Review

Summary of Visit Commitments:
- A total of 9 visit commitments were scheduled recently.
- Only 3 to 4 people have successfully visited the store.
- One specific customer postponed their visit from the scheduled day to the following day.
Monthly Traffic Metrics:
- Approximately 24 visits have been generated through online channels this month.
- Source breakdown for visits: 3 to 4 were attributed to references, previous contacts, or direct advertisements.
The Conversion Gap:
- Walk-ins are occurring, but the conversion rate remains low.
- Case Study (Customer Anurag):
  - Initial budget disclosed: $60,000$ .
  - Follow-up: Khushbu suggested sofas within that budget, and the customer liked a sofa at the store within the same range.
  - Outcome: The customer did not make a purchase decision on the spot. Later, he messaged stating the prices were too high despite the product fitting his stated budget.
Market Context and Customer Intent:
- Case Study (Customer Rajan):
  - Looked for sofas initially and received pricing via online communication.
  - Upon visiting the store, his interest shifted entirely to dining tables.
- The "Market Effect":
  - The store is located in a furniture market where customers are exposed to many options.
  - Customers often spend up to 2 hours scouting the market, leading to "disruption" in their original intent or plan changes.
  - Competition from SMBs (Small/Medium Businesses) in the vicinity affects decision-making.

Return on Ad Spend (ROAS) Commitments:
- Committed ROAS for Meta: $19.7$ .
- Committed ROAS for Google: $20.45$ .
Current Performance Realities:
- Google ROAS: Currently at $0$ .
- Meta ROAS (Overall): $12.2$ .
- Meta ROAS (With Retailer): $7.6$ .
Lead Quality Comparison:
- Lead Relevancy: The teams agree that leads are generally relevant and interested enough to visit the store, but they "get lost" at the booking stage.
- Budgeting: Current underspending on ads is managed by the General Manager (GM). If current budgets yield sufficient interested leads, the underspend is considered acceptable to preserve funds for future phases.
Timeline for Results:
- An expected timeline for achieving full committed results is $3 \text{ to } 4\text{ months}$ .
- The process is cumulative; April leads are only just converting in subsequent months.

Google Lead Volume and Behavior:
- Lead quantity dropped significantly after the 22nd of the month.
- Specific dates of low volume: Only one lead on the 23rd; no leads for several days following.
- Many Google leads are categorized as "Closed Lost" or "Not Responding."
- Drop-off Pattern: Customers often respond initially, then block the number, forward calls, or stop responding entirely after a follow-up is attempted.
Data Accuracy Issues:
- One lead mistakenly inquired about a "Modular Kitchen" due to landing on the wrong page; they explicitly stated they were not looking for furniture.
- The issue regarding irrelevant PIN codes (influencer leads) has been mostly resolved; PIN codes are now correctly targeted.
Lead Source Attribution:
- There is a "Direct" dashboard to track leads where the specific ad source (Google vs. Meta) is unclear.
- Khushbu bifurcated 8 direct leads into 4 for Meta and 4 for Google for reporting purposes. Only 1 lead was definitively confirmed from Google in the recent working count.

Creative Requirements:
- The video is being created using AI technology.
- Tanaya requested the use of Indian models for the creative.
Mechanism Placement:
- There was a misunderstanding regarding where the massager is located in the sofa. The AI video initially showed it at the head (head massage).
- Correction: The massager is located in the lumbar region (lower back).
- The marketing team must show the specific mechanism of the lumbar massage in the video.
Review Process:
- The video requires multiple checkpoints for approval to ensure technical accuracy of the mechanism.
- Tanaya requested the final video be shared for stakeholders to check text, audio, and visual consistency.

Product Replacements in the Calendar:
- The team needs to remove seven products from the current calendar to make room for new priority items.
- Items to Add: Sofa cum beds (there are six models in total), including specific models named Faisal, Pamplona, Monrovia, and Braxton.
- Items to Remove: The "Aruba + Luxor" post is to be replaced by a Sofa cum bed post.
Product Names and Details:
- Pamplona: A sofa or recliner (to be featured in a new color).
- Monrovia: (M-O-N-R-O-V-I-A).
- Braxton: (B-R-A-X-T-O-N).
- Zagreb and Ankara: Targeted for video content or reels.
Format Changes:
- Reels should be reserved for main products (sofas/recliners) rather than dining chairs or accent chairs.
- Dining chairs and accent chairs should be grouped into Carousel posts instead of dedicated reels.

Tanaya: "How much time should we consider here? Like, three months, six months?"
Diksha: "I think we should consider a timeline between three to four months. It takes this much time for such things to, you know, get that desired results."
Tanaya: "Considering both marketing and sales are going hand in hand. This will keep improving in the third and fourth month is what you're trying to see?"
Diksha: "Yes. Yes. Yes."
Tanaya: "What is the feedback on Google leads? Are there any leads which have visited and all?"
Khushbu: "In this working count, the actual count of Google lead is just one… mostly in Google leads, people are responding in the initial stage. But after that, it goes not responding, or either they forward the call or they block us."
Tanaya: "Have you targeted interior designers?"
Diksha: "We do target them currently… tomorrow or maybe the day after tomorrow, that campaigns will also be up where we can target some bulk leads and all."
Tanaya: "Is the name of the man—just senior manager or product manager—changes first level of changes to… basically stakeholders?"
Diksha: "I'll share it to you. It's becoming a bit hard to share it here. You download and share it with me… I'll tell you what all to be made changes."