Mumbai: Ajio, Reliance Retail’s online fashion marketplace, has reported significant improvements in marketing performance after partnering with Vserv AudiencePro, an independent consumer intelligence platform, to enhance audience targeting and customer acquisition strategies.
The collaboration was aimed at overcoming the limitations of conventional interest-based targeting on digital platforms, which had led to a plateau in return on advertising spend (RoAS). By leveraging deterministic consumer signals through AudiencePro, Ajio sought to identify and engage high-intent shoppers more effectively while expanding its reach among new customer segments.
According to the companies, AudiencePro functions as an independent intelligence layer that enables brands to move beyond platform-native audience assumptions and target consumers based on actual transaction behavior. For Ajio, this involved identifying cross-category shoppers across segments such as clothing, footwear, jewellery and watches, while also incorporating spending patterns across direct-to-consumer and quick-commerce platforms to refine audience selection based on value, frequency and recency.
The initiative reflects a broader shift among marketers toward leveraging deterministic data signals to improve campaign efficiency and customer acquisition outcomes.
As one of India’s leading fashion e-commerce platforms, Ajio has consistently focused on innovation-led marketing strategies. The company said that understanding the purchasing behavior and category engagement of its most valuable customers played a key role in driving the campaign’s success.
Through the deployment of AudiencePro’s deterministic consumer intelligence capabilities, Ajio recorded an 11% increase in RoAS, a 15% rise in new orders and a 62% reduction in cost per session. The companies noted that while campaign structures remained unchanged, the improvements were achieved through more precise audience selection powered by deterministic consumer insights.
“Reaching fashion shoppers at scale in an ever-evolving space like fashion while also maintaining marketing efficiency is always a priority,” said Arpan Biswas, Chief Marketing Officer, Reliance Ajio. “We are delighted by the impact of deterministic segments from AudiencePro, we were able to improve purchase quality, drive stronger engagement, and achieve meaningful growth in RoAS and new orders.”
Commenting on the partnership, Saurabh Khanna, Business Head – Large Clients and Agencies Partnerships, Vserv AudiencePro, said, “AudiencePro operates as a channel-agnostic independent consumer intelligence layer, which means the audience data is not shaped by the channel’s optimisation priorities but marketer’s priorities to reach better audiences with every campaign. Our marketers are under pressure to justify every rupee of media spend and this independence has real strategic value which shows in our partnership with Ajio”.
The companies said the results highlight the growing importance of audience-first marketing strategies, where data-driven consumer intelligence is used to enhance the effectiveness of campaigns across established advertising platforms such as Meta and Google.
The partnership also underscores a broader industry trend toward leveraging transaction-led consumer insights to improve media efficiency, customer acquisition and campaign performance in an increasingly competitive digital marketplace.
By integrating independent audience intelligence into existing advertising ecosystems, brands can improve targeting precision without altering their media mix or operational processes, demonstrating how smarter audience selection can drive measurable business outcomes.
As marketers face increasing pressure to maximise returns on advertising investments, deterministic audience intelligence is expected to play a larger role in helping brands identify high-value consumers, improve campaign performance and unlock sustainable growth.
