INC.5 nearly doubled ROAS and reached ₹1.71 crore a month in online sales.

When INC.5 moved onto Strique, the account was running at a 2.3 ROAS. Eighteen months later ROAS was 4.5 and monthly online sales were ₹1,71,08,526.

In footwear, a placed order and a real sale are different things. Payment method, size confidence, delivery serviceability, cancellations, exchanges and return-to-origin all decide how much of a reported order turns into revenue. Strique pulled all of those into the budget decision itself.

The result: 73% more spend, 238% more monthly sales, nearly double the return on ad spend, and prepaid orders up from 27% to 61%.

Eight tools, eight partial truths

INC.5 has been around since 1998, with 90+ stores across 50+ cities and shelf space at Lifestyle, Centro and Shoppers Stop. None of that removes the friction of buying shoes online.

Before Strique, marketing was spread across eight vendors and freelancers covering paid media, content, lifecycle and reporting. Each one optimised the number inside its own tool. Nobody could see the whole path from first impression to payment, delivery, exchange and the next order.

Strique connected those stages into one loop:

• Acquisition: the product, audience, message and cost behind each order.
• Checkout: payment method, basket value, discount use and customer status.
• Fulfilment: pin-code serviceability, dispatch, delivery, cancellation and RTO.
• Customer history: new buyer or returning, and how valuable.
• Media allocation: the completed outcome decides where the next rupee goes.

The account stopped learning from who clicked. It started learning from who paid, received the order, kept it and came back.

Optimising for revenue the business keeps

Most ad accounts are trained to maximise purchases. Strique scored every product-audience-order combination on five signals instead:

• Payment commitment: prepaid or cash on delivery?
• Delivery probability: serviceable address, and do similar orders arrive?
• Fit confidence: did the shopper use size guidance or exchange often?
• Order economics: what is left after discounts, fulfilment, cancellations and returns?
• Customer value: first order, repeat, or part of a high-value cohort?

That changed where money went. A campaign with lower platform ROAS could earn more budget if its orders were prepaid and delivered cleanly. A campaign with a flattering ROAS could be cut if too much of its revenue vanished after checkout.

More prepaid, without taking away the choice

Cash on delivery stayed available. Strique worked out where each shopper needed more confidence to prepay and showed the right proof at that moment:

• Returning customers saw loyalty value and order history near checkout.
• First-time buyers got clearer payment security, delivery and tracking reassurance.
• Size-sensitive shoppers saw measurement and exchange info before payment.
• High-risk COD orders went into confirmation flows before fulfilment costs piled up.
• Prepaid incentives only showed where they would change behaviour.

Prepaid share went from 27% to 61%. Return-to-origin fell from 18.4% to 8.2%, and ad reporting started to match the revenue the business actually kept.

Better orders made room for more customers

Efficiency did not come from retreating to repeat buyers. Monthly spend grew from ₹22 lakh to about ₹38 lakh while:

• Website conversion rose from 0.91% to 1.58% (+74%).
• Average order value rose from ₹2,650 to ₹3,240 (+22%).
• Customer acquisition cost fell from ₹1,480 to ₹1,030 (−30%).

18 months on Strique

• Months 1–3: one workspace, one realised-revenue baseline. ROAS 2.3, prepaid 27%, ₹50.6L/month.
• Months 4–6: payment, fulfilment and serviceability feedback. ROAS 2.7, prepaid 34%, ₹68L.
• Months 7–9: fit-confidence journeys and order confirmation. ROAS 3.2, prepaid 42%, ₹91L.
• Months 10–12: lifecycle, loyalty and higher-value cohorts. ROAS 3.7, prepaid 50%, ₹1.19Cr.
• Months 13–15: budget allocated on delivered orders at scale. ROAS 4.1, prepaid 56%, ₹1.47Cr.
• Months 16–18: expansion across proven segments. ROAS 4.5, prepaid 61%, ₹1.71Cr.

The 4.5 ROAS is the headline. The prepaid shift is why it holds up once the money actually lands.

This account is run by Digimaze, Strique's performance marketing arm, on the Strique platform.