Founded in 1996, Magnolia is an international jewelry brand specializing in handcrafted designer pieces made from 925 silver, gold plating, and stainless steel. The company operates over 90 kiosks and stores, including 12 in Portugal, offering a diverse collection of nearly 1,500 unique designs at any given location. Magnolia’s limited stock policy ensures that each design is unique to its location, catering to customers seeking one-of-a-kind jewelry.
One
View
Before partnering with Bark, Magnolia’s e-commerce strategy treated the online store as a single unit. Conversion rates were measured at the store level, making it challenging to identify which products were underperforming or had high potential. This approach led to missed opportunities and inefficiencies in marketing and inventory management.
As Magnolia expanded its product range and customer base, the lack of granular data hindered its ability to make informed decisions. The merchandising and e-commerce teams often relied on intuition rather than data, leading to suboptimal pricing and promotional strategies.
Gili, Magnolia’s E-Commerce Manager, noted,
“It used to be trial and error, but now I know exactly which products I should push and which products can perform better with a slight pricing nudge. “
With Bark’s system, Magnolia shifted from a broad-strokes approach to a detailed, product-level strategy. The team could now:
Gili emphasized the shift:
“Bark completely changed the way I manage our store. We used to track metrics like conversion rate at the store level, but that view hides what’s really going on. If Product A sells 200 units and Product B sells 1,000, you’d assume B is better – but maybe A has higher margins, or B just got more views. Without tracking each product individually, you can’t see the full picture.”
As Magnolia expanded its product range and customer base, the lack of granular data hindered its ability to make informed decisions. The merchandising and e-commerce teams often relied on intuition rather than data, leading to suboptimal pricing and promotional strategies.
Gili, Magnolia’s E-Commerce Manager, noted,
“It used to be trial and error, but now I know exactly which products I should push and which products can perform better with a slight pricing nudge. “
With Bark’s system, Magnolia shifted from a broad-strokes approach to a detailed, product-level strategy. The team could now:
Gili emphasized the shift:
“Bark completely changed the way I manage our store. We used to track metrics like conversion rate at the store level, but that view hides what’s really going on. If Product A sells 200 units and Product B sells 1,000, you’d assume B is better – but maybe A has higher margins, or B just got more views. Without tracking each product individually, you can’t see the full picture.”
Magnolia’s team focused on improving one category at a time. A strategy that quickly delivered results. When applying this approach to the “Delicate Rings” category, they saw:
All without raising their marketing budget. A clear win for SKU-level optimization.
All without raising their marketing budget. A clear win for SKU-level optimization.
Magnolia’s story highlights the power of product-level analysis. By shifting from a one-size-fits-all strategy to SKU\Product-specific decisions, they improved both conversion rates and profitability.
Want to see how Bark can help you increase revenue and profits without increasing marketing spend?
