Ajio, Reliance Retail’s online fashion marketplace, has reported improvements in marketing performance following its partnership with Vserv AudiencePro, an independent consumer intelligence platform, aimed at enhancing audience targeting and customer acquisition.
The collaboration was launched to address the limitations of traditional interest-based targeting methods on digital advertising platforms, which had resulted in a plateau in return on advertising spend (RoAS). By leveraging deterministic consumer signals through AudiencePro, Ajio sought to identify high-intent shoppers more effectively while expanding its reach among new customer segments.
AudiencePro operates as an independent intelligence layer that enables brands to target consumers based on actual transaction behaviour rather than platform-generated audience assumptions. For Ajio, this involved identifying shoppers across categories such as apparel, footwear, jewellery and watches, while also analysing spending patterns across direct-to-consumer and quick-commerce platforms to refine audience selection based on value, frequency and recency.
The initiative reflects a growing trend among marketers towards the use of deterministic data signals to improve campaign performance and customer acquisition outcomes.
According to the companies, Ajio recorded an 11% increase in return on advertising spend, a 15% rise in new orders and a 62% reduction in cost per session following the deployment of AudiencePro’s consumer intelligence capabilities. The companies stated that these gains were achieved through more precise audience targeting while maintaining existing campaign structures.
Commenting on the results, Arpan Biswas, Chief Marketing Officer at Reliance Ajio, said reaching fashion shoppers at scale while maintaining marketing efficiency remains a key priority for the business. He added that the use of deterministic audience segments from AudiencePro had helped improve purchase quality, strengthen engagement and deliver measurable growth in both return on advertising spend and new customer orders.
Saurabh Khanna, Business Head – Large Clients and Agency Partnerships at Vserv AudiencePro, said the platform functions as a channel-agnostic consumer intelligence layer, allowing marketers to prioritise audience quality rather than relying on optimisation objectives set by individual advertising channels. He noted that increasing pressure on marketers to justify advertising expenditure has enhanced the strategic value of independent consumer intelligence, which was reflected in the partnership’s outcomes.
The companies said the results demonstrate the growing importance of audience-first marketing strategies, where data-driven consumer insights are used to improve campaign effectiveness across major digital advertising platforms, including Meta and Google.
