Scaling an ethnic-wear catalogue across India
A 2,000-SKU ethnic wear catalogue had crawl budget bleeding into faceted noise. We rebuilt the IA, launched paid, and added WhatsApp recovery - 3.1× revenue in 7 months.
Project statement
A 2,000-SKU ethnic wear catalogue had crawl budget bleeding into faceted noise. We rebuilt the IA, launched paid, and added WhatsApp recovery - 3.1× revenue in 7 months.
Where the brand started
Shreeman sells ethnic wear across India with a catalogue of roughly 2,000 SKUs. Demand existed, the merchandising was strong, but almost none of that assortment was discoverable - search engines were spending their crawl budget on filter permutations instead of the collections that actually sell.
The problem worth solving
Massive catalogue, poor crawl efficiency, no clear hero categories, and a cart-abandonment rate over 70% with no recovery.
What success had to look like
Make the catalogue legible to search engines and to shoppers, then put paid spend behind the collections proven to convert - and stop losing the majority of add-to-carts.
The thinking behind the plan
Treat discovery and recovery as one system. First fix the information architecture so crawl and click both land on commercially meaningful pages, then let paid media amplify only what already converts organically, and finally close the loop on abandoned carts where this audience actually replies: WhatsApp.
What actually shipped
Faceted-nav rationalisation
Audited filter permutations and collapsed low-value combinations, so crawl budget concentrated on collection and product pages instead of infinite parameter variants.
Hero category architecture
Built dedicated hero categories to give the catalogue a clear commercial hierarchy - a landing surface for both organic intent and paid traffic.
Product schema rollout
Structured data across the catalogue so pricing, availability and variants were machine-readable for search and shopping surfaces.
Google Shopping + feed optimisation
Cleaned and enriched the product feed, then ran Shopping against the hero categories rather than spreading spend across the full SKU list.
Meta retargeting
Retargeting layered on top of the organic and Shopping demand already being generated, so paid spend compounded rather than duplicated.
WhatsApp cart recovery
A Spoki-powered WhatsApp flow to recover abandoned carts - the channel this audience actually reads and replies to.
How results were tracked
Revenue, organic sessions and blended ROAS were tracked against the pre-engagement baseline; recovered-cart value was attributed through the WhatsApp flow.
What this engagement taught
“On a large catalogue, architecture is the growth lever - paid media only compounds once crawl and click both land on pages that convert. Recovery belongs on the channel the audience already uses, not the one that is easiest to instrument.
What I owned on this project
Digital Marketing - strategy, SEO lead, paid media - leading strategy, execution and measurement across Technical SEO, Google Shopping, Meta Ads, WhatsApp Retention.