e-Commerce
November 5, 2025
Leo CurranDigital Marketing Apprentice
Field Notes is a running series of observations from inside Paladin. Think of it as a notebook — quick takes, patterns we’re spotting and lessons we’re learning in real time. It’s not polished thought leadership, it’s useful signals from the front line of performance marketing.
36x
Site Traffic
110%
Social Engagement
10x
Revenue
The Brief
Kohinoor came to us with a clear strength: a beloved brand built on authentic Indian flavours. Their products were a staple in kitchens and supermarkets across the UK. Our mission was to extend that success online - turning brand trust into sustained e-commerce growth.
The Challenge
After building a solid community for Kohinoor through social media, it was time to turn our attention to their online store. Website traffic was uneven, conversions had plateaued to double digits per month and customers rarely returned for a second purchase. What they needed was a clear plan to attract the right people, make buying easy and give shoppers a reason to come back.
One of the key objectives for our online store was to support salience and sales in store. We needed to drive sales of new products to demonstrate to buyers the demand we could create to enable listings. A secondary objective was to promote Kohinoor products to audiences who did not have Kohinoor products stocked in their local store, to encourage product trial and repeat online sales.
Our Approach
We began by diving deeper into their audience.
- Who were the people buying these products online vs offline?
- What did they look for in a brand like Kohinoor vs the category leaders and how could we make the most it?
Through research, we identified key groups: families wanting quick, tasty meals and food lovers who valued authenticity. These insights shaped the creative direction and targeting across every campaign.
With a clear understanding of the audience, we refined their marketing activity. Paid social (Meta, Pinterest, Tik Tok and YouTube) and search campaigns were redesigned to reach shoppers already searching for Indian food. On the website, we improved the customer journey by simplifying product pages, making checkout smoother and highlighting offers that encouraged customers to complete their purchase.
As performance improved, we turned our focus to retention and the customer journey. We set up 'welcome series', loyalty rewards and bundle offers to increase repeat purchases. Customers who had bought once were encouraged to return through personalised messages and well-timed promotions.
We engineered free delivery thresholds to increase AOV and deliver value to high-value customers
The Results
The improvements made a real impact. Over the past two years we have 10x Kohinoor's revenue, increased AOV and increased the number of customers. We improved conversion rates and repeat sales. Advertising spend became more efficient too, delivering a stronger return and far less wasted traffic.
The Takeaway
Kohinoor Joy’s growth came from treating e-commerce as a complete system rather than a set of individual tactics. By combining audience insight, creative strategy and ongoing optimisation, we helped the brand turn its online store into a reliable sales channel that continues to grow.
Kohinoor Joy
Mandeep Kang
Head Of Marketing
“Paladin Marketing have transformed our online store. Their team understood our customers, optimised our site and marketing, and helped us grow sales and repeat purchases consistently. They are strategic, hands-on and a true extension of our team.”