Electronics and Appliances

How Xpert Drove Footfalls and Qualified Leads for GoFix

Background

India's device repair market has long been dominated by neighbourhood technicians and grey-market parts, and GoFix is one of the brands trying to organise it. The Chennai-based company repairs smartphones, laptops, and tablets, and has built its reputation on the things the unorganised market cannot promise: genuine parts, trained technicians, transparent pricing, and a warranty that actually holds. It runs its own exclusive stores in Chennai and supplements them with a doorstep pickup and delivery model that lets it serve customers well beyond the city, effectively giving a regional retail brand a national service footprint. Alongside repairs, GoFix also operates in the refurbished device space, positioning itself as a full lifecycle partner for personal electronics rather than a one-off repair shop.

Challenge Faced

GoFix ran campaigns with two distinct objectives: driving footfalls into its exclusive Chennai stores and generating qualified leads for its doorstep repair service. Conventional targeting struggled with both. Nearly everyone owns a smartphone, so broad demographic and interest-based audiences reached millions of device owners but very few with an active repair need. Interest categories like technology or smartphones captured enthusiasm, not urgency. The result was a familiar pattern: enquiries from price-shoppers, leads outside serviceable intent, and store visits that never converted. In a category where the buying window opens only when a screen cracks or a battery fails, spend was leaking to people whose devices worked perfectly fine. GoFix needed timing and proximity, not just reach.

Xpert's Strategy Undertaken

Xpert restructured the campaigns around behavioural signals rather than demographics, treating footfall and lead generation as two separate problems with two separate audiences. For store footfalls, Xpert built geo-focused audiences around GoFix's Chennai catchments, prioritising users whose recent behaviour indicated device distress, such as repair-related searches, service centre lookups, and engagement with replacement content. For qualified leads, targeting was widened to doorstep-serviceable areas and filtered by intent depth, so ad spend concentrated on users actively evaluating a repair rather than casually browsing. Creatives were matched to the signal: screen damage messaging for screen-issue audiences, battery and performance messaging for ageing-device audiences. Every rupee was pointed at people with a broken device and a reason to act now.

Results Achieved

The most visible shift was in quality. Store teams reported that walk-ins arriving through the campaign came in with a specific device problem and a clear intent to repair, converting at a noticeably higher rate than earlier footfall traffic. Lead campaigns showed the same pattern: enquiries were repair-ready, within serviceable areas, and far less dominated by casual price-checking, which meant the sales team spent its time on conversations that could close. Wasted impressions on device owners with no active need fell away, improving the efficiency of every campaign rupee. Just as importantly, both objectives ran side by side without cannibalising each other, giving GoFix a repeatable engine for footfalls and leads alike.

Inferences & Insights

The GoFix campaign underlines a truth about need-based categories: ownership is not intent. In device repair, as in insurance claims or emergency services, the audience is not defined by who they are but by what just happened to them, and behavioural signals are the only reliable way to catch that moment. It also shows that footfall and lead generation deserve separate signal strategies; proximity matters for one, serviceability and intent depth for the other, and collapsing them into a single campaign dilutes both. For any brand pairing physical stores with a doorstep or delivery model, the lesson is to let the fulfilment mode define the audience. Timing-led targeting turns a low-frequency purchase into a dependable acquisition channel.

← View All Case Studies