Eric Javits Increases New Customer Growth by 133% in 30 Days with WasteNot

Challenge

Eric Javits, a luxury fashion brand celebrated for its innovative hats and accessories, faced a hurdle in their digital marketing efforts. Despite a loyal following and a reputation for quality, new customer growth had begun to falter. In the 30 days prior to partnering with WasteNot, monthly new customers acquired had dropped from 1,671 to 1,631—a 2.4% decrease. Even more telling, new customers as a share of all purchasers had fallen by 4%, revealing that much of their ad spend was being allocated to existing buyers instead of potential new customers.

In the fast-paced luxury market, failing to attract new customers can stall even the most established brands. Eric Javits had experimented with basic exclusion methods to refine their ad targeting, but as the biggest ecomm advertisers have already discovered, these exclusions were no longer working. A more effective approach would be needed to focus their marketing budget on growth-driving prospects.

Solution

WasteNot, a cutting-edge ad optimization platform, delivered the precision Eric Javits needed. Eric Javitz integrated WasteNot with its existing tools and ad platforms, allowing the team to activate nuanced, real-time exclusion strategies that ensured ads would be targeted to high-potential new customers. 

Here’s how Eric Javits uses WasteNot:

1. Seamless Data Integration
   WasteNot syncs directly with Eric Javits’ Shopify store and CRM system, pulling in real-time data like purchase history, browsing behavior, marketing engagement and customer demographics. This creates a unified view of the customer base, enabling dynamic audience segmentation for ad targeting.
2. Tailored Exclusion Rules
   Using WasteNot’s user-friendly dashboard, Eric Javits set up custom exclusion lists without writing a line of code. Including:
   
   • Existing Customers and Warm Audiences: Automatically excluded from prospecting and TOF campaigns to prioritize new customer acquisition
   • Low-Intent Visitors: Users who regularly browsed but didn’t convert were deprioritized to avoid wasted ad spend
   • Irrelevant Audiences: Non-luxury buyers outside the brand’s target demographic were filtered out, keeping campaigns focused on high-LTV prospects
3. Real-Time Ad Spend Optimization
   WasteNot’s exclusion engine ran continuously, adapting to fresh data inputs and ad performance data. As customers made purchases or disengaged, the platform instantly adjusted Eric Javits's targeting, exclusion and bid adjustments, ensuring every impression drove incremental value.‍
4. Mitigating Tariff Pressures
   With tariffs set to increase COGS and squeeze margins, WasteNot’s precision became a lifeline. By directing ad budget exclusively to incremental new customer growth instead of existing customers, warm audiences and low-value prospects, the team was able to maximize the incremental value of ad buys and offset rising costs.

Results

The shift was dramatic. Within 30 days of activating WasteNot, Eric Javits saw monthly new customers climb from 1,631 to 3,803. Compared to the prior 30 days, this represented a 138% increase in new customers acquired, transforming stagnant new customer growth into a powerful upward trend.

The benefits went beyond numbers:

• WasteNot reallocated the 31% of Eric Javits budget that was previously being wasted to potential new customers, maximizing paid ads contribution to new customer growth
• New Customer Acquisition Cost (nCAC) dropped by 36%, proving the outsized benefit of more effective, intelligent exclusions
• Long-term gains have solidified, with 5,565 first-time purchasers in May, compared to just 1,631 pre-WasteNot—a 241% increase

"WasteNot transformed how we approach customer acquisition. Ensuring we see real growth from our ad spend instead of rebuying the same customers over and over. The impact on our growth has been unbelievable." - Dario Markovic, CEO of Eric Javits

Conclusion

Eric Javits's success with WasteNot underscores a critical truth for DTC brands—ineffective ad exclusions can quietly erode growth potential. Using WasteNot, brands can flip the script, reclaiming control of their ad spend, prioritizing new customer acquisition, and driving incremental growth with ads instead of wasting budget on existing demand. For luxury labels and beyond, it’s a proven path to sustainable, scalable success.

For more information on how WasteNot can help your business, you can explore the platform for free.