138%
Increase in monthly new customers
31%
Decrease in nCAC
36%
New Customer Acquisition Cost (nCAC) decreased
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
Ad Spend Stuck on Existing Buyers
Eric Javits, a luxury fashion brand known for its iconic hats and accessories, had long enjoyed a loyal customer base and strong reputation in the market.
But beneath the surface, new customer growth was continuously shrinking month over month.
In the 30 days before partnering with WasteNot, key acquisition metrics revealed the problem:
Monthly new customers dropped from 1,671 to 1,631 (a 2.4% decline)
New customers as a share of all purchasers fell by 4%
A significant portion of ad spend was being wasted on existing buyers instead of reaching fresh audiences
In the luxury market, where margins are already pressured by rising tariffs and costs, stagnant new customer acquisition is a serious threat. Eric Javits had tried basic exclusion tactics, but as many leading advertisers have discovered, native exclusions simply weren’t enough to keep spend focused on true growth.
The brand needed a smarter fix.
Smarter Exclusions, Real-Time Optimization
Eric Javits partnered with WasteNot, a no-code ad optimization platform designed to make exclusions actually work. Setup was fast and marketer-friendly, with Shopify and CRM integrations connected in minutes and no engineering support required.
From there, the team built out precise, real-time exclusion rules:
Past purchasers and warm audiences were automatically excluded from prospecting campaigns, keeping top-of-funnel budget focused on new customers
Low-intent visitors (aka browsers who never converted) were deprioritized to avoid wasted spend
Irrelevant demographics were filtered out, ensuring impressions went to high-LTV prospects most likely to convert
Unlike static exclusion methods, WasteNot continuously updated lists in real time. As customers purchased or disengaged, targeting automatically shifted, ensuring every impression drove incremental value.
Even under margin pressure from rising tariffs, WasteNot gave Eric Javits the precision needed to funnel budget exclusively toward incremental new customer growth.
138% More New Customers in 30 Days
The impact was immediate and dramatic. Within just 30 days of activating WasteNot:
New customers increased 138%, climbing from 1,631 to 3,803
31% of wasted ad budget was reallocated to high-value new customers
New Customer Acquisition Cost (nCAC) decreased 36%, making growth more efficient and sustainable
Longer-term, first-time purchasers grew to 5,565 in May, compared to 1,631 pre-WasteNot, a 241% increase
With exclusions finally working, Eric Javits could scale ad budgets confidently, knowing dollars were fueling real growth instead of subsidizing repeat buyers.
138%
Increase in monthly new customers
31%
Decrease in nCAC
36%
New Customer Acquisition Cost (nCAC) decreased
"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
This case study highlights a hard truth for DTC brands: ineffective ad exclusions silently kill growth potential. By reclaiming wasted spend and directing it to true acquisition, luxury brands can achieve both growth and profitability, without increasing budgets.
COMPANY INFO
Industry
Luxury Fashion & Accessories
HQ
San Francisco
