How Akiso Turned Two Conflicting Audiences Into a 73% Conversion Lift

Two Doors, One Entrance

Imagine running a store with two completely different sections: one corner sells high-performance yoga wear, the other showcases festive ethnic fashion. Now imagine both types of customers walk through the exact same door, see the exact same displays, and get the exact same sales pitch.

Meet Priya and Meera - two shoppers with very different needs landing on the same Akiso homepage. Priya, a yoga instructor, sees festive kurtas and wedding banners. Meera, shopping for a family wedding, lands on Yoga wear. Both navigate catalogs not built for them, struggle with irrelevant filters, and eventually abandon their carts. This was Akiso’s daily reality: one store, two intents - and neither fully served.

It’s 3 PM on a Tuesday. Jai lands on the Noise website from an Instagram ad for smartwatches. Five seconds later, he’s gone.

Arjun, a fitness enthusiast, visits from his laptop. He scrolls past smartwatches and earbuds, searching for something that fits him. After 30 seconds, he leaves.

Isha opens Noise on her phone during her commute. She’s met with premium products she can’t afford and exits immediately.

Three visitors. Three different needs. One generic experience.

This was Noise’s reality.

The Challenge

Akiso wasn't just dealing with two product categories. They were managing two completely different shopping psychologies:

Functional mindset

Price range: ₹3,000–₹5,000

Care about: fit, compression, mobility

Need reassurance: sizing charts, reviews

Cross-sell: complete the set

Functional mindset

Price range: ₹3,000–₹5,000

Care about: fit, compression, mobility

Need reassurance: sizing charts, reviews

Cross-sell: complete the set

Occasion-driven mindset

Price range: ₹9,000–₹12,000

Care about: fabric, occasion, aesthetics

Need reassurance: styling cues, context

Cross-sell: dupattas, blouses, jewelry

Occasion-driven mindset

Price range: ₹9,000–₹12,000

Care about: fabric, occasion, aesthetics

Need reassurance: styling cues, context

Cross-sell: dupattas, blouses, jewelry

Yoga Shoppers

Festive Shoppers

Additional friction points:

Catalog overwhelm: 90+ ethnic SKUs with no intent-aware ranking meant endless scrolling
Filter fatigue: Filters designed for one category confused the other
Missed attach rates: Yoga sets weren't completed, ethnic looks weren't accessorised
Wasted retargeting: Generic audiences burned through ad budget chasing the wrong shoppers

Additional friction points:

Catalog overwhelm: 90+ ethnic SKUs with no intent-aware ranking meant endless scrolling
Filter fatigue: Filters designed for one category confused the other
Missed attach rates: Yoga sets weren't completed, ethnic looks weren't accessorised
Wasted retargeting: Generic audiences burned through ad budget chasing the wrong shoppers

Helium’s Solution

Akiso needed to stop treating all visitors the same. They needed a system that could recognize shopper intent within the first few clicks and reshape the entire journey accordingly.

1: Real-Time Intent Scoring

As visitors landed on Akiso, Helium analyzed campaign UTMs, entry pages, device/location, and first-click behavior to classify intent as Yoga or Ethnic within seconds.

2: Adaptive Merchandising

Once intent was identified, the experience reshaped in real time.

Yoga shoppers saw performance-led grids, fit-first filters (rise, length, compression), practice-focused banners, and PDPs that completed yoga sets.

Ethnic shoppers saw occasion-led assortments, pinned seasonal capsules (SEHER, RAGA), fabric- and occasion-based filters, and PDPs recommending dupattas, blouses, and jewelry.

3: Cart & Campaign Continuity

Personalization extended beyond discovery:

• Cart nudges encouraged higher AOV (e.g., savings on ₹10K+ orders)

• Festive storytelling stayed consistent across banners, PLPs, and PDPs

• Retargeting pushed only high-intent cohorts back to paid channels

Akiso needed to stop treating all visitors the same. They needed a system that could recognize shopper intent within the first few clicks and reshape the entire journey accordingly.

1: Real-Time Intent Scoring

As visitors landed on Akiso, Helium analyzed campaign UTMs, entry pages, device/location, and first-click behavior to classify intent as Yoga or Ethnic within seconds.

2: Adaptive Merchandising

Once intent was identified, the experience reshaped in real time.

Yoga shoppers saw performance-led grids, fit-first filters (rise, length, compression), practice-focused banners, and PDPs that completed yoga sets.

Ethnic shoppers saw occasion-led assortments, pinned seasonal capsules (SEHER, RAGA), fabric- and occasion-based filters, and PDPs recommending dupattas, blouses, and jewelry.

3: Cart & Campaign Continuity

Personalization extended beyond discovery:

• Cart nudges encouraged higher AOV (e.g., savings on ₹10K+ orders)

• Festive storytelling stayed consistent across banners, PLPs, and PDPs

•. Retargeting pushed only high-intent cohorts back to paid channels

The same search, the same website - but this time, Helium's AI recognised Priya's intent within seconds and transformed her entire experience…

When Meera returned to Akiso, Helium had already detected her festive intent from the Ad click and reshaped the store to match her wedding shopping mindset…

The Technical Magic: How It Actually Works

Behind the seamless experience was an AI engine working in milliseconds.

Real-time signals

The moment a visitor landed, Helium read device, location, traffic source, time of day, and past behavior to infer intent.

Progressive learning

As visitors interacted, Helium refined its understanding - clicks, hovers, and scrolls continuously shaped the experience.

Attribute-led recommendations

Instead of generic “similar products,” Helium surfaced products based on what mattered most, like battery life, design, or price.

The Results:

Within three months of deploying Helium, Akiso transformed from a confused split-personality store into a precision-targeted shopping experience. The shift wasn't about driving more traffic. It was about converting the traffic they already had.

Beyond the numbers, the transformation was behavioral:

Discovery friction disappeared: Visitors found relevant products faster, especially in the 90+ ethnic catalog
Cart sizes grew: Effective cross-sells on yoga sets and ethnic accessories lifted basket values
Ad efficiency improved: Quality-weighted cohorts exported to Meta and Google delivered higher ROAS
Repeat behavior shifted: Memory rails and intent recall made returning visitors convert faster

Not only this, First-time visitors behaved like informed buyers, product pages felt like conversations, not spec sheets. Cart abandonment dropped as confidence grew & shoppers felt understood not sold to.

+73%

Conversion Rate

25%

Increase in AOV

+13%

Monthy revenue

The Key Takeaway

Akiso’s story proves a hard truth for multi-category brands: one experience can’t serve every shopper. Different visitors bring different needs, budgets, and expectations - and ignoring that costs conversions.

The breakthrough wasn’t more products or more traffic. It was identifying each shopper’s intent within seconds and reshaping the journey to match. With Helium, Akiso effectively ran two stores under one roof - yoga shoppers saw a yoga-first experience, festive shoppers a festive one. Both converted significantly better.

“We had two very different shoppers walking through the same door. Helium finally helped us tell them apart early - and build each journey the way it should be.”