Challenge
Scaling performance during the peak season without sacrificing efficiency
Rather than simply increasing retargeting investment, Beymen set out to prove that an app-first, full-funnel strategy could drive stronger results. The goal was to scale investment, grow revenue and sales faster than spend, and improve efficiency despite heightened competition—all while ensuring web activity reinforced the customer journey.
Solution
Activating an app-first strategy to scale performance
Together, Beymen and Criteo Commerce Growth redesigned the peak strategy around three principles: stabilize, structure, and scale.
1. Stabilizing the app foundation: Ahead of peak traffic, app event tracking and conversion signals were validated to ensure accurate, real-time bidding and budget decisions.
2. Structuring for agility across app and web: Campaign architecture was redesigned to separate app and web environments, enabling faster budget shifts, real-time optimization, and more responsive scaling during peak demand.
3. Scaling investment based on performance signals: Rather than increasing budgets uniformly, spend followed live revenue and efficiency signals—focusing on key moments such as promotional days, payday periods, and gifting windows. The app acted as the primary growth driver, while web campaigns reinforced conversion capture across the funnel.
A major differentiator was the use of advanced behavioral segmentation powered by Criteo signals. Instead of generic “product viewers,” audiences were separated by business model and intent level — enabling granular, intent-driven bidding and prioritization of higher-margin users.
Creatives layered dynamic product ads (always-on performance base), formats for curated luxury storytelling, and coupon-driven messaging during peak promotional windows. This multi-format approach outperformed a dynamic-only baseline and maximized impact during high-pressure sales days.
Results
Turning peak demand into scalable, efficient growth
The app-first strategy delivered strong performance during the peak season, confirming its role as a primary growth engine. With spend increasing by 57.5%, Beymen achieved +84% growth in app revenue and +78.5% growth in sales, significantly outpacing investment. At the same time, ROAS improved by 62.1%, while CPC decreased by 62.9%, demonstrating efficiently scaling despite increased competition.
Web campaigns also reinforced full-funnel performance, delivering +90.5% revenue growth, alongside a +46.7% increase in ROAS and +28% higher CTR.
By unifying app and web strategies within Criteo Commerce Growth, Beymen successfully transformed peak season into a scalable, high-performance growth engine—driving stronger results while maintaining efficiency at scale.
Q4 is always the most challenging period of the year for E-commerce Market due to scale and
competition. With Criteo’s fast support and strategic collaboration, we managed to significantly
improve both web and app performance while improving efficiency. The structured approach and continuous optimizations allowed us to scale budgets confidently during Peak Season and deliver
strong, sustainable results.
