Petite Amélie

From advertising challenges to a solid growth model

Innovation for efficient growth

Petite Amélie faced the challenge of achieving ambitious growth targets while facing rising advertising costs and complex inventory challenges. Together with Adwise, an advanced, data-driven strategy was developed that improved the efficiency of ad campaigns while optimizing inventory management. With an efficient bucket structure, real-time data analytics and efficient budget allocation, both marketing performance and operational processes were taken to the next level. The result? Increased revenue, improved ROAS and a solid foundation for continued growth.

Petite Amélie

For dreams, growth and inspiration.

Born from a mother's need to create the perfect crib, Petite Amélie has grown into a beloved brand offering stylish, timeless and functional furniture and accessories for baby, toddler and children's rooms. With a focus on quality, durability and inspiring designs, their products excite the imagination and grow with the child. The brand combines high-quality service, such as free delivery and fast shipping, with a personal touch and offers inspiration through concept stores and a virtual store walk. The specialist in children's room designs stands for thoughtful designs that help parents create unique, personalized spaces.

The challenge

Improving performance despite market challenges.

The baby and children's brand faced the challenge of achieving its ambitious growth targets while meeting a specific ROAS target, which was complicated by rising cost-per-click (CPC) and inventory management issues. High stock velocity caused products to sell out quickly, often resulting in advertising for products that were barely out of stock. In addition, constant in-stock and out-of-stock products brought longer learning phases to campaigns, which negatively impacted performance and ad budget efficiency.

The solution

Advertise efficiently with data insights.

Together, an advanced marketing strategy was developed, using an innovative bucket structure supported by custom scripting and real-time data analysis. By combining data such as inventory levels, sales performance through owned channels and Google Ads, and historical performance, a fully automated system was created that calculated product lead times and expected out-of-stock dates.

Based on these insights, products were scored and assigned to buckets, with high-performing products with more than enough inventory receiving extra attention, while products that were already selling hard without ad influence and had low inventory were scaled down. This strategy allows for more efficient budget allocation and increased visibility of lower-performing products while maintaining performance and brand equity.

Implementation

Automated solutions for smart growth.

Implementation began with the development of an advanced, fully automated system that uses custom scripting to collect and analyze real-time data. This system combines data such as inventory levels, sales performance through proprietary channels, results within Google Ads and historical trends to calculate product lead times and expected out-of-stock dates. Based on these insights, products were categorized into an innovative bucket structure, with each product assigned a score that determined priority for ad budgets.

High-performing products with high inventory received less support, while products with lower visibility or sales received extra attention through both lower- and upper-funnel channels. This dynamic approach was integrated into the marketing and inventory management process to optimize both visibility and efficiency.

Main results

In figures.

+21%

Growth in total online sales.

+5%

Increase in share of organic sales.

+200%

An improvement in blended ROAS from 1300% to 1500%.

-7%

In addition, reliance on Google Ads was reduced, with the proportion of Google Ads within revenue in percentage terms dropping from 50% to 43%, while absolute returns grew.

+37,5%

Campaigns are more stable, learning phases shorter, and revenue through organic channels increased 37.5% over target.

Impact

Synergy between marketing and inventory management.

The solutions have realized contributions on both Petite Amélie's marketing performance and operational processes. The efficient budget allocation ensures that products with higher support needs receive more attention, while high-performing products with sufficient inventory are managed more efficiently. This not only optimizes advertising results, but also improves inventory management, which has reduced obsolete stock.

In addition, the day-to-day business benefits from improved insights and efficiency, with a more strategic allocation of resources across marketing and purchasing activities.

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