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How Reserva cut poor performer spend 75% and lifted ROAS 17% with Smart Segments
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The Brand
Reserva is one of Brazil's leading menswear brands, founded in Rio de Janeiro in 2004 and known for pairing quality basics with a distinctive irreverent, story-driven brand voice — playful marketing and limited-edition drops that have made it one of the country's most recognizable fashion retailers. Now part of Azzas 2154, Latin America's largest fashion group, Reserva sells across dozens of its own stores and more than 1,500 multi-brand retailers nationwide, with sister labels Oficina and Reserva Mini (kids) extending the brand's reach.
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Challenge
Making an already-sophisticated segmentation strategy faster and more dynamic.
Reserva already ran an established set of performance filters for Best Sellers and Poor Performers but they were manually curated and refreshed on a schedule, not in real time. The team wanted more responsive segmentation to drive more Meta ROAS from the same budget.
They tested ROI Hunter's AI-driven Smart Segments in a controlled, side-by-side comparison against their existing business-as-usual process.
Solution
A controlled A/B test isolating segment quality as the only variable.
Reserva ran two equal-budget campaigns for three weeks — one on manual segments, one on Smart Segments — with identical targeting, creative, and optimization settings, and no other features added to either side.
- Manual Control: existing hand-built segments, refreshed on a fixed schedule
- Smart Segments: AI-classified segments updated continuously from live performance signals
- Both cells promoted the full catalog to avoid catalog fragmentation
- Segment Prioritisation was deliberately excluded from both cells to isolate segment quality alone
The Smart Segments cell's Poor Performers segment reclassified underperforming products immediately as signals changed, rather than on a fixed refresh cycle — and turned out to be the single biggest driver of the result.
The Smart Segments test gave us one more lever inside what we believe a Growth environment should be: a system that learns and improves on its own, continuously. Bringing AI into our daily routine is an important step for where Reserva wants to go in the Brazilian market. Just as important, the test followed a scientific and econometric methodology, with clear planning, execution and measurement phases, which allowed us to extract real learnings and make a decision that directly impacts digital channel sales. Beyond proposing the test and following it with us, ROI Hunter acted as a facilitator and gave us the support we needed to build this success case and reach our business goals.
AI-driven segmentation outperformed Reserva's business-as-usual process.
- +17% ROAS from switching to Smart Segments, with no other variables changed
- -75% spend on Poor Performers as the AI continuously deprioritized underperforming products
- +17% CTR and -8% CPC as budget shifted toward stronger inventory
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