How Reserva cut poor performer spend 75% and lifted ROAS 17% with Smart Segments.

The Reserva 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.

+17%

ROAS Uplift

-75%

Poor Performer Spend

+17%

CTR

Pattern x

Reserva

Challenge Making an already-sophisticated segmentation strategy faster and more dynamic.

Reserva's performance filters for Best Sellers and Poor Performers were manually curated and refreshed on a schedule, not in real time, leaving ROAS on the table between updates.

Getting more Meta ROAS out of the same budget meant segmentation needed to be far more responsive than their existing process allowed.

Approach A controlled A/B test isolating segment quality as the only variable.

Revenue

Traffic

Conversion

Price

Availability™

Run a controlled three-week A/B test

Compare manual segments against Smart Segments with identical targeting, creative, and optimization settings, and equal budget on both sides.

Compare AI-classified segments to hand-built ones

Test continuously updated Smart Segments against existing segments refreshed on a fixed schedule.

Isolate segment quality alone

Exclude Segment Prioritization from both cells to test segment quality on its own, with Smart Segments' real-time reclassification of Poor Performers driving 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.

Melquesedeque Moura

+17%

ROAS Uplift

-75%

Poor Performer Spend

+17%

CTR

Discuss your marketplace growth.

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Unlock the exponential  power of together.

You know your brand, we know ecommerce.

How Reserva cut poor performer spend 75% and lifted ROAS 17% with Smart Segments.

Unlock the exponential power of together.

You know your brand, we know ecommerce.

How Reserva cut poor performer spend 75% and lifted ROAS 17% with Smart Segments.

Unlock the exponential  power of together.