Case Study: FatFace achieves a 24% ROAS boost with Intelligent Reach's Content Experimentation

Fatface Achieved +24% Roas by A/B Testing Their Product Feeds

FatFace, a UK fashion apparel retailer selling womenswear, menswear and kidswear with ~13,000 SKUs, needed to improve ROAS across Paid Search, Paid Social and Affiliate channels but struggled to manage and rapidly test product feeds and attributes, and was constrained by Google Merchant Center’s limited analysis. They partnered with Intelligent Reach and adopted its Product Data Management, Data Connector and Content Experimentation modules to normalise titles, images and product types and to speed up feed testing and management.

Intelligent Reach delivered a single-platform feed workflow with a rules-driven automation engine, a Data Connector to match Google Ads metrics to products, and fast A/B testing via Content Experimentation to find winning title, type and image variations and rescue “invisible” products. The program produced measurable gains for FatFace — on average +22% impressions, +17% clicks, +19% orders and +24% ROAS — while automating relabeling and campaign reintroduction for underperforming SKUs.

FatFace

Steph Powell

Global Digital Marketing Manager