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How Play Up increased AOV by 84% with FULLVENUE

See how PlayUp, a sustainable children’s clothing brand, boosted ROAS by using FULLVENUE’s AI-driven segmentation to optimize customer acquisition, reactivate dormant customers and drive growth in new markets.

↑ 84%
Average Order Value
↓ 25%
Acquisition Costs
↑ 105%
ROAS

About

Play Up is a Portuguese children’s clothing brand dedicated to creating high-quality, sustainable and timeless apparel for newborns to 14-year-olds. With roots in the family-run textile company ETFOR, Play Up designs and manufactures all its collections in-house, ensuring ethical production and premium materials. Since its founding in 2004, the brand has grown into an internationally recognized name, offering thoughtfully crafted pieces that blend comfort, durability and style.

Challenge

Despite their strong market presence and commitment to quality, Play Up faced a major challenge – a declining growth curve that was negatively impacting their business goals. As they aimed to expand into new markets, previously high-performing geographies saw a significant drop in conversion rates. Recognizing the need for a data-driven approach to understand and engage with their audience more effectively, Play Up sought a strategic partner capable of delivering deeper customer insights and driving stronger results.

 

Solution

When partnering with Full Venue, Play Up had three key objectives:

1.       Optimize Customer Acquisition Costs

Facing a decline in growth, Play Up recognized the need to optimize acquisition costs to reach the best results. To achieve this, FULLVENUE’s AI audience segments were implemented, allowing Play Up to target and attract high-value customers based on the first-party data from their most profitable users.


2.       E-mail Marketing Strategy to Reactive At-Risk and Lost Customers

Germany had shifted from a high-performing market to one with a rising percentage of dormant customers. To reverse this trend, FULLVENUE outlined a structured and multi-sequence e-mail marketing journey featuring personalized messaging and product recommendations tailored to each customer, designed to nurture, engage and convert these inactive users.

3.       USA Market Expansion

Play Up’s business objectives aimed to expand to new market. Using FULLVENUE’s data-driven forecasting models, we identified the US as a prime growth opportunity targeting specific regions within the country. A strategic plan was developed, allocating budget in a phased manner and continuously monitoring performance to maximize ROAS.

  

Results

With acquisition costs rising and key markets showing signs of stagnation, Play Up needed a fresh approach to sustain growth. By integrating FULLVENUE’s AI-driven audience segmentation and predictive analytics, they unlocked new efficiencies– reducing costs, increasing engagement and driving higher customer lifetime value.

Here’s a quick snapshot of the results since partnering with Full Venue:

  • 25% reduction in acquisition costs vs. traditional audiences
  • 84% increase in Average Order Value (AOV)
  • 105% improvement in Return on Ad Spend (ROAS)
  • 120% boost in Click Rate and Click-to-Open Rate
  • 3.2% Conversion Rate from reactivated customers

These early successes mark just the beginning of an ongoing partnership focused on scaling intelligently and maximizing long-term performance. As Play Up continues to grow, FULLVENUE remains a strategic ally, refining strategies and uncovering new opportunities for even greater impact.

Ready to grow your business
to the next level?