INTERTOP: Optimizing Fashion Media to Net Revenue
A stock-aware fashion acquisition system that measured retained revenue after returns instead of checkout revenue alone.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
Order-level ROAS overstated performance when purchases were later returned, while ads for unavailable sizes and models wasted demand.
Solution
- Synchronized the advertising catalog with current stock and available sizes.
- Separated campaigns by product category and seasonal use case.
- Removed unavailable products from retargeting and used CRM for repeat-purchase communication.
- Tracked placed order, retained order and revenue after returns as separate stages.
Results
- 5,100 modeled placed orders
- KZT 61M modeled revenue after returns
- 6× to 5.1× modeled ROAS adjustment
Key insight
Revenue after returns provides a sounder basis for category and product-level budget allocation.