The Challenge
Genie Shopping specializes in Shopping campaigns, acting as a Comparison Shopping Service (CSS) partner. With its in-house technology and management, it optimizes campaigns to drive sales and reduce costs for retailers. In 2024, Genie Shopping’s client, Mamas & Papas, which designs, manufactures, and retails baby products, set ambitious revenue growth targets for its peak trading period. However, with paid search already operating at a capped cost of sale, there was limited room to scale through traditional performance channels without compromising efficiency. The business needed a smart, data-led solution to unlock incremental growth while preserving profitability.
The Approach
Genie aligned its CSS activity with Shopping campaigns previously managed in- house to ensure cohesive bidding and cost-per-acquisition controls. Securing client buy-in through data-backed forecasts and transparent approval models, Genie Shopping integrated its solutions as a CSS Premium Partner to scale sustainably while aligning with broader investment and performance goals. It used this historical performance data to understand how Google's Smart Bidding would learn user behavior over time, especially during periods of pre-peak acquisition. This allowed Genie to deploy budget confidently ahead of the peak, trusting the algorithm to deliver efficiency as delayed conversions materialized.
The Results
The strategy delivered standout results, with affiliate CSS activity becoming a key contributor to peak period performance. Mamas & Papas saw revenue growths of 19% in Q3 and 63% in Q4, plus a 31% Q4 conversion rate increase, all YoY. Crucially, this growth was delivered alongside the continued success of in-house campaigns, proving that another CSS was not just additive, but complementary — unlocking incremental volume without cannibalization. The channel is now firmly established as a strategic and scalable part of Mamas & Papas’ marketing mix, with performance efficiency that meets the brand’s long-term growth ambitions.
Genie Shopping brought strategic direction to our CSS use, helping us understand the true value of the channel and securing stakeholder buy-in by applying the right methodology from the outset. The results speak for themselves — the CSS Premium Partner is now a key lever in maximizing performance during critical trading periods, working seamlessly alongside our in-house Shopping campaigns.Sami Dabek, Senior Digital Marketing Manager, Mamas & Papas