Case Study: Smarter Retargeting Boosts ROAS by 128% for Peacock Alley

By Amy Lundstram, Paid Media Director at Eyeful Media

Data Driven Segmentation & Retargeting Boosts Paid Social ROAS by 128% for Peacock Alley

Client: Peacock Alley

Industry: Luxury Bedding & Home Textiles

Services: Paid Social, Attribution & Analytics

 

The Challenge

Peacock Alley had a problem many brands face: how to turn one-time buyers into loyal customers. Their Meta Ads campaigns were too broad, treating all past buyers the same. The results showed it — a low return on ad spend (ROAS) of $1.37, a high cost per acquisition (CPA) of $238, and a conversion rate (CVR) of just 1.3%.

For any ecommerce brand, reactivating past customers takes more than a one-size-fits-all approach. Showing the same message to everyone limits growth and wastes spend. Premium brands especially need a smarter, more personalized way to reconnect with buyers and turn one-time shoppers into loyal customers.

The Solution

Eyeful Media stepped in with a new plan, using the Triple Whale platform's customer journey and product purchase behavior analysis/data. This platform pulls together attribution data from Meta Ads, Google Ads, Klaviyo (email), and Shopify, giving a full view of customer behavior.

Using this insight, Eyeful:

  • Built specific customer audiences based on what products people initially purchased.

  • Used the Triple Whale product journey analysis to see what SKUs people were historically most likely to purchase next.

  • Grouped products into special sets inside Meta's Commerce Manager.

  • Updated product sets often to match buying trends.

Instead of showing random products, Eyeful showed people products that matched the analysis of what they'd buy next. For example, someone who bought a towel would see ads for matching bath mats or blankets.

Eyeful also added a 20% off second purchase coupon. It gave customers another reason to buy again, without cheapening the brand's luxury feel.

ROAS jumped by 128%, from $1.37 to $3.12

CPA dropped by 58%, from $238 to $101

CVR rose by 154%, from 1.3% to 3.3%

The Execution

Inside Meta Commerce Manager, Eyeful built product sets based on what customers had bought before. Each product set was tied to a specific customer group.

Eyeful kept improving the campaigns by:

  • Breaking audiences into even smaller groups.

  • Testing different ad styles to keep things fresh.

  • Updating product catalogs every few months.

  • Watching Triple Whale data every day to find new chances to sell more.

One challenge was avoiding ad fatigue. Eyeful solved this by limiting how often customers saw the same ad and changing creatives often. They also used Triple Whale data to find new cross-sell ideas, like offering luxury sheets to customers who had bought towels.

This flexible approach kept customers engaged and made sure ads stayed relevant.

The Results

The new campaigns delivered big wins:

  • ROAS jumped by 128%, from $1.37 to $3.12.

  • CPA dropped by 58%, from $238 to $101.

  • CVR rose by 154%, from 1.3% to 3.3%.

With more past customers converting, total revenue surged. Boosting conversion rates meant Peacock Alley could get more value from their existing ad budget—freeing up room to invest in new customer acquisition without increasing overall spend. Smart targeting and a simple offer helped create a strong, growing reactivation program.

Why It Worked

Several smart moves made this a success:

  1. Customer Groups Based on Behavior: Eyeful used real purchase data to match customers with products they’d most likely want.

  2. Smarter Tracking: Triple Whale revealed where each channel impacted the customer journey, helping Eyeful adjust campaigns to drive awareness, engagement, and conversions more effectively.

  3. Relevant Product Sets: Eyeful only showed products that matched what people had already bought.

  4. Right Incentives: The 20% off coupon was timed around key promotional periods, boosting reactivation purchases and driving extra revenue when customer interest—and the chance to attract new buyers—was already high.

  5. Constant Updates: Campaigns were always being refreshed based on new data, keeping them effective.

Key Takeaway

By using better data and smarter targeting, Eyeful Media turned Peacock Alley's one-size-fits-all retargeting into a major growth channel. This case shows that meeting customers with the right message at the right time can drive real results.

Want to see how smarter retargeting can grow your brand? Let’s talk.

Amy Lundstram