Historic Black Friday

Pitas scales up sales with Growth strategy on Black Friday

Challenge

In 2024, WalkinPitas faced a critical situation: the loss of approximately 50% of its stock just before Black Friday. This not only limited the catalog but also directly impacted the entire business growth system.

Acquisition capacity was reduced, the CRM lost efficiency by not being able to properly activate demand, and the business had no room to scale at the most important time of the year. The problem was not tactical but structural: the channels were not prepared to operate in a coordinated manner in an adverse context.

The goal for 2025 was not simply to recover sales, but to rebuild a system that would allow for controlled, efficient, and long-term growth.

The Solution: From Isolated Channels to a Growth System

Webmefy defined a change of approach: to build a system where SEO, Paid Media, and CRM would work in a coordinated way, connecting data, activation, and business.

The focus was not on performing more actions, but on impacting the entire funnel:

Visibility → Consideration → Conversion → Recurrence

Acquisition: visibility + efficient scale

SEO was used as the basis for medium-term growth, optimizing the site structure, indexing, and internal linking, with the aim of increasing authority and capturing non-branded traffic.

In parallel, Paid Media was activated as a controlled scaling lever, with a diversified strategy in Meta and Google aimed at maximizing conversions and profitability.

  • Meta: campaign optimization by type (generic, collection, categories)
  • Google: activation of Performance Max to maximize coverage and efficiency

Result: more qualified traffic and greater ability to scale

CRM: from channel to revenue engine

The CRM became a central piece of the system.

An automated workflow architecture was designed to cover the entire customer journey: from acquisition to reactivation, including welcome series, product viewed, and recovery.

Advanced behavior-based segmentation was also implemented, allowing for personalized messages and improved conversion.

The strategy was expanded internationally, adapting campaigns and workflows to different markets.

Result:

  • +119% in revenue YoY
  • 43% of total revenue generated by CRM

Activation: product + timing + orchestration

Growth was not only captured, it was activated.

The launch of the SS26 collection was a coordinated effort across channels, becoming a key moment for demand generation.

↳ 57% of the day's revenue came from the launch

Shopify: optimization for conversions

The technological base was optimized to improve conversion and user experience, aligning the site with campaigns and user behavior.

Not just attracting traffic, but converting it better

Business Impact

Black Friday 2025: system validation Omnichannel orchestration had a direct impact on business:

During Black Friday 2025, Pitas experienced significant full-funnel growth, with a +56% increase in sessions that translated into a +258% increase in orders. This improvement was accompanied by a clear optimization of conversion (+129%) and an increase in the average order value (+8.5%), which allowed for a +311% growth in net sales.

Pitas not only recovered its performance after the previous year. It built more efficient, scalable, and sustainable growth.

Growth doesn't stop at a single peak. It consolidates.

2026: sustained growth

90%+ orders
94%+ Gross sales
34%+ Conversion rate
CRM solidifies as a business driver, and Paid Media scales efficiently:
+250% Conversion on Meta
+792% Sales on Google
A more predictable model

The business is evolving towards a system where: Acquisition generates qualified demand, CRM monetizes and fosters loyalty, and conversion maximizes value

↳ Less dependence on peaks
↳ More control over growth

Growth is not recovered, it is built

Pitas has transitioned from a situation of operational fragility to a structured growth model, where channels work in a coordinated manner and the business can scale sustainably.

We are currently continuing to work on this system, continuously optimizing profitability, especially in reducing returns, and evolving the strategy to maximize long-term customer value.

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