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: putting the system to the test

More sessions, more orders, better conversion and clear net sales growth.

+311%

in net sales.

Sales

+258%

in orders during Black Friday.

Orders

+129%

in conversion rate.

Conversion

2026: sustained growth

The growth wasn't a one-off spike. It stuck.

+90%

in orders.

Orders

+94%

in gross sales.

Sales

+34%

in conversion rate.

Conversion

Paid Media scales efficiently

Performance in 2026 also shows improved acquisition efficiency, with higher conversion on Meta and growth in sales attributed to Google.

CRM as a business engine

The business is moving toward a system where acquisition generates qualified demand, CRM monetizes and builds loyalty, and conversion maximizes value.

A more predictable model

Less reliance on one-off peaks, more control over growth and a stronger foundation to scale efficiently.

Growth is not recovered, it is built

★★★★★

“Working with Webmefy has been, and continues to be, key to achieving our digital goals. The professionalism and commitment of the Growth team, led by Claudia, combined with a very personal approach, make communication clear, smooth and always results-driven.”

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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