Optimizing a 30,000-variant catalog for CHRIS sports

CHRIS sports, the exclusive Swiss distributor for top international brands like New Balance, faced a complex digital marketing challenge. Managing over 30,000 product variants, they needed to generate maximum revenue while strictly adhering to target ROAS goals.

As an official brand shop, they were often restricted by recommended retail prices, making it difficult to compete on price alone against other retailers. To overcome this, the digital marketing agency dreifive utilized Channable to implement a sophisticated, data-driven product segmentation and creative strategy.

The SERP illusion and algorithm bias

The primary obstacle was ensuring ad spend wasn't wasted on products with low conversion probability.

• The size gap: Less than 2% of searches include size information, yet core sizes (the most popular sizes) drive the majority of revenue. Google Shopping often displays products that are out of stock (OOS) in these core sizes, leading to high bounce rates and wasted spend, a phenomenon known as the "SERP Illusion".

• Reality of product delivery: On platforms like Meta, 10% of products often receive 90% of the impressions, leaving many high-potential items to become "Sleeper" products and are underexposed.

The strategy? Data-driven labeling and dynamic creatives

dreifive is moving away from single-point product clustering toward a Weighted Multidimensional Index. Part of these transformations is driven by insights gained from the following completed tests:

1. Product size optimization

Using rule-based logic in Channable, the team implemented a two-tier approach to size availability:

• Quick fix: Automatically excluding any product from marketing if its core sizes are out of stock.

• Point scoring: Assigning a dynamic score to products based on available sizes, weighted by their historical conversion share. For example, since women's sizes 38 and 39 account for nearly half of all sales, their availability is heavily weighted in the product's performance score.

2. Uncovering "Sleeper" products

dreifive identified products that were "Cross-Channel Winners," selling well on other platforms, but were being neglected by Meta's algorithm.

• Isolation: These "Sleeper" products were isolated into dedicated ad groups with their own separate budgets.

• Incrementality: This "nudge" allowed the team to scale impressions for underexposed products and drive truly incremental revenue without sacrificing efficiency.

3. Dynamic content optimization (DCO)

To balance strict brand design guidelines with the need for variety, dreifive used creative tools to automate high-quality ad production.

• Focus: Content was dynamically optimized to highlight the brand, model, and price.

• Efficiency: This allowed for rapid testing and deployment of assets that remained on-brand while maximizing conversion probability.

Proven growth

The implementation of these multidimensional strategies delivered significant year-over-year (YoY) improvements:

Metric	Result
YoY Revenue Growth	+24%
YoY ROAS Increase	+13%
Sleeper Product Revenue	+100%
DCO Strategy ROAS	+25%

Key takaways

Algorithms sometimes need a strategic "nudge" to handle large catalogs effectively. Moving away from data silos toward a holistic, multidimensional approach is essential for modern campaign success.

Would you like to explore how to apply these specific Channable rules to your own product feed?

Learn more.