CASE STUDY | E-COMMERCE

zooplus boosts purchase frequency across Europe

zooplus is one of Europe’s leading online retailers for pet supplies, offering a wide range of food, accessories, and care products for all kinds of pets. Its mobile app, available on Android and iOS since 2013, has over 1.6 million monthly active users, making it a trusted destination for pet owners across Europe.

The Challenge

Improving retargeting precision, scalability, and efficiency

zooplus had built a strong foundation for user re-engagement through Meta, Google, and internal CRM remarketing. However, it was difficult to scale efficiently across regions. Maintaining performance across its European regions proved complex, especially as its user base grew. In addition to this, zooplus had noticed a slow-down in user activity overall.

To sustain growth and improve retargeting precision, the team needed to find a specialist that could deliver sustainable performance, clear insights, and efficient scalability — particularly across its priority markets, Germany, Poland, and the UK. In December 2023, the partnership with Remerge was formed. They chose the DSP because of its proven mobile expertise, service quality, transparency, and competitive pricing. The goal remained to boost retention, increase purchase frequency, and strengthen customer loyalty.

Audience segmentation built for purchase growth

Remerge initially focused on increasing the buying frequency and loyalty of so-called “early stage customers” (ESC). These were users who had made up to six purchases and were inactive for up to seven days. While performance was strong, the strategic focus changed to increasing the amount of orders placed, by targeting users who hadn’t made a purchase within the last 30 days. A seven-day inactivity window was applied to identify and reach the most receptive audiences.

Market-specific optimization and flexible budgeting

Campaigns ran across Germany, Poland, and the United Kingdom, with budgets adjusted based on each market’s performance. After discovering that daily budgets limited weekend conversions, Remerge shifted to monthly budgets and adjusted bidding prices during weekends. This approach stabilized results in the UK and maximized spend efficiency in DE and PL.

Creative testing and alignment with promotions

The creative strategy combined static, GIF, and video formats, with videos emerging as the top performers. Remerge implemented deeplinked “Always-On” creatives to highlight app-exclusive discounts and regularly boosted investments during promotional periods. This generated strong peaks in conversions and sustained engagement in between.

« I would highly recommend Remerge for growth focused and data-driven retargeting opportunities. Along with reliable service, proactive support, and clear performance insights, you’ll get a strong partnership approach with flexible optimization. »
Natalie Bennett, Senior UA Manager

The Results

Consistent re-engagement and sustained order growth

Within the first month of launch, zooplus reached its performance targets across Germany and Poland, while maintaining an average on-target CPA.

Outperforming competitive solutions: Remerge delivered stronger re-engagement, greater conversion consistency, and better cost efficiency than zooplus's other retargeting channels.

Performance stability: Germany and Poland reached target CPAs rapidly and maintained consistent results.

Improved regional results: Enhanced stability in the UK through refined bidding and promotional alignment.

Scalable impact: Campaigns achieved full budget utilization with continued cost efficiency.

Strategic influence: The success of retargeting informed zooplus’ wider marketing strategy, For example, they’re now targeting a broader audience (beyond ESC) to maximize order volume, and have further expansion plans for the future.

Company Profile

About zooplus

zooplus SE is a leading European online retailer of pet supplies, founded in 1999 and headquartered in Munich, Germany, Operating in more than 30 countries, the company offers a wide array of branded and private-label products, ranging from pet food to accessories and care products to pet own

zooplus focuses on delivering convenience, value, and customer satisfaction for pet owners through its local online shops and app-based experiences. Since 2021, zooplus has been privately owned by investment firms EQT and Hellman & Friedman, continuing to drive growth as Europe’s most trusted digital pet retailer.

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