• Black Friday is a highly competitive environment, where attention spans and decision-making windows are increasingly short.
• Retargeting connects intention to conversion by re-engaging consumers at the right moment, with precision and efficiency.
• In the Chilli Beans case, data, technology and strategy turned traffic into real growth during Black Friday.

Black Friday is one of the most competitive moments in retail, especially for brands competing for attention in just a few seconds while needing to convert high volumes of traffic. In the fashion and accessories sector, this challenge is even greater.

Chilli Beans, the largest eyewear and accessories retailer in Latin America, with over a thousand points of sale and around 25% market share, operates in a market defined by intense competition, well-informed consumers and a constant flow of product launches.

For a brand that frequently refreshes its collections, the ability to re-engage consumers at the right moment is not just an advantage. It is a strategic necessity.

It was within this context that the partnership between Chilli Beans and Blue delivered strong results during Black Friday 2025.

What is retargeting and why it matters so much during Black Friday

Retargeting is the strategy that allows brands to reach users again after they have already shown interest in a product. This may include visiting the website, browsing categories or adding items to the basket.

It works because it focuses on already engaged audiences, increasing the likelihood of conversion. Retargeting also directs media investment towards consumers who are closer to purchase, allowing brands to scale revenue and order volume without compromising ROI.

During high-intent periods such as Black Friday, this approach becomes even more powerful. Consumers compare prices, evaluate options and make decisions quickly. In the Chilli Beans case, retargeting was the main driver of conversion.

How Blue approaches retargeting differently

Our programmatic media platform is designed to turn behavioural data into real performance through proprietary technology, without reliance on third parties. Our strategy is guided by Brand Safety, avoiding user saturation and fully complying with LGPD and GDPR regulations.

The main focus is on impact quality, not mass volume. While retail brands compete for attention with broad and generic campaigns, Blue works with precision, reaching only those consumers who are close to buying.

How we structured Chilli Beans’ retargeting strategy

During Black Friday 2025, Blue adopted an intention-based strategy. By analysing time spent on site, cart abandonment, number of products viewed and other behavioural signals, users were segmented by intent level and messaging was distributed across the customer journey.

This approach reinforced interest, expanded consideration and delivered the final push towards purchase.

The campaign was continuously monitored and optimised to prevent saturation, with creatives personalised according to consumer behaviour.

The result was a precise, efficient and scalable operation, exactly what the competitive scenario demanded.

Black Friday campaign results with Blue

During the Black Friday period, Chilli Beans recorded:

• Revenue growth of 275%
• Order volume growth of 530%
• Conversion rate growth of 376%

And the most important result:

Despite the significant increase in sales and orders, ROI remained stable. This proves that retargeting does not just convert more. It converts better.

Why retargeting works so well for brands like Chilli Beans

Chilli Beans operates in a context that strongly favours intent-based strategies. High organic and paid traffic volumes create a large base for re-engagement.

Fashion and accessories consumers research extensively before buying. Chilli Beans competes for attention with international brands, which increases the need for media precision. In fast fashion, product diversity enhances the value of personalised recommendations.

In this scenario, retargeting connects inspiration to conversion. Maximising traffic is just as important as generating traffic. Every visit represents a new opportunity to convert.

Black Friday is not just competition. It is precision.

The Chilli Beans campaign shows that even in a saturated environment, it is possible to grow efficiently by investing in data intelligence and proprietary technology. Blue turns navigation into intention. Intention into impact. And impact into real results.

If your brand is looking for a more strategic, secure and efficient way to approach retargeting, this case makes one thing clear.

The path forward is working with data through technology that understands the perfect timing to reach the customer. And that is exactly what Blue delivers.