RETIF x Adlook – Powering Business Growth Through Strategic Media Collaboration

RETIF is a French B2B retailer specializing in equipment and supplies for professionals across retail, hospitality and service sectors. Founded in 1964 and part of the RAJA Group, RETIF offers a wide range of store fixtures, packaging and merchandising solutions through both physical stores and e-commerce.

With over 170,000 products and more than 100 customer segments, RETIF operates in a highly complex commercial environment, requiring precise targeting and scalable communication strategies to drive both awareness and sales in the B2B sector.

In order to grow the business during highly competitive Q4, RETIF needed to find a balance between brand visibility and performance outcomes across a fragmented B2B audience landscape.

The key challenge was to effectively reach diverse professional segments with tailored messaging while maintaining efficiency at scale. This required not only qualified reach, but also ensuring high-quality exposure, strong engagement and measurable return on ad spend.

Given the dual objective of building brand visibility while driving measurable performance across a fragmented B2B audience, a full-funnel approach was the natural fit — allowing RETIF to nurture diverse professional segments from first exposure through to conversion, rather than optimizing for just one stage in isolation.

Adlook deployed a full-funnel strategy designed to connect high-quality exposure with measurable business outcomes. The campaign combined diversified creatives and offers with attention-driven optimization, ensuring that each stage of the funnel contributed to boosting engagement and maximizing the probability of conversion.

At the core of the approach were Smart Audiences – Adlook’s proprietary, AI-powered audience technology – enabling precise targeting of B2B professionals based on real-time behavioral and contextual signals deeply analyzed by our tech, ensuring exceptional audience precision. This allowed RETIF to reach highly relevant segments despite the complexity of its product portfolio and customer base.

The strategy was further enhanced with Dynamic Creative Optimization (DCO), enabling tailored messaging across different audience segments, and supported by Creative Lab executions to ensure consistency and high impact across formats.

By aligning audience precision, creative relevance and media efficiency, the campaign delivered scalable performance while maintaining strong visibility and engagement throughout the funnel.

The campaign delivered strong full-funnel performance, successfully combining branding scale with performance efficiency, leading to measurable business impact and return on investment.

Key outcomes included:

• 8.1M unique users reached
• +18% viewability vs plan
• CTR x3 vs client benchmark
• 210% ROAS (€2.1 revenue for every €1 spent)

These results demonstrate the effectiveness of a full-funnel activation combining attention-driven optimization with tailored B2B targeting and dynamic messaging, translating into both media KPIs and tangible commercial outcomes.

The partnership between RETIF and Adlook highlights the impact of combining strategic media execution with proprietary audience technology to drive business growth in complex B2B environments. Building on these results, both teams are well positioned to scale further through deeper personalization, advanced creative approaches and a continued focus on measurable business outcomes and brand strength.