Peak Season Playbook is a strategic retail media guide designed for Türkiye's unique calendar of overlapping demand moments, including Valentine's Day, Ramadan, Mother's Day, Back to School, and Legendary November. Each peak season is driven by different consumer motivations, purchase journeys, and measurement realities. Treating them all the same leads to inefficient spending and missed growth opportunities.
Co-created with Hepsiburada and Mimeda, and based on the "Special Days, Special Strategies in Retail Media" webinar (March 11, 2026), the playbook explores how marketers can redefine peak seasons as data-driven demand clusters, activate first party audiences using 7 and 28 day predictive models, build decision facilitating creative around the two second benefit rule, and measure true incremental business impact through iROAS rather than relying solely on traditional ROAS, which can overstate campaign performance by as much as 40%.
Featuring practical case studies from Philips Versuni, Terem, Selpak, and Philips OneBlade, the guide concludes with a five pillar strategic roadmap to help brands prepare for the next generation of retail media in 2026 and beyond.
Available in English.
