Harnessing AI to accelerate growth at Secret Sales
Secret Sales, part of LRG Online, is the UK’s largest off-price marketplace. As Secret Sales expanded into new European markets and integrated newly acquired businesses, it needed a smarter, scalable way to plug into new markets and sustain growth efficiently — letting AI manage AI inside its Performance Max strategy.
About Secret Sales
Secret Sales, part of LRG Online, is the UK’s largest off-price marketplace. It’s a data and technology-first platform connecting global brands’ excess stock with millions of style-conscious consumers. With over 17 million registered account holders across Europe, Secret Sales is transforming how premium brands manage and sell surplus inventory through a modern, brand-safe environment.
Customer challenge
As Secret Sales expanded into new European markets and integrated newly acquired businesses, it faced several key challenges: • Scaling rapidly post-acquisition while maintaining performance and consistency across markets • Managing complex, product-first marketing strategies across hundreds of thousands of SKUs • Balancing automation and control while ensuring every market had the right go-to-market strategy • Reducing manual workload for teams without adding headcount They found traditional bid management tools couldn’t keep pace with the demands of a dynamic, product-first strategy, as they lacked the agility and intelligence to interpret new product data, adapt to local market signals, and optimise campaigns in real time. Secret Sales needed a smarter, scalable way to plug into new markets, make data-led decisions and sustain growth efficiently. That’s where Upp.ai came in, providing the automation layer needed to make smart, data-driven decisions at scale. “When we acquire a business and we need to deliver results from day one, and at scale, we need to make sure that we have consistency on the data coming into the business, and a really clear go-to-market strategy for PMax. We work with Upp.ai to enable this from day one.” Alex Adamson, Chief Marketing Officer, Secret Sales
Solution
Secret Sales partnered with Upp.ai to embed an AI-powered decision-making platform at the core of its PMax strategy, enabling a repeatable, scalable go-to-market model across all international markets. By integrating Upp.ai as the orchestration layer within its marketing operations, Secret Sales can now launch new markets with confidence, maintaining control and visibility without expanding headcount. This AI-driven approach ensures consistency across all performance channels while reducing manual intervention. The marketing team can focus on strategic growth and brand partnerships, knowing that Upp.ai is continuously optimising campaign delivery behind the scenes. “It takes time for humans to develop an understanding of a business, whereas the systems are able to pick up on the signals required to understand the products and the brand detail immediately […] Having a go-to-market strategy which has Upp.ai enabling it at the heart allows us to scale very quickly, whereas it would take months otherwise for humans.” Alex Adamson, Chief Marketing Officer, Secret Sales
Results
By letting “AI manage AI,” Secret Sales unlocked faster, more objective decision-making. Upp.ai identifies opportunities based on real-time signals, eliminating guesswork and reducing the risks associated with market launches. With data and automation driving campaign optimisation, Secret Sales reduced operational bottlenecks, maintained control, and achieved measurable improvements in performance and scalability. Since implementing Upp.ai, Secret Sales has achieved: • Faster market launches, achieving scalable results from day one • Improved efficiency and performance consistency across multiple regions • Automation-led decision-making, freeing the marketing team from manual campaign management “Our team are able to maintain control and visibility across all of our markets without additional headcount because Upp.ai gives us the confidence and security that everything is operating as it should be doing from a day-to-day perspective.” Alex Adamson, Chief Marketing Officer, Secret Sales
Looking ahead
For Secret Sales, Upp.ai is now a core pillar of its marketing operations and international playbook. The partnership has created a sustainable, repeatable framework that supports both agility and long-term growth. “If Upp.ai was taken away tomorrow, I would have to revisit my entire go-to-market strategy. I probably wouldn’t be able to run PMax in the markets that I would want to, and I actually wouldn’t know what I would do tomorrow in terms of maintaining the growth for those markets. It’d be extremely difficult.” Alex Adamson, Chief Marketing Officer, Secret Sales Ready to scale your Google PMax? Get in touch with our experts.
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