Central Garden boosts ROAS by 66% working with Skai Expert Services

Central Garden & Pet, a market leader in the lawn and garden industry, experienced growth through acquisitions, expansion into new categories, and a significant retail media presence across Amazon and other channels to meet customer needs. The Central team partnered with Skai’s Expert Services for strategic guidance and transitional managed execution of retail media campaigns. A key area of focus was profitability on Amazon for grass seed, a highly seasonal product line. They knew quick wins could be found by optimizing placement modifiers. To overcome the challenge of manually and arbitrarily determining bid adjustments, they tested Skai’s AI Placement Modifiers on Amazon.

Looking to understand and analyze the impact quickly, a pre/post test was designed around the bid modifiers across Sponsored Products Ads. By setting up Portfolio for the experiment, team combined 26 campaigns common ROAS goal to test cost allocation and revenue lift for all placements over four weeks.

Beyond looking at historical placement data to make adjustments, the latest proprietary features from Skai’s AI Placement Modifiers give marketers AI-powered recommendations for where to increase or decrease modifiers. The tool can also estimate daily cost increase or revenue lift to make confident, strategic decisions.

Using this approach, Central and the Skai team reviewed the performance and AI recommendations weekly to understand and activate the optimal balance between ad spend and campaign revenue more efficiently and effectively.

By continually optimizing and reviewing the recommendations, Central balanced campaign performance and unlocked a 27% increase in ROAS across all placements. They also saw the Rest of Search position result in a 66% boost to ROAS during the test for grass seed. This success created a blueprint to expand using AI Placement Modifiers for other product lines.

Central Garden & Pet, based in Walnut Creek, California, is home to a leading portfolio of more than 65 high-quality brands. Central understands that home is central to life and has proudly nurtured happy and healthy homes for over 40 years. Learn more at www.central.com.

Partnering with both brands and agencies, Skai’s Expert Services team provides full-service transitional campaign management and additional strategic consulting. Gain a unique level of services tailored for your every need whether you are transitioning a program in-house, staffing up a new team, or just need some additional guidance and extra hands. Learn more at skai.io/expert-services.