Heinz UK and Dentsu leveraged Profitero’s Shelf Intelligent Media integration with Skai to increase ROAS and Share on Prime Day
Challenge
In an ever-changing eCommerce environment, connecting retail media to digital shelf trends is critical. Heinz UK wanted a solution to integrate competitor digital shelf signals into their retail media to win more on Prime Day.
Solution
Heinz UK, partnering with Dentsu, used Profitero’s Shelf Intelligent Media integration with Skai to bring in critical digital shelf analytics directly into the platform. The simplified tech stack gave the team access to digital shelf insights and advanced bid optimization features in one place.
For the conquesting strategy, the team set up automations to increase bids based on whenever competitors were out of stock. This approach maximized share of voice (SOV) for top of Page 1 placements, increasing the chances of winning more sales.
Dentsu also helped improved efficiency for Heinz by using the brand’s own product availability to guide optimizations. They created automated actions to pause bids when their products were out of stock, helping them spend more efficiently and minimize the risk of losing consumers to a competitor due to unavailable products.
Result
The food & beverage brand improved performance with no change in spend during the key seasonal event:
- 11% increase in impressions
- 13% increase in paid share of Page 1
- 6% increase in ROAS
- 8% decrease in CPC
“Setup was straightforward and easy to maintain. Performance saw an improvement with a successful Prime Fall Days event.”
George Murray
Retail Media Manager | Dentsu
About Kraft Heinz
The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. Learn more www.kraftheinzcompany.com.
About Dentsu
Dentsu is a renowned global team of agency brands that operates at the forefront of the advertising and digital industry. With a rich legacy spanning decades, Dentsu has established itself as a pioneer in delivering innovative and creative marketing solutions to a diverse range of clients. With a presence in multiple countries, Dentsu’s expertise encompasses a wide spectrum of services, including advertising, media planning, digital marketing, and strategic consulting. Dentsu’s commitment to harnessing the power of data and technology enables them to create impactful campaigns that resonate with audiences and drive tangible business outcomes for their clients.Learn more dentsu.com
Solution Used
