How Opella Captured 23% More Revenue by Automating Bids Around Real-Time Competitor and Pricing Signals

Opella—a global self-care company with 100 brands including Allegra, Dulcolax, and Icy Hot (US) —faced a challenge that was costing it revenue every single day: it had no real-time visibility into when competitors went out of stock.

Without live OOS alerts, the team could only discover competitor availability gaps through manual checks—meaning high-value conquesting moments were consistently missed. The team also lacked live pricing competitiveness signals, which meant non-branded bids weren’t aligned to Opella’s true shelf position, sometimes causing overspend and sometimes causing under-investment. Weekly manual optimizations meant the team was always reacting after the fact rather than capturing opportunities as they happened in-market.

Success would mean an automated, signal-driven bid optimization framework that could increase bids the moment a competitor went OOS—improving media efficiency, sales, share, and ROAS in real time.

Opella transformed its retail media approach by connecting Skai directly with Profitero+, enabling Skai to operationalize real-time digital shelf signals into automated bidding decisions. Two strategic levers were piloted simultaneously.

For Competitor Conquesting, Profitero’s competitor OOS alerts were used to automatically trigger bid increases in Skai the moment a competitor went unavailable. This turned what had been a missed opportunity into a proactive conquesting strategy—capturing demand while competitors were off the shelf, with real impact on visibility and conversion.

For Non-Branded Efficiency, real-time pricing score signals from Profitero+ were integrated into Skai so that when Opella’s pricing position was stronger than competitors, Skai raised bids to capitalize on the advantage. When pricing position weakened, Skai scaled bids back to preserve efficiency. These adjustments ran continuously, ensuring spend always aligned with true digital shelf strength.
Critically, these automated rules run on top of (not instead of) Opella’s manual weekly work—shifting the team from ‘checking and reacting’ to always-on optimization grounded in real marketplace changes.

The Skai–Profitero+ integration delivered faster reaction times, smarter investment decisions, and measurable performance improvements across Opella’s retail media portfolio.

• +23% revenue surge from capturing high-intent demand during shelf-advantage windows
• +6% lift in both ROI and CVR, indicating higher-quality traffic
• Always-on optimization replacing manual, after-the-fact bid adjustments

By layering automation onto the foundational strategy, Opella now wins conversion opportunities—like competitor OOS moments—that are too dynamic to track manually. The framework continues to scale, with a second wave of pilots already underway.

Opella is the self-care challenger with the purest and third-largest portfolio in the Over-The-Counter (OTC) & Vitamins, Minerals & Supplements (VMS) market globally. Our mission is to bring health in people’s hands by making self-care as simple as it should be. For half a billion consumers worldwide – and counting.

At the core of this mission is our 100 loved brands, our 11,000-strong global team, our 13 best-in-class manufacturing sites and 4 specialized science and innovation development centers. Headquartered in France, Opella is the proud maker of many of the world’s most loved brands, including Allegra, Buscopan, Doliprane, Dulcolax, Enterogermina, Essentiale and Mucosolvan. B Corp certified in multiple markets, we are active players in the journey towards healthier people and planet. Find out more at www.opella.com.