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Retail media’s explosive growth speaks to its role as a critical driver of brand performance. Yet spending alone does not guarantee sales impact. One global personal care manufacturer was falling short of its annual market share targets at Amazon and Walmart U.S. despite investing more than $100 million annually in retail media.
The organization sought to maximize the efficiency of its retail media investments and ensure cross-functional teams were working in alignment to translate spend into sales and share. To tackle these challenges, the manufacturer partnered with Profitero+ Strategic Advisory Services to help break down organizational silos and improve retail media ways of working.
Advisory identified key disconnects between eCommerce and Search teams that left the retail media function lacking visibility into digital shelf KPIs. Sales, brand, retail media and digital shelf teams were acting on eCommerce priorities independently and occasionally at cross-purposes. Resolving these alignment and process issues could unlock significant improvements in sales and share and get the manufacturer back on target.
Advisory established weekly performance reviews to unite previously disconnected teams around a shared body of KPIs. The teams evaluated eCommerce results, analyzed drivers of sales and share movements, and aligned on coordinated action plans.
Profitero+ digital shelf data was central to these discussions. Digital shelf KPIs were reviewed in the context of share performance, with share of search in particular used to track whether eCommerce actions were achieving the desired effect on discoverability, sales and market share. Connecting these teams unlocked regular and holistic collaboration, and the retail media team was empowered to continuously review media spend against share impact to inform budget, promotion and content adjustments as needed.
In parallel, Advisory worked with the organization to develop a longer-term roadmap for data connectivity across sales, share, media, and digital shelf metrics.
Breaking down eCommerce silos and moving from insights to action drove $4.5 million in monthly incremental revenue growth. All brands saw accelerating market share, with the manufacturer achieving 30–40 bps share growth at Walmart and 40-440 bps at Amazon.
Cross-functional teams continuously strategized and implemented connected actions — such as aligning PDP keywords with paid search investments — that resulted in one brand doubling its share of the top 10 page 1 placements in less than a month.
The organization, including sales, brand, retail media and digital shelf teams, has a roadmap for better cross-functional collaboration to achieve market share targets and fuel further growth.
