From OOS to opportunity: How digital shelf signals tripled share of voice

The global personal care brand faced a challenge common in the Hair Care category: increase visibility in search without raising spend. The brand knew that competitors were out of stock on average of 24% of the time — a strong opportunity to capture shoppers were looking for alternatives.

However, the brand was not leveraging this data in its advertising — media budgets were steady across all moments, even when key competitors were unavailable.

To close this gap the brand needed a way to use digital shelf intelligence to trigger smarter bidding in real time.

The brand partnered with Profitero+ and Skai to use Shelf Intelligent Media (SIM) to execute smarter Hair Care campaigns.

Using SIM, Skai ingested Profitero+ digital shelf signals to identify when rival products were out of stock so the brand could automatically: 

• Raise bids when key competitors were OOS and shoppers were more likely to switch
• Maintain existing spend levels while concentrating investment in the highest value moments
• Reallocate more impressions to New to Brand shoppers who were actively searching for alternatives at a lower CPA
  

With SIM, the brand transformed competitors out of stocks from a common category occurrence into a repeatable media advantage.