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In a competitive digital shelf landscape, factors such as availability and pricing are in constant flux and influence shopper purchase decisions. Research from Profitero+ has found that 6 in 10 shoppers will switch to a similar brand selling at a lower price, and 1 in 3 will switch if their usual brand is out of stock. These digital shelf signals can serve as leading indicators of sales, and brands can drive significant incremental growth by measuring and quickly acting on these indicators.
For the digital camera market in particular, influencers and content creators have played a pivotal role in driving demand, especially for mirrorless cameras that offer high image quality and convenience. And despite the digital revolution, legacy technologies like DVD players remain a $9 billion business. With long purchase cycles, gaining shoppers’ attention for these products as they research their purchase is vital for a brand like Panasonic.
To efficiently win more buyers, Panasonic needed a way to measure leading sales indicators for their top competitors, respond instantly through strategic retail media actions, and measure the true ROI of their media. Meeting this challenge called for a smarter, automated retail media optimization and solution with proactive triggers.
Panasonic turned to Shelf Intelligent Media by Profitero+ with Pacvue’s automated bid decisioning. This end-to-end solution integrates Profitero+ digital shelf signals — such as price and availability — into Pacvue’s rule-based bidding automation, allowing brands to respond immediately to competitor activity.
Shelf Intelligent Media allowed Panasonic to activate Profitero+ insights via real-time campaign optimization and implement rules that dynamically respond to digital shelf changes. Panasonic’s bids were automatically raised when key competitors went out-of-stock or raised their prices, ensuring strong ad visibility at key moments of competitor weakness and maximizing media efficiency. Pacvue’s Incrementality Console allowed Panasonic to measure and validate incremental uplift.
The strategic partnership with Profitero+ and Pacvue paired with the implementation of Shelf Intelligent Media proved highly effective for Panasonic. Panasonic hugely improved sales, lifting new to brand sales by 83% and total sales by 99%. The team also saw a better Return on Ad Spend (ROAS) with an incremental 33% and 66% overall increase. As one of the Performance Marketing Mangers noted, the synergy Profitero+ and Pacvue is a "game changer" that lead to both superior performance and a more intelligent allocation of their media investments on the digital shelf.
