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Despite allocating more than $100 million annually to retail media, the brand was not achieving its market share targets and needed to maximize the efficiency of its media spend. The lack of alignment across cross-functional teams and fragmented efforts created obstacles in driving eCommerce sales and fully capitalizing on its investment. To overcome these challenges, the brand needed a more cohesive data-driven strategy that would unify teams, streamline decision-making and ensure every dollar spent directly contributed to its broader business objectives.
To optimize the client’s retail media spend and drive measurable growth, the Profitero+ Advisory Team implemented Shelf Intelligent Media and Content Optimizer, ensuring that every dollar was spent more efficiently. The team developed a comprehensive data integration strategy, connecting previously siloed sources of sales, share, media and digital shelf data to create a unified view of performance. By building a replicable model for cross-functional collaboration, the Personal Care brand redefined how teams approach media planning and measurement, fostering more aligned and effective decision-making across the organization.
Through the strategic overhaul of its retail media approach, the brand saw an incremental $4.5 million in monthly revenue, a direct outcome of optimized media spend and smarter targeting. Across its four brands, market share accelerated. Specifically, share gains of 30-40 basis points were achieved at both Walmart and Amazon, demonstrating the impact of enhanced visibility and targeted campaigns among key retailers. These results underscore how a refined and unified retail media strategy can not only boost revenue but also accelerate brand growth and market share in competitive eCommerce environments.
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