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A leading global food and beverage manufacturer was experiencing sustained market share declines at Walmart. They struggled to diagnose the issue — which categories had lost share, which competitors were gaining ground, and what had driven the share losses.
Although the organization was data-rich, it was insights-poor. Lack of data connectivity prevented teams from linking digital shelf and retail media indicators to the market share erosion they were seeing. The manufacturer turned to Profitero+ Strategic Advisory Services to better understand these share losses and develop processes for proactively monitoring predictive digital shelf signals.
Advisory conducted a comprehensive root cause analysis to assess share declines and pinpoint omnichannel capability gaps. Informed by Profitero+ digital shelf data, Advisory analyzed and clarified the market share erosion. Significant issues were identified with organic and paid share of search, particularly in the critical top spots on page 1.
Working in close partnership with the manufacturer, Advisory crafted a new data reporting framework to enable real-time integration of sales & share data, digital shelf drivers and retail media signals. The framework was paired with an educational initiative to ensure teams could identify the key leading and lagging KPIs within their data that influence sales growth and market share.
Profitero+ identified a $230M / year online share gap across retailers, including a $100M / year opportunity at Walmart. The Advisory partnership aligned the manufacturer’s teams behind online market share as a north star, introduced agile measurement processes and established new cross-functional ways of working. The organization is now better positioned to proactively measure and manage the drivers of market share and fuel future growth.
