Smart Shelf Solutions for Smarter Sales

While brand loyalty used to be a key deciding factor for shoppers, it’s more evident that shoppers are open to exploring alternatives. Studies show that 60% of shoppers have switched brands when their preferred product is unavailable, even for their go-to items. This shift presents significant opportunities - and challenges - for brands competing for the same shopper on the digital shelf.

Haleon, with its consumer staple brands like Parodontax, Multicentrum, and Be-Total, was eager to attract those switching consumers with a campaign that measured success based on new-to-brand (NTB) buyers and ROAS. Wanting to do more than just track how competitors performed on Amazon in terms of stock levels and product visibility, the brand teamed up with Profitero and Skai to develop a solution that could incorporate more digital shelf analytics into campaign optimization strategies. They knew this would help them stay ahead of competitors and optimize budget use.

Profitero’s Shelf Intelligent Media (SIM) solution, in partnership with Skai, enabled Haleon to link retail insights with media activation to enhance campaign performance and boost sales by integrating SIM's competitor stock insights with Skai's automation. Haleon conducted campaigns for Multicentrum, Be-Total, and Parodontax on Amazon over a 2-month period. 

To capitalize on competitor's stock shortages and attract new "ready-to-buy" consumers, the team set trigger bid increases when competitors were more than 30% out of stock using Profitero’s out of stock (OOS) signals. To further refine execution and minimize budget waste, Skai Portfolios automatically lowered bids when competitors restocked.

Skai proactively pushed notifications to the team, allowing them to decide if more granular, manual optimizations were necessary as the campaign period encompassed key tentpole shopping events and an increase in consumer demand. Haleon’s new and improved workflow ensured that shoppers could readily find available products when needed.