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Primed for success

How Heinz UK leveraged Profitero’s Shelf Intelligent Media integration with Skai to increase ROAS by 6% and Share of Page 1 by 13% on Amazon Prime Day

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Challenge

In an ever-changing eCommerce environment, connecting retail media to digital shelf trends is critical. Heinz UK wanted to integrate competitor digital shelf signals into their retail media strategy to win a key seasonal event: Prime Day.

Solution

Heinz UK leveraged Profitero’s Shelf Intelligent Media integration with Skai, increasing bids on keywords when competitors were out of stock. This maximized share of voice (SOV) while bidding for top of Page 1 when they had the highest chance of winning.

Results

By partnering with Profitero and Skai, Heinz UK boosted their paid share of Page 1 by 13% and impressions by 11%. These results were achieved with higher ROAS (+6%), lower cost-per-click (-8%) and flat spend period over period.

global sales icon

+13%

paid share of Page 1
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+6%

ROAS
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-8%

cost per click

"With the support of Profitero, the setup was straightforward and easy to maintain. Performance saw an improvement, too, as we had a successful Fall Prime Days event."

George-Murray_Dentsu

George Murray

Retail Media Manager,

Dentsu

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