Case Study: Haleon boosts ROAS and NTB orders with Skai and Shelf Intelligent Media

Haleon leverages Shelf Intelligent Media to Boost ROAS

Haleon, a global consumer health company, wanted to improve new-to-brand (NTB) growth and ROAS for brands like Multicentrum, Be-Total, and Parodontax on Amazon. Working with Publicis Le ONE, Haleon needed a way to use digital shelf insights to react faster to competitor stock changes and optimize spend more effectively across key shopping periods.

Skai, using its integration with Profitero’s Shelf Intelligent Media (SIM), connected competitor out-of-stock signals to campaign automation through Skai Portfolios. When competitors were more than 30% out of stock, bids increased automatically, then dropped back when inventory recovered. As a result, Haleon and Publicis Le ONE improved ROAS by 15% and increased NTB orders by 34%, while also saving time on manual bid and budget adjustments.

Haleon

Vittorio Cicchetti

Head of Digital Commerce South Europe