Panasonic, a market leader in digital cameras and DVD players, faced the challenge of capturing shopper attention during long purchase cycles for their products. To address this, Panasonic’s eCommerce agency, Channel Bakers, activated Pacvue’s Profitero+ Rules to automate and optimize Amazon Advertising campaigns. By leveraging Pacvue’s integration with Profitero+ Digital Shelf Signals, they achieved significant improvements in sales, incremental return on ad spend (iROAS), and new-to-brand customer acquisition.
+99%
increase in Total Sales
+83%
increase in New-To-Brand Sales
+33%
increase in iROAS
The Challenge
The digital camera market, particularly for mirrorless cameras, has experienced a significant boost in demand due to the influence of content creators and social media influencers. Simultaneously, the DVD player market remains substantial. For a brand like Panasonic, with products characterized by long purchase cycles, it is crucial to capture shopper attention and influence their research phase as they approach a purchase decision. This necessitates a highly agile and data-driven advertising strategy on platforms like Amazon to ensure visibility and competitiveness.
Pacvue’s integration with Profitero+ Digital Shelf Signals has been a game-changer for Panasonic. The results were clear: improved efficiency, stronger conversion rates, and measurable incremental revenue.
The Solution
Channel Bakers partnered with Pacvue to implement an advanced Amazon Advertising strategy. They leveraged Pacvue’s Profitero+ Rules to automate campaign optimization using Profitero+ Digital Shelf Signals, including:
- Competitor price changes: Allowing for dynamic bid adjustments based on competitors’ pricing.
- Competitor promotional changes: Enabling rapid responses to competitors’ discounts and promotions.
- Competitor product availability: Automatically increasing bids when competitors’ products were out-of-stock, capitalizing on market opportunities.
This integration allowed for an automated adjustment of daily bids, creating a more agile and intelligent Amazon Ads strategy that minimized wasted spend and boosted ROAS. Furthermore, they utilized Pacvue’s Incrementality Console to measure and optimize for incremental ROAS (iROAS), ensuring advertising spend was driving truly new sales.
To provide direct visibility and insight into what percentages Pacvue’s Dynamic Dayparting would increase or decrease bids by, the manufacturer harnessed Pacvue’s Automated Insights to see historical hourly CVR performance data, along with Pacvue’s recommended bid adjustment percentages for every hour of every day of the week.
Results
The implementation of Pacvue’s Profitero+ Rules and Incrementality Console delivered compelling results for Panasonic:
Pacvue’s Profitero+ Rules are our secret weapon, enabling us to do more with less by automating campaign optimizations with powerful shelf intelligence signals, increasing our relevance, unique reach, and complementing our full-funnel strategy.
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