Driving omnichannel growth through retail media efficiency

The challenge

As digitally native brands gained traction and retailers intensified their focus on performance-driven marketing, Deoleo faced mounting pressure to optimize its retail media approach. The challenge was twofold: scale efficiently while defending market share against emerging competitors aggressively investing in digital.

"We need to defend our position. Competition is aggressive, and pulling back too much could hurt us. We’re already seeing competitors gaining traction, and if we don’t stay competitive, we risk losing share across key platforms," said Raquel Cuesta Lopez, Head of Ecommerce, Deoleo.

Deoleo’s team quickly recognized the limitations of traditional retailer dashboards—fragmented views, delayed data, and a lack of actionable granularity at the SKU level. What they needed was a unified platform that could surface real-time, product-level opportunities, reduce inefficiencies, and elevate performance across Amazon, Instacart, and Walmart—even when media budgets were under constraint.

The solution

To compete effectively in the commoditized and inflation-sensitive cooking oil category, Deoleo partnered with Stackline to architect a high-efficiency, full-funnel strategy customized for each major retail platform - Amazon, Instacart, and Walmart. The collaboration blended advanced ad targeting, SKU-level performance modeling, and real-time dashboards to identify inefficiencies and reallocate spend toward the highest-value tactics.

"The team's optimizations and strategic guidance have helped us drive significant growth"

Using Stackline's Beacon platform, Deoleo was able to unify retail media data across channels and visualize true incrementality by SKU and campaign. This allowed the team to structure media plans with confidence and focus resources where they had the highest sales impact. On Amazon, the focus was surgical: drive discoverability and velocity for a core group of strategic SKUs. With smarter campaign architecture and refined keyword targeting, Deoleo expanded unit share from 0.75% to 3.1% by year-end - 4x increase without unnecessary SKU proliferation—driving the 2nd fastest growth in the category over that time, while establishing the brand as a fixture in the Amazon Top 10.

Stackline's real-time performance monitoring solution was critical in enabling agile adjustments to bids, pacing, and campaign structure as sales patterns evolved. Through daily alerts and forecasting, the team was able to make data-backed changes that improved conversion efficiency mid-flight.

On Instacart, the goal was efficiency at scale. By optimizing keyword bidding and audience targeting, Stackline drove down CPC by 39% YoY, while lifting ROAS to nearly $11.00 - proving that cost control and performance aren't mutually exclusive.

At Walmart, Deoleo and Stackline honed in on SKU-level promotional strategy, while optimizing spend for the most relevant keywords to drive maximum visibility.  The result: a +350%  YoY increase in sales volume for their Carapelli brand —clear evidence of smart capital deployment.

Stackline's Shopper Analytics platform allowed the Deoleo team to dive deeper into purchase behaviors, basket affinities, and household penetration trends - turning raw data into insights that informed targeting strategy and pricing scenarios across the retail mix.

Stackline's integrated reporting gave Deoleo the agility to make weekly campaign adjustments, respond to market activity in real time, and defend market share with precision. "The results we've seen in Q4 have been outstanding. The team's optimizations and strategic guidance have helped us drive significant growth across Walmart and Instacart," said Raquel Cuesta Lopez, Head of Ecommerce. This is what commerce infrastructure looks like in action - high-velocity growth fueled by data, discipline, and strategic focus.