The Digital Shelf Cast

This episode is dedicated to all things retail media. The rise of retail media is also transforming the relationship between buyers and suppliers, and the rules for how to navigate this exciting - but also potentially treacherous - new retail media landscape are changing all the time.  To make sense of this rapidly shifting market, brands need an expert guide - and that's precisely who we have on the show today.  Our guest for this episode is Colin Lewis who brings deep knowledge and insight into retail media and will share with us what brands need to know to be one of the winners of the retail media revolution. Keywords: Retail media strategy, retail media marketing, ROAS, brand strategy, brand awareness, ecommerce, consumer behavior, digital marketing, market research, digital shelf, shopper engagement, CPG growth strategies, brand marketing, FMCG brands, industry trends, online visibility.

How can brands thrive amidst shifting consumer behaviors and inflation? In this conversation, our host Julia Glotz speaks to Gareth Turner, a CPG veteran and now owner of strategic marketing consultancy Big Black Door, who shares his wealth of knowledge and experience garnered from years of navigating the dynamic landscape of CPG branding. From the rise of ecommerce to the ever-evolving consumer behaviors, Gareth delves into the core strategies that have helped CPG brands not only adapt but thrive in the face of change. Tune in to discover actionable insights and strategies as we explore the world of brand resilience, digital marketing, customer engagement, and the art of staying ahead in a competitive market. Keywords: Brand strategy, brand awareness, ecommerce, consumer behavior, digital marketing, market research, digital shelf, shopper engagement, CPG growth strategies, brand marketing, FMCG brands, industry trends, online visibility

Join host Julia Glotz in this episode of the Digital Shelf Cast as she delves into the intricate dance between global and local ecommerce strategies with industry expert Vanessa Thompson, Senior Director of Global Customer Success at CommerceIQ. Discover how global KPIs drive multinational organizations while smart localization plays a critical role in resonating with local markets. Uncover insights into the challenges and successes faced by CPG brands seeking growth in ecommerce, and learn how to develop localized strategies that ensure online success across different regions. Vanessa shares practical steps, frameworks, and communication strategies for achieving a harmonious balance between global objectives and local nuances. Tune in to gain valuable perspectives on navigating the evolving landscape of ecommerce localization. Keywords: Ecommerce, global vs. local, localization, CPG brands, digital shelf, growth strategies, industry trends, communication, global KPIs, local nuances, online success, market maturity, ecommerce managers, brand identity, best practices.

Today's episode is all about scaling omnichannel capabilities across multiple markets. One of the biggest challenges facing brands in Europe is the complexity of the market. European shoppers demand seamless experiences across multiple touchpoints, and they want experiences that speak to their local needs and preferences. One size fits all, cookie-cutter solutions won't do. But this level of customization can come at a high cost to consumer brands and CPGs. So, omnichannel success in Europe is a big challenge, but leading consumer brands are showing it can be done. And one of the biggest leaders in this area is Arla Foods, the global dairy company. Tune in as Arla's Head of Ecommerce, Alberto Kechler, shares with us how brands can build smarter online and omnichannel capabilities across Europe.

Online visibility is one of THE defining challenges of selling products online, and it's where digital shelf optimization makes a huge difference. In fact, some argue, it's redefining the CPG industry. CommerceIQ are spearheading the development of Digital Shelf Optimization, their new cutting-edge product also known as DSO. Digital Shelf Optimization is the logical next step after digital shelf analytics. Whereas digital shelf analytics focus on insight, digital shelf optimization is all about action. But what does this actually mean in practice?  And why does CommerceIQ believe Digital Shelf Optimization is going to change the game for how brands will drive profitable growth online? Tune in as our expert guests explore this ground breaking product development with us.

The CPG industry has had its fair share of challenges in 2022. But throughout the economic and political turmoil, businesses also continued to push hard on eCommerce. Many worked on overhauling their legacy operations and embraced the digital revolution as consumers continued to shop online. So, while inflation and economic uncertainty dominate the headlines, we wanted to create space to reflect on online growth. Specifically, the trends, events, and behaviors that drove online category growth this year and what brands should focus on going into 2023. Tune in as Stephanie Rubin, Head of Digital Shelf Analytics Solutions Consulting at CommerceIQ, and Cristina Marinucci, Global Head of Shopper - Insights & Analytics at Mondelēz International share their reflections on 2022 and what brands should focus on in order to lead their categories in 2023.

e.fundamentals became a CommerceIQ company. CommerceIQ is the leading Retail Ecommerce Management Platform that just reached unicorn valuation with their most recent round led by Softbank. The deal comes at a time when eCommerce retail sales continue to accelerate and CPGs are having to navigate huge challenges around inflation and supply chain disruption. We're taking the opportunity to talk about e.fundamentals and CommerceIQ joining forces and what that means for the industry, but also to get to know the leaders of both companies and hear about their views for the future of eCommerce as well as the upcoming Golden Quarter and Black Friday.

Brands waste a staggering amount of money on ineffective trade promotions every year. It's problematic in general, but completely unsustainable in the current climate as CPGs face a perfect storm of cost pressures right now. The episode is an audio version of an article from the experts at e.fundamentals in which we explain how to use strategic revenue management to get the most out of your trade spend and how digital shelf analytics can help. Got questions, need help? Check out https://www.efundamentals.com/podcast/ or email us hello@efundamentals.com

The shopper marketing and insights discipline is still experiencing a surprisingly large amount of growing pain. So, how can we change this? In this episode, we're breaking down the key pillars of shopper marketing and insights on the digital shelf with Efrain Rosario, Global Head of Futures Shopper Planning at Diageo and explore how CPGs can build and activate their brands as effectively as possible.

How can CPGs choose the data that will actually be useful to their organizations? Jo Campbell, e.fundamentals' SVP of Operations, spoke with The FMCG Guys podcast about how we help CPG and retail executives better understand and maximize the potential of data. The discussion covers, for example, how to increase trade promotion return on investment, Jo's leadership approach and how to empower sale and marketing teams through actionable and relevant data.

Retail media advertising is exploding and with the space evolving at near-lightening speed, it's hard for brands to keep pace of formats, tactics and placements opportunities. Listen to Ben Taylor, EMEA Head of Omni-channel Commerce at Publicis Commerce and Mandy Critchley, Customer Success Director at e.fundamentals, taking a deep dive into exactly what retail media is, how it has evolved and what tools and services are available to retain category leadership.

Digital transformation has been part of companies' strategy roadmaps for a long time, but it remains an area where many organisations find it difficult to make tangible progress - and an area that is prone to misconceptions and missteps. In fact, CPG is consistently named as an industry that lags other sectors on digital transformation. So, what does it take to get this right and how can CPGs achieve a successful digital transformation? To answer this question, we're delighted to welcome back to the podcast Todd Hassenfelt, eCommerce Director for Growth Strategy and Planning at Colgate-Palmolive.

Making predictions is a famously risky business. But the continued shift to ecommerce means brands need to up their game quickly in order to understand how to connect with and retain customers in the omnichannel. We sat down with Dean McElwee, Director International eCommerce Strategy, Global Tools and Storage at Stanley Black & Decker who's the perfect guest to help us gaze into our crystal ball and predict what's in store for ecommerce in 2022.

What are the best ways to measure a brand's success across retailers and retail media platforms? e.fundamentals' CEO John Maltman recently joined CEO & founder of Bobsled Marketing Kiri Masters on the Ecommerce Braintrust podcast to discuss issues brands have been facing as a result of the shift to online sales channels and what's next in digital shelf tech. John answers questions around ecommerce profitability and how category management can drive value in a digital commerce era as well as the role ecommerce teams are playing in a CPG businesses.

How do you influence shopper behavior at a time when that behavior is changing more rapidly than ever before, switching from brick and mortar shops to online marketplaces? The rise of ecommerce dramatically affected the shopper marketing function. Julie Liu, National Manager, Commerce Media at Ghirardelli joins us to discuss these changes and new, key skills needed to create successful omnichannel strategies with a shopper marketing lens.

This conversation was repurposed from John Maltman's appearance as a guest on The CPG Guys Podcast, the one and only. The discussion dives deep into what it takes to drive category growth in the omnichannel and why digital shelf analytics are a critical arsenal in today's CPG brands' toolboxes. PVSB and Sri asked John questions about key areas he recommends to clients to explore on the digital roadmap to success, what skills an effective eCommerce teams need to develop to win and how automated digital shelf analytics help CPG brands drive ecommerce growth in online grocery.

Many category managers in CPG are finding the transition to ecommerce challenging. There are so many new skills to acquire and ways of working to get used to. So, how can category managers close these skill gaps and become effective at omnichannel category management? Jackie Lewis, director of content and member engagement at the Category Management Association (CMA) will help us answer these questions by giving us a first look at the CMA's new framework designed to guide CPG organisations in this rapidly changing retail landscape.

So, how do you lead from the middle? At e.fundamentals we hear from ecommerce managers every day how they struggle to influence senior leadership or how to get peers from sales, marketing and category teams to work together and focus more on omnichannel instead of brick and mortar. Our guest Scott Mautz argues that the middle manager has the unique opportunity to lead their organization in all directions - up, down and across. Provided they're using the right tools and techniques. Listen in to learn from Scott Mautz, Procter & Gamble veteran, what those are and how they work.

Have you ever wondered what really drives omnichannel strategy for some of the biggest names in the industry? Well, you're in luck. Because in this episode we are lifting the lid on precisely this question (and many more) to give you a look behind the curtain at two major players in CPG – The Coca-Cola Company and B&G Foods Inc. – and explore how they are winning in the omnichannel.

So how do you maximize visibility on the Digital Shelf? CPG brands certainly have a lot to get right in order for their products to be found by shoppers on retailers' websites or marketplaces. But optimizing keywords isn't all, you've got to grab people's attention within seconds. Listen to Mark Bainbridge, co-founder of DragonFly, a company focused on heat maps and predictive analytics, and John Maltman, CEO of e.fundamentals, discuss how CPGs can maximize digital visibility the smart way.

Knowing how to optimize your performance across retailers is becoming a real competitive advantage. So if you want to thrive in the post-pandemic world, you need to get serious about data. But many large CPGs are still sluggish when it comes to how they approach data. Why is that and what are the key trends in US ecommerce that are driving the need for Big Food to get serious about Big Data? Listen in as Jason Goldberg, Chief Commerce Strategy Officer at the Publicis Group, helps us answer these questions. And don't forget: we're offering free ecommerce consultations for our listeners at www.efundamentals.com/podcast

What's the first thing that comes to mind when you think of CPG ecommerce skills? The massive shift to online buying has increased the need for organizations to accelerate their digital capabilities by recruiting new talent and also upskilling their existing workforce. But what does it take for CPGs to build world-class ecommerce teams? And what are the pitfalls to avoid? Listen to Todd Hassenfelt, Sr Director Ecommerce at Simple Mills, share his insights! And don't forget you can book a free consultation with us at www.efundamentals.com/podcast

Instacart is the leading online grocery delivery service in the US capturing over 48% of market share. But how do you win on Instacart as a CPG brand? What do you need to know and what mistakes should you avoid? Kiri Masters, author of Instacart for CMOs, talks us through her findings and shares actionable tips. Quick reminder, we're here to help you drive sales at speed and scale on the digital shelf so don't forget our offer for your free consultation at www.efundamentals.com/podcast

We're taking a deep dive into online ratings & reviews: why they matter to CPG ecommerce success and how brands can leverage them to supercharge sales on the digital shelf. The infamous CPG Guys podcast hosts PVSB and Sri join us to answer (y)our burning questions of how to unlock the full potential of ratings and reviews and what brands can do to measure the impact of ratings. As always, don't forget to pick us up on a free consultation https://www.efundamentals.com/podcast

CPGs are looking for the answer to one central question: what comes next? As we emerge from the pandemic, what will shopper behavior look like and what are the implications for online grocery shopping in particular. We're joined by the Consumer Brands Association sharing the findings from their fascinating new report “The CPG Post-Pandemic Outlook” and practical implications for the CPG industry. And don't forget to pick us up on our offer for a free consultation https://www.efundamentals.com/podcast

2020 has been a watershed moment for online shopping. US eCommerce sales will account for 19.2% by 2024. Around the world, the pandemic has turned shopper habits upside down. In the process, digital commerce strategies had to be accelerated by months, at times completely rewritten putting extraordinary pressure on CPG businesses to adapt at pace. So, what will it take to win eCommerce in 2021? Listen to e.fundamentals' CEO John Maltman and Stephanie Rubin VP, Director Customer Success discuss key insights and actionable tips for how to kick off 2021 with a bang. And don't miss out on your free consultation https://www.efundamentals.com/podcast/

For this episode, we turn our attention to continental Europe putting a spotlight on Germany. It's Europe's biggest consumer market after Russia, but in many ways a laggard when it comes to online shopping. During lockdown many neighbouring countries embraced eCommerce shopping, but German shoppers proved much more conservative in their habits. Listen to our experts discussing what's happening with German eCommerce and practical advice as to what CPGs need to know to position themselves to succeed in this important and challenging market. Want to know even more? Book your free consultation with us https://www.efundamentals.com/podcast/

Covid-19 has catapulted eRetail Media into the limelight as more shopping is happening online. In this episode John, CEO at e.fundamentals and Ben Taylor, Head of Omni-channel Retail at Publicis Commerce discuss international best practices and evaluate formats that enable growth-driven brands to stand out, catch the eye of shoppers and convert eyeballs into purchases on the digital shelf while getting clear prove of their ROI. Get the show notes here https://www.efundamentals.com/category/podcasts and book your free consultation here https://www.efundamentals.com/podcast/

Brands have no time to waste getting up to speed with eCommerce. So how to prepare your brand's digital shelf for eCommerce galore on Black Friday? Industry veterans John Maltman, CEO at e.fundamentals and Christian Hassold, VP EMEA at Salsify share actionable insights for how brands can plan for key-turning success online during Black Friday and beyond. And don't miss your chance for a free consultation with us https://www.efundamentals.com/podcast