Podcasts about Shopper marketing

Send us a textIn this Executive Spotlight, Loyalty360 CEO Mark Johnson speaks with Ryan Draude, Head of Loyalty Offer Management and Shopper Marketing at Giant Food. Draude shares his forward-thinking perspectives on building loyalty in a highly competitive and increasingly value-driven grocery market. With experience spanning financial services, hospitality, and retail, Draude brings a rich, cross-vertical understanding to loyalty program leadership. He discusses how Giant Food is differentiating through service excellence, deep customer engagement, proactive fraud prevention, and a sharp focus on creating meaningful connections beyond transactions. Draude also offers personal reflections on leadership, mentorship, and paying it forward, highlighting the human side of loyalty strategy in today's dynamic environment. Read the excerpt below and listen to the entire interview on the Leaders in Customer Loyalty podcast. 

Dave's guest this week is Hayden Consultancy Founder, Eleanor Hayden.  Hayden Consultancy works with food and beverage brands to help them increase their digital footprints and and improve their eCommerce strategies. Having worked in the industry for more than 10 years, both as an entrepreneur and as a Shopper Marketing expert, Eleanor understands that every brand needs to find their own unique approach when it comes to getting in front of the consumer. Eleanor talks about how COVID expedited the push into Retail Media (04:42), how brands can assess their in-store marketing spends (07:43), how starting a business of her own provided her with invaluable insights that help her guide brands both big and small (09:14). She also shares how Hayden Consultancy helps clients boost their sales (16:19), and her thoughts on the future of Retail Media (24:37).   Connect with Eleanor: https://www.linkedin.com/in/eleanorhayden/Learn more about It'sRapid: https://itsrapid.ai/Get the It'sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducers: Sean Leviashvili, Jake Musiker

“Shopper Marketing Revolution” é o tema deste Podcast com o convidado Mike Anthony conduzido, em inglês, por Cibele Marques de Souza e João Pentagna, idealizadores daNeuro Market. Escute a resenha em português a partir do minuto 18:12.Mike é uma referência global em Shopper Marketing. Nos últimos 20 anos, ajudou mais de 250 marcas a crescer de forma sustentável, otimizando investimentos no varejo eatraindo novos consumidores e shoppers, sempre com foco em ROI e resultados de longo prazo.Tópicos abordados neste episódio:- Exemplo prático a integração entre Marketing de Consumo e Shopper Marketing- A evolução do Shopper Marketing nos últimos anos, principalmente com a ascensão do e-commerce- Quais são os erros mais comuns em relação ao Shopper Marketing- O "momento da verdade" na jornada do comprador- Tendências que terão o maior impacto no Shopper Marketing nos próximos 5 a 10 anos

“Shopper Marketing Revolution” é o tema deste Podcast com o convidado Mike Anthony conduzido, em inglês, por Cibele Marques de Souza e João Pentagna, idealizadores daNeuro Market. Escute a resenha em português a partir do minuto 18:12.Mike é uma referência global em Shopper Marketing. Nos últimos 20 anos, ajudou mais de 250 marcas a crescer de forma sustentável, otimizando investimentos no varejo eatraindo novos consumidores e shoppers, sempre com foco em ROI e resultados de longo prazo.Tópicos abordados neste episódio:- Exemplo prático a integração entre Marketing de Consumo e Shopper Marketing- A evolução do Shopper Marketing nos últimos anos, principalmente com a ascensão do e-commerce- Quais são os erros mais comuns em relação ao Shopper Marketing- O "momento da verdade" na jornada do comprador- Tendências que terão o maior impacto no Shopper Marketing nos próximos 5 a 10 anos

In this episode of The Voice of Retail, Michael LeBlanc sits down with Drew Cashmore, a retail media pioneer whose career spans over 15 years, including roles at Walmart and Vantage. Drew discusses his journey from building Walmart Canada's advertising business to spearheading Walmart Connect in the U.S., scaling it into a multi-billion-dollar retail media platform.The conversation delves into retail media's evolution—bridging traditional shopper marketing and sophisticated, data-driven advertising. Drew outlines how retail media connects vendors with customers through first-party data, enabling targeted, measurable campaigns that drive both sales and customer satisfaction. He distinguishes retail media from traditional Co-op dollars, noting a shift from basic flyer promotions to sophisticated advertising strategies tied to transactional data.Challenges in the field include system fragmentation and the need for integrated platforms to unify operations and streamline vendor collaboration. Drew emphasizes the necessity of change management within retail organizations, ensuring alignment between marketing, merchandising, and store operations. He also identifies the potential for smaller retailers to enter the space through self-serve platforms, which Vantage helps facilitate.Looking ahead, Drew foresees substantial growth for retail media, particularly in Canada, as advertisers reallocate budgets from traditional platforms to retail ecosystems. Vantage's tools, powering platforms like Home Depot's Orange Access, exemplify how technology can simplify campaign management, measurement, and vendor relationships.As retail media evolves, Drew highlights collaboration among stakeholders as vital for maximizing ROI and creating customer-first ecosystems. His insights provide a roadmap for retailers of all sizes to capitalize on retail media's growing influence, bridging technology, advertising, and retail strategies effectively. Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career. Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada's Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael's cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.

Jan Šolta, Head of Shopping Experience v Cocoon Prague, sa spoločne s Ankou a Naďou ponoria do sveta shopper marketingu – od vtipných prešľapov až po úspešné stratégie. Ako vplýva shopper na predaj, čo funguje a čo nie, a aké tipy vás môžu posunúť ďalej? Čo sa v epizóde dozviete: Prečo je shopper často dôležitejší než spotrebiteľ. Príbehy marketingových failov a čo nás naučili. Ako zaujať nakupujúceho a zvýšiť predaj. Viac na Levosphere.sk

Christina Jenkins is Colgate-Palmolive's Senior Omni Channel Shopper Marketing Team Lead for the UK & Ireland. She joins Efrain live from P2PI and SMG's Retail Media Summit UK in London. With her, we explore how the emergence of Retail Media has impacted FMCG's approach to Key Account Management, Shopper Marketing and Consumer Insights. Watch on YouTube: https://youtu.be/a0CWXdJTNuY  Topics Covered: Christina's career path and recent transition from Shopper Marketing to Omni Channel How Retail Media has impacted Colgate's relationship with their key UK Customers Leveraging Retail Media to better understand the consumer How they are re-organizing internally to be Digital-first More: Follow us on Instagram: https://www.instagram.com/fmcgguys/   Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

The CPG Guys are joined by Karen Satterlie, Director of eCommerce Marketing & Shopper Marketing at Henkel, Melissa Burdick, president of Pacvue & Barbara Connors, VP Strategy & Acceleration at 84.51 a division of Kroger. The episode was recorded in Las Vegas at Groceryshop 2024.This episode is sponsored by 84.51.Follow Karen Satterlie on LinkedIn here: https://www.linkedin.com/in/karensatterlie/Follow Melissa Burdick on LinkedIn here: https://www.linkedin.com/in/melissaburdick/Follow Barbara Connors on LinkedIn here: https://www.linkedin.com/in/barbara-connors-10312810/Follow 84.51 on LinkedIn here: https://www.linkedin.com/company/84-51/Follow 84.51 online here: https://www.8451.com/1) Given the decline volume CPGs are currently facing, How is Henkel focused on bring consumers to your brands in an omnichannel way?2) If planning needs to start at the top with the brand, do sales teams need to work in an omnichannel way as well?3) Is “retail media” media?4) How does inspiration drive brand loyalty?5) How is value defined by shoppers?6) How is the balance of power between brands & retailers shifting in the era of retail media?For the Cornell Retail Media Strategy Executive Education program, click hereCPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

In this episode, host Josh Hirsch speaks with digital marketing expert Jay Key about how digital marketing has evolved in the nonprofit sector. Together, they discuss why measurability is vital in today's campaigns, how to effectively budget for digital marketing efforts, and the role of platforms like LinkedIn for reaching targeted audiences. Jay shares insights on the importance of learning from failures, understanding conversion pixels, and building a robust digital presence. This engaging conversation highlights the ongoing need for nonprofits to embrace continuous learning in the ever-changing digital marketing landscape. Takeaways Measurability has transformed nonprofit marketing, making clear goal-setting essential for effective campaigns. LinkedIn and audience targeting offer nonprofits powerful tools for reaching the right people. Learning from failures and adapting to digital trends fosters growth and keeps marketing relevant. First-party data and conversion pixels are crucial for tracking success in a cookie-less world. Budgeting should align with objectives to maximize campaign impact. Chapters 00:00 Introduction to IMPACTability Podcast 01:57 The Evolution of Digital Marketing 03:18 Measurability in Marketing Campaigns 10:00 Budgeting for Nonprofit Marketing 15:12 Leveraging LinkedIn for Nonprofits 18:03 Learning from Failures in Marketing 29:24 Understanding Conversion Pixels 35:36 Building a Digital Presence 39:58 The Importance of Continuous Learning Guest Bio Jay Key has two decades of marketing experience, primarily in the digital media and ad tech industry, as both a seller of marketing solutions at News Corp, Sizmek, and Viant (Time, Inc.); and a client-side marketer at Keurig Dr Pepper and Susan G. Komen. He has worked for some of the most progressive ad tech firms and for (or with) some of the biggest brands in the consumer packaged goods, retail, auto, and non-profit verticals, and inclusive of programmatic, social, search, video, emerging platforms, and in-housing. His 2020 book, Shopper Marketing and Digital Media: Simplifying Your Digital Media Plans with the Six Pillars Approach, earned Best New Digital Marketing Books (Book Authority), Top 29 Digital Marketing Books to Read in 2020 (News Books USA), and Ten Insightful Books for Shopper Marketers (Totinomo.com). Leave a review! Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review. Like this episode? Subscribe to our podcast on Apple,  Spotify, or your favorite podcasting app. Got a question that you'd like to ask a nonprofit professional? Email your questions to IMPACTcoaches@IMPACTability.net and listen to next episode to see if your question gets answered!This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

An international feel to the fourth episode of Retail Media Therapy, from Grace & Co, with Colin joining Viv from down under!They've also the latest worldwide retail and commerce media headlines as Zitcha eyes up the US, Publicis reinvents shopper marketing and Selfridges partners with Criteo!For much more check out retailmediatherapy.com and remember to 'follow' for your latest Retail Media Therapy podcast, where you can lie on the couch and we can solve all your retail media problems! Hosted on Acast. See acast.com/privacy for more information.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by Neha Shah, who most recently oversaw the eCommerce Organic Acceleration team at Kenvue and is now a free agent. Before that, Neha spent 17 years at Johnson & Johnson as a Senior Manager overseeing Omnichannel Excellence and Shopper Marketing.  This episode is all about the role of organic marketing in sustainable brand growth - both on Amazon and across other retail channels.  Make sure you tune in to find out more!   Disclaimer: Neha's viewpoints in this podcast episode are separate from her work at Kenvue. These represent her personal opinions and beliefs on the industry.   KEY TAKEAWAYS In this episode, Julie, Neha, and Jordan discuss: The Role of Organic Marketing Organic marketing's often overlooked potential in driving sustainable brand growth. Importance of organic growth in providing cost efficiencies and building brand trust and equity. The common oversight of organic efforts due to the immediate results offered by paid advertising. Organic growth as a long-term strategy that complements paid efforts. Strategies and activities for organic growth, such as keyword and content optimization. Measuring organic success through metrics like revenue, share, average order value, traffic conversion, and organic search rank. The need for a cross-functional team including paid, organic, and shopper leads. Importance of collaboration and adaptability within the team. Leveraging both internal and external resources for technology and data insights. Future Trends to Watch: Rise of social commerce and new marketplaces. Evolution of omnichannel strategies. Impact of AI in areas ranging from content to supply chain operations. What's Next for Neha Shah

Our guest, Hannah Skardon, has a remarkable career in Fast Moving Consumer Goods: fast, international, and cross-functional. With that background, she's taken the challenge of leading Retail Media at the company where she's grown her career: Reckitt, the leading Health & Hygiene company. In this episode, she joins Efrain and Daniel to speak about her learnings in going from local to global and back again, moving countries and, now, facing the challenge of winning on the digital shelf. Topics discussed: How someone with a Brand Marketing Background approaches eCommerce Demystifying Digital across fucntions Must do's for brands on the Digital Shelf: getting the basics right Retail Media compared to classic Shopper Marketing and its fit in a company's overall Marketing Mix AI and other Emerging tech that will impact our industry More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Thank you for listening to the Choice Hacking podcast! Please share this podcast with your family and friends because it helps us find new listeners. ✅ Find Jen Clinehens and Choice Hacking online: INSTAGRAM/TWITTER/THREADS/LINKEDIN/TIKTOK/YOUTUBE: @choicehacking✅ Join my free newsletter to learn what makes your buyers tick. ✅ Buy my book (or audiobook), "Choice Hacking: How to use psychology and behavioral science to create an experience that sings"

Tulika Pandey is the eCommerce and Shopper Marketing Lead, Canada at WK Kellogg (The Cereal spin off of Kellogg's). Watch on YouTube: https://www.youtube.com/watch?v=KLyDIF8bFgE  She joins Daniel live from the Retail Media Summit Canada (organized by the Path to Purchase Institute) to speak about how she leads a sales strategy agenda in an omni-channel world through: Her unique role managing both Shopper and eCommerce What's next in Retail Media In-store Media: her thoughts and how relevant it is for FMCG brands. Advice around skipping hurdle Putting the consumer at the center and approaching the full-funnel in consequence More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

“Shopper Marketing com Ciência Comportamental” é o tema abordado por Phillip Adcock conduzido por Cibele Marques de Souza e João Pentagna, idealizadores da Neuromarket. Phillip explica como os consumidores pensam e toma decisões para que possamos engajá-los mais efetivamente. Escute a resenha em português a partir do 22° minuto! Tópicos abordados neste episódio: -A importância de utilizar as Ciências Comportamentais para desenvolver estratégias de Shopper Marketing mais eficazes; -Como aspectos instintivos, emocionais, racionais, vieses cognitivos se relacionam no processo de tomada de decisão do shopper; -As 5 modalidades de compra; -A psicologia por detrás das promoções; -Cases práticos. --- Send in a voice message: https://podcasters.spotify.com/pod/show/neuromarket/message

“Shopper Marketing com Ciência Comportamental” é o tema abordado por Phillip Adcock conduzido por Cibele Marques de Souza e João Pentagna, idealizadores da Neuromarket. Phillip explica como os consumidores pensam e toma decisões para que possamos engajá-los mais efetivamente. Escute a resenha em português a partir do 22° minuto! Tópicos abordados neste episódio: -A importância de utilizar as Ciências Comportamentais para desenvolver estratégias de Shopper Marketing mais eficazes; -Como aspectos instintivos, emocionais, racionais, vieses cognitivos se relacionam no processo de tomada de decisão do shopper; -As 5 modalidades de compra; -A psicologia por detrás das promoções; -Cases práticos. --- Send in a voice message: https://podcasters.spotify.com/pod/show/neuromarket/message

Eleanor Hayden is the founder of Hayden Consultancy - a shopper marketing consulting firm that works with brands like Olipop, Magic Spoon, Dream Pops, Catalina Crunch, Purely Elizabeth, Haven's Kitchen, and more. On this episode (Eleanor's 2nd!) of ITS, Eleanor walks Ali through all the ways brands can spend on digital marketing with retailers (and Instacart)...Sharpen your pencils!In the Sauce is Powered by Simplecast.

Michele Dainty, Head of Shopper & Display at pladis UK & Ireland sits with Daniel at the Retail Media Summit UK to speak about Retail Media's impact on Shopper, Marketing and Sales. This Episode is brought to you by Bolt Chat AI! Visit them here:  https://www.boltchatai.com/  Tune in to hear about: Retail Media: from cardboard in a store to targeting shoppers full-funnel The impact RM has had on Shopper and Marketing In-store activations: how the data's evolved in the last years Where Trade/Shopper Marketing sits in the current scenario Their McVitties Brand campaign More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

There is a lot more to getting your product onto the shelves of the local Woolworths or Coles than you might think. It's an extremely competitive environment, and getting ranged is only the start. The guest on today's episode is a very special one, as she is one of the very few people to have ever successfully pitched the Got Marketing? podcast. That guest is Tanya Boots, a seasoned expert in Category Management with over 20 years of experience. Tanya has worked with multinational clients like PepsiCo, Blackmores, and started her journey in consumer insights, later venturing into buying industrial goods for a major B2B retailer, and then heading back to the supplier side as Head of Category and Shopper Marketing. Got Marketing? is brought to you by Mia Fileman, a professional marketing strategist and the founder of Campaign Del Mar. Connect with Mia Fileman: www.instagram.com/campaign_del_mar https://www.linkedin.com/in/miafileman/ Connect with Tanya Boots: https://www.findthegrowth.com https://www.instagram.com/findthegrowth https://www.linkedin.com/in/tanyaboots Use my special link: https://zen.ai/b4ToxxOPvUZiNKNcuQsG6Q to save 30% off your first month of any Zencastr paid plan. Free resources: Download Tanya's free e-book here Take our quiz to find the campaign that is right for your business.

Retail Media MasterclassLearn about in-store networks and how to maximize return on ad spend. Join Mike Pollack, the CRO of GroceryTV, and myself in today's episode where we're breaking down:1. What it means to scale as a modern media company2. How to unlock distribution with focus3. And dive deep on why Retail Media Networks (RMNs) are so hotGet in touch with Mike at mike@grocerytv.comHighlights and Key Concepts:The Power of Having Systems and a Defined Product:Leveraging Distribution for Scaling:The Current Wave of Innovation in Retail Media:Challenges and Opportunities in Adoption:Key Moments00:08:14 Focus and sacrifice drive success.00:17:03 Retail media is rapidly growing.00:19:20 Retail media networks are evolving.00:27:02 In-store media is evolving.00:29:33 Retail media can drive performance.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

Get ready to immerse yourself in a compelling conversation with Sean Campbell, CEO of Campbell Creative. We'll dive into Sean's journey from working in retail, his agency background, and work in marketing and public relations. We'll also hear about the motivation behind his start of Campbell Creative and their unique value-based agency model and taking the less trodden path in marketing. We'll learn from Sean's unique insights into the science of shopper marketing, the Storybrand framework, understanding customer motivations, how to create an irresistible offer, and how to help an emerging brand be successful in their initial marketing efforts. A key piece of this podcast will cover the concept of Storybrand, a marketing framework developed by Donald Miller that has been pivotal in Campbell Creative's success and helping their clients. Learn how the power of a well-crafted story can transform your brand and captivate your audience. You'll learn how to serve your hero (the customer) and how to market yourself as a helpful guide. The conversation also delves into the art of creating irresistible offers, generating high-quality content, and the critical role of understanding customer pain points when selling across different channels.We round off our conversation with an intriguing discussion around how some successful brands have fine-tuned their offerings and customer experience to create a winning formula. Don't miss out on these valuable marketing, branding, and storytelling insights and the powerful focus of speaking to the customer when marketing or selling! 

The CPG Guys speak with Bret Thurston, Director of eCommerce & Shopper Marketing at Hostess Brands, a leading sweet snacks company focused on developing, manufacturing, marketing, selling and distributing snacks in North America sold under the Hostess® and Voortman® brands.  Follow Bret Thurston on LinkedIn at: https://www.linkedin.com/in/bret-thurston-9a161b7/Follow Hostess Brands on LinkedIn at: https://www.linkedin.com/company/hostessbrands/Follow Hostess Brands online at: https://www.hostessbrands.com/Bret answers these questions:1) Bret, what drew you into your career path that finds you squarely in the transformational world of eCommerce and shopper marketing? I shared a bit about your background in my introduction but would love to hear a bit more about your career journey.2) The pandemic had a definitive impact on omnichannel grocery. You've been working in perishable categories in you last 2 roles. How big was the growth of eCommerce for these categories and where did you focus on building core capabilities that didn't exist or were under-resourced?3) With respect to shopper marketing what were the mains areas of focus that you learned into over the last few years to ensure omnichannel success?4) How have the “resource asks” from your retail customers transformed over the last 3 years” and where have you found the most success in supporting them?5) Have we reached a point yet in customer joint business planning where eCommerce is a standard component of the process involving merchants? What does best in class look like?6) To be successful in eCommerce, you need lots of tech stack partners. What are the primary functional areas where you've had to source capabilities to scale your growth? How do you manage a world where the “Martec Landcsape” map of service provider logos seems to grow exponentially each year?7) The return to stores was an underlying theme at the CPG presentations last week at CAGNY. What are your thoughts on this and how are you helping Hostess Brands bridge the spectrum of omnichannel conversion opportunities through content, experiences, whatever?8) What does the future hold in this eCommerce space for perishable foods?  What should eCommerce Marketers be thinking about for tomorrow and beyond?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://nexupisnow.org/cpgguysRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

This week, Emma asked her longest-standing best friend to join her on the podcast to discuss what it's like to be mom with a full-time, director-level role in the marketing industry. Kelley and Emma give a bit of their backstory, and Kelley explains her career journey, what makes a bad manager versus a good manager, being a powerful woman amongst male colleagues, and her undying love for Ludacris. During the WTH and RWL segments, Emma explores her relationship with Instagram and instant gratification, shares an exciting update about goings-on at the house, and discusses initial thoughts about a new podcast whose topic is J.K. Rowling. Also for those that plan to partake, the book of the month for March is Lessons in Chemistry by Bonnie Garmus! Mentioned in this episode: My next book: The Very Secret Society of Irregular Witches by Sangu Mandanna (Film) Executive Decision (Podcast) The Witch Trials of J.K. Rowling from The Free Press ----------------------------------------------- Sign up for The Weekly Digress (an EMMASTHING newsletter) Follow TWES on Instagram Join the TWES private Facebook group Follow EMMASTHING on Instagram

The CPG Guys speak with Andrea McGovern Galo, Director of Commerce Marketing at Tyson Foods, one of the world's largest processors and marketers of chicken, beef, pork and plant-based protein food products.Follow Andrea McGovern Galo on LinkedIn at: https://www.linkedin.com/in/andrea-mcgovern-galo-128296/Follow Tyson Foods on LinkedIn at: https://www.linkedin.com/company/tyson-foods/Follow Tyson Foods online at: https://www.tysonfoods.com/Andrea answers these questions:1) Andrea, what drew you into your career path that finds you squarely in the transformational world of commerce? I shared a bit about your background in my introduction but would love to hear a bit more about your career journey.2) You know our favorite topic on this podcast is retail media. Would love your thoughts on the evolution of shopper marketing in the age of retail media.  How has Shopper Marketing evolved and why is Retail Media making such a big impact in this function?3) Following on Sri's question, how has the work of Shopper Marketing changed within this new digital landscape?4) What are the skills and traits that make a successful Commerce Marketing professional in this new digitally-driven era?5) How is the rise of retail media impacting the CPG - Retailer relationship particularly around meaningful JBP? Are the investment asks coming from all of these emerging platforms realistic and how will brands have to make judicious decisions6) How is the rise of retail media impacting traditional internal CPG brand-shopper-sales dynamic from a budgeting and management perspective? Is retail media just media and really a function of marketing?7) There have been calls from large CPG manufacturers for standards to be established in the industry around capabilities & measurements. How do you see this actually happening?8) What does the future hold in this RMN space?  What should Commerce Marketers be thinking about for tomorrow and beyond?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://nexupisnow.org/cpgguysRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Capitulo 82 de Negocios de Otro Planeta conversando con el Publicista y Diseñador Williams San Martin sobre Shopper Marketing, Experiencia de Compra y Puntos de Venta, si eres emprendedor y quieres entrar al retail este es tu capitulo. Si quieren seguir reflexionando conmigo los invito todos los lunes a escucharme ;) Para comunicarte con Williams o WillStudio te dejo sus redes sociales https://www.facebook.com/willstudiochile https://www.instagram.com/willstudio_chile/

The CPG Guys, PVSB and Sri are joined in this episode by Chris Hurley, Vice President of Channel & Shopper Marketing at Pernod Ricard, a convivial, responsible and successful global wine and spirits group and the #1 premium spirits organization in the world. The Group represents 240 premium brands available in more than 160 countries. Follow Chris Hurley on LinkedIn at: https://www.linkedin.com/in/chris-hurley-7b02047/Follow Pernod Ricard on LinkedIn at: https://www.linkedin.com/company/pernod-ricard/Follow Pernod Ricard online at: https://www.pernod-ricard.com/enChris answers these questions:1) Please walk us through your career, starting with your work in “the fizz bizz” or carbonated beverages, up until now with a focus on pivotal experiences in your career that you consider enabled your progression.2) After joining Pernod Ricard in 2018 as the VP of sales for national chains for wines & champagnes, you saw a broader need for expertise in shopper marketing capabilities for the enterprise. How did this come about? What was the competitive landscape for these types of services and why was it important for Pernod Ricard to resource against them?3) You'd previously managed shopper marketing & channel strategy groups at other points in your career. Was this the first time you had to build one from the ground up?  How did you go about developing the blueprint for what this group would be charged with accomplishing and how would you measure outcomes?4) How do you go about staffing against a shopper marketing team? Are you hiring from the outside, taking existing staff and training them in new subject matter expertise. How do you develop an educational curriculum?5) How do you decide where will be the focus of your team's efforts relative to the product portfolio and key customers within the omnichannel marketplace?6) With the explosive growth of eCommerce during the pandemic, marketplaces like Drizly and Reserve Bar started to emerge while traditional brick & mortar retailers like Total Wine started to establish digital store fronts. How did you set about ensuring Pernod Ricard could succeed in here?7) Insights & activation are core functions of shopper marketing organizations in the CPG world but Tied House laws in the adult beverage categories can challenge companies like Pernod Ricard. Could you walk us through some of these challenges and how you have been able to still succeed in your team's mission?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.Mary Tarczynski is Principal and Client Solutions Lead of Parabolic. She has has 25+ years of experience leading cross-functional teams to build equity and drive sales for CPG brands including Coca-Cola, Kraft, Clorox and Campbell's. She left corporate marketing to spend four years in emerging ad tech; then in 2016 co-founded Parabolic, a shopper marketing agency offering “ideas with trajectory” – integrated strategies, concepts and activations to help established and emerging natural brands “sell in” and “sell through” at retail. Current clients include Traditional Medicinals Tea, Good Foods, Second Nature Snacks, the Plant Based Foods Association, and Weleda Skin Care. In this episode, they discuss.Shopper Marketing and how it has evolved over the years.Measuring return on ad-spend when allocating dollars and overall success.Best practices, including where to find data for shopper marketing.

In episode #19 of Kantar's Retail Sound Bites, hosts Barry Thomas, senior retail thought leader, and Rachel Dalton, head of retail insights, discuss the evolution of shopper marketing in the influence of retail media. Also, get timely news and notes in retail on Tesco, new subscription programs, Deliveroo, and more. This episode also features April Carlisle, EVP, Commerce at Spark Foundry to discuss shopper marketing in context with retail media. Have a topic you would like to see us cover? Share your request by emailing Switchon@kantar.com.  Barry's contact information: barry.thomas@kantar.com Barry's LinkedIn Rachel's contact information: rachel.dalton@kantar.com Rachel's LinkedIn Tesco links executive director bonuses to halving food waste by 2025 (grocerygazette.co.uk) P.F. Chang's is launching a subscription program | CNN Business Deliveroo Hop launches first physical grocery store with Morrisons | News | The Grocer https://www.wsj.com/articles/micro-warehouse-provider-pivots-as-retail-consumer-market-shifts-11664357402 https://www.nytimes.com/2022/09/28/business/lululemon-mirror-membership.html https://www.bloomberg.com/news/articles/2022-10-03/get-it-right-or-pay-the-price-retailers-punish-vendor-missteps

For independent business owners — who, admittedly wear many different hats — marketing often takes a backseat to many other tasks. That makes the work of Nationwide's Shopper Marketing team all the more important. We recently sat down with Joe Walz, director of shopper marketing, to talk about the magic they perform on behalf of our independent retailers.

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.

In today's podcast, we are talking with Julie Liu, a returning guest of the show, about the evolution of shopper marketing. The way we shop has changed over the years. How has that affected the marketing space? How do digital marketing and traditional shopper marketing co-exist? What can the two learn from each other? Make sure you tune in to find out! Julie has spent the last 11 years in consumer goods marketing, first with Shiseido working on a clean beauty brand in the APAC region, before making the move over to Grocery 6 years ago. She is currently the National Manager of Commerce Media at Ghirardelli Chocolate Company, responsible for leading the company's retail media and digital shopper marketing strategy across Confections and Baking.

While consumer data, Shopper Marketing and insights are big in Consumer Goods Companies, this data can remain away from the sales teams and it is based uniquely on previous years' results. Veena Giridhar-Gopal is the CEO of salesBeat, a company that helps plan demand so you never run out of stock, based on socio-environmental factors. With a background in Consumer Goods, we invited her on the Podcast to better understand how salesBeat helps companies sell more and better through the thorough analysis of the different variables.   On this episode we cover: Why products run out of stock How Consumer Goods companies have historically reacted Sociological factors that affect consumer demand Predictive analytics as a solution to out of stocks How salesBeat partners with companies in Consumer Goods to avoid out of stocks The impact of Predictive Analytics on company structures   Links: veena@salesbeat.co salesBeat Website Out of Stock Now Twitter

Episode #34. Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return? Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for many years with household brands such as Nestlé, Pladis and Treasury Wine Estates, Hamish founded and now runs Klynk Ventures and Epic Snacks, championing challenger and drinks brands. In this episode Hamish shares the changing landscape of in-store marketing, what appeals to retailers, where he would recommend marketers invest from a shopper perspective and why investing in relationships is so important. First published May 10th 2021. This podcast is sponsored by Labyrinth Marketing  http://www.labyrinthmarketing.co.uk (www.labyrinthmarketing.co.uk)  Host: https://www.linkedin.com/in/abigailcdixon/ (linkedin.com/in/abigailcdixon/) Guest: https://www.linkedin.com/in/hamishpmclarke/ (linkedin.com/in/hamishpmclarke/) The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to https://my.captivate.fm/www.thewholemarketer.com (www.thewholemarketer.com) 

Today on Phenomenal Grit, Mimi Dixon, Crayola Marketing Executive takes us back to a pivotal moment in her childhood which helped define the leader she is today. She's an engaging storyteller and visionary. I appropriately titled this episode, “She's a Baaaad Mama Jama” and you'll have to tune in to find out why. Enjoy the conversation. About Mimi Dixon: Mimi Dixon is a highly motivated and dynamic thought leader with +20 years of expertise in Integrated, Shopper & Sports marketing for leading global brands. She describes herself as a “Big Idea Generator, Activation Master, Strategic Thought Leader, and Passionate Marketer”. Currently, she is Director – Brand Activation & Content at Crayola. In this role, she spearheads Advertising, PR, Shopper Marketing, National marketing campaigns, and Digital & Social Content & Imagery. Most recently, she led the development & activation of Crayola's 2020 Colors of the World skin tone crayon launch which garnered over 3 billion impressions to date and has gone on to win various marketing, diversity & inclusion & product industry awards including a TOTY (Toy of The Year) award for Creative Toy of the Year. Mimi also serves as the Chair for Crayola's first Diversity & Inclusion Council & is hard at work in building the council's foundation for both the council and the company.Mimi has been featured in Forbes, Black Enterprise, Diversity Woman, AdWeek, and CBS Saturday morning. She has also served as a 2021 judge for the Effie, AME, and ANA Multicultural Excellence Awards. Prior to joining Crayola in June of 2014, Mimi held various roles within increasing responsibility at Campbell Soup Company over a tenure of 16 years. During this time period, Mimi executed copious national marketing campaigns, managed the company's NFL sponsorship for eight years, activated numerous brand & celebrity partnerships, and lead retail-specific activation for key retailers like Target, Kroger, Safeway & Publix.When Mimi is not creating or activating the next successful national marketing campaign, she enjoys traveling, reading, binge-watching true crime & reality TV shows, shoe shopping and spending time with family and friends. Mimi is a proud member of Delta Sigma Theta Sorority Incorporated and completes public service activities with her local alumnae chapter. Mimi has a Bachelor's of Arts from Rutgers University and a Master's in Public Administration from the University of Delaware. She currently resides in Hamilton, New Jersey.Colors of the World Skin Tone Crayons & More | Crayola.com | crayola.com

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.

We've heard from publishers across the globe, but none as specialized as Gourmet Ads and Healthy Ads - leading Shopper Marketing & Food Advertising platforms based in Australia, with offices around the world. Their CEO, Ben Christie, is chatting with Jessie and Shilpa Kolte, a sr. account director based in Singapore, who helps publisher's - like Gourmet Ads and Healthy Ads - get the most value of their inventory through innovative solutions and technology. Tune in for an informative conversation on how this publisher is keeping things fresh for their customers.

This week Sharon Yourell Lawlor, founder of Think, Plan, Do, a strategic retail and shopping consultancy, joins us to look at shopper marketing and how it can help with the challenges of an increasingly complex consumer journey in a post pandemic economy.

The CPG Guys, Sri & PVSB, are joined in this episode by Dave Sommer Director, CPG, Retail Partnerships, Shopper Marketing and eCommerce at Facebook. Founded in 2004, Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook's apps and technologies to connect with friends and family, find communities and grow businesses.Follow Dave Sommer on LinkedIn at: https://www.linkedin.com/in/davidsommer1/Follow Facebook on LinkedIn at: https://www.linkedin.com/company/facebook/ Learn about Facebook's ad solutions online at: https://www.facebook.com/business/Dave answers these questions:1) Why don't you start with informing our audience about the core set of advertising tools you offer to brands & retailers based on their marketing objectives and what kind of targeting capabilities are they able to leverage?2) IOS/COOKIES CHANGES: Our audience is quite familiar with all of the changes taking place with the ability to target consumers for digital media through cookies and through Apple's iOS. What's changed or will be changing about the ability to target content delivery on Facebook, Instagram and your other social media platforms?3) Shoppable media is all the rage. Can you tell us about Facebook's shoppable media offerings and how that plays into a brand or retailer's advertising plan? What insights do you have on the rising importance of shoppable media?4) How is experiential technology revamping eCommerce experiences for the better?5) Can you break down the Facebook ad review process for our audience? How does Facebook ensure authenticity and accountability in evaluating the advertising content being submitted?6) How do you think about DR success metrics in a post IOS14 world? How does Conversion API fit into the mix?7) Brands & retailers are seeking to build effective loyalty mechanisms to help retain and grow their business. The plethora of digital platforms is rapidly disrupting the loyalty space. What are your thoughts on this?8) In order for brands and retailers to prepare for the future of shopping, what steps do you recommend they take now?DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.  CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys, Sri & PVSB, are joined in this episode by Yuni Sameshima & Joey Petracca, co-founders of Chicory a NYC-based tech firm and the leading digital shopper marketing platform for CPG and grocery brands. Its signature “Get Ingredients” button can be found on over 1,500 recipe websites, including Taste of Home, Delish, LandOLakes.com and thousands of influencer food blogs. Leveraging its extensive recipe network, Chicory partners with leading CPG brands like Nestlé and grocery retailers like Wakefern to serve hyper-relevant ads to consumers in the moments when they’re planning their grocery purchases. As the pioneer of shoppable recipes and the expert in contextual commerce, Chicory creates the digital tools to take grocery shoppers from inspiration to checkout in a few clicks. This is the first in a 3 part series with Chicory.Follow Chicory online at: http://www.chicory.coYuni & Joey answer these questions: Recipes & brands - while the connection is logical, is it how the industry really drives scale? It has always been about store doors, now click & collect is in the mix. How does shoppable recipes fit in the mix?Covid has accelerated at-home consumption and recipes are needless to say hot at the moment. What prompted you both to co-found Chicory’s model and how fast has the model grown to date? What happens post covid when in-store is back and B2B is more relevant than DTC. Is your model DTC or does it connect back with retailers?How does chicory provide an experience for brands? Take us through the details of what's offered and what brands can expect in a partnership?Tell us about the end to end client experience of working with chicory. Once a brand decides to work with Chicory, what happens next? How long does it take to fully implement? What are the major distribution endpoints one should expect to leverage through your platform?How do you curate content of recipes? Are your partners with blogs and who are your end to end distribution, vendor and blogs/education partners?  What consumers do you target for recipe shopping? How does a brand know this will result in a well orchestrated ecosystem for eventual scale? What other services does Chicory offer clients? Please provide the CPG Guys feedback at http://ratethispodcast.com/cpgguysCPG Guys Website: http://CPGGuys.comInstagram: http://Instagram.com/cpgguysDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Julie Bowerman is currently Chief Global Digital Customer and Consumer Experience Officer at the Kellogg Company, responsible for its $750M+ online e-commerce business, all-digital brand experiences, global media planning, buying, and shopper marketing. Before joining Kellogg, Julie was the SVP of Global eCommerce and Digital Engagement for Hain Celestial, a leading global organic food and personal care company. Julie also served as Global VP of Ecommerce, Shopper Marketing and Digital, Vice President and GM of eCommerce, and Head of Digital Marketing for the Coca-Cola Company between 2009 and 2017.

Episode #34.  Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return? Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for many years with household brands such as Nestlé, Pladis and Treasury Wine Estates, Hamish founded and now runs Klynk Ventures and Epic Snacks, championing challenger and drinks brands. In this episode Hamish shares the changing landscape of in-store marketing, what appeals to retailers, where he would recommend marketers invest from a shopper perspective and why investing in relationships is so important.

Você sabe qual é o papel do Shopper Marketing na estratégia de uma empresa de varejo!? Compreender e aplicar adequadamente essa ferramenta pode ser o divisor de águas para alcançar o sucesso. Neste episódio, os mentores recebem a Especialista em Shopper Marketing e Sócia Proprietária da Amarelo Comunicação - Marcia Lugatto.

This week, we welcome back to Floor 9 Amie Owen, Head of Shopper Media at UM, to discuss how shopper marketing is evolving in response to the pandemic and the new opportunities that brands can leverage to engage shoppers wherever they are. If you wish to learn more about how shopper media has changed over the past 12 months with the surge of click-and-collect, mobile commerce, and retail media networks, as well as where it is heading in 2021, this episode is a must-listen.But first the news! Co-hosts Adam and Scott discuss the latest news of the week, including:Facebook Blocks News In Australia, Diverging With Google On Proposed Law [NYTimes]Google Maps Now Lets Users Pay For Parking And Travel Tickets Within The App [Engadget]First Apple TV+ AR app launches with ‘For All Mankind’ backstory [9to5Mac]You can find Adam and Scott on Twitter at @adamjsimon and @tippier. Follow us at @ipglab. If you like what you hear, please spare a minute and give us a five-star review on Apple Podcast! See acast.com/privacy for privacy and opt-out information.

In today’s show, Chris interviews Erin Roininen Butler, Director of Sales Strategy  and Shopper Marketing, Weston Foods. Erin shares her life story, recalls her super-successful Student Works stint, and gives us a peek into her role at Weston Foods. Even before Student Works, Erin was always motivated to give her best. Be it academics or athletics, Erin gave it her all. So, when Erin joined Student Works, she was intent on breaking the then all-time sales record of $200,000. And to fulfill her audacious goal, Erin prepared a detailed business plan, managed multiple crews, and initiated a massive cold-calling campaign. Running a large business at just 18 was a huge confidence-booster for Erin. Additionally, her Student Works stint also taught her another valuable lesson – work hard and play hard – something that she abides by, to this day.  Next, Erin talks about how she landed 5-solid job offers at the height of the economic crisis in 2009, and why she eventually decided to opt for Weston Foods. Starting as a sales manager, Erin worked her way up through various roles. Here, listeners will learn how giant organizations plan to stay ahead of the curve, how they understand the customer’s psyche, and how they clearly communicate expectations and requirements across the board.You will also learn about Erin’s extremely successful side-hustle – her real estate business. Learn how Erin and her husband managed to scale up to 7 properties in Golden Horseshoe, the sacrifices they made to set up their business, and why real estate investing is NOT a “passive” source of income as assumed by many. Enjoy! What You Will Learn in This Show How I broke the all-time sales record at Student WorksHow do large organizations plan out complex sales strategies?How to build a successful real estate side-hustleAnd so much more…ResourcesStudent Works Chris Thomson LinkedInChris’s Email

The GIANT Company is a U.S. supermarket chain that operates 186 stores in, Pennsylvania, Maryland, Virginia, and West Virginia. They operate full-scale supermarkets under the GIANT and MARTIN’S banners, along with small-scale urban stores known as GIANT Heirloom Markets and offers online grocery services through its GIANT Direct and MARTIN’S Direct bannersAt the recent 2020 Loyalty360 Awards, The GIANT Company took home awards in the Business Transformation and Employee Engagement & Impact categories.Loyalty360 CEO Mark Johnson had the chance to talk with Jessica Printy Groves, the Brand Manager for Loyalty Marketing, and Emily Mikus, the Director for Loyalty and Shopper Marketing, about The GIANT Company’s recent efforts.

The CPG Guys welcome Ken Coogan from Coogan Partners. Ken recently fielded a survey with CPG shopper marketing professionals and joins the podcast to share the results with our audience.Questions covered in the interview with Peter: What are some of the CPG-related transformations getting your attention in the pandemic?Why did you field this survey and can you give us details behind the makeup of the respondents?What do you see as the key conclusions from the study?What do you consider to have been the biggest changes impacting shopper marketing?  How are they accelerated by Covid?What does the survey tell us brands are doing to win in these turbulent times from an investment perspective?Driving trial through in-store sampling has been virtually eliminated due to health concerns. How are brand compensating and is there a benefit to the digital shelf (sampling for reviews)?What are the sources of insights that brands are turning to to drive their decisions in the pandemic era?What do you think the biggest issues and opportunities will be going forward?How should retailers and brands be thinking about the post pandemic future?In your consulting work around share groups, you bring together people with similar roles at non-competing manufacturers to discuss topics of interest to them. Can you share with us some areas of focus that have risen to the top this year and do they align to this research?Download the survey results here.Access all The CPG Guys content at http://cpgguys.com

The ecommerce industry has historically been dominated by some familiar verticals: apparel, footwear, home goods. In 2020, the world of ecommerce exploded to include a few more at the top of the list, including grocery and fitness. One industry, though, hasn’t necessarily emerged as a leader in the ecommerce zeitgeist: home security. But just because you don’t always think about an industry as a part of ecommerce doesn’t mean that it isn’t making waves among its digital peers. The perfect example of this is Ring. Ring was founded in 2013 as a company called Doorbot, which failed to get the investment of any Shark Tank sharks, yet persevered to become a leader in home security before being acquired by Amazon in 2018. Today, Ring is valued at more than one billion dollars and, through its website sales, is bringing home security to customers everywhere. Robin Choe is the Head of Ecommerce at Ring, and on this episode of Up Next in Commerce, he explains how Ring has built a successful business through creating a community of neighbors and what it means to be driven by a shared goal. Plus, Robin touches on his past experience working in ecommerce overseas and what the differences are between the Asian market and what’s happening stateside. Robin also details why he believes that companies that are able to foster a sense of community and safety are the ones that will rise above the fray in the business world.  Main Takeaways:United Nations: China has been ahead of the curve in its ability to build a digital landscape that permeates throughout its society. The country is more adept at creating social connections via technology, building direct, dynamic marketplace models, and optimizing the supply chain. But other countries, including the U.S. are starting to close the gap and create more widespread access to those same experiences.If You Stand for Nothing, What Will You Fall For?: Leadership is critical in any organization, but it is even more important in one like Ring, which was acquired by Amazon, one of the biggest companies on the planet. Creating specific team-by-team missions that all ladder up to the top of the organization and then also falls in line with your parent company is a difficult task, but a necessary one if you want to have long-term success and buy-in from all parts of the company. Having those shared missions also sets up the possibility of setting measurable goals and a true north to strive for and build toward.Avoiding the Upsell: Customers don’t want to be sold to, they want to be offered solutions to real problems. Rather than trying to push products on people, a better approach would be to understand each customer’s specific use case and deliver personalized solutions to meet those needs. That technique is much more likely to lead to a sale than simply shoving the newest and coolest products at potential customers.For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.---Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Respond quickly to changing customer needs with flexible Ecommerce connected to marketing, sales, and service. Deliver intelligent commerce experiences your customers can trust, across every channel. Together, we’re ready for what’s next in commerce. Learn more at salesforce.com/commerce---Transcript:Stephanie:Everyone, this is the Up Next In Commerce Podcast. I'm your host, Stephanie Postles, Co-Founder at Mission.org. Today, we're chatting with Robin Choe, the Head of Ecommerce at Ring. Robin, thanks for joining us.Robin:Thanks for having me.Stephanie:So, I was looking through your background a bit. I wanted to start there, because I saw that you had worked previously at Mattel for a while. I think it's a good starting point. Then we go through your background in the world of ecommerce before coming back to Ring.Robin:Sure. Yeah, so I started in Mattel in 2008. My first role there was customer strategic planning, so everything around retail strategies and working closely with retailers to try and drive share of voice, market share, and ultimately, sales and brand growth at the retailers. What was unique around the starting point there was I had a hodgepodge of different channels and accounts. So, everything from Kmart, believe it or not back in the day, which is a much bigger retailer back then.Stephanie:Wow, bringing it back.Robin:Exactly. Also, working across what they call the emerging channels. Part of that emerging channel group, everything from grocery and department stores, drug channel, tried to grow our leadership share there. But Amazon was the one that really stood out to me back then, because it was still evolving, it was still smaller, but it was one that was growing substantially year over year and starting to catch the attention of our leadership and obviously something that I was preaching about internally to make sure that we're aligning and prepping ourselves to grow with them.Robin:From there, for about five years in the US, I moved to Hong Kong. I became the Head of Shopper Marketing or Customer Marketing for the Asia Pacific region. So, did that for about two years, and was also playing a hybrid role where I was the ecommerce excellence, best practice lead for the region, working closely with our regional accounts, our specific local accounts that are a lot bigger today like the Tmalls of the world, Lazadas, which are growing and ultimately trying to drive greater ecommerce best practices across the region.Robin:From there, I pivoted to a general manager role. So, I've had an unconventional career, where I was asked to take on the Country Manager role for Korea. So, everything from leadership across all the various functions, supply chain, finance, accounting to marketing and sales. And then my role expanded from Korea to North Asia. So, I had Japan, Korea, Hong Kong and Taiwan, which are all the best food markets, still residing in Korea. My role expanded to the North Asia cluster, again, driving all the sales and marketing commercial activities and leadership there.Robin:And then in 2018, decided to come back after being five years in Asia, and take on the role of Head of ecommerce for Mattel, which was quite unique. It was a newly formed role, where they consolidated a lot of different functions under one leader. Four different pillars that I would say we focused on, the first one was our direct-to-consumer site. So, think about Hot Wheels collector and Barbiecollector.com and trying to drive our sales and our engagement with them. Also, all websites across the world was under the first pillar. The second pillar was CRM acquisition, analytics and design to everything regarding fueling the acquisition efforts, engagement, and also the experiences on our sites. Also, even our retailer sites, believe it or not.Robin:Third one was digital operation. So, this is a team that really was sourcing the best-in-class assets and copy, everything that really fuels a great merchandising experience on our own sites, but also on our third-party retailer sites. So, we are basically managing all the PDPs, the brand stores for our bigger retailers like Amazon and Target and Walmart, and syndicating and deploying assets there. And then the last pillar was around digital customer marketing and digital shopper marketing, where we have a team that was specifically focused on growing our share of voice, our leadership share with Amazon.com, Target.com or Walmart.com.Robin:So, we had this full end-to-end scope of responsibilities where they were all connected. They were all in need of similar assets and strategies. Obviously, there was nuances between what we were doing internally and externally. But overall, it was a challenging experience but a great one, because it was broad, but also, we could see how things were lifting each other up as we're going through the process.Robin:And then about a year ago, made the move to Ring. Really the objective behind that was to go deeper into this ecommerce in general. I think I had a pretty broad role at Mattel. Even in my previous experience, I worked a lot with digital retailers. But being able to just dive into a brand that I love and that I was able to use as well before I even came to the company, just the mission around the brand of making neighborhoods safer, it was just one where everything just made sense for me to go in.Robin:It's pretty clear, and I made this clear with my boss back then. I'm not the most technical savvy guy. I'm not the guy that's going to be doing your coding and development. But I'm a guy that can come in and really drive some vision and strategy in terms of, "What are our immediate needs? How do we serve them? At the same time, how do we identify a vision for the mid- to long-term, so that we can be ready and planful and execute against what we believe to be the evolving changes that will happen and we can embrace them and ultimately deliver upon them in terms of customer expectations?" So, it's been quite a ride. Happy that I'm still here and that things are relatively going well.Stephanie:That's awesome. Yeah. So, I have Ring cameras around my house. Specifically, the one I love is the front camera with the floodlight on it, because it would blast people if they walk by and I think they're a little bit shady. But yeah, I really like Ring. It seems like a very different transition, going from Mattel to Ring, especially when you were for a little bit there focused in Asia, which in a lot of ways, I think Asia is actually very ahead when it comes to ecommerce and social stuff and community building. Were there any best practices that you learned throughout that journey that you're maybe bringing to Ring now?Robin:Sure, I think there is a ton to learn. Like you said, you had a variety of different business models out in Asia. For example, you had the direct model, which was unique. It wasn't normal like it is here in the US with Amazon, for example. But it's one where it's more of a marketplace model, where you're basically the manufacturer that's selling on a respective third-party platform. So, whether it's Timo, whether it's sites in Rakuten, in Japan or even in Korea, where you have coupon, you have such a dynamic and a different approach as it relates to how to connect with a customer.Robin:So, I would say some of the things that I was able to carry over here is you're right, it's very digitally connected in most of Asia. They are well advanced in terms of just being able to stay connected from a digital platform perspective, but also connecting with consumers in unique ways. So, I feel like maybe what they've done in terms of social commerce, for example, or being able to find ways to navigate supply chain challenges or complexities, they've done a great job to accelerate that. I think they've been ahead of the curve in terms of the US for probably another... They're probably ahead by one or two years, but I think the US has been catching up.Robin:So, I would say best practices, back to your question, it's basically how do you connect with the consumer in a way that is relevant for what they're looking for? For example, PDP pages in Asia are very long and extensive, meaning you could scroll for miles. That's what they're expecting there, because they want to make sure that they know what they're buying, that it's quality, that it's a trusted brand.Robin:Here in the US, it's not as long, obviously. You do have some scrolls to get to the bottom of the page, but you're not looking for as much. Maybe ratings and reviews are more important here in the US. It's also important there, but they're also featuring, "Is this the best seller? What's the ranking on the skew versus the category?" So, that's a good question. I think, for me, it's connecting with communities and also just best practices in terms of merchandising and how they do it differently and how we can take some of those and deploy that here in the US.Stephanie:Yes, yeah, I love that. I always think it's something good to watch, because I mean, they are much more mobile first. Whereas a lot of people here-Robin:Sure.Stephanie:... grew up on desktop. All those people actually just leapfrogged past desktop and have just been used to doing everything on mobile. I know especially around the podcasting space, it's an area that we also keep an eye on, because they have so many social functions that they're just used to. That I'm like, "Why don't we have that here?" So, it's always good to keep an eye on what other markets are doing.Robin:For sure.Stephanie:So, let's get back to Ring a little bit. So, Ring's owned by Amazon now, right?Robin:That's correct.Stephanie:So, I think that would be really good to talk about how that relationship is working, specifically around earlier you mentioned leadership. I want to touch on what that transition looked like from Ring being its own separate company to then being acquired. I'm sure you had new teams that you're working with. You had to really distill your mission and the shared values and everything that you had, the influence with the new team or company in general. So, I want to hear a little bit about how you led that or how you're leading it now.Robin:Sure, yeah. I think the beauty of Amazon and Ring is you're taking the strengths of each company and you're marrying them together. I've worked for big companies like Mattel. I've also worked for small companies and startups as well. So, I love the mash up between the two where you're able to be entrepreneurial. You're able to really be nimble and agile in this small setting of what Ring actually started off as, as a startup.Robin:And then taking the successes of a startup and then marrying that up with this successful company, Amazon, the biggest ecommerce company, at least in the US. In the world, I would say at least a leader. It's one where you're able to leverage the infrastructure, the resources, the mechanisms and the processes that they've been able to deploy, and they've been so successful with. So, that's something that I find to be very interesting.Robin:I think with Ring, we still are led by our founder today. He's our CEO and our Chief Inventor. It's one where he does drive a lot of vision and strategy in terms of not only the mission of establishing that, but also everything around products and services. That continues to grow as we speak. In terms of team and leadership, I apply the same model that I do in every circumstance that I've been in. It's like I spoke on earlier, I've moved to three countries in a matter of five years. That's not easy with-Stephanie:That's crazy.Robin:... a family of kids. Being able to embrace change and being able to pivot and establish yourself amongst different cultures and teams and environments and business models is quite hard, even with language barriers as well. So, I think coming into Ring, I applied a similar approach in terms of leadership. It's one where we have to pause as a team, because the team could be in any sort of condition in terms of their history. Whether they were without a leader in the past or they have gone through significant changes where they we're acquired, whatever the case may be, what I typically do is I come in. I spent some time, just parking time with the team and our leadership to say, "Hey, look, how do we get focused on what matters most?"Robin:The first thing I want to do is, "Let's establish a shared mission. Why do we exist? What's our purpose? Why are we here? Why do we get up every morning?" As an ecommerce Team at Ring, it's something that is really critical, because we're moving so fast. There's constant updates and changes and features and functions and migrations and transitions and new product launches, you name it. It's one where we got to slow down and establish, "Why are we here? Why do we exist?" I think that's even more important today, especially as we're navigating this pandemic.Robin:The second thing I also do is look at, "What's the shared vision look like? Where are we going? Where do we want to be three to five years from now?" Also, establishing values. So, we typically pick three values, whether it's trust, whether it's communication, whether it's collaboration. That's really what we center on. We'll spend time and it doesn't take a one-hour session. It takes multiple days and hours and dedication to really grind through and work through the rigor and discipline of saying, "Okay, this is why we exist. This is how it ladders up to Ring's mission of making neighborhoods safer. This is how it ladders up to Amazon's mission of being the Earth's most customer centric company." So that's really important.Robin:I think, because we did that and we do have an ecommerce Ring-specific shared mission, which is something that we identified and we have not just put on a wall, but it's really something that needs to live in our hearts. But I'll share that with you. So, our ecommerce group at Ring exists to communicate to our current and future neighbors, how we provide products and services that protect what is important to them. We do this by building strong relationships with our partners to deliver the best digital experiences for our neighbors. We call our neighbors, our customers, because it's just that important. So, that's really something that I do.Robin:I think what's been great is not only is it the shared mission and vision and values that you build upon and that you live by and you keep each other accountable to in terms of the way we behave and operate day to day, but it also helps to step back and say, "What are our key priorities? What are those big rocks that we need to move in the mid- to long-term? What are those things that we need to do in the short term to address the business needs and the evolving changes that are happening?"Robin:So, I would say that it starts with the team. It starts with having an aligned and a shared... It's not just my mission. It's a shared mission and vision and values. And then being able to build on processes like mechanisms, whether it's quarterly, weekly business reviews and roadmaps, and align that across not only the internal team, but across the organization. So, that you can drive success and make sure that your communication, your execution is as consistent and aligned to all objectives, at least the key priorities, that we deliver on a day-to-day basis.Stephanie:Yeah, yeah, I love that. I've definitely seen and heard of quite a few experiences that are full of friction when companies are getting acquired and on both sides. So, how do you work to garner trust from the employees who are getting acquired, where some people might not really want to go to a big corporation? They might want to stay at that startup vibe. On the other side as well, what do you do to actually get them to be on your side, be ready to move forward with the mission? Because I could see some people being not really on board with it, not really caring about the vision, being like, "Oh, that's just all words." How do you get in the weeds with them to really get them on the same page?Robin:Yeah, back to just leadership, I think it's really important that we stay in... This is my philosophy as well. It's servant leadership. It's also compassionate leadership. So, being empathetic, right? So, there's people that have come from all backgrounds and different experiences. Whether they were at the company before they got acquired, whether they joined afterwards, even for those that we haven't even seen in person post-COVID, it's empathy. It's about caring for people. People are people at the end of the day. They're not machines. They need to be cared for. They're not human doings. They're human beings.Robin:So, my philosophy and approach has always been around empathy and just trying to put myself in their shoes and understanding, "What are their goals? Are they aligned to our goals? How do I listen to them in ways that can really make them feel that they're heard?" That anything that may conflict or go against the mission or the goals or values, let's talk about it. If it's something that you feel differently and you're not aligned to this, maybe you don't belong here. Maybe this is not the right place for you.Robin:But in general, I would say the majority of the team and I guess the team overall, they are bought into the mission. I mean, we defined it together, which makes it powerful. I think that's where you nip that bud up front. You're able to just journey with each other through the ups and downs and challenges, but ultimately, the successes as well.Stephanie:Awesome. So, I was looking through Ring's website before this. I didn't even realize how many products you guys had, because like I was mentioning, I only have these two. I want to hear a little bit about, "What is the customer journey look like on the Ring website? How has it evolved, especially over the past maybe six months?"Robin:Sure, I would say the Ring website is quite unique, where Ring is not just the doorbell. Ring is a multitude of products that have continued to expand to meet and deliver that mission. So, if you look across our products, we have not only doorbells. We have security cameras. We have alarms. We have accessories too that attach to these various devices. We also got the Smart Lighting. We have third-party partnerships. I don't know if you recently heard about the announcement that we made, but we're coming out with even new categories, whether it's Always Home Cam, which is an autonomous drone that flies across the inside of your house.Stephanie:Wow.Robin:You can basically train it to go to certain parts of your house to check on whether your stove is on or your pet food has been eaten or any other areas where you may not have a camera setup. So, I think it's again innovation and evolving to a customer need or pain point that we're trying to deliver on.Stephanie:Okay, I need one of those.Robin:Yeah.Stephanie:Does it stay flying or does it go back to its little nest and then like get up-Robin:Yeah. So, it stays in the nest. And then based on whether if it's alarm, trigger or notification, it'll basically come out of the nest. There's obviously a sound so that you can hear it. We think about privacy always and security and keeping that in mind. It'll go to specific places of your house that you trained it to. So, you have to map that out-Stephanie:Got it.Robin:... and then ultimately, come back to its nest. So, I think it's going to be-Stephanie:Can it go outside?Robin:... amazing. Right now, we're not building it to go outside. I think it's one where it's not an actual design drone to go outside, but for now, we're keeping it in the house. We're calling it Always Home Cam.Robin:But yeah, so new categories, even car security. So, we're starting to expand there, because we're hearing a lot of times from our neighbors as well feedback around, "I wish you guys had car security that connected with my Ring app and my overall Ring ecosystem." So, that's really exciting as well. Whether it's your Tesla or card dash cam to even just the 99% of cars that are out there, just being able to have a peace of mind around bumps or doors opening are areas where you're not feeling as safe. So, that's another cool category we're entering into.Robin:Also, my favorite, which maybe is not everybody's favorite, but I love it, is like our mailbox sensor. So, imagine when you open your mailbox, you get a notification. That's also could be connected to your devices, whether your camera turns on in a specific area where your mailbox may be or your Alexa Echo Show 5 also is all integrated as well. So, that turns on. You can watch it and say, "Hey, Alexa, show me my front door. Show me my mailbox," whatever the case may be. It's one where you can again see and review and just make sure that you have a total sense of peace of mind.Robin:I would say also, to add to that, we also have our subscription plans as well, which you can view, record, share out, and also do professional monitoring. So, I think that's a really big benefit. We've heard countless stories. I also have my own use cases as well where neighbors are feeling so thankful that they had their alarm on at home. So, that they weren't going to show up when the burglar shows up or they're able to record specific event that leads to finding somebody or something or whatever the case may be. There's countless stories that you could find and you can hear about I'm sure when you talk to your friends and neighbors that do have some of our products that just really speak to the power of the brand and products and just the services that we provide.Robin:And then we also have our Neighbors app, which is great as well. That also lives within the ecosystem of being able to connect with your neighbors and understanding who they are and any notifications or alerts around the community and even also partnering with those in your community, especially in a time like this. So, I love the brand. I love the products, but I also love that it lives within this ecosystem that connects us to each other and gives us a peace of mind like never before.Stephanie:Yeah, so that was actually a perfect point where I wanted to touch on, the neighbors piece to it, because I think it's brilliant from a UGC perspective of your neighbors are generating this content that you don't even know them. I mean, I am addicted to watching what's happening to my neighbors. Like the other day, some dude was trying to break into their storage locker, someone's bike got stolen. I sit there. I will watch the video and see if I know the person. Obviously, I never do. But it's really good from a content generation perspective.Stephanie:I mean, I see you guys are using some of those videos on your website, which is very fun. And then also from, like you said, a community building perspective. So, I want to hear a bit more about, "How you guys are pursuing that UGC perspective? Is it mainly just for security, or do you see a community building aspect and actually turning into a social network is how it feels to me?"Robin:Yeah, I think it ladders back up to our mission, making the neighborhoods safer. It's one where it plays a role there. So, whether it's like public announcements around COVID to fires in your area or different ways to have safety preparations around different use cases. Yeah. So, I think it's a combination of trying to serve solutions for specific needs or things that may come up that we want to make sure that we are prepared for and also just connecting us with our neighbors.Robin:As people are home more than ever, whether it's working or school from home or shopping at home, it's one where our neighbors are critical for connection and also a peace of mind and watching out for each other. So, I would say that the Neighbor app definitely is a point of connection and also sharing relevant and pertinent information that can help to make neighborhoods safer.Stephanie:What's the craziest video you've ever seen? I guess that'd be real crazy.Robin:I think the fun ones for me are around animals. When a bear comes and just starts to get on top of a car and wants to get in there to eat some food. Where I live, there are a lot of coyotes. So, I get a lot of neighborhood posts and notifications that there's a coyote roaming around early in the morning. They're all in these different pockets and areas and just make sure I'm not jogging or walking that area during that early time in the morning.Stephanie:That's great. I've also seen little neighborhood tips breakout on my app anyways, where neighbors will argue about whether it was real or not. I don't know if you guys have seen that. It's pretty entertaining. Like I said, it feels like a social network sometimes.Robin:It does. I mean, it just shows you the reality of what people have to deal with and navigate every day. I think, if anything, it's like making neighborhoods safer. That's important to everybody. I have a family. I have kids. Especially as everybody's home more, it's like, "How do we help each other? How do we make sure that we can create a community that is in support of each other and ultimately safer neighborhoods?" So, I find that to be really powerful. It's one where I'll do everything in my power and I'm sure my neighbors will to help each other out during these times.Stephanie:So, maybe let's touch on the subscription model a little bit. So, a lot of people right now are interested, of course, in subscriptions. Everyone is thinking about trying it if it's right for their business. Tell me how you guys are exploring it and maybe any hiccups you've experienced and things that you've pivoted or changed, anything that other people could learn from?Robin:Today, we have two different subscription programs. Robin:I think as we continue to expand in various categories, we're constantly thinking about, "How do we offer a similar experience and that peace of mind, so that you can access and even store?" So, thinking about the car category, I'm sure they're thinking through what that could look like as well there. As we expand our categories and services, subscription will definitely be top of mind as part of the services that we'll look to offer.Stephanie:Yup, how do you position it in a way that a customer will sign up for a subscription before something bad happens? Because I know I've experienced this, before I had Ring, I had a bunch of cameras. I didn't feel the need to store things really until one day when I was like, "Oh, I actually wish I would have access to that." So how do you position maybe the language or the sell to actually get someone to sign up for that subscription before there's a catastrophe?Robin:Sure, I mean, the benefit is like when you buy device and you activate it, you'll get 30 days of free, call it, subscription. That's the Basic Plan. And then you get the choice after that to opt in or opt up to a Plus Plan. So, it's one where we try and make it as user friendly and in the control of the user, ultimately, to make that decision.Robin:I would say also that the benefit of the Ring subscription plan is that you're not locked into some contract. So, you get to basically opt in and opt out in any time of the month. Again, we're trying to create flexibility and user control, ultimately; versus locking them into an annual account where you pay hundreds of dollars, but you're frustrated because you're not being able to use it in a way that's easy and intuitive and also beneficial for your needs. Stephanie:Yeah. During that trial period, the one thing that I oftentimes see happening is that a user isn't interacting with the services until they're done. And then they're like, "Oh, I never got a chance to try it." Are there certain methods that you're trying to get the user to interact and learn and figure out the platform to see the benefits of it before these 30 days are done?Robin:Oh, for sure. I mean, that's really the efforts around different marketing levers that we're trying to deploy to make sure that they see the benefit of turning it on and the different features available. Whether it's a nudge here or email there or different types of messaging, that we're trying to make sure that they are not only purchasing the device, but they're utilizing it in its full capacity.Stephanie:Yup, got it. So, for your guys' website, specifically, tell me a little bit about how you guys think about selling on there? Are you selling mostly on desktop? How are you finding customers? How are you bringing them in? What does that process look like?Robin:Sure, sure. So, obviously, you have direct where they're showing up. I think Ring today is a very prominent brand, or at least, top of mind brand that has awareness, especially in a category that our Founder created, the video doorbell. Obviously, there's other folks that are in this space, but I would say Ring to me would be... That's the first thing I think about is Ring when I think about home security and starting at the doorbell and being across different parts inside and outside your house, for example. But I would say yeah, it starts with the direct.Robin:Also, there's a lot of obviously acquisition efforts to try and be on top of mind in terms of whether it's people searching for our products to different types of campaigns to drive traffic to our site, whether they're social related, UGC, like you said. We do a lot of social care types of activities to make sure that whether it's responding to different posts or things like that will point them to solutions that are being offered on our ecommerce site.Robin:And then as they come to the site, we want to make it as easy and seamless. I think this is the goal of every ecommerce company. As your portfolio grows, how do you make sure that you can train... Not train, so that's probably the wrong word. It's more around, "How do you help them find what they need?" That's the easy question to ask, but a hard question to answer. So, that's one where we're constantly thinking through user research and test.Robin:Yeah, I think what's different today is that a lot of companies are always trying to attach this or grow a market basket. It's all about increasing EOB. Those are all important. But to me, I think what's most important is that you're not just trying to upsell, but you're really trying to deliver on a solution. So, meaning, having a camera at your front door, for example, a video doorbell at your front door, that might be good for the first three months and then you may move to a bigger house. You'll need, for example, a floodlight cam like you have. So, that you feel a greater peace of mind that surrounds your house. So, you have this whole home solution, security solution that you could leverage and apply across different parts of your home as you continue to evolve and potentially move, or you want to just expand.Robin:So, it's one where we're thinking about, "How do we recommend the right products for you? How do we surface the right recommendations for you? How do we help you differentiate which doorbell to buy?" Because we do have quite a number of doorbells now. What's right for you basically, based on your use case? Or even the alarm, how big is your house? We have a quiz on our Alarm page, for example, that people engage with that they want to know like, "This is my square footage. This is how many windows I have. This is how many doors I have." How do we make sure that we get them to a place where we offer up a package solution that they can feel confident about and then purchase and ultimately experience the peace of mind that they were looking for?Stephanie:Cool. So, to talk a little bit more on Ring before we move into general ecommerce, I want to hear how you guys are staying ahead of the competition? Because there are other security companies out there, how do you really show that you're the best?Robin:Yeah, I mean, I can't really speak on the competition. I would say that our priority is to constantly push ourselves to empower users with affordable, effective ways to monitor and secure their home. So, back to the making neighborhoods safer, everything ladders up to that. I think about companies that offer a product or a specific service, and it's just that one thing. They're all about to selling that product.Robin:I think the mental model and the approach that we have is quite different at Ring, which I love, and I totally respect. It's one where we're constantly thinking about the mission. So, everything ladders up to that mission. So, whether it's a new product, whether it's a new service, whether it's a new feature on the site, or whether it's a new experience that we want to deliver that's thinking outside the box, that we're constantly trying to think outside the box, so that we can deliver upon that mission.Robin:That's the way that I would frame it up for you. That's different than just looking at the competition and saying, "What are they doing?" I'm sure we can learn a lot, but it's one where we're really focused on our customers and working backwards from them and ultimately inventing and delivering effective, affordable, easy-to-use products, all in pursuit of delivering on our mission.Stephanie:Cool. Yeah, I'm sure you guys get a lot of customer feedback. Do you implement that as you hear what customers are looking for? Does that have an influence on maybe products or the subscription model or the app or anything?Robin:Yes, we do get a lot of customer feedback. I think what's unique about Ring just even in my past year is our Founder's email is on every product. It's even on our websites. He is probably one of the most customer obsessed individuals that I know. I really respect that about him. It's one where he wants to hear feedback.Robin:We also get feedback internally that we can share and a way for us to facilitate that and hear it, because ultimately, our goal is we want to make the customers feel safer. Whether it's buying our products, calling into our customer service line, whether it's a recommendation on, "Hey, I didn't know that this product was featured with your subscription plan. You had this rich notification that comes with it," how do we surface that up in a way that's clear and transparent on our website, so that people don't have to ask a lot of questions that they can get everything they need in one place?Stephanie:Yup, cool. All right. So, you've been in the world of ecommerce for a while. So, I think you should have a good answer to this. What does the future of online commerce look like to you, maybe in the next five years or so? What does that world look like?Robin:Yeah, that's a great question. I think the reality is, is ecommerce and digital adoption has been accelerating rapidly. I hear all the time from colleagues in the industry, "The past six months, eight months, basically, we're able to accomplish what we would have in five years." A lot of that is just based on the times-Stephanie:Yup, a lot of guests have said that too.Robin:Yeah. I agree with that. It's one where, obviously, to lead in this environment, like in any environment, we need to embrace change. But I would say overall, the ecommerce future is bright. There's capabilities that continue to just wow me. It could be simple things to complex things, whether it's complex things like personalization.Robin:With all the millions of customers that are coming on your site, how do you make it as frictionless and just a great experience for them to get the checkout and personalizing that experience for them based on who they are as a cohort to even simple things. I see the simple things, especially in the area of digital retailing, meaning a lot of folks aren't going to stores as much, obviously. It's one where they're constantly thinking about how to pivot and embrace the change.Robin:I love recently what I saw with Target and how they were able to create this Halloween activation, where they are taking select stores. They're able to convert it into a Halloween environment and pass out some goodies and basically doing it all through the comfort of your car. So, imagine, Halloween is going to look very different this year. So, they're able to provide something that is going to be a memory and a delightful experience for users. But at the same time, they're directing traffic back to the site to say, "Hey, if you can't come to this event, maybe we're not featuring in your hometown. We got everything you need from a Halloween perspective."Robin:So, I think it's one where you can get very innovative and capabilities are there. The times today have forced us to really think bigger and to embrace the change and to pivot and be flexible and agile. No idea is a bad idea. I think any idea is relevant, just because we're trying to figure out how to address customer pain points and needs, especially as the times have evolved.Stephanie:Yup. Yeah, I completely agree. It's been fun seeing the levels of creativity that have come into some of these campaigns. Like you said, people now have to think on their feet and think of new ways to do things that they've never had to before. So, it seems like there's a lot of opportunity coming out not just in marketing, but just the way of doing business in general.Robin:I agree. The other thing I think there is boomers and how they're obviously being forced to shop online. I had my mother call me the other day, because she doesn't shop online as much. She was like, "Can I put my name and credit card number in there and shop?" I'm like, "Of course."Stephanie:No, mom. No.Robin:Yeah, exactly. So, it's one where they're not as digitally savvy, but they're being forced to be. It's one where how do you take the traditional models today, whether it's direct mail or whether it's phone calls or just the ways that are comfortable with the past and deliver that mixed with the digital experience?Robin:So, I'm thinking of things like virtual consultation. For example, the doctor, the hospitals, they call you now and they do a virtual consultation before coming in. It's one where how do you bridge the gap between folks that are coming on to the side for maybe some of them the first time, but getting them comfortable in ways that can help them transition into being fully digitally capable? So, those are things I think that are exciting as well in terms of getting back to a mix of the past but also the future.Stephanie:Yeah, that's exactly what I was going to say is that you've got this whole new group of people who never would have been your customers, probably at least not in five years. They're here. So, now, you have to adapt to that. But then I also think what's old is new. I mean, I've had quite a few people talk about direct mail. I think they'd have done some surveys of younger individuals who say they love direct mail, because they're not used to it. It feels very personal. It's fun to get something in the mail. Maybe older generations would be like, "What? That's normal. I'm used to getting catalogs, I'm used to that stuff." But maybe bringing that back might be a way of the future. It's a more personal things than maybe everything digital all day.Robin:I agree. I mean, I think some folks, especially parents, are probably limiting screen time for kids these days. Maybe there's some fatigue behind that, even for the younger generation, but it's one where I think companies are being forced to really think outside the box. Direct mail may be the way to go for certain categories.Robin:I just think about what Amazon has been doing. I was in the toy business before. Everything was digital, whether it was a holiday toy book. When Toys R Us and even the toy industry was disrupted with Toys R Us going bankrupt, that business model being gone from the overall environment, it's one where Amazon started doing physical holiday toy books along with the digital experience. They're trying to make it as they want to have the physical touch to the toy, because kids like writing down what they want for Christmas. They want to flip through the pages. At the same time, Amazon has a PDF toy book where you click on an item, and then it takes you directly to the PDP. You can purchase and add your products there.Robin:So, I just love seeing how things continue to evolve over the years based on the shifting of consumer demands. Also, it's staying true to what the patterns are in terms of behaviors around people using toy books and still wanting the physical touch and also providing it digitally. So, that you can transact and get it in your household in two days or one to two days.Stephanie:Yup. Yeah, completely agree. All right, let's jump over to the lightning round brought to you by Salesforce Commerce Cloud. This is where I'm going to ask you a question. You have a minute or so to answer.Robin:Okay.Stephanie:Are you ready?Robin:I'm ready.Stephanie:All right, the first one, what one thing will have the biggest impact on ecommerce in the next year?Robin:I would say, the supply. What I mean by that is we're always going to have Christmas holiday, which is very big for respective categories. But it's one where the demand has shifted throughout the years based on people or companies being able to pivot and offer up Black Friday in October, for example, and starting early and trying to manage the flow of traffic to the stores and being cognizant of that. So, I would say supply. The second one just to add to that is contactless and touchless experiences, I think that'll disrupt the ecommerce industry.Stephanie:Yes, completely agree. What do you not understand today that you wish you did? It can be an ecommerce or at Ring, whatever comes to mind.Robin:There's a lot of things from that list. I think we're all a work in progress in terms of learning and growing. I have a ton to continue to learn and build on. So, I don't think there's one particular thing I can put my finger on, on that question.Stephanie:All right. What's next on your Netflix queue?Robin:My Netflix is controlled by my kids. So, the next one is The Octopus Teacher.Stephanie:Sounds intriguing.Robin:Yes.Stephanie:All right. If you were to have a podcast, what would it be about and who would your first guest be?Robin:I value leadership. I have mentors across different areas that I reach out to. So, to me, I love leadership, because companies are about people and not profit in my opinion. This is why I love Ring. It's one where leadership is really what helps you to emerge and helps you to navigate whether it's crazy times or great times. I think that's what holds true and keeps you grounded and successful.Stephanie:Cool, love that. The last one, what piece of tech are you playing around with right now that you're loving? It can be just personally, or it can be ecommerce tools that you're trying out or having success with.Robin:Yeah, I would say that one that I'm being forced to use nowadays is chat bots, just because of the inability to connect with the customer service agents at different companies. I mean, some of that is obviously trying to drive efficiency and automation, but it's one where it is pretty fascinating in terms of being able to try and address your question or your request, for example, into chat bots. And then having this AI, back machine powered on the back end that try and answer and address solutions.Robin:Sometimes it works. Sometimes it doesn't. Some people prefer just the person on the other side of the phone. But I think the chat bots and that area in terms of automation is something that I've been looking at. That's been pretty fascinating, but also at the same time, thinking through, "What would somebody really need that they want to just call the customer service line?" That's even great as well.Stephanie:Yeah, that's definitely an interesting area. I think I was just reading a research report that was talking about how most consumers would prefer a chatbot, if nothing. If it's no chatbot or having one, they want one, but then also make sure that you get it right where I feel like there's definitely still room to grow to make sure you can at least answer a few questions, especially if they keep coming up. And then if not, okay, go to a human or call or something. So, that is an interesting area. All right, Robin. Well, thanks for joining the show today. Where can people find out more about you and Ring?Robin:Yeah, so you can look me up on LinkedIn. You can go to our website, ring.com.Stephanie:All right. Awesome. Thanks so much, and we'll see you next time.Robin:Thank you.

Wie funktioniert Mystery Shopping im Handel? Was sind sogenannte Testmärkte? Welche Bedeutung haben sie in Zeiten des E-Commerce? Die Gemeinde Haßloch in Rheinland-Pfalz ist der wohl berühmteste Testmarkt, der von der Gesellschaft für Konsumforschung , der GfK organisiert ist. Weniger bekannt ist der Testmarkt Bremen. Aber wie funktionieren Testmärkte und was kann ein Unternehmen davon lernen? Darum geht es in der heutigen Sendung. Jens Krüger ist Geschäftsführer bei der Bonsai GmbH, einem auf Shopper Marketing spezialisierten Forschungsunternehmen, ist zu Gast bei Peter Pirner. Mehr Informationen zu Bonsai erhalten Sie unter www.bonsai-research.com Schreiben Sie uns eine Email oder besuchen Sie unsere Websites www.cx-talks.com und www.i-cem.de

In episode 11 John talks with Kris McDermott, Director of Shopper Marketing at Kimberly-Clark, about how to successfully integrate PR and communications with eCommerce. The two discuss the dynamic and ever-evolving nature of influencers in eCommerce and key strategies for brands looking to expand into influencer created content marketing. Kris McDermott leads Kimberly-Clark's shopper marketing teams for Wal-Mart, Sam's Club, Target and Capabilities/New Business Models (Shipt/InstaCart), helping to build digital engagement, particularly on retailer-owned platforms. Prior to her role at K-C, Kris held leadership roles at Edelman and Omnicom Media Group developing and deploying commerce solutions. Follow Kris on LinkedIn  ______________________________ Follow John on LinkedIn Learn more about Orca Pacific   

Eavesdrop as two Shopper Marketing veterans talk about what they've seen over the years, where they've been, and where they see themselves, and the industry, going. Find Matt and Chris on Linked In. About Supplier Community Whether you're looking for expert advice, quality learning events, networking opportunities, or just want to keep up on the latest CPG and retail news, Supplier Community provides 24/7 access to emerging and experienced thought leaders in the retail space. From Amazon to Walmart, eCommerce and in-store, and everything in between, our constantly expanding team of experts give you the edge you need to stand out in today's fast paced and ever-changing retail ecosystem. Connect with Supplier Community Join an event here: https://supplier.community/events/ Watch us on YouTube: https://www.youtube.com/channel/UC3N_GbKtJuWQio24pj5Fr3A Like Supplier Community on FACEBOOK: https://www.facebook.com/SupplierCom/ Follow Supplier Community on LINKEDIN: https://linkedin.com/company/suppliercommunity Follow Supplier Community on INSTAGRAM: https://www.instagram.com/suppliercommunity Follow Supplier Community on TWITTER: https://twitter.com/SupplierCom

Phil and Constantinos discuss Constantinos' new book, Living Brands: How Biology & Neuroscience Shape Consumer Behavior & Brand Desirability

Wie haben sich unsere Erwartungen an den Handel in den letzten Jahren verschoben? Welche Erfahrungen wollen Kunden eigentlich wirklich machen? Wie wichtig sind Erlebnisse, Inszenierungen für Retailer und deren Kunden? Wie wichtig sind Technologie, Bots, Serviceroboter oder völlig neue Dienstleistungen? Hat der Handel heute auch eine soziale Verantwortung angesichts der Vereinsamung in unserer Gesellschaft? All dies sind Fragen, über die wir uns im Gespräch mit dem renommierten Handelsexperten und vielzitierter Trendforscher Jens Krüger unterhalten. Jens Krüger ist Geschäftsführer bei der Bonsai GmbH, einem auf Shopper Marketing spezialisierten Forschungsunternehmen, ist zu Gast bei Peter Pirner. Mehr Informationen zu Bonsai erhalten Sie unter www.bonsai-research.com Schreiben Sie uns eine Email oder besuchen Sie unsere Websites www.cx-talks.com und www.i-cem.de

Wie wird ein Supermarkt zu einem super Supermarkt? Das perfekte Shopping Erlebnis, ob im LEH oder in einem Fashion Store, verlangt Kundenverständnis, Anpassung an Konsumveränderungen und insbesondere eine gute Zusammenarbeit zwischen Handel und Hersteller. Darijusch Faseli ist Shopper Marketing Manager bei der Nestlé Deutschland AG und gab uns in Frankfurt in unserer Folge 24 einen umfassenden Einblick in das Shopper Marketing und dessen Voraussetzungen für erfolgreiche Umsetzung, Potentiale und derzeitigen Hürden. Außerdem philosophierten wir über den perfekten Zukunfts-Store.

Webinar para Emprendedores organizado por Agencia Mars y CoingPro con apoyo de Sercotec Coquimbo, Antofagasta y Tarapaca, ademas de Fomento Productivo de diferentes municipalidades y varios CDN. El Futuro del Punto de Venta Williams San Martin Fundador de WillStudio, Diseñador, experto en Trade Marketing y Shopper Marketing

Michelle Adams is the Founder and President of Marketing Brainology. A former M/A/R/C team member, Michelle is an industry leader in: Consumer Behavior, Marketing Research, Shopper Insights, Shopper Marketing & NeuroScience. View a transcript of the podcast here. Transcripts are powered by FFTranscription - Delivering fast, accurate marketing research transcripts in 48 hours or less.

Welcome back to the second episode of our COVID-19 special. For as long as we need to work from home, Floor 9 will be coming out with weekly episodes that provide timely information, market intelligence, and actionable insights on COVID-19’s impact on the media and advertising landscape. We are all in this together and want to make sure our listeners have the best information possible in order to make the tough decisions every company is facing during these challenging times.In the first half of this episode, co-hosts Scott is joined by special guests William Margaritis, SVP, Ecommerce of Reprise; Amie Owens, SVP, Head of Shopper Marketing of UM; and Chad Stoller, Global Innovation Officer of UM, to talk all about how COVID-19 is changing shopping behaviors and accelerating ecommerce growth. Later in the show, special guest interviewer Hamish Kinniburgh, Global CSO of UM, interviews Ben Jeffries, Founder & CEO of influencer.com, to talk about the state of influencer marketing and what brands need to pay special attention to under the current circumstances.As usual, we wrap up this episode with Adam and Scott discussing some of the top news stories from this week. Spoiler alert: they are nearly all COVID-19-related.Covered News: Microsoft Team Is Now Available For Non-Enterprise Users [Tom’s Guide]Amazon, Walmart Suspend Marketing Deals With Digital Media Firms [The Information]NBA Players Go Head-to-head In First 'NBA 2K Players Tournament' [NBA]Spotify Launched A Standalone Music Streaming App For Kids [Variety]YouTube Planning To Launch New “Shorts” Format To Counter TikTok [9to5Google]Apple Purchases Hyperlocal Weather App Dark Sky [9to5Mac]Additional Links: Reprise report on Ecommerce [Reprise] Snapchat desktop camera download [Snapchat]Email: Scott’s Email: Scott.elchison@ipglab.com Adam’s Email: Adam@ipglab.com See acast.com/privacy for privacy and opt-out information.

We kick off our Reality of Shopper series with Brad Godwin, RVP, Central-South, with Shopkick, talking with Matt Lawrence on Feb 26th, 2020, in Rogers, AR. About Brad: I am not your average marketing associate. I strive to evoke change and tell great stories. I am passionate about helping organizations get better. With a compelling track record of successfully impacting marketing, event planning/management, revenue generation, account management, and business development, I have established myself as a key contributor to brand development and bottom line success. Offering expertise in strategic marketing, campaigning, team management, cross functional team development, optimization of marketing resources and streamlining profitability. Specialties: Retail Marketing, Shopper Marketing, SEO, Certified in Google Adwords, Brand Management, Sports and Event Marketing, Advertising, Sales, Retail Analytics, Product and Account Management. Find him on Linked In here: https://www.linkedin.com/in/bradgodwin/ About Matt: Shopper marketing leader with an uncommonly diverse background across the unique shopper marketing & retail landscape in Northwest Arkansas. Capable of leading a team or organization, driving profitable revenue growth and creating strategic business relationships. Find Matt Lawrence here: https://www.linkedin.com/in/mattmlawrence/ About Supplier Community: Whether you're looking for expert advice, quality learning events, networking opportunities, or just want to keep up on the latest CPG and retail news, Supplier Community is the elite gathering place and resource center for retailers and their suppliers. From Amazon to Walmart, eCommerce and in-store, and everything in between, our constantly expanding team of experts give you the edge you need to stand out in today's fast paced and ever-changing retail ecosystem. Connect with Supplier Community View a list of our live events: https://supplier.community/events Like Supplier Community on FACEBOOK: https://www.facebook.com/SupplierCom/ Follow Supplier Community on LINKEDIN: https://linkedin.com/company/suppliercommunity Follow Supplier Community on INSTAGRAM: https://www.instagram.com/suppliercommunity Follow Supplier Community on TWITTER: https://twitter.com/SupplierCom

There's more to shopper marketing than coupons and samples, and if you wait until your shopper is already in the store, you've already lost the battle. Technology has changed the way people learn about and acquire everything from socks to real estate. You have to meet them where they are, with information relevant to them, at a time when they are receptive to your message. The "best practices" ground is always shifting. You need to stay nimble, connected, and aware and on March 12, 2019 Supplier Community brought together a group of shopper marketing rock stars from a variety of suppliers, agencies and service providers to help participants do just that. In this episode, Amplify Retail Executive Consultant Alisha Watkins talks with Hasbro Sr. Manager Nathan Pendleton, Belkin International Director of Sales Janell Martin, Numerator SVP Scott Anderson, Snap2Insight VP Mike Sweeney, Soapbox Influence President Bethany Stephens and Kellogg Company Sales Lead Whitney Cooper Listen in as they discuss how insights affect today's shopper marketing and how to navigate resources while keeping up with the ever-changing industry trends. Topics Include: • How insights affect shopper marketing and businesses in general • Resources options for companies with smaller budgets • Navigating resources internally and with retailers • Growing trends in shopper marketing and how to keep up • The importance of collaboration and learning About Supplier Community: Whether you're looking for expert advice, quality learning events, networking opportunities, or just want to keep up on the latest CPG and retail news, Supplier Community connects you with emerging and established thought leaders in the international retail space. From Amazon to Walmart, eCommerce and in-store, and everything in between, our constantly expanding team of experts give you the edge you need to stand out in today's fast paced and ever-changing retail ecosystem. View a list of our live events: https://supplier.community/events

At the time of recording, Lauren Chesney Anderson was the Bentonville-based Director of Shopper Marketing for Blis, a London-based location marketing company with an international footprint. There's a lot of good information in here, and yes, in all transparency, it is focused heavily on how Blis does location. There are a lot of location-data and marketing companies in Bentonville. This is just one. If you'd like contact information for Blis, it's on our website, or you can just Google it. At the time this podcast was released, there was no local contact in the Bentonville/Walmart space. We also have a directory of service providers, including other location/mobile marketing companies with local staff, on our website, supplier.community. Enjoy the show!

Muchas de las Marcas que están en Estados Unidos son importadas desde países latinoamericanos o desde otros mercados, estas marcas llegan a través de distribuidores tercerizados, estos prestan un servicio de distribución tanto a dichas marcas como a muchas otras que representan, debido a esto las marcas no son llevadas a su tope máximo de venta y capacidad visual ya que el esfuerzo se dispersa entre el numero de marcas que son representadas por el distribuidor. Shopperting, viene a convertirse en los ojos de estas marcas en los Estados Unidos, haciendo una supervisión controlada y continua de los puntos de ventas y sumistrando dicha información a manera de reportes (fotográficos, de inventario y a pedido del cliente), en la frecuencia que sea requerida, al realizar el servicio de Shopper Marketing a través de Shopperting se optimiza la capacidad en espacio y presentaciones (SKUS) en cada punto de venta, realizando de una manera precisa un aumento de la cantidad de ítems a vender en dichos puntos de ventas.

A marketing provocateur cross-trained in the discipline of brand development and the rigor of retail promotion, Lynne is the CEO/Owner of FAME. She has orchestrated hundreds of national campaigns for blue-chip, retail and packaged goods marketers in all channels of trade including Target, Dreamworks, IMG, General Mills, St. Jude Children's Research Hospital and Hewlett-Packard Enterprise. In this episode of Intentional Greatness, Lynne provides inspiration and advice for running your business. Prior to joining FAME, Robertson was VP/Management Supervisor at Campbell Mithun, where she also served as director of KidCom, one of the top three youth marketing agencies in the world. Her work has been recognized and awarded by Effie International, HOW International and the International Retail Design Institute. In 2011 she received the AdFed Silver award for her contributions to the Advertising industry and in 2013 was named a Who's Who in Shopper Marketing. She was also tapped as a 2014 Women in Business Honoree by the MSP Business Journal and was featured as a Minneapolis Egotist's Madwoman of the Month. In May 2015, Lynne purchased Fame from Omnicom and its TBWA network to become a fully-independent, woman-owned enterprise focused on “Being done with what's been done.” She founded Lead Like a Mother (www.leadlikeamother.com) a business management philosophy and advice platform that applies the skills of motherhood to the day-to-day concerns of guiding and running a professional organization in order to teach others to Lead like Mothers. She is the featured retail expert on the Small Business Revolution (smallbusinessrevolution.org) co-hosted by Amanda Brinkman and Ty Pennington. A member of The Hub Braintrust, an honorary AdFed Board member and Vice President of the Twin Cities Retail Design Institute, Lynne has served on numerous industry panels for the Retail Advertising and Marketing Association, Shopper Insights and is an Institute Faculty Member of The Path to Purchase Institute. She is a frequent speaker on the topics of leadership and the humanity of brand experience. What You Will Learn: What FAME looked like when Lynne purchased it in 2015 vs. what it looks like now Lynne's transition from executive to owner The transformation of marketing, branding, and brand development How Lynne practiced humility as she adapted to change The importance of health in the role of a business owner Delegating responsibilities to your team when you're away How health has influenced Lynne's priorities Lynne's work with Lead Like a Mother and how you can get involved Resources: Website: www.thisisfame.com Twitter: @RobertsonLynne LinkedIn: https://www.linkedin.com/in/lynne-robertson-6a8925/ Running Your Business | From Executive to Owner: Navigating an Industry Transformation From Executive to Owner There are a lot of benefits to being a part of a holding company while you are running your business. You have access to their resources, their benefits, and even their bank account. You don't have to worry about making payroll or keeping the lights on. But you also have to bend the knee and adhere to their ideology. Lynne Robertson already had a vision for FAME's future and she was determined to carry it out. She was always passionate about FAME's people, clients, and the work they were doing, and she wanted to preserve that by any means necessary. Lynne continuously operated from a position of vulnerability and humility. But when the holding company began introducing new programs that she did not believe in, Lynne refused to take it lying down. She was always in the trenches with her team and her clients, despite having international recognition in the advertising community. She made every decision with their best interest at heart. That is why everyone stood with her as the next chapter unfolded. Running Your Business: Lynne's Purchase of FAME Lynne's passion and persistence culminated in her purchase of FAME in 2015. It became a fully-independent, woman-owned enterprise focused on “Being done with what's been done.” But entrepreneurship has a steep learning curve that you can't understand until you are running your business with no strings attached. That holds true, no matter how prepared you are. And when your industry is undergoing a significant transformation as you set up shop, it takes a select type of unfuckwithable leader to keep things moving forward. Agencies used to make their money from fee retainers and media commissions, but times are changing. Media is ultra-fragmented, the gig economy is booming, and UX/environmental design is becoming less relevant in the B2C market. With FAME's roots in the retail sector, Lynne had to restructure her business model and expand her offerings out of the gate. It was not a smooth transition. But FAME's retail sensibility, graphic design centricity, and worship of the holy deadline enabled Lynne to make a quicker pivot as she targeted clients beyond retail. Summary In the flux of any industry, you have to get humble quickly. When you are running your business in its infancy, you must sacrifice vanity and check your ego at the door. Only you can see the big picture, and people will talk. But unfuckwithable leaders can't hear them. Lynne Robertson ignored the stigma and focused on what mattered. She made sacrifices and difficult decisions to move FAME in a new direction. Now, Lynne is watching her vision materialize, and many of the critics will never know what that's like.

EP195 - Coca-Cola VP of Shopper Marketing April Carlisle April Carlisle, VP of Shopper Marketing National Retail Sales, The Coca-Cola Company. In this broad-ranging interview, we discuss Coca-Cola's digital footprint and strategy, digital shopper marketing, the evolution of e-commerce for consumables and grocery, and the future of shopper marketing. April was inducted into the P2PI’s 26th Hall of Fame this year. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 195 of the Jason & Scot show was recorded on Monday, September 16th, 2019, live from the Grocery Shop trade show in Las Vegas, NV. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Automated Transcription of the show Transcript Jason: [0:24] Welcome to the Jason and Scott show this episode is being recorded live from grocery shop trade show in Las Vegas on Monday September 15th 2019, I'm your host Jason retailgeek Goldberg and unfortunately Scott was unable to join us so you're getting twice the Jason for half the cost of that's a value in any case but today we have a special value because we replace Scott with a small the far smarter April Carlyle who's the VP of Shopper marketing at the well let me get the title right, because Scott teases me that I have a long grandiose title and I feel like yours has many words is mine. April: [1:04] Is it actually longer than yours. Jason: [1:05] I think it might be so April is VP Shopper marketing national retail sales at Coca-Cola North America. April: [1:13] Yes you got it right. Jason: [1:14] Exactly and so I'm hoping you get paid by the work. April: [1:17] Do I get paid by the number of Cokes that I helped sell. Jason: [1:21] One of those could be pretty lucrative. I liked it so there's probably no one listening to this podcast that's not familiar with the Coca-Cola Company. And yet I have a feeling a lot of listeners don't fully appreciate the full scope of coke so can you give us the elevator pitch that we might not know about your brand. April: [1:42] For sure so our new positioning is beverages for life, so yes we have amazing sparkling brands that you know and have known for a hundred thirty years so Coca-Cola. Diet Coke Sprite Fanta Etc but we also have an amazing water portfolio with smart water and Topo Chico, and vitamin water and Dasani and we are in the juice business with Minute Maid where in the TV asnis with Gold Peak and peace tea wear in value-added Dairy with. Fairlife so we have pretty much any non-alcoholic beverage I need you may have we probably have a brand that either is in our full portfolio or we have lots of friends that are partnering with to see how they're going to do in the future. Jason: [2:27] Until I know this from personal experience when you come to visit you you can cater to all needs everyone is well hydrated at every meeting. April: [2:35] That is true we have free beverage vending machines all over the building and Tackle even have an app the tells you which particular excuse are in each vending machines you can go find the beverage that's right for you but having said all that you know most people have eight glasses of Beverage a day and we're only capturing one of the eight so that's huge upside opportunity and we're constantly looking for how can we meet more of our consumers needs. Jason: [3:00] That it's great to have a broad time to approach and it kind of helps insulate you from antitrust issues I like that. Comes up a lot with Amazon these days so we were teasing in the opening about the title what the heck does a VP of Shopper marketing do at Coke. April: [3:18] So what are the basics so if you aren't familiar with the world of Shopper marketing it's a world that I've actually helped Pioneer back in my days at Procter & Gamble but now is a very well-established field of marketing and what difference differentiate Shopper marketing versus traditional marketing is it's all marketing through the lens of a retailer, so how can we build brand equity for Our Brands and the retailers Brands and assets at the same time so that is the purview of my work is leading Shopper marketing for North America, for the Coca-Cola company so with that comes I have a team of 50 people and they're all based predominantly outside of Atlanta where our headquarters are, and they're based where our customers are so I have a team in Bentonville working with Walmart at team in Minneapolis working with Target, and their day-in-day-out job is to take our programming and are opportunities with Our Brands looking at what the opportunities are to drive traffic and sales and category with our retail customers and then how do we jointly develop marketing programs together, but we sit within sales which is very important because we are serving as a multi-functional resource to build the overall sales of the team. Jason: [4:30] And is it fair to say that unlike some other marketing discipline and Shopper marketing sits pretty well in the funnel so your success criteria is usually. Pretty close to sales is that or am I you're you're giving me a look like I'm wrong which is totally cool that's our listeners listen to the show mainly because I'm wrong. April: [4:49] But Jason you're probably rarely wrong but there's always a nuanced and so yes we are lower in The Funnel of the way I like to think about it is you know are predominantly are traditional media is to help you, to think about considering Brands and we think about in Shopper marketing is actually helping you choose which brand is right for you, what I would tell you though is with the onset of our retailers are now developing and owning their own media platforms they're asking us to actually do traditional what we would consider upper funnel consideration work, through their owned properties as well as consideration which too often is a little bit lower in the funnel. Jason: [5:31] Okay that's fair enough when they are between your mind when a wholesale partner asks you to partner on on top of funnel activation because that's partnering with a retailer that still Shopper marketing even though it might be. Out of home or something like that. April: [5:49] Not necessarily so you know our biggest customers such as Wal-Mart excetera their now developing their owns programmatic media-buying and and it's you're buying an audience. So they're delivering an audience segments that maybe maybe right for your brand and so that's considered you know top of the funnel. Jason: [6:08] Yeah fair enough I just met my simple mind I'm picturing like any of my own defense like when I see a coke at during NASCAR it's reminding me that I'm thirsty but most of the Sharp Shopper marketing activations there's are hitting someone when there's already some higher buying intent. April: [6:30] I'll give it to you I guess. Jason: [6:31] I appreciate it I'll I'll take half credit you are very credible in the space so I don't want to let you know I'm not going to argue with you and to prove that you alluded a little bit to your Procter & Gamble experience despite your incredible use you you have a storied career in The Shopper marketing space and listeners always like to get the kind of picture of how you came to this world can you give us your back down a little bit. April: [6:53] For sure so I would say I'm a Pioneer in the field of Shopper marketing one day I was sitting in my chair at Procter & Gamble as a sales leader who apparently had some marketing tendencies, cuz I was developing some campaigns with my customers and P&G decided that they needed to start developing a new competency, and what was really driving that is our retailers, up until the head and pretty much where untargeted it was kind of anybody with a buck in their pocket is who they would go after but are the retail customers were quickly building, marketing teams in inside Sim actually finally leveraging all the data that you know they have access to for years and years and never did anything with. And so with that we needed to actually be able to have people who could partner with our customers marketing counterparts. And so they said we can take people who have sales background and understand how to work with our customers are we can take someone with a marketing background or we can try to find some people that have kind of a footing, Bible camps in so I fell into the latter category started out my first customer was Albertsons so one day I was the saleslady the next day I was The Shopper marketer. And I figured my way out of Albertson's was figuring it out and moved on and eventually LED all of Shopper marketing for North America Canada and Puerto Rico for P&G. [8:13] And I kind of got to a point in my career where I really in order to be a true marketer it's really important that you have agency experience and understand how the the creative process works so I made the leap went to Leo Burnett Arc and led Global Shopper marketing for them for 5 years, all that included working with clients and helping them build their own Shopper marketing departments as well as building the agencies capabilities. Eventually what new business for Arc and one of my clients was Coca-Cola. And they had been recruiting me for quite a while to make the move to Atlanta and help them lead and it's the best job ever I didn't even realize that I had been positioning myself for this my whole career and I couldn't be happier. Jason: [8:57] I think that's often the case with great careers is that in retrospect that it's neat they seem totally sort of obvious and and in the moment is it it's not always as well-planned as it looks like in hindsight. April: [9:10] Well it's important in cpg world that you're that you feel really loyal and a part of the brand and I actually started drinking diet coke when I was 16 years old I can honestly say I've never drinking. Never drink a Pepsi unless under total Durrett. Jason: [9:27] Wait what's that other band. April: [9:29] So anyway it just the other funny thing is when I was at Leo Burnett Arc In This Global role I actually used to bring back empty Coke cans from other countries and my daughter had cocaine can I collection. And so when I accept the job she and she actually by the way as a shopper marketer as well so it is totally in my blood and in her blood. And I so she actually did a post on Insta saying you know my mom finally said yes to a company that we, probably have been the fabric of our you know my entire life so it's this is a lot of people at Coca-Cola that have a very similar story it's a very it's an amazing brand that evokes a lot of emotions in a lot of people have a lot of some of the best memories in their life or with a Coca-Cola in hand. Jason: [10:14] That is awesome and I assume then that your daughter was okay moving from Chicago to Atlanta. April: [10:19] I actually know so she's actually saying in Chicago and she's got her own life and she's a Chef America tour at tracylocke and she's helping the the cause with some other partners and getting married next off. Jason: [10:32] Oh my God that's very cool and there really are only at most second-generation Chopper marketers because for your point it's not that old of a discipline so. April: [10:40] That is true in fact I only know of three kind of. Second generation Shepherd marketers in the industry so it's funny when she was interviewing you know they were asking about things and she knew about FS eyes and in caps. I mean it's a it's a world that has its own language and my phone is filled with pictures of in caps and displays and digital media and that's what she grew up with. Jason: [11:03] We have to get a couple of clarifying points out here so we over that is now owned by Publicis groupe my my employer and there are a lot of people at we all think you have to go to Coconut because it was a dream job but because you were going to have to work with me. April: [11:18] Well let's see how do I clarify that question it is a honor and privilege to work with someone who does a podcast about stuff that people actually in our industry rarely gets talked about so you're feeling a need in the marketplace so I'm going to give you that. Jason: [11:37] Well thank you for that man in your bio I think you covered a bunch of the important things one that you humbly skip, so I live in Chicago there's a great trade Association is based in Chicago in our industry the point of purchase at. I think it's changed that. April: [11:56] Sample IQ yes. Jason: [11:57] Thank you I'm sounded like you had a couple of iterations as the industry has evolved but they have a great hall of fame so I like to take my four-year-old to the Hall of Fame in Chicago on weekends and you have your own Wing as a Hall of Fame member. I didn't sound like he which is pretty cool so congratulations on that. April: [12:18] Thank you you know it's always fun at your children are always humble you so I was on the front cover of the you know if I have to purchase magazine inside and I probably brought it home shirt with my husband and my son is 16 at the time, and now he's like Mom or anybody any of my friends get this magazine in the mail like now he's like okay I need money. Jason: [12:38] I mean you could send it to him. April: [12:43] No I mean it is an honor to be recognized this as Hall of Fame in the industry and I think what I'm most proud of is in my time within the industry I really want to help. Encourage new marketers to learn about this face because it is a part of the marketing mix that. Is I would honestly say takes even more discipline than a traditional marking roll because you really have to blend the equities of the Brandon the retailer at the same time but what is required is you have to have a love for retail. And I know any you know Supermarket or grocery South has loves retail that's you know brick and mortar or digital and so once you introduce people to this idea then this whole new part of marketing that they didn't know exist. Jason: [13:36] I totally agree and that's awesome I have to say one of the things that's interesting to me in your role is that you mentioned digital a number X digital is a significant component of the role, and the reason I said it's interesting is because like of all the categories that have been penetrated by e-commerce. Grocery with a lot of your products old is not very highly penetrated yet I would argue it's, it's a having its moment right now and you have a relatively who average sales price product and so there's a school of thought that like me and digital for that kind of product is much tougher than, apparel or consumer electronics or something like that like like have you found it's hard to get people at Koch excited engaged about digital order that they jump in with both feet what's the. April: [14:25] So I guess we need to kind of separate digital versus e-commerce so from a digital perspective we are all hands on deck in fact we just put a new roll and place he's actually here he spoke at the conference this morning Brian Sappington who leads our digital integration office. And it is more about if we were talking about the kind of upper funnel or funnel you know driving consideration so you know as we eat has as we have moved into needs dates for our consumers and how they shop it's really important we feel like we're actually filling in need that digital can help bring awareness to so, hydration is one of the preeminent need States from a Total Wellness perspective and even from a beauty perspective, and so if we can help Shoppers understand the value and and drinking higher pH product with smart water and that we have an antioxidant, and the way to reach them is not it you yes we want to have a display in store but we need to reach them where they're at so they're at SoulCycle they're at. You know they're getting a facial and in finding all those places and spaces on the digital can deliver to help them bring awareness to the solutions our products can bring to their wives. Jason: [15:40] That's awesome can you share any examples of like a particular digital initiative that you guys are like her proud of the coke. April: [15:48] Yeah so there's a couple that I'm particularly proud of so I want is with Walgreens. So are we are identified I need with Walgreens that they had a very low traffic time and a couple of days of the week in the afternoon. And so as we thought about the role of Our Brands and you know particularly have 20 oz Coca-Cola a cold there's no better pick up, in the afternoon, and so if we could drive Shoppers digitally to buy not only one but you know what a nice offer a buy-one-get-one-free on a nice cold beverage in the afternoon was great. At the same time we had a national campaign that is very well-known which is called our share Coke program where we actually put names on labels of, of people's names proper names and and so we were able to put all of that together and it was a share a coke, happy hour program, at Walgreens the Walgreens loved it because it drove traffic to their stores are Shoppers loved it because it was reminded them that they could get a quick afternoon pick up and it was an opportunity to buy a cook for themselves and then share one with a friend by finding their name. Jason: [16:58] That is very cool and that's feels like that require some tight integration between you guys in the retail partner like if you can share like how does the date. Work there like is that are you primarily targeting people from a Walgreens list. April: [17:15] Yes so it's both, so I we we work in conjunction with Walgreens so we can leverage their own property so we could use their social as well as. I email so they of course have a very robust Balance Rewards program so they know their Shoppers and what they're buying and they're able to appropriately you know where you about any IP issues but to Target them where they're most receptive the other thing is that we were also able to look at weather and so if it was particularly hot outside so you would get an email delivered in your inbox if you are already a Walgreens balance rewards winter you know it's going to be hot out this afternoon you know share an ice cold coke with a friend then and sure happiness. Jason: [18:02] That is that is very cool you kind of alluded earlier to write how important digital influencer sales are and I'm I'm assuming. Significantly more important than actual e-commerce sales in in the beverage space at the moment and probably forever. April: [18:18] In certain category so Alesso and sparkling more so and you know traditional like case pack water. Jason: [18:23] Sure that I could totally see that I also think it's interesting that we have this conversation and Brands across a wide variety of categories but you know. Legacy Brands traditionally primarily distribute through wholesale and now many are starting to kick off these first direct-to-consumer initiatives not necessary, replace wholesale I really even competitive wholesale but just to do interesting things where they get to have a more direct relationship with a customer and I like so I've noticed you you guys do have a direct-to-consumer e-commerce site, I want to talk about that but it also occurred to me. In a way you guys have been telling direct-to-consumer longer than people realize so for example my office at Leo Burnett every floor has a Coke freestyle machine and I assume and oh by the way there's integration with my app, and that freestyle machine so when I do my custom mix of Dasani playing and lemon lemon lime I think it is using my app. Like you know who I am and how much of your product on consuming. April: [19:29] Absolutely so the freestyle machine is All Digital AI enabled and we use it the data to inform what do shoppers want what do consumers want, so I am the main stage this morning you heard our Brian talk about our new cook orange vanilla product spend the first flavor and in many years from Coca-Cola, and I it was derived from the fact is that was one of the number one pairing, that consumers were using on the freestyle machine so instead of you know what traditional approach to Flavors where you know the scientist mix up some different flavor portfolios you go to a focus group and etcetera, if this is what Shoppers already wanted and we weren't offering it to them in a bottle can Varian and now we do and it's been an instant success. Jason: [20:15] That's awesome and it and I feel like that's good, I know my it's a defense necessary but you know a big trend of the moment as retailers launching their own brand targets launched a Big Brand in the grocery category today and they they've generally been super successful, I'm with her own brand and what is the name of that scary about that is they tend to have a lot more customer intimacy they talk to the Target guest every day and they know her preference is so when they build a product, that accessed all that data if you're appear wholesaler. You you know you talked about the consumer but really your customers a retailer and so that it is interesting that you guys are eating this better position where you sort of had. A direct relationship with a lot of customers for a significant. Of time so you're on a Level Playing Field with data at least. April: [21:03] Yeah and a little secret is that the orange vanilla gives me what's the number to most labor variant together the number one flavors mom is a surprise is coming out is this Frank. I like farts a new Coke flavor coming soon. Jason: [21:20] You can eat another baby wesner's you could just tell it right now and it probably probably wouldn't. April: [21:25] No you'll have to invite me back. Jason: [21:26] I would invite you back anyway but that would that'll be another reason event and. April: [21:34] You didn't thank you so much it was great. Jason: [21:36] Oh that was a super fun. April: [21:38] He was awesome for all the listeners out there he did great. Jason: [21:40] Yeah as my wife will quickly tell you the short doses of Jason is the way to consume Json. Usually my wife's very unimpressed with my career about her and her whole family are from Michigan and you had Desmond Howard at this event which is a beloved figure of course stuff from Michigan and he was humble bragging about him having his own mix on the freestyle machine eat alleged, it was a top mix everywhere in the country except the armpit of America Columbus Ohio which is a Michigan shot at Ohio State. April: [22:16] Speaking in Michigan are we actually have Asher Coke bottles available in the Michigan market right now so if you're go Blue fan you can actually find Coke bottles with your teams logo on it so go find. Jason: [22:28] Yeah I like I like all these more personalized products like I said it's exciting, slash it's like it's a big operational challenge for you guys like all the inventory and yeah. April: [22:40] Personalization at scale. Jason: [22:42] Yeah yeah I have a feeling we're going to be seeing a lot more of that. And that is going to be interesting that actually is kind of a good transition so I often talked about one of the potential challenges Amazon might have like they're always you know they're so much traction they're doing someone everything. But their distribution system is really designed to like have a ton of something and get it close to the customer and be able to deliver it really efficiently and as the world goes to more personalized products and fragmented inventory. A lot of the big investment in warehouses than Amazon's made aren't perfectly suited for like. On demand products and highly personalized products long Preamble it wouldn't be a Jason and Scott show without talking about Amazon Scott's not here but he'd be very angry at me if I didn't bring it up you guys are on the platform. And was that a controversial decision at all and Amazon know it was. April: [23:40] No you know we we want to be wherever our customers are certainly we are a bottle or distributed Network model so that does bring some interesting implications and how do we ensure that the Reno and we have 64 different the sink bottlers that help us it should be products throughout the country and so how do you think through a lot of those Logistics them which you know we work on every day so it wasn't controversial I think what's interesting is that probably some of our brands that you lease associate with Coca-Cola are probably the ones we're doing the most Innovation with on Amazon so if you look at the work that we're doing with the smart water, I'm actually integrating with Alexa and voice activation or voice-enabled ordering we're doing quite a bit with Artie portfolio with Gold Peak tea, I am frankly Honest Tea quite a bit as well so again some of the Brand's where Shoppers are interested in, I really learning more about the really reason reviews are critically important those are the brands that we tend to focus on on that platform. Jason: [24:55] Yeah and you know that makes no sense because you like in a traditional brick-and-mortar store there is finite shelf space and you know there's, significant advantage to incumbents and you probably more so than any other brand in the store but a lot of Challenger Brands like 10 to do better against incumbents on Amazon where there's. Unlimited shelf space and you tennis Ellen after views of the product more than pure brand recognition, and so it makes total sense that the the sort of things that are closer to Challenger brands in your portfolio would fit much better on that platform, so we I mentioned at the show that we're at grocery shop you did a presentation this morning and I think the title Leading Edge marketing tactics advances in Shopper marketing data and Beyond. Exactly once again I'm hoping you got paid by the word can you give listeners a little like recap of what would that talk was about. April: [25:54] Yeah so there was a we had a panel discussion so we had a Charlie Chaplin from the Hershey Company and then we also had Reesha from Albertsons, and you know we really it was it was talking about. [26:08] How do we think about the role of these leading-edge capabilities within Shopper marketing so the role of data the role of media mix media measurement, so you know Richard from Albertsons was talking more about how they're building their it infrastructure and how they're thinking about I'm their Partnerships and how they're thinking about media. [26:28] And you know Charlie and I were were thinking through how do we we know we kind of talked talked about the you know Frenemies model right so we're at we're friends with our customers and they're very important to us and, help us Market are Brands they help us provide a wonderful place for people to go by Iran, I better now asking us to be their Media Partners and they're asking for significant Investments you know that weren't even on the table you know even 2 years ago, and the reality is there aren't more money available right so it's a little bit of a shell game of Uno trying to figure out if we had five places to Market Our Brands and now we have 50 places to Market our brand, how do you choose the places and spaces to go because if you go to small with a buy it makes an impact but we can, you know we can't not do media with every one of our key customer so there's no better time to be in chapter Mark and you because it really it in it in your discipline you have to be very focused on data you have to be focused on who your audience is and creating audience segments with r, all that rich data that our customers have until I think. [27:39] Our marketing is even better than it ever was before I mean it was kind of a layup before I mean a particularly for Coca-Cola you know what the bower Network you can go in build a big display of coke and it would sell, and and it still does today but there's so many other intricacies that we need to consider and that's what makes it exciting and interesting everyday. Jason: [27:59] I totally agree I like to say that like yesterday's Playbook won't work today and to me that makes it exciting because we have to test and learn and do new things which is like your daughter's not going to be able to follow your your playbook. April: [28:13] That is exactly right charity isn't. Jason: [28:15] Yeah probably if she's listening good good job the. April: [28:21] Make a choice of honey. Jason: [28:22] Yeah you can take that in a wide variety of that's always good advice the it does feel like it's a. There's an extra challenge like we all know how budgeting works like you if you know you know, turn the budget Based On A variation from what you did last year and hey we had this budget last year and we got these kind of results with it and so you know we fight for resources without our corporate friends and we we get 10% more this year in a space like ours where there's all these new spending opportunities that didn't exist it's really hard. Like in many cases those opportunities, clearly visible when we went through the budgeting process 12 months ago or 10 months ago is that a challenge at Coke like if you guys got two more agile to light can you. Transfer dollars mid-year from sort of Advil marketing to these new digital Shopper marketing activities. April: [29:16] Yeah there's there's an acronym and Coke called Sally same as last year. Jason: [29:20] Yeah. April: [29:21] And so I don't Sally's out the door and so we're trying to really start from a Bottoms Up approach that you would do in a traditional brand building where you start with the foundations of you know what is the always-on that we need to have for Our Brands and that can look very different from a Coca-Cola than it is to a vitamin water. And frankly they're so you know some brands that we're spending Less on because they're selling quite well with you know because the customer acceptance of the brand is lovely and, you know they're purchased a quite frequently and so instead of you know what kind of balancing every brand get so much you know really doing that deep dive analysis to say which brands and which brands are we being challenged, by our competitors and so which ones do we need to lean into and then as we look at that marketing mix are we driving trial are we driving conversion are we driving awareness and so if it's a we have a new brand coming out which again is a secret and invite me back once it launches and I'll share it with you but it's a brand new brand and so we're going to have to be all in the first 6 months just on awareness and so they're certain customers that can help us drive that awareness more quickly than others and so it would be part of our awareness marketing mix. Jason: [30:35] So Sally unfortunately is out the door a lovely person but not a good strategy. All right so instead of talking about last year let's talk about the future for a second I like to say a lot that we're sort of in the first inning of this whole digital disruption and so if you were to put your futures hat on when you come back on the show 5 years from now. Like you have some vision for how this whole practice of Shopper marketing is likely to evolve is it digital versions of all the same analog stuff we used to do or is it way different. April: [31:10] That actually set for the vision for our system it's 20 20 20 20 25 vision, and those dates are based on the metrics of 20% of all grocery shopping will be click-and-collect next year in about 3 months right. Anna by 2025 is I think when will see the Tipping Point for e-commerce to go to Italy for our category and so with that comes what are the capabilities and what are the focus areas going to be for Shopper marketing for the next five years so I have a pretty easy to find sin sin and what I would say is it's partially driven by. Thinking through our customers as True Media Partners and what that requires is just because they have. [31:59] Customer media available for us to buy, doesn't mean that we're going to buy it at a certain percentage level of our sales or Sally or anyting you know we're going to actually treat them as we would other Media Partners and there's requirements that they need to fill in order to be considered, some of them are our meeting those requirements faster than others, but if they want to be if they want to play in the big leagues and media than they need to and it be able to feel the same requirements at the same time. Are Media Partners also enable certain merchandising lovers within the store so we always have to keep that in mind as well so anyway it's and part of that is that we're actually building in customer media capabilities within our team so people who understand the media side of it as well as what those customer requirements are and we are in the trenches every day trying to figure it out. Jason: [32:52] Yeah I want to pack that 11 cuz that's super interesting to me so that the first thing and you tell me again don't hesitate to tell me if you have a different perspective but early day Shopper marketing a lot of the activities particular in-store activities, we would help fun stuff that happened in retail but that source of funding it was it was it was always sort of part of the trade agreement right like. April: [33:17] Mean the Twister armor green. Jason: [33:18] Yeah we're going to buy x amount of product from you and you're going to give me one and a half percent of that spin back as Co-op to invest in my store circular or in-store displays and whenever it frankly the retailer would come with some new initiative. It was really a zero-sum game for the brand right like okay will take dollars out of this other thing we were giving to you and instead put it in to this new thing and we look at that that. Co-op fund or that merchandising accrual fund or however you treated it as kind of a cost of doing business with at retailer but going forward it sounds like you're thinking at much more from a performance space it's like how hard is that dollar working is that the smartest place I could put that dollar or could I put that dollar, somewhere else. April: [34:03] Absolutely and ensuring that we're involving our customers in those conversations so you know the some of the traditional levers the circular right, over the past I don't know probably 8 to 10 years the cost to having your brand featured in the circular hasn't dramatically decrease but the amount of circulation. Jason: [34:23] The richest. April: [34:24] Has significantly decreased but for those that you know in our world I mean the role of the circular is not just what happens in the newspaper and also drives all these operational, you know my priorities and what gets tomato merchandise excetera so understanding that but then going back to the customer and saying, you know we could do a spend here but when you prefer that we like Walgreens help you drive trips during a time that is you know lower traffic for you actually doubles the basket cuz they went from buying one product to and build loyalty. Jason: [34:56] Yeah and I would also argue that campaign you mention was incremental to Walgreens and brought new customers into the door at dromore football. Does appearances in that circular are probably shifting sales from another brand which is good for you but it actually doesn't help Walgreens all that much. April: [35:15] Yeah and if it's not growing category sales and neither of us should be pursuing it. Jason: [35:20] Exactly so I want to unpack Another Part Of Your Vision you kind of talked about the shift grocery pickup. Happening very quickly and we talked a lot about it on the show I'm very bullish it feels like I'm just talked to so many customers and done so many studies in. People just really appreciate the efficiency of ordering from soccer practice and having the the trunk get full on the way home without having to take your kids out of the car and all those things but then it sounded like you were saying and further down the road, home delivery will well you know sort of catch on like showing your mind is. Curbside pickup sort of an intermediate step and eventually like we'll be getting a lot of this stuff home or do you just see them both continuing to get more popular over time. April: [36:04] It it's the latter I see I see them both some continuing in popularity put a filter for the beverage category the are Brands play a very important role in online grocery pick-up because oftentimes their brands that are built in bulk so you're buying, 12 pack or case pack of water excetera and they actually helped build the basket to get you to your delivery or your even your you know pick up minimum. And there's things that customers really want to stock up on and you know they just read you know pushing the 50. So we definitely have an amazing role to play in online grocery pick-up in any Commerce will continue to grow, the interesting thing is the role of instant consumption in a click-and-collect environment. And so you know there's been some kind of gloom and doom studies around you know what's happening to the front end you know at stores for categories such as ours as well as candy and magazines and other things. But we just did an internal study and if there's some surprising statistics and that is that of the people who place an online grocery pick-up order, over 76% of them actually still make a trip into the store. And the reasons for that are multiple why it is they forgot to put something on the list they ordered it at soccer practice and then on the way they realized I forgot to put something on the list or someone else in there, and their home I said hey can you add this to the list. [37:32] Another reason is some people are really still want to pick their own produce and they're not they're not confident that someone else can pick the produce better than they can, and getting us ice cold beverage or snack for the ride home is the third reason but they still going store, so we still need to have a presence with our traditional front end coolers but we're adapting what those look like so instead of having a you know a large whatever for 5 foot you know refrigerator door as you're waiting in line in the self-checkout area because typically if you're running into to get to the three items from your online grocery pick-up order that's where you're going so we've actually design smaller coolers that fit right under the self-service register and then get drive a call to action to pick one up for the ride home. Jason: [38:20] Yeah it is super interesting and I heard Brian talk about that this morning in his keynote it it's interesting because other categories they got really impacted by e-commerce. Click and collect became super important traditionally it's not curbside pickup its in-store pickup and it's well-known that, they were International purchases that were driven by that like I think Macy's talks about her like a hundred and 20% you know run rate of the click and collect so you're you're finding another 20% spin when you have to walk through the Macy's to pick up your your Macy's purchases, and it sounds like that sometimes happening in in the grocery category as well and you you did a good job of articulating the reasons, I have a feeling that like again it is still the first thing we're going to figure out some other impulse experienced as for this curbside right right so at today. [39:15] A lot of curbside is not very robust buying the Saints like there's people run around the store and picking and trying to get it out in front of the store just before you show up and. And like frankly like there's a lot of them perfect executions but as this gets bigger retailers are really investing in a Triton so now we're starting to see like hey let's. Have automated picking and microfilaments centers in our parking lots and it's going to be increasingly possible to very easily. Expose you to these impulse purchases while you're picking up your groceries and. Load them in your trunk with the pre-ordered stuff without even having to go in the store so I hope some of that impulse comes back in what you didn't talk about which I suspect you also benefit from is. So traditionally the argument with Bo impulse purchases go way down when you order online pickup curbside for your point maybe they don't get him quite as much as I want things but they're also. Is a higher LV people tend to order more stuff in different formats and per your point. I didn't want to get the big case of water if I had to show up at through the store and load it in the car and do all that but if someone's doing it for me I'd rather get a full week Supply than a day's Supply and so like you. Like that I feel like there's a yin and yang I feel like we have to work harder to keep get that unplanned purchase but in some ways there's some incremental plan for just as we capture by adding these new new amenities for customers. April: [40:43] Dancing to as you know one of the consistent Trends in the beverage industry is is a blurring of subcategories so you know there used to be sparkling you know soda and there used to be water and now they're sparkling water and you know all the category blurry and so the more we can partner with our customers so I kind of have offers that allow you to kind of mix and match I'm in a different brands I think Click and Clack actually enables at so if you we're going to buy one variant of a product and then you know you get on multiples offer and then you're exposed to some other flavors are various that you weren't aware of Shoppers actually are very appreciative and they they actually like having you know variety within their selection. Jason: [41:27] Thanks so in a divided household like mine my wife and I can each get our preferred that I like that. So when we're coming up on time but one last question so there's also an awful lot of Coke product that sold through on Primm so restaurants and dressers and all these things and what are the interesting things to me is those categories are also starting to get disrupted by digital like I'm starting you know 20% of all restaurant meals are consumed at home so I'm ordering them from doordash or GrubHub at Applebee's on ordering off of a touch screen instead of talking to a server. In my mind you guys have the the expertise from the digital shelf that like you could play a big role in helping. You do the best job of selling those Coke products in that restaurant space are you guys getting a chance to play in that space at all or is that something you can Envision happening. April: [42:24] Absolutely we're looking at everything so you know we're even thinking about do we sponsor the GrubHub drivers or do we sponsor that instacart you know Shoppers and and not because they're actually you know when I was living in Chicago I shopped at Meijer and I used to use the ship's platform, and for a you know 20 minutes. I had this very intimate relationship with the Shopper and she was actually saying should I switch this that out or you know and then when she came to my door so you know we just need to think about all of the people that and all the touch points within the consideration process and who can help match our Shoppers with the beverage that's right for them. Jason: [43:07] That's interesting that's a fascinating point because I. Traditionally when I bought those beverages in the the grocery store it was cell service experience but now as a result of some of these experiences it's almost a sales assistant experience in so yeah you you think about some of the best practices in sales assistant environments and part of it is, Evangeline sizing the heck out of those those Associates that can influence the purchase that's that's really smart and that's going to be a great place to leave it because it's happen again we blown through our allotted time April in the event that listeners want to get in touch with you are you on the interweb somewhere like what's the best way to follow April. April: [43:45] Yes so I do have a Twitter handle at April's in size but frankly I don't check a very office. Jason: [43:50] Yeah I heard you use it mainly to follow me. April: [43:53] I know I should be better out of it I got so frankly the best way to to get after me is through Linkedin I really have chosen that is my preferred platform so feel free to Lake in with me and glad to continue the conversation. Jason: [44:07] Terrific I will put that your LinkedIn URL in the show notes of people don't have to write it down but as always is listeners of enjoyed the show and they want to continue the conversation they're welcome to jump on our Twitter or our Facebook and will continue the dialogue there if this is the show that finally added value to you and help you in your professional career the thing we most appreciated you jump on iTunes and finally give us that five star review You've been teasing us with April has been a real privilege to talk to you today thanks very much. April: [44:39] You're awesome thanks for having me. Jason: [44:41] Until next time happy commercing.

eMarketer principal analysts Lauren Fisher and Nicole Perrin discuss Google’s recent study about how turning off third-party cookies affects publisher revenues: What did Google find? How valid is the research? How does it compare with previous studies? Then, they talk about an ad fraud lawsuit between Fetch and Uber, Amazon developing clean room data technology and how marketers try to target shoppers within different channels. "Behind the Numbers" is sponsored by Advertising Week. Listen in.

Auf der Website von Cosalux steht: WE ARE COSALUX. WE CONQUER TRADITION. WE INVENT FUTURE. Wir brennen für neue Technologien, spannende Projekte und stellen uns immer wieder neuen Herausforderungen. Das ist, was uns treibt und Spaß macht. Als unabhängige Agentur für Kommunikationsdesign realisieren wir von Offenbach am Main aus außergewöhnliche Kreativkonzepte und Projekte. Das beinhaltet kleine, feine und große, international platzierte Erlebnisse. Wir arbeiten gerne eng mit unseren Kunden zusammen und schaffen so verschiedenste interaktive Erlebnisse – über fast alle digitalen Plattformen hinweg. Services: Virtual Reality Experience, AR, Beratung, Strategie, Konzeption, Kreation, Digitales Marketing, Shopper-Marketing, PoS, Multimedia-Inszenierungen, Printkommunikation, Corporate Identity, Ausstellungsdesign, Produktdesign. Im Gespräch werdet Ihr merken das Alex nicht nur für eine Idee brennt und ganz viele unterschiedliche Leuchtfeuer am brennen hat. Viel Spaß beim Hören! Jochen und Sebastian vom Feinripp Podcast (https://www.feinripp.net/feinripp-studio/podcast/)  

On episode 52 of the Profits Over Wages Podcast we sit down with Tony Paolella and Greg Dekalb - they are the co-founders of the wildly popular Tony P's Networking Events and Partners at Appointments IQ. About Tony Paolella Tony Paolella is a connector – whether connecting professionals of a variety of spheres through one of his highly visible business networking events around Chicago or connecting home buyers and sellers toward the next rewarding step in the mortgage process. By calling upon his nearly 20 years of experience in sales, and as the Director of Business Development at Haus Mortgage and as Co-Founder of Tony P’s Networking Events, he is continuously fueling a company’s phenomenal growth and moving a variety of people toward their goals in life. He believes that it’s all about building powerful, lasting relationships. About Greg Dekalb Greg DeKalb has worked with 1,000’s of businesses and brings more than 14 years of consultative digital marketing and sales experience. Prior to becoming a partner of AppointmentsIQ, Greg's primary focus has been working with senior digital marketing professionals at brands and agencies in the areas of Shopper Marketing, Social Marketing, Influencer Marketing, SEO, SEM, Consumer-to-Consumer marketing, Rewards/Loyalty program integration. Greg also holds an MBA in Sales Leadership from DePaul University. In his free time, Greg is a family man, a volunteer with the Lion's Club, an avid networker and an international marathon runner.

EP151 - Tyson Food E-Commerce VP Tim Madigan and Samir Bhavnani of 1010data Tim Madigan is the Vice President of eCommerce at Tyson Foods.  Samir Bhavnani is the Vice President Consumer Insights at 1010data.  We caught up with Tim and Samir at the 2018 GroceryShop tradeshow in Las Vegas.   "The State of Grocery" PDF Report from 1010data Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 151 of the Jason & Scot show was recorded on Monday, October 29th, 2018. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at SapientRazorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript Jason: [0:25] Welcome to the Jason and Scott show this episode is being recorded live from the grocery shop trade show in Las Vegas on Monday October 29th 2018 I'm your host Jason retailgeek Goldberg, unfortunately Scott is unavailable for this episode so you get twice the Jason for half the usual cost but to make up for it we have some great news we have two great guest for this episode returning to the show third timer Samir bhavani is the vice president of consumer insights at 10:10 data welcome back to the show Samir. Samir: [0:58] Thanks for having me Jason it's good to be back for the third time. Jason: [1:01] It's a it's a rare full of people that have made it three times so we expect you to continue to be a, bassador for the shows you've been and then joining us is a first-time guest Tim Madigan is the vice president of e-commerce Commerce at Tyson Foods. Tim: [1:19] Thanks for. Jason: [1:21] Sofa, books that are not listening to every episode of the show and shame on the three of you that are doing that Sammy was on show 103 which was our Amazon private label show and then you came back for one, talk shows if I'm not mistaken which I think was episode 125 and so folks would probably hurt a little bit, background but remind everyone exactly what it is that 1010data. Samir: [1:48] Yeah sure so I think many of you guys are familiar with tents and we've been around for over 20 years now what we do is, we help companies take big data and turn them into basically smart insights using a very powerful cloud-based analytical platform. Jason: [2:05] They go in like more specifically you have visibility into like how consumers make purchases consumers make on some of the big platforms that are not very open themselves. Samir: [2:18] ESO a great way to kind of distill things down is that we have a very nice lens into how consumers are spending their discretionary income so it's things like you are people buying Huggies or Pampers right Fiji or hints are they taking Uber or Lyft. Jason: [2:33] Very cool and so we will hear more about that throughout the show and then Tim of 1 ways we always like to start the show is share a little bit of background about how you how you sort of matriculated in your career to this current role. Tim: [2:46] Sure yeah I started my career with Procter & Gamble and kind of came up with your traditional sales marketing and did that for about 12 years and while at P&G I done had the opportunity to, work with Walmart as they were trying to figure out consumables e-commerce they wanted to sell diapers and beauty products online diapers.com was becoming a thing Amazon was getting into the space so Walmart realize they needed to, going to start selling products and I was tasked with the opportunity to leave that relationship for Procter & Gamble and so over the course of five years, and we built the team I built a business from United basically zero to a hundred million dollars and just really learned, from the very early stages and consumers e-commerce what the effective ways to do e-commerce online wear for consumables then had the opportunity to go to SC Johnson. [3:43] And work with us in Johnson and creating an overall strategy build out a team going to put the foundational elements in place to, do e-commerce across a company it was a really great learning experience for me and also really help icj kind of take that first step into digital income, in about 2 years ago had the opportunity to come to Tyson at that time grocery e-commerce was just beginning to be a thing, and I'm Krogers in Walmart and Amazon Raw, looking to Tyson as a major food supplier to understand you know how to how is the space going to evolve unfold online and expected Tyson to really have a seat at the table to be as strong, partner in that and so I was asked to come Tyson to help create that capability for the company. Jason: [4:32] Very cool, so am I'm so jealous I feel like every place you've ever worked at Super familiar you never have to explain what your company does, the people in an elevator when you work for a goofy agency that changes his name every week you don't necessarily have that luxury, in your P&G days was that sort of like that, business units or was it like winning a particular product family. Tim: [5:14] So gay a straight question so it was very early and that, we had an amazon.com team which was probably to three people and Seattle and then we had one e-commerce person that was sitting in Cincinnati banging on the brand managers door saying there's a thing called e-commerce coming we better figure out how to do it, so I was one of the very first teams outside of that we didn't really have a corporate approach yet, I'm so very early days I was sitting on the couch typing out content forms and really figure out merchandising marketing strategies cuz we just didn't have a Playbook yet, within about 2 years though doesn't take PNG long they very quickly created at centralized capability and brought in the central team, created at corporate strategy and capabilities so that other folks like myself out in the field we're working with retailers had that sort of enabling Center of expertise that were supporting. Jason: [6:15] It is funny one of the things I have observed in a lot of companies is like that initial Amazon team like they almost always they started out as the interns right. Tim: [6:25] Yes. Jason: [6:27] Let you know most Junior people in the organization got assigned to this like relatively meaning less account and then obviously like as it's it's grown in prominence it's now, like one of the most significant roles in all these companies and so it's a it's an interesting Evolution to see those interns grow up to rule the world and then, sort of fun I want to dive into your rolling your scope at Tyson but before I do that I want to jump back to Sammy and I know you guys just published this size of digital grocery report and not I think you can download it for me website so I'll put a link to that in the notes but I'm wondering if you can tell us a little bit, like what that report was an and maybe share some of the cool insights. Samir: [7:07] Yes sir so I'll finish for some of the insides as we're talking and says to bring some things up but, one of our one of our analysts her name is Julia Mello author author the report and it's just Fantastic look into will work on the rise of online grocery and it's very time we obviously right being here at 8, grocery shop talk to grocery shop show and some of the things that that we looked at were, how successful are places like Peapod or Walmart grocery right versus some of the other more traditional players and you know some of the stats that popped out one is like just the growth of it is, outlandish Rye were seeing over 30% year-on-year growth and in specifically in the online grocery space, and we Define that is in a different than buying something from you know Amazon.com or target.com you know it has a lot to do with, cooking class with places like instacart Etc and one of the findings that was kind of unique is that people who do shop, online grocery 10:10 to spend a lot more money than the general populace, which is certainly good news I found some of those like as the touchpoint changes the behavior change. Jason: [8:22] Changes the behavior changes. Samir: [8:25] So fascinating just around Orlando but it's been really into. Jason: [8:30] Interesting to me to see you like foods that don't sell as well in store. Samir: [8:33] Yeah it was not obvious. Jason: [8:38] Up to me but like sometimes these in. Samir: [8:39] Is there a shopping cart around the store with a giant. Jason: [8:46] NBC. Samir: [8:46] And be seen by their neighbors but that but when it comes to having nothing loaded right in your trunk. Jason: [8:51] It's get. Samir: [8:52] Get the big thing I've been in, so that point is very important right the ice cream thing and dodging items the other thing to is the ability for people to discover items if they wouldn't ordinarily purchase, partially for the same reasons also because online gives you an opportunity to be marketed to write whether it's like a vegan burger for example, yeah I think there's dent above a challenge and an opportunity in the different marketing vehicles that are available. Jason: [9:17] Digital Lake but let's. Samir: [9:18] Zoom in a little bit on. Jason: [9:21] I want to think I was interesting to me. Samir: [9:23] Ecommerce in your title which is very near and dear to my heart so I was like that but I thought you can have very different scope a different company. Jason: [9:32] So can you talk maybe a little bit about what what it means in texting. Tim: [9:35] Yeah so are primary go to market is through retailers and so the key for us is you know we've spent, decades in creating category management and Shopper Marketing in all of these other, analytics and skills on how do we optimize the in-store experience in a what are those right tactics and tools to to really make our business performance. [10:01] I look at my job and my team's job is doing the same thing but for online, through those retailer so it's now it's no longer and I all but it's now a screen that we've got to figure out how to optimize our portfolio for, so that's everything from the basic content to merchandising marketing to understanding you know what's working and optimizing across those three on a letter, and then you know I think Sam made a great Point around the the portfolio in understanding the portfolio that performs well and store isn't necessarily the same one at the forms while I'm lying so, as a company we need to send to rethink and reprioritize what we're focused on, I'm at work think about online that said we are also considering the drive to Consumer and we have several brands in our portfolio that do some direct-to-consumer today Adele's premium sausages one, where there's a really big fan following for it and it's not available everywhere, and so that's a great product that you know is pretty pretty Nick pretty Gourmet, we want to make sure all call the consumers who want to have access to the brain can find it. Jason: [11:10] Very cool and send me a little bit earlier to like this notion of hey you have different tools for digital marketing than we did in traditional Shopper marketing. Samir: [11:19] Shopper marketing once one of the two. Jason: [11:22] It was weird I allowed on Shopper marketing is like Shelf adjacency. Samir: [11:26] Want to launch a new product one of the best ways to get eyeballs in from the new product is that new brother. Jason: [11:31] On the Shelf next to a popular existing. Samir: [11:32] Will pop your existing product. Jason: [11:35] Use all the traditional instrument in vehicles to drive tension to it in. Samir: [11:39] In digital it like I feel like we have a lot more spearfishing people are searching then go you no right to. Jason: [11:42] Fishing people are searching then go you no right to a search result and then do a product listing page. Samir: [11:49] Or you know God forbid there. Jason: [11:50] Lowe's customer they start shopping off a recurring list. Samir: [11:54] It's a one of the things I always worry a little bit about is we lose some of the Opera. Jason: [11:55] The things I always worry a little bit about is we lose some of the opportunities for those impulse sales and for what I like to call serendipitous Discovery just cuz it's super fun to say Serendip. Samir: [12:06] I mean you at now that later in the hall when you're just saying. Jason: [12:10] I'm just saying serendipitous you're going to think of me so. Samir: [12:14] Like is like part of that challenge. Jason: [12:15] Part of that challenges the onus is going to be on the Retailer's to figure out but is that a conversation you have with retailers and is that something you guys think about or worried. Tim: [12:24] An app for sure special on new innovation right and that's our company's life like it is you know we want a significant amount of our growth and our sales every year to come from new innovation so, definitely something we spend a lot of time thinking about your point, where sometimes a limited to the tools and capabilities of the Retailer's platforms, so it's starting there and also bringing ideas and I'll right now especially in grocery the shopping experience is different you're very much at a shelf view versus you know item-by-item at like you having a. Com you so, the platforms involving for sure in a different way so we've got a partner on intestinal are no way there little bit, but I will say you don't know the area that we're really trying to think through is what are the, opportunities we can bring outside of the retailer platforms that enable that Discovery so we are spending any time we launched a new Initiative for spending money on driving awareness, Across the Universe online digital in other other kind of places and so that that question is how do we connect, I'm not point of awareness or inspiration directly to the cart and saw things like recipe to car is a great example, have a capability that you know is it's pretty new but really unlocks that opportunity to say, I found us they are interested in us let's just kind of try to close the deal and put a ride into the car. Jason: [13:52] That one is fascinated by that use case tell me if I'm wrong but this is the first year of grocery shopping show dedicated to digital. Samir: [13:53] Fascinated by dad use case tell me if I'm wrong but this is the first year grocery shopping show dedicated to digital online. Jason: [14:01] And regular listeners will know I spent a lot of time in line and Starbucks I'm pretty sure. Samir: [14:06] Second person in that Starbucks online. Jason: [14:07] Second person in that Starbucks online is somehow involved in a recipe to carts business. Samir: [14:14] Like that I ran into to today. Jason: [14:20] When people are are at experimenting and pilot. Tim: [14:24] Absolutely it's funny you say that but you're right and it and it went within a year, it's it happen like that and I think you know it's in there are several different approaches they're taking everything from you know I'll be a widget within your media to know know I'm going to be the media platform and you got to work through me, which puts and calls for each of those I think you know the more you can I think that's this is true across most of what we're dealing with, you got to be able to play within an ecosystem, and so if you're going to be a supplier in a survey new piece of innovation you've got to be able to work with an existing Partnerships and and relationships that are out there, I'm guessing it's too hard to just come in and sort of kick out an existing agency relationship and partnership media investment it's been really challenging. Jason: [15:14] So when you have a lot more experience and cpg than I do but in my observation it like traditional mod. Samir: [15:21] There were two Big Marketing budgets in in. Jason: [15:24] It's in in most most I mean probably more. Samir: [15:26] That I mean probably more marketing budget that earmarked for specific retail accounts right. Jason: [15:31] For specific retail accounts right and get spent on various activities that are mutually beneficial and then there is a brand marketing function usually what you know run by some see him know that's famous for going to South by Southwest in. Samir: [15:40] Usually what you know run by some zmo that's famous for going to South by Southwest and and doing some of those. Jason: [15:47] Does Advanced Khan and Davos and all that crazy stuff as we moved to digital I feel like, to me is sort of digital Shopper marketing like summer. Samir: [15:59] Shopper marketing, Sears on the Shelf in front of content but in a way that's analogous to the original account Bay Shopper marketing but then some of those other activities you just mentioned like the the recipe. Jason: [16:15] 2p stuffing and some of those other activities. Samir: [16:19] Digital versions of traditional. Jason: [16:20] Digital versions of traditional brand marketing. Samir: [16:24] Do you feel like digit by it sounds like something booked. Jason: [16:25] Do you feel like digit like it sounds like something booked of some of those functions are in your scope and that maybe wouldn't have been true in the old world. Samir: [16:32] Shopper Market. Jason: [16:34] Stars and brand marketers. Tim: [16:35] No it's really interesting so I'd say neither one of my scope and that's been the challenging part right we we grew up in the silos and we're going to figure it out over the course of decades this is how I play this is where you play and we wrote the rules so that nobody would, you know step on each others toes and, budgets could be really clearly defined and blame could be a sign when things didn't go so well but this is absolutely disrupted that and I think, going to be a, we've got to figure out new ways of working together and so literally at Tyson in the last six months we've created a digital Innovation group, which is the combination of a brand marketing organization going to lead our Shopper marketing myself and our technology guys and so we've created so this, that's really focused on understanding and what are those emerging spaces recipe to cart being one voice being another and how we are going to go play in those spaces and who's going to take point, but it's much more of a collaborative effort and we were going to do this in conjunction with one another versus lots of one-offs you're doing this over here and I'm not aware of it because unless unless we coordinate we're not going to do this. Going to go swell. Jason: [17:55] Interesting so am I. Samir: [17:56] So he my mind like you guys are evolving to sort of in a boat organizationally figure out the right up. Jason: [17:59] Going to sort of in a boat organizationally figure out the right approach and then we have to figure out what the right digital tactics are. Samir: [18:06] At the same time. Jason: [18:07] Most of these activations require some partnership with a retailer and it feels. Samir: [18:10] Partnership with a retailer and it feels probably like. Jason: [18:13] The retailer silos are also involved. Samir: [18:16] And I think it's sort of. Jason: [18:19] Early days at Walmart. Samir: [18:19] Walmart labs in San Bruno or still is in and most most of the merchants are in Bensenville in, yeah you did yesterday had a lot of collaboration between the digital arm and and traditional arm of the retailers are you. Jason: [18:36] Of the retailers are you seeing the functions at various retailers. Samir: [18:40] Evolved. Jason: [18:43] With you on these more integrated programs or is that still a challenge. Tim: [18:48] What's funny because I I started and cpg and shelf-stable world through that, I felt like, it was definitely that Dynamic you were talking about but over the course of several years especially as diapers as an example some of these categories became meaningful businesses that really impacted the store Merchants bottom line they, forced that collaboration between the two and integrates between the two groceries back to where that was 8 years ago, so it still feels very much like you have a lot of digital teams, responsible for the interface and then the merchants who you know because he's our store pick models by and large, their decisions for what's happening in the store is reflected online but there's really no coordination between the two around you know I'm going to choose this assortment because, you know it could work in both our I'm going to add this item that may not be a big store seller but could be bigger there's none of those types of conversations happening right now and it's much more you know I'm going to focus on my store I know it's going to do something over here online, adult digital guys that are part of my company are going to go figure that out. Samir: [19:59] So for sure. Jason: [20:02] It seems funny. Samir: [20:03] You're jumping from as as Industries material you're jumping to the last mature markets that are having to reinvent the Roundup. Jason: [20:07] Two less mature markets that are having to reinvent their own approaches and stuff which is week we talked about before the show there's there's no play but for that it's kind of fun cuz you get to. Samir: [20:17] It's kind of fun cuz you get that to figure it out. Jason: [20:21] The it was my thoughts I'm just going to put enough. Samir: [20:29] Pause. Jason: [20:31] The awkward pause 2009. Samir: [20:36] Everybody doing alright, so Jason: [20:47] Retailer is also evolving. Samir: [20:48] Evolving I just want to work with you like in this New World by any. Jason: [20:54] Any particular best practices or tips you. Samir: [20:59] Have a branch of you thinking about. Jason: [21:00] How Branch should be thinking about partnering with retailers in in this sort of new integrated digital world. Tim: [21:07] The first the first thing we had to do was reassessed the landscape, one when I got to Tyson we had decided that we were going to make a big investment in Amazon, what course you did right Amazon's the underground gorilla that dynamic in our world is in grocery specifically online is there not quite there yet, Sammy I don't know if you want to come to speak to who is there right now. Samir: [21:39] Yeah I mean that's that is that is such a big piece because like if you look at what the general consumers going to think you think Amazon is winning, everything and the reality is is that Amazon is still very much in its infancy and just finding its feet in grocery right so, if you look at online grocery on Amazon's not even the fastest growing right so Walmart's the fastest growing right instacart one of the fastest-growing, and while Amazon is growing it's nowhere near the, for the scale of of what some of these others so that Walmart has that over a third of a share of online, and amazonfresh is under 10. Tim: [22:22] And says so is we reimagine our structure you know that the structure that a lot of cpg companies started with was we're going to build this little e-commerce team, that's going to fix own care play build the capabilities to enable pure clay and then eventually those capabilities will sort of, go out to these in a brick-and-mortar brick and click stores as they start to accelerate, we've almost got a flip it a little bit and grocery because of that point RR Walmart team is feeling the impact already of grocery, online and some of those stores are doing between 5 and 10% of their business through online grocery and Walmarts in wow and that's really changing then that Walmart customer team that grew up and built all there, skill sets and functionality around in-store execution, they need some support now they need capacity expertise now to focus on line and so that really part of what we've had to Pivot on over the last year too, it's a-okay yep it was important we're going to work on instacart so that's part of the eye space that we own Cuoco pure-play, big enabler for us now is how do we go and really focus on the Krogers in the Walmart because that's really where the size of the businesses today and a growth is happening. Jason: [23:43] I don't know what the data is. Samir: [23:43] Is granular nuts about this or not but in my mind. Jason: [23:49] Part of the secret to Walmart success in and also. Samir: [23:52] Kroger is curbside pickup. Jason: [23:55] And in. Samir: [23:56] That's one of the like differentiators between Walmart and Kroger and Amazon. Jason: [24:00] Amazon is like Walmart has 4,000 store. Samir: [24:02] Walmart has 4,000 stores over 2,000 of them are now in. Jason: [24:06] Free pick up Kroger I think has like 800. Samir: [24:08] Flag store and you know Amazon wasn't in the pickup game at all until they bought Whole Foods. Jason: [24:15] And to their credit I feel like they've. Samir: [24:16] If you've all of that I've been very quickly but it's in. Jason: [24:21] 400 stores and it's in the. Samir: [24:22] Stores in it in the stores in the markets that are most friendly to delivery versus pick up in a half of them so Whole Foods is a really fun little sandbox that Amazon's experiment thinking today, and it gets a lot of new lot of press a lot of people talk about it the Whole Foods is not a very big retailer right that's the fact of the matter, and when you look at scale when you look across the country right it's the Kroger's and the Walmarts were people are shopping and which have the ability to do, curbside pickup right at a much broader scale so let's change topics a little bit from. Jason: [25:01] Thinking about the retail side to. Samir: [25:03] Decide to evolution of bran. Jason: [25:07] Nights are you you are now sitting at. Samir: [25:08] Sitting at top of the dream well-established brand is trying to figure out. Jason: [25:13] It feels like increasingly your competition are these new startup brands that don't have near you. Samir: [25:15] Play your competition are these new startup brands that don't have near your scale but they also don't have any of. Jason: [25:25] Impediments are infested, they have to carry three ways, circassian like shelf-stable cpg are you are you seeing that in in food as well. Tim: [25:36] Yeah you know I'm reminded of when I was down on the Walmart team with Procter & Gamble we were looking at our shave business and it started to decline pretty quickly, and we couldn't see where it was going typically are, reports would say while we're seeing some Camel shift it's going to Dollar General or you know it's moving over to Target and then, the but we didn't see we just saw the category declining and we saw our brand declining, I couldn't understand why we look around the office and we saw some scruffy looking guys and so maybe they just not shaving is much in this mode ever November thing is really, well know we were listening every morning on our ESPN Drive in hearing about this company called Dollar Shave Club and how funny they were great. [26:25] And all the sudden they took 300 million out of the category and out of the stores but are classic data and Analysis didn't have any way to account for that anyway to show us that shifting and so as far as we were concerned, it wasn't happening we just until we were caught very flat-footed that's my fear an obsession right now in food, there's a lot of these companies you're talking about the grass wet grass pads in the locals in the Organics that are you know they're 10:50 million dollar type companies but they're all live, and there's some of them that are scaling pretty quickly, and so the dishes we just don't have the visibility the data and to how fast or how many of them are are out there and so, absolutely an area that we've just got to get better at and it's actually we worked a little bit with Sammy and Tenten and that's one of the challenges I put forth to him is how do we understand where, these new up and comers that we just don't have on our radar where it where are they who are they and how fast do they run. Samir: [27:30] So I will turn the question like are you. Jason: [27:32] Like are you starting to see some of those like new brands Emergen captures and market share online and. Samir: [27:40] Yes and that's the that's the challenge right where everyone's been dealing with this weather your Nielsen or NPD or iri or 1010data Rakuten or never is, catching hold of of one of these companies that's all the sudden going to start hockey stick me in becoming a really big company and what what Tim brought up is a really good point is, is when you're looking at the data sometimes on an individual on one DTC, it that individuals you to see maybe maybe just too small to report on and maybe insignificance report on, but if there's 80 or 90 of them right that are that are growing very quickly all of a sudden you've got this thing and, right in the last thing you want to do is to be Dollar Shave Club again right live through it once you don't want that to happen again and so what we do from the, in the day the world is were constantly working with our data providers to ensure that we have visibility to anything new that comes forth, I'm in a great example of that is we very recently were able to split out the Walmart grocery piece from the Walmart piece once it got to a point where the scale is big enough, that we had sufficient sample to make Market estimates, that's going to become increasingly important a lot of retailers in Walmart so perfect example in in grocery is a hundred percent, I can tell you different. Jason: [29:05] They're trying to promote skus that are available in the store. Samir: [29:07] Use that are available in the store and the capability gets drones for by store so I've been talking a little bit I feel like something I should be thinking about, sales metric for online. Jason: [29:19] Because Walmart. Samir: [29:21] Walmart reporting this huge e-commerce, is there a tracking more more customers to the website and whatnot but a lot this because they just added the grocery capability to a bunch of more stores than they had the year before. Jason: [29:35] So you know in some ways you almost have to think of it like a. Samir: [29:39] Storm Atronach Forge a merchandising I might argue that Walmart has sort of the opposite merchandising strategy that they're really trying to focus on having a long day. Jason: [29:49] They put a lot of emphasis on the marketplace. Samir: [29:50] If a lot of emphasis on the marketplace and you know they're trying to get, use most of which are getting fulfilled by third-party providers or from a fulfillment center in so I do really need to think about them as, different business that's another good example so with Amazon right people look at Amazon 1 p.m. Amazon 3 p.m. sufficient data to split those in to see what's happening Amazon direct and what's happening with the marketplace, Walmart even though they're making this push towards Marketplace, candidly just doesn't have the volume in those traditional Goods to Warrant us breaking that out at this point in time it might be another couple of years before we able to see what's Walmart third-party doing compared to Walmart first party, a side note one thing that is different from the Heyday of Dollar Shave Club you you mentioned what they have would like. Jason: [30:41] You mentioned you would have had would like all those ESPN ads. Samir: [30:46] Today of course if people are driving a word. [31:01] So one of the things. Jason: [31:02] One of the thing that's interesting to me thinking of. Samir: [31:05] About the emerging Brands and did you need a brand purses. Jason: [31:08] And did you need a Brands versus a new products and Innovations in existing companies as they. Samir: [31:16] Exact opposite so if I start a new come. Jason: [31:17] Opposite problems so if I start a new company today the world is made it much easier right. Samir: [31:22] Made it much easier right I can go, Shopify side and you know I can hire you know 99designs to do my marketing and I can do all these things with my credit card on the weekend. Jason: [31:30] Things to do my marketing and I can do all these things with my credit card on the weekend. Samir: [31:35] Company pretty quickly find a group of loyal customers wants a product to them and get real-time feedback and so I can innovate and iterate really quickly in it. Jason: [31:44] Expensively which is. Samir: [31:45] Great most of this man's are really struggling to hit some peeps kale and in your organization I suspect when there's a new idea. Jason: [31:50] And in your organization I suspect when there's a new idea. Samir: [31:55] What can this idea be big enough to be financially, why I'm always curious how big companies that are the Cavs Gail think about. Jason: [32:03] Bunnies that already have scale think about Innovation and how do you sort of you know instill some of those advantages of the little company in your big company. Tim: [32:12] Yeah it's a it's a really great question and you know it as a company I think we several years ago came to that conclusion that you know Innovation gets washed if it's, you know if it feels cortical too small of an idea, yeah we just still wouldn't let it play out if you would see a trend and it might be too early, by the time you react it's also going to be little bit late so as a company what we've done is created a couple different entities internally, we have one or innovation team which we've had for a while is really focused on call 12 to 18 months out. [32:49] Fairly close in animation new flavors new forms some adjacent categories and so that there's that group focused though but we also then recently created a new products the lab, which is really kind of taking off the, Elders of this is what we do today to where are some interesting protein spaces coming from so where can we innovate in a great example that is our God, that is essentially comes in a tennis ball kind of a can and instead of being a potato chip or like a pringle chip it so it's a protein shake, so it's brand new initiative brand new idea, and we're launching it in a very sort of small pilot but scale up kind of way that would not have happened before this team. [33:42] And then the other area that we brought on is our new Ventures team, and so that is allowing us to find a new companies that are, testing kind of smaller nitty spaces and I'll give an example of going to be on me, vegetable proteins Memphis meat is another company that we've invested in which is sort of lab-grown protein, and these are early days for the four especially Memphis meat but what we're seeing is this is an opportunity space, and as a company we want to be able to be the world's best producer of protein and we're raising the world's expectation for what good food can do, and that means we're going to have to go beyond just land-based animal proteins, and so by investing early on and some of these companies we get to learn a lot and we get to see them scale, and then you know continue to think through down the line how do we integrate you know they're there Prada. Samir: [34:47] Oh so you can actually also help them scale right that's a really big deal to cuz a lot of these companies have no idea how to get on a store a store shelf, I want to follow up on that a little bit but you I had one. Jason: [35:02] Not a little bit but you I had one terrifying thought while you were saying that but I just want you to make me comfortable about. Samir: [35:06] About we're not all. Jason: [35:09] Just drinking Soylent to Prairie me. Tim: [35:11] It's pretty tasty I never have one, not you know and I think you look as we look out just eating 20 years the challenges of feeding the world they're pretty daunting, and Tyson we believe is one of the handful of entities out there that can help find a solution, and that's going to require a range of offerings so hopefully we can still have our steak dinners when you come to Vegas, yeah there's going to be new forms of protein that will have to be you know brought in in order to see the world. Jason: [35:48] Personally I'm banking on us all dying of dehydration before we run out of protein but I know it's a it's a race so well. Samir: [35:54] See how that plays out going going back to the investment side of innovation like what. Jason: [36:00] Nations like what's the out the best outcome for you there like would you ultimate. Samir: [36:06] Taken like a. Jason: [36:08] A hundred percent ownership position in some of those like his are you investing primarily with the hope of getting a financial return is it to incubate companies where you didn't have an exclusive like what it what is. Samir: [36:18] Winning. Tim: [36:20] I think it's all the above I mean the intent really right now is to learn is the weather is against some of these new product spaces at Armor, or even capabilities so companies that do things particularly well that we want to learn more about, it's an interesting way to go do that is by becoming part of, owner of that company and then hopefully ingest that learning a 10in skillet across organization. Jason: [36:53] And are you finding that it's difficult, you know at a company with Good Financial rigor that used to sort of focusing on quarter-to-quarter results to think like a longer-term investor on some of the light you know BC's think about a very different pay back her eyes and. Samir: [37:04] I think like a longer-term investor on some of the Viking BC's think about a very different pay back her eyes and then you know I would come. Jason: [37:12] Companies that are trying to keep shareholders have. Tim: [37:14] Yeah I know it's right and it's so this company this group was purpose-built to pretty much avoid that so they've been given an investment, amount and how to ring-fence that amount and so they act very much like a VC company and then we're going to go, we're going to look for this portfolio of companies that either from a product or capability Sandpoint look interesting and then you diligence up through our leadership team with the recommendation. Jason: [37:45] Very cool. Samir: [37:46] Well we're at work. Jason: [37:47] Coming up against time I want to do one last question I know we're halfway through this show and I know. Samir: [37:51] We're halfway through the show and I know we don't have. Jason: [37:54] Navigation so I don't think anyone's got a chance to sort of absorb everything going on. Samir: [37:57] Everything going on in the show but. Jason: [37:59] Do I get there any trender theme or vendor that like has emerged in that you know that was interesting to you that you either came here looking for or maybe surprised you. Tim: [38:11] It's interesting for me that the conversations that happened seem to be where for me a lot of the value starts to come out a meeting with peers were having some more challenges and brainstorming together I think one of the biggest themes though, is wow this is happening really fast 2 years ago this wasn't a thing you know and so, that speed in Pace that's happened I think even our leadership at back at home and Company, don't necessarily appreciate it it's a part of you know what I have you as my job is still going to bring that urgency back with a bit of a game plan as well for what we need to be doing. Jason: [38:51] For sure. Could you imagine trying to talk more more senior leadership into coming. Samir: [38:53] Trying to talk more more senior leadership into coming to an event like. Tim: [38:56] I think that's a great idea you know again it's it's kind of palpable you walk the floor you see some of these speakers, you really do get a sense for the Earth the pace and urgency that's out there and so I think it's a great suggestion of bringing in some more high-profile execs and not just having them send their econ guy out to this conference. Samir: [39:17] I'm sure an ant as a me and in all your conversations anyting jump out of. Jason: [39:20] Jump out at you or surprised by the new data competitors or anything like that. Samir: [39:24] Got the data competitors are great I love seeing you did it competitors right and it's just it's it's great the more the better, the one thing that I've noticed and I've noticed since the last the last shop talk show in March I'm coming into this one is, it appears to me that the companies that, are sort of weathering the storm or taking the most advantage of this shift to online grocery are actually indeed those companies that have formed or in the process of forming Innovation teams are there in Seattle near Amazon, and the ones that have not are the ones that clearly in the data show up as kind of ligers, so you know kind of the advice is if you will if you are a grocer or a traditional brand, if you don't have some kind of innovation team together that has its own budget and actually has a seat at the table you're going to be in big trouble. Jason: [40:23] Very cool that is an interesting insight and that's going to be a great place to leave it because it's. Samir: [40:26] Because it happen again weave. Jason: [40:29] Used up all our a lot of time but before we go Sammy of those aren't real. Samir: [40:31] But before we go Sammy of those are intrigued by the rise of grocery report or just want to. Jason: [40:37] I just want to get in touch with you what's where do you hang out in the intern. Samir: [40:40] You can reach me on LinkedIn or on Twitter music to find them both of those places. Jason: [40:44] Links to both of those in the show notes and Tim. Samir: [40:48] Are you an active guy on LinkedIn can I. Tim: [40:52] Yeah that's fine. Jason: [40:53] Cool again again PlayStation Network with Tim and soul. Samir: [40:54] Tim and so you know thanks to both you guys for taking time out of their busy show to come speak with our listeners as all. Jason: [40:59] Busy show to come speak with our listeners as always listeners if you have any questions or you. Samir: [41:04] Want to follow up on any of the topic. Jason: [41:06] Play some the show you can join us on our Facebook page and leave a question. Samir: [41:10] As always if this was the. Jason: [41:11] Please if this was the the show that you know was finally worth it to you do with the big favor of jumping over to iTunes and getting us. Samir: [41:16] I'm getting us at 5. Jason: [41:19] And until next time happy commercing.

Building your business is about building a group of people around you. You need employees and you need clients. From there, you can expand and grow your business to reach various markets. Mike Anthony of Engage Marketing Consultants is all too familiar with that process. He was one of those that left the corporate world to start his own global consultancy business. He shares what you need to learn about starting your own business and growing it globally. He is an expert at shopper marketing and retail for consumer goods. Mike details some tips and advises on how you can market your business from the ground up to spread around the world. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Consulting Success Community today: consultingsuccess.com

Building your business is about building a group of people around you. You need employees and you need clients. From there, you can expand and grow your business to reach various markets. Mike Anthony of Engage Marketing Consultants is all too familiar with that process. He was one of those that left the corporate world to start his own global consultancy business. He shares what you need to learn about starting your own business and growing it globally. He is an expert at shopper marketing and retail for consumer goods. Mike details some tips and advises on how you can market your business from the ground up to spread around the world.Love the show? Subscribe, rate, review, and share!Here’s How »Join the Consulting Success Community today:consultingsuccess.com

Building your business is about building a group of people around you. You need employees and you need clients. From there, you can expand and grow your business to reach various markets. Mike Anthony of Engage Marketing Consultants is all too familiar with that process. He was one of those that left the corporate world to start his own global consultancy business. He shares what you need to learn about starting your own business and growing it globally. He is an expert at shopper marketing and retail for consumer goods. Mike details some tips and advises on how you can market your business from the ground up to spread around the world. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Consulting Success Community today: consultingsuccess.com

Jon Kramer, Managing Director at JMK solutions, joins us this week to share his early objectives and eventual career arc that has led him to be an expert in the realm of shopper marketing. Listen as Jon reveals his best advice, including 4 crucial steps for success for newbies in the business world. If you […] The post Shopping for Success- Industry Secrets and Shopper Marketing with Jon Kramer appeared first on Finch Brands.

In this podcast, we speak with Laura Moser live from the Midwest Digital Marketing Conference's (MDMC18) opening night party at Momentum Worldwide. Laura shares best practices in shopper marketing and highlights the importance of data for the success of marketing campaigns. Host: Blake Rudloff Produced: Brian Borgstede, James Brandt, Taylor Caputo, Khadijah Johnson, Blake Rudloff and Gus Wehmeier Guest: Laura Moser About MDMC: The MDMC is the largest Digital Marketing Conference in the Midwest, and it boasts speakers annually from companies such as BuzzFeed, Facebook, Twitter, LinkedIn, and Google, including some local talent. The conference was held in St. Louis Union Station on March 27-28, 2018, featuring over 120 speakers, and offering about 80 sessions for more than 1,700 attendees. About the Speaker: Laura Moser is a Senior VP of Retail/Shopper Marketing Practice Lead of North America at Momentum Worldwide. She is responsible for cross-selling opportunities with Worldgroup Agencies, trying to find intersections between retail media, ecommerce, digital CRM and shopper/retail Client needs. Laura was a co-author and Content Developer of Global Perspectives on Shopper Marketing. Laura is also very knowledgeable in integrated marketing experiences across retail strategy, promotion, shopper, digital and brand strategy for a variety of categories from Beauty, Beverage, Household Needs, Food, Beer/Spirits, Banking, Service Retail and DIY.

On this week’s show, we spoke with Ben Rodier, COO @ Salesfloor. Ben is the Co-Founder of Salesfloor, a retail technology company. Thousands of store associates from some of the biggest names in retail use Salesfloor to create their own version of their retailer's e-commerce site, offering customers a new and personalized way to shop online. Before launching Salesfloor, Ben was Vice President of Shopper Marketing and Digital Media at Mediative (formerly Ad Splash Media, acquired by Yellow Media in 2010). He was responsible for the growth of the company's North American portfolio of retail media partnerships, with brands including Best Buy, Toys"R"Us and Walmart. Prior to Mediative, Ben was responsible for business development and digital media at Canwest Media and Global Television Network. Ben's accomplishments in marketing and advertising include a Shopper Innovation Award from Strategy Magazine and he was featured in Marketing Magazines Top 30 Marketing Professionals. Ben holds an MBA from Queen's University, and a Bachelor of Commerce degree in Marketing from Concordia's John Molson School of Business.   We had a wide-ranging conversation on several topics: His successful exit from AdSplash Media and how that led him to co-found Salesfloor The challenges of the retail industry and how Salesfloor is helping retailers solve a crucial problem How the team at Salesfloor manage to keep the product vision intact The team’s six month planning cycle Ben’s focus on the innovating around the store experience The key technology trends he’s keeping his eye on   I’ve known Ben for a few years during his time at AdSplash Media and he is a very talented individual. I always learn a ton when I talk to him. I hope that you enjoy the conversation!   Let us know what you think. What types of guests would like to see on the show? What topics interest you the most? Send me your thoughts at nectar@thepnr.com   Subscribe to iTunes here | Subscribe to Google Play here    

Discover how we are taking a proactive approach towards understanding Generation Z by listening to our team of Shopper Marketing and Category Development experts getting passionate about the next tranche of shoppers now lining up to disrupt today’s retailers and brands. While ‘intrapreneurial’ and conservative, today’s 13-20 year olds have more information at their fingertips than any previous section of society. They also have more money thanks to staying with their parents for longer. They live in a world of constant and ever-increasing change - they want what’s trending, what their peers will admire and they want it now! #retail #grocery #supermarkets #conversation #aldi #Tescos #Lidl #sainsburys #marksandspencer #Morrisons #Waitrose #talkingheads #Aldi #Netto #brands #projectmanagement #Spar #CoOp #Insights #data #shoppermarketing #retailconsulting #categoryconsulting #discounters #supermarkets #superstores #shopperbehaviour #shoppermarketing #categorydevelopment #categorymanagement #weeklyshoppingtrip #groceryshopping #bigriversolutions #podcasts #weeklyshop #shopping #highstreet #mainstreet #mainshop #topupshop #promotions #offers #shoppers #shopperinsights

Find out what we think about Category Vision in this discussion between Category Management and Shopper Marketing experts Christine Edwards and Neil Hutton. A Category Vision is a future-based activity that considers trends and relevance and that enables brands to understand where the real growth opportunities lie – ie how to ‘grow the pie’ that is a category rather than to just grow share. It works best when adopted not just across the commercial team, but throughout an organization so that all activity is aligned behind the same goals. #retail #grocery #supermarkets #conversation #aldi #Tescos #Lidl #sainsburys #marksandspencer #Morrisons #Waitrose #talkingheads #Aldi #Netto #brands #projectmanagement #Spar #CoOp #Insights #data #shoppermarketing #retailconsulting #categoryconsulting #discounters #supermarkets #superstores #shopperbehaviour #shoppermarketing #categorydevelopment #categorymanagement #weeklyshoppingtrip #groceryshopping #bigriversolutions #podcasts #weeklyshop #shopping #highstreet #mainstreet #mainshop #topupshop #promotions #offers #shoppers #shopperinsights

Have a listen to the third in our series of popular podcasts. Hear Big River’s Category Development and Shopper Marketing experts Simon Spicer, Jenny Munro and Neil Hutton discuss the evolution of in-store promotion in response to changes in shopper behaviour and expectation. Events like Black Sunday and Cyber Monday are here to stay. How do retailers tempt savvy shoppers to spend without slashing profit margins? Is there a way to future-proof through forecasting? Can we lure shoppers away from holding back on shopping for seasonal events? The team come to some interesting conclusions about the problems that might rear their heads during 2016 as well as some great reasons to be optimistic about the retail scene of the future. #retail #grocery #supermarkets #conversation #aldi #Tescos #Lidl #sainsburys #marksandspencer #Morrisons #Waitrose #talkingheads #Aldi #Netto #brands #projectmanagement #Spar #CoOp #Insights #data #shoppermarketing #retailconsulting #categoryconsulting #discounters #supermarkets #superstores #shopperbehaviour #shoppermarketing #categorydevelopment #categorymanagement #weeklyshoppingtrip #groceryshopping #bigriversolutions #podcasts #weeklyshop #shopping #highstreet #mainstreet #mainshop #topupshop #promotions #offers #shoppers #shopperinsights

Big River Solutions is committed to being a leading provider of Category Development and Shopper Marketing services. Our range of solutions encompass project resourcing, interim and project management, brand positioning and development, pre and post acquisition harmonisation, technology innovation and tools, qualitative and quantitive data analysis and insights from our shopper consumer and industry panels. The company offers the widest range of category solutions, resources and expertise available from one source combined with unrivalled technical and customer support, aiding both FMCG/CPG vendor consolidation, brand performance and cost reduction programmes. Big River has a partnership program that extends across Europe, North America and Asia. #retail #grocery #supermarkets #conversation #aldi #Tescos #Lidl #sainsburys #marksandspencer #Morrisons #Waitrose #talkingheads #Aldi #Netto #brands #projectmanagement #Spar #CoOp #Insights #data #shoppermarketing #retailconsulting #categoryconsulting #discounters #supermarkets #superstores #shopperbehaviour #shoppermarketing #categorydevelopment #categorymanagement #weeklyshoppingtrip #groceryshopping #bigriversolutions #podcasts #weeklyshop #shopping #highstreet #mainstreet #mainshop #topupshop #promotions #offers #shoppers #shopperinsights

Chris Balach, senior brand manager of Extra Gum, sat down with Alan Hart to discuss his recent Effie win. Gum had been in a 2-year decline. Extra, one of the category's largest brands, had been declining for even longer. That changed dramatically when Extra stopped following the conventional gum script and started to infuse the brand with meaning that transcended the category and touched peoples hearts. Support the show.

El marketing móvil es una tendencia creciente en las estrategias de negocio de las empresas dado que los usuarios cada vez usamos nuestros smartphones en más situaciones cotidianas como búsquedas de restaurantes o locales en un determinado momento. Pero los smartphones cada vez son más usados dentro de los propios establecimientos como herramienta de información, lo que abre tanto a pequeñas como a grandes superficies, la posibilidad de transformar la experiencia de compra de los clientes.

El marketing móvil es una tendencia creciente en las estrategias de negocio de las empresas dado que los usuarios cada vez usamos nuestros smartphones en más situaciones cotidianas como búsquedas de restaurantes o locales en un determinado momento. Pero los smartphones cada vez son más usados dentro de los propios establecimientos como herramienta de información, lo que abre tanto a pequeñas como a grandes superficies, la posibilidad de transformar la experiencia de compra de los clientes.

Professor Leonard Lee discusses how shopper marketing tools can sometimes motivate consumers to spend less — rather than more. Read the research brief: http://bit.ly/lee-ideas

Glenn discusses Shopper Marketing and Return on Relationship with the Chief Social Marketing Officer at Collective Bias Ted Rubin, a leading social marketing strategist and coined the term ROR: Return on Relationship.