Episodes
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
We’re joined by two of our favorite podcast guests - Chris Perry and Oskar Kaszubski of firstmovr.
In this episode, we’re sharing some key takeaways from the report they released earlier this year that represents a guide to something they’re calling “Omnicategory Captaincy.”
Sounds interesting? Tune in to find out more.
KEY TAKEAWAYS
In this episode, Julie, Chris, and Oskar discuss:
Introduction to Omni-Category Captaincy: Chris and Oskar introduce their innovative report on omni-category captaincy, transforming traditional category management by integrating multiple channels, both online and offline.
Key Pirate-Themed Criteria for Success: The report's pirate motif brings a creative flair to critical success elements:
Tight Ship:
Day-to-day excellence.Pirate Code:
Establishing a joint business plan (JBP) and routines.Compass:
Industry thought leadership.Fair Winds:
Traffic and demand generation.Bounty:
Incremental growth.Treasure Island:
Data sharing and utilization of data cleanrooms.Map:
Online category navigation.Fly the Colors:
Enhancing user experience and shopper journey.Insights from the Digital Shelf Institute event and upcoming plans for a dedicated captaincy event and podcast.
The critical need for brands to avoid complacency and continuously innovate to maintain market share.
Addressing the gap between recognizing individual actions and integrating them holistically for true category captaincy.
Overcoming resistance in C-suites to the critical role of digital content, especially in light of inflation and shifting consumer preferences.
Detailed audits and the importance of optimizing the shopper experience—learn from mistakes and improvements seen with major retailers like Walmart and Kroger.
Leveraging partnerships and thought leadership to demonstrate commitment and drive mutual benefits.
-
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.
We’re joined by two great guests today: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Nate Pinkston, Head of Growth at Microsoft’s Retail Media division.
In this episode, we’re focusing on the key takeaways from the report they released earlier this year, which represents a guide to the evolving landscape of Joint Business Planning.
Tune in to get an insider’s take on who, when, and how the most successful brands approach the JBP process across various retailers.
KEY TAKEAWAYS
In this episode, Julie, Lauren, Nate, and Jordan discuss:
Explanation of JBP and its critical role in brand-retailer relationships.
Comparison of JBP processes among different retailers (Amazon, Walmart).
JBP Lite: Less detailed, often used by smaller brands or those with weaker retailer relations.
Omnichannel JBP: Integrates all sales channels and stakeholder inputs for holistic collaboration.
Issues stemming from having separate JBPs for retail media and marketing.
Importance of integrating retail media into the JBP process.
Nate Pinkston's emphasis on retail media budgeting and its role in sales.
Cross-Departmental Collaboration: Need for the involvement of finance and other departments from the start.
Recommendations for effective stakeholder engagement and process improvements.
Lauren Livak's advice to start JBP preparations six months in advance.
Continuous monitoring and revisiting of JBPs throughout the year.
Recommendations for Brands: Integration of finance for comprehensive planning.
Clear communication and defined roles among stakeholders.
Transparency and data sharing between brands and retailers.
Involvement of sales, marketing, e-commerce, procurement, finance, and supply chain in JBP.
Importance of sharing growth goals, feedback, and maintaining open communication channels.
Recap of the importance of coordinated, omnichannel approaches to JBP.
Final thoughts on avoiding organizational silos and ensuring transparency for mutual success.
-
Episodes manquant?
-
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 a friend of the show and a frequent guest: Russ Dieringer of Stratably, a research firm providing unbiased insights on how to do better business with Amazon and its peers.
We’ll be diving into launching products on Amazon - something many claim to have a secret sauce around, but a topic we haven’t seen holistic industry research on.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Russ, and Jordan discuss:
1P vs. 3P Brands on Amazon: The nimbleness and product innovation advantage of 3P brands.
25% of brands use Amazon as a launching pad for new products, adopting a "test and learn" approach.
Many launches on Amazon are dictated by timing issues rather than strategy.
Tactical aspects like SEO, PDP development, and inventory planning.
Emphasis on case studies to demonstrate the impact of well-executed launches.
Seasonality and Launch Timing: Insight on launching seasonal products
6 months in advance of peak season.Using Amazon's event calendar for strategic planning.
Amazon Marketing Cloud (AMC): low adoption of AMC tools.
Potential benefits like advanced targeting, audience creation, and quicker market entry when AMC is used effectively.
The complexity of product launches within large organizations and strategies for better coordination.
Insights into the typical timeline for reaching baseline sales post-launch.
Media Strategy and Ad Spend: Higher average ad spend for new products and the balance between ad efficiency and speed-to-sales.
Importance of upper funnel support for product visibility and sales propulsion.
The critical role of leaders in Amazon initiatives and the necessity of cross-department collaboration for successful launches.
-
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
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today, we are joined by two special guests: Paul Sonneveld, CEO & Co-Founder of MerchantSpring, and Acadia’s Director of Retail Operations, Jordan Ripley.
We’re diving into the complex decisions behind building vs buying software at an agency and SaaS company, using customer feedback to shape what you deliver to the market, and where we see the industry headed in this multichannel e-commerce world.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Paul, and Jordan discuss:
Origins and evolution of MerchantSpring: from an in-house tool for managing multiple e-commerce platforms like Amazon and eBay to a shift towards SaaS for agencies.
Multi-channel support and feature parity across different platforms.
Specific focus on agency needs and saving customers' time by providing a unified interface.
Balancing between roadmap developments and quality of life improvements.
Core focus areas: feature parity, profitability, and retail media support using agile methodology.
Importance of customer lifetime value and sourcing share analysis.
Challenges of overinvesting in features like eBay item specifics, driven by local market demands but limited broader interest.
The evolution of the company’s approach to idea generation based on client feedback.
Future developments include enhancing retail media, profitability analysis, and expanding into Southeast Asia and Japan.
Homogenizing retail data across various channels.
Advantages and strategies for early considerations of data homogenization.
Exploration of clean room developments to unify client data.
Future updates and developments to look forward to from MerchantSpring.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In today's episode, we have two special guests that Julie had the privilege of joining for a discussion panel at eTail East in Boston: Ash McMullen, Head of E-commerce at Advantice, and Stephanie Grubert, Director of E-commerce Sales at Torani.
Together, we'll dive into the topic of “tentpole events” and how brands plan, execute, and build their e-commerce strategies around these major shopping events.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Ash, and Stephanie discuss:
The necessity of strong client-agency relationships and thorough preparations, including scenario planning, tool implementation, and automated rules.
Importance of monitoring user experiences, conducting real-time sales checks, and managing unexpected issues with calmness.
Managing stress and staying calm during the execution phase.
Real-time analysis and adaptation based on competitor strategies.
Utilizing limited real-time sales checks to avoid overreactions.
Understanding the purchase cycle and defining success metrics for different product types.
Importance of pre-defining success measurements.
Goals such as new-to-brand growth and repeat purchasers.
Key metrics like added-to-carts, retargeting consumers, and buy cycles on Amazon.
Tentpole Event Planning: Months of detailed planning involving finance, supply chain, sales, and marketing teams.
Execution requires about two days, followed by approximately two weeks of reporting.
Importance of education, alignment, and early communication to avoid challenges.
Suggestion to define success with one or two key performance indicators (KPIs), focusing on traffic and glance views.
Driving down ROAS for a bigger goal.
Unique promotional event ideas to create consumer urgency and introduce new products.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today, we have two exceptional guests: Scott Ohsman, VP of Digital Commerce at Quickfire, and Ken Beemer, Director of Retail Client Growth at Acadia.
We’ll be diving into Amazon’s growing investments in live sports and media content, its impact on advertising, and what it means for brands and consumers alike.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Scott, and Ken discuss:
- Sports broadcasts, ads, and watching live games.
- Amazon Prime is a vortex for drawing consumers into its ecosystem.
- Investments in live sports aim to increase audience reach and draw manufacturers and brands to sell on Amazon.
- Amazon's massive first-party data offers unparalleled advertising and sponsorship opportunities.
- Live sports could boost Amazon Prime sign-ups and leverage content for retention.
- Amazon’s scale allows for significant brand advertising with trackable results.
- Amazon's investments, including Thursday Night Football and NBA rights.
- The role of partnerships with entities like Dude Perfect to target younger demographics.
- The need for a new mindset regarding Amazon advertising.
- Full-funnel marketing and evolving metrics over the next three years.
- Testing new opportunities on connected TV.
- Sports broadcasting’s evolution from major networks to tech players like Amazon.
- Legacy deals and the transformative role of tech giants.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we’re joined by Tyler Dixon, E-commerce Manager at water bottle company Reduce.
We’re diving into Tyler's background and his leading role at Reduce, the brand's transition from a 2P reseller model to a 3P seller model on Amazon, and the key trends he's observing in the industry.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie and Tyler discuss:
- Tyler's broad experience across sales, account management, finance, and e-commerce has helped him connect cross-functional teams and bring creative ideas to his current role
- When evaluating 2P vs 3P selling models on Amazon, brands need to carefully consider what will help remove obstacles and achieve goals, and get full leadership buy-in on the transition
- The transition from 2P to 3P should not be rushed - take time to plan it out, get functional support, and find the right agency partner
- Differentiating your brand and building brand equity on Amazon is more important than ever
- Reduce is paying attention to trends like hydration bottles becoming fashion accessories, and developments in Amazon's fulfillment programs and services for brands
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today, we're thrilled to have Scott Fulton, Director of Sales and Marketing at Sun Bulb, join us.
In this episode, Scott shares his journey to overseeing Sales and Marketing at an industry-leading gardening company. We delve into how he evaluates and grows newer channels in a long-standing business, along with some valuable gardening tips.
Get ready to uncover insights about Sun Bulb’s impressive product portfolio and their strategic shift into e-commerce.
KEY TAKEAWAYSIn this episode, Julie and Scott discuss:
Gardening tips from Scott, especially caring for orchids.
Scott’s career transition from a CPA to his current role in Sales and Marketing at Sun Bulb.
How his accounting background aids his role in understanding costing, profitability, and enhancing sales strategies.
Overview of Sun Bulb’s major brands: Better-Gro, Dynamite, and Shurich.
Unique features and market positions of these brands, including endorsements and innovative products like time-release fertilizers and durable indoor pots.
The Impact of COVID-19: Sun Bulb’s record sales during the pandemic due to increased consumer interest in home improvement and gardening.
Strategies that led to sustained growth through subsequent years.
E-commerce Strategy: Approaching B2C sales without conflicting with established brick-and-mortar relationships.
The role of Amazon in Sun Bulb’s e-commerce growth and strategies for differentiation.
Future Plans: Launching live plants on Amazon and the benefits of providing more detailed product information.
Direct-to-consumer fulfillment logistics for live plants.
-
Welcome to another episode of The Ecommerce Braintrust podcast. Jordan Ripley, Acadia’s Director of Retail Operations, is hosting this Prime Day Recap, and Retail Media Specialist Dusan Tepavac and Project Manager João Couceiro da Costa are joining him.
Recorded just 36 hours after the massive shopping event, this episode offers a breakdown of initial data, strategies, and insights to help you understand what worked, what didn’t, and how to leverage those learnings moving forward.
Whether you're a seasoned e-commerce professional or looking to optimize your next big sales event, this episode is packed with actionable takeaways.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Jordan, João and Dusan discuss:
- The theme for this year's report revolved around the Roman Empire
- The analogy signifies that crossing Amazon Prime Day without proper preparation leaves no room for corrective actions.
- General industry growth estimates ranged from 11% to 15% year-on-year.
- Competitive Cost-per-Click (CPC) landscape, with reports of a 70% increase in CPC.
- Significant increase in sales for clients using prime exclusive discounts and longer lead-in strategies.
- Effective use of custom audience targeting via Amazon Marketing Cloud (AMC) and maintaining efficiency despite rising CPCs.
- Discussion on a two to three-hour outage in the ad console during peak Pacific time.
- João faced issues with the smooth execution of some vendor promotions.
- Successful lead-in strategies involved aggressive marketing and improved Best Seller Rank (BSR).
- DSP and AMC provided advanced targeting opportunities.
- Dusan discusses a focus on branded targeting and cautious budgeting post-Prime Day.
- João emphasizes analyzing data and utilizing subscribe and save options for CPG clients.
- The importance of data analysis to refine strategies for future events.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today we’re joined by Senior Retail Marketplaces Account & Operations Specialist Tamara Vukovic to discuss the impact of the updated Amazon fees rolled out this year and how brands can navigate these changes effectively.
With these fresh updates, this episode aims to decode the new fee structures and provide practical strategies for optimizing operations amid evolving landscapes.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie and Tamara discuss:
Introduction of New Amazon Fees
Reduced referral fees for apparel under $20.
New size bands for small and large standard tiers; changes in FBA fees.
Introduction of inbound placement fees.
Introduction of low-level inventory fees and adjustments in storage fees.
Introduction of return processing fees.
Impact on Sellers
Apparel sellers benefited from reduced referral fees.
Adjusting to new FBA fee structures based on updated size tiers.
Operational and inventory management shifts due to inbound placement and low-level inventory fees.
Overblown Concerns
Impact on operationally efficient vs. inefficient sellers.
Adjustments to prep, removal, and disposal fee changes with minimal disruptions for optimized operations.
Incentivization Through Fees
Fees designed to encourage better operational decisions rather than just increasing costs.
Emphasis on supply chain efficiency and optimal inventory management.
Advice for Brands
Importance of inventory management and planning.
Utilizing Amazon's tools and data for product improvement and efficiency.
Regular auditing of supply chain processes, internal logistics, and operational strategies.
Proactive adaptation to ongoing and future changes in Amazon's fee structures.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we’re joined by Claire McBride, the VP of Research and Education at Stratably, to discuss the Amazon Vendor Negotiation (AVN) Benchmark Report.
Authored by Claire alongside Martin Heubel of Consulterce, this report dives deep into the AVN process, offering valuable insights and benchmarking data for brands looking to navigate their negotiations with Amazon more effectively.
Tune in to discover key takeaways, strategies, and trends that can help you prepare for next year's AVNs.
KEY TAKEAWAYS
In this episode, Julie and Claire discuss:
The stress and lack of transparency that many brands experience during AVNs.
The purpose of the benchmark report.
Data gathered from 252 brands, split between North American and European vendors.
Surprising Findings: Brands are becoming firmer in resisting trade term increases.
9% of brands achieved a year-over-year decrease in their trade terms and 61% of brands avoided a decrease in overall margins.
The main challenge continues to be securing favorable trade terms.
Disparities in AVN experiences between various types of businesses, with food and CPG brands facing tougher negotiations.
European vendors had a more challenging AVN experience compared to North American vendors, potentially due to Amazon's margin improvement efforts.
Preparation and data gathering are crucial for a successful AVN.
Brands that are growing faster or are highly profitable had better AVN experiences.
Build a healthy Amazon business year-round to ease the AVN process.
Do extensive homework and preparation before entering negotiations.
Embrace Amazon's unique, data-driven negotiation approach for better outcomes.
Potential trends in AVN processes becoming less formal due to understaffing at Amazon.
Importance of leaning into the challenging aspects of AVNs and Amazon as a whole to gain an edge in the marketplace.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
This week we’re sharing a high-level conversation about bid management in Amazon's advertising ecosystem with retail media experts Jordi Beltran and Carlos Sastre.
Join us to discover the nuances of bid management, its impact on budget allocation, and how campaign architecture plays a vital role in optimizing brand performance.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Jordi, and Carlos discuss:
Budget Distribution: The need for a clear structure in budget distribution and campaign architecture to control investments and achieve campaign objectives.
Campaign Objectives: Importance of having focused approaches for each campaign to maximize efficiency and return on investments.
CPC Analysis: The significance of monitoring Cost Per Click (CPC) and budget management to maintain campaign efficiency.
Signs of Poor Structure: Identifying accounts with hundreds of products or keywords in a single campaign as a red flag for inefficiency.
High Competition Categories: The importance of strategic bidding in competitive categories where clicks can be expensive.
Conversion Rates: The need to understand the conversion rates of products to avoid overspending and optimize bids for better returns.
Bid Placement Modificator: Adjusting bids for top search placements can drastically improve campaign performance.
Campaign Bidding Strategies: Carlos advises using a "down only" bidding strategy for better control and efficiency.
Automation Trends: How Amazon is evolving towards more automation and goal-based bidding, similar to trends seen in other advertising platforms like Google.
Algorithm Improvements: Jordi highlights the improvements in Amazon's algorithm and the potential benefits and drawbacks of automatic campaigns.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today we’re diving into the transformative technologies shaping the future of retail.
Joining us are two pioneering minds in omnichannel education and AI, Chris Perry and Oskar Kaszubski, the founders of Firstmovr.
In this episode, we dissect key findings from Firstmovr’s latest report and explore actionable insights that both large enterprises and smaller brands can leverage in this rapidly evolving landscape.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Chris, and Oskar discuss:
Essential components for effective AI implementation: commitment, focus, leadership, vision, strategies, goals, resources, assessment, and communication.
AI for Smaller Brands: Leveraging AI for content optimization and new insights, is particularly beneficial for brands with limited resources.
AI Misconceptions: AI is not an "easy button".
The importance of time, discernment, and realistic expectations in AI adoption.
AI Go-to-Market Loop and Ecosystem: Chris introduces the AI go-to-market loop and talks about the complexities and legal considerations in AI implementation.
Data Limitations and AI Reliability: Insufficient data volumes ("hallucinations" and unreliable analytics).
Need for larger token models to improve AI reliability.
Strategic Business Considerations: Challenges in managing rapid AI development and aligning expectations with reality.
Establishing guidelines, training, and considering an "AI czar" for successful AI integration.
Traditional vs. AI-Enhanced Consumer Journeys: The "infinity loop" and expansion of the traditional four P's of marketing to eight P's.
Emphasis on platforms, proposition, presence, promotion, performance, people, process, and partnerships.
Retail Media and AI: How AI impacts retail platforms and the necessity for retailers to balance personalized AI responses with monetized media placements.
The future automated nature of purchases and the need to rethink retail media.
AI in Sentiment Analysis and Ad Optimization: AI’s role in extracting insights from social media and product reviews.
Limitations in AI’s effectiveness in ad optimization and performance analysis due to token limitations.
Outlook on ongoing AI advancements and potential future interactions within retail.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we’re joined by Acadia’s Retail Account Manager, Molly Thomas, and Retail Media Manager, Juan Munoz to discuss the rising importance of profitability in the e-commerce landscape.
We’re diving into the key trends, strategies, and metrics brands should focus on to optimize their profitability, particularly on Amazon and other retail marketplaces.
Make sure you tune in to find out more!
KEY TAKEAWAYS
In this episode, Julie, Molly, and Juan discuss:
Rising Amazon Fees & Competitive Marketplace: Impacting smaller sellers, prompting a focus on profitability and efficient budget allocation.
Consumer Buying Behavior & Marketplace Saturation: Changing consumer expectations and the competitive challenges new brands face on platforms like Amazon.
The focus on profitability varies by brand maturity and category competition
Tools like Merchant Spring help track profitability despite Amazon not making it easy, and the importance of various KPIs such as storage fees, conversion rates, and content optimization.
Advertising Strategies for Profitability: A granular approach to advertising, including single ASIN campaigns and focusing on high search volume keywords to increase organic rank and profitability.
Holistic Account Management: Aligned strategies between organic and paid efforts, inventory management, and competitive analysis.
Long-term Planning vs. Short-term Profitability: Focusing too heavily on monthly profitability could hinder long-term growth and overall brand strategy.
Integration Across Teams: Effective collaboration between catalog specialists and advertising teams is highlighted as vital for success.
Over-reliance on branded keywords and not sufficiently targeting new customers are pinpointed as potential downfalls for brands overly fixated on short-term profitability.
-
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
In this episode, we dive into the intricacies of retail media allocation with guests Ross Walker, Head of the Retail Media Team, and Damiano Ciarrocchi, Senior Retail Media Manager.
The trio explores the dynamic landscape of retail media strategies, what has evolved over the past few years, and key insights for brands looking to optimize their omnichannel investments.
Make sure you tune in to find out more!
KEY TAKEAWAYSIn this episode, Julie, Ross, and Damiano discuss:
State of Retail Media Allocation
How retail media allocation strategies have evolved, emphasizing the importance of holistic and channel-agnostic views.
The shift from simplistic revenue-based allocations to considering incrementality and customer journey metrics.
Approaching Retail Media Holistically
The need for brands to move beyond siloed strategies and consider the interplay between different marketplaces.
How brands leverage multiple channels such as Amazon, Chewy, and Walmart to maximize brand growth.
Evaluating the unique contributions of each channel to overall sales and not just individual performance metrics.
Retail Media Network Lifecycle
The typical development stages of retail media networks, from focusing on lower-funnel tactics to expanding into mid- and upper-funnel capabilities.
The expansion and improvement of self-serve ad platforms as retailers mature.
Pitfalls to Avoid and Best Practices
Issues like siloed teams, lack of testing, and under-leveraging in-store presence were highlighted as frequent setbacks.
Brands with overarching strategies, consistent cross-channel metrics, and robust creative campaigns tend to be more successful.
Retailer Priorities and Recommendations
Strong emphasis on the importance of foundational metrics and data insights.
Sequence of developing ad types starting from lower funnel and moving upward as the platform matures.
Encouraging retailers to adopt a more long-term perspective by making data accessible and free.
Future Considerations
Emerging importance of integrating digital advertising with in-store presence.
Evolving omnichannel strategies to stay ahead in the complex e-commerce landscape.
-
Welcome to another episode of The Ecommerce Braintrust podcast! Today, we dive into the evolving landscape of retail media with our special guests, Mike Balabanov, VP of Agency Development at Criteo, and Damiano Ciarrocchi, Senior Retail Media Manager at Acadia.
Our host Julie Spear leads an insightful discussion on the importance of data quality, innovative formats like video, and the growing emphasis on lifetime value in retail media strategies. We're exploring the challenges of standardizing metrics across platforms, the exciting potential of in-store retail media options, and the need for a unified brand voice.
Tune in and find out how Criteo's platforms aim to defragment the complex retail media landscape and provide actionable insights for brands and agencies.
KEY TAKEAWAYS
In this episode, Julie, Mike, and Damiano discuss:
Navigating Retail Media Transformation
Data Quality & Tailored Insights: Damiano Ciarrocchi stresses the importance of high-quality data and the hurdles in providing bespoke data insights for diverse brands.
Innovative Retail Media Formats: Mike Balabanov dives into the significance of lifetime value and the growing need for captivating content like video and creative storytelling on retail media networks.
The Full-Funnel Strategy Revolution
Julie Spear highlights the comprehensive nature of modern retail media, blending top-of-funnel awareness with conversion-driven tactics. The emphasis is on employing innovative formats and maintaining a unified brand voice across all channels.
Challenges & Opportunities
Fragmentation & Standardization: The fragmentation in retail media networks and the importance of standardization for providing a holistic sales and marketing view.
Incrementality Practices: The complexities of implementing incrementality at scale, advocating for standardized metrics and enhanced data sharing to bolster growth.
New Horizons in Retail Media
In-Store & Offsite Media Growth: With 40% of retailers planning to offer in-store media by 2024, the potential for blended physical and digital strategies is more promising than ever.
Budget Management Across Platforms: Criteo’s Commerce Max aims to streamline budget allocation and attribution, offering flexibility and addressing common budget management challenges.
-
Welcome to another episode of The Ecommerce Braintrust podcast! In this episode, our host Julie Spear is chatting with Alicia Ponzani, E-commerce Manager at Premier Nutrition.
Alicia is here to share her valuable insights on how she transferred her skills from the brand side to e-commerce, the importance of collaboration between teams, the evolution of e-commerce strategies within larger organizations, and the rising significance of social commerce.
They also discuss the impact of AI and share exciting predictions for the industry's future.
Tune in to hear Alicia's journey and expertise in navigating the dynamic world of e-commerce.
KEY TAKEAWAYS
In this episode, Julie and Alicia discuss:
Alicia's career journey from being a brand analyst in pet food verticals to e-commerce management
Alicia's passion for health and wellness with her current role in the dynamic e-commerce industry
Importance of data analysis from the brand side for e-commerce performance evaluation
Transitioning from awareness metrics on the brand side to lower funnel metrics on the e-commerce side
Collaboration with cross-functional teams and its importance in e-commerce success
Comparison of e-commerce silos at J.M. Smucker with the integrated team structure at Premier Nutrition
Integration of an omnichannel approach by including various online retailers under one e-commerce team
Impact of retail media complexity on marketing strategies
Collaborative strategies between brand, sales, and e-commerce teams
Development of repeatable frameworks for scalability and efficiency
Importance of flexibility and adaptability in a fast-paced e-commerce environment
Embracing the test and learn mentality for success in e-commerce
Trying new strategies and technologies in the evolving e-commerce landscape
Surprising rise of social commerce and its integration with e-commerce platforms
Impact of tech partnerships like Meta and Amazon on social commerce
Prediction on the increased role of AI in e-commerce for automating tasks and enhancing consumer experiences
Speculation on the potential use of AI in back-end campaign setup and efficiency improvements in marketing strategies
-
🎙️Interview with CEO of Acadia, Jared Belsky
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today we’re joined by Acadia’s CEO, Jared Belsky! This episode is all about the concept of "retail island”- a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy.
Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape.
KEY TAKEAWAYS
In this episode, Julie and Jared discuss:
What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands.
Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it’s crucial to integrate your budgets and strategies.
Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes.
Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency.
Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement.
Actionable Steps: Simplifying your performance comparison and being brave with testing.
Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.
-
🎙️Interview with Acadia Project Manager, João Couceiro da Costa
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.
Today, we're diving into the intricacies of Prime Day 2024 with our expert guest, João Couceiro da Costa, an experienced account manager from Acadia's retail team.
In this episode, we're unpacking everything from the operational strategies to the creative reporting styles João employs. He’ll share his innovative approach to Prime Day preparations, including extending promotional periods and focusing on profitability over mere revenue gains.
Make sure you tune in to find out how to enhance your e-commerce momentum for one of the biggest online shopping events of the year!
KEY TAKEAWAYS
In this episode, Julie and João discuss:
Introduction to Prime Day Preparation
João's Reporting Style
Speculations on Prime Day Dates based on inventory deadlines and deal submissions.
Discussion on the historical scheduling of Prime Day.
Changes in Prime Day Strategy for 2024
Shift from focusing on top-line revenue to prioritizing profitability and sustainability.
Impact of Amazon's new fee changes on sellers’ profitability.
Emphasis on operational efficiency due to increased inventory-related fees.
Strategy to extend promotional periods to smooth out demand spikes.
Consumer Response to Expanded Promotional Periods
Consumer fatigue and their adaptation to frequent sales events.
Maintaining traditional Prime Day despite overall promotional dilution.
Strategic Focus for Prime Day 2024
Increased emphasis on subscription-based promotions and retention.
Shifting focus from one-time sales to subscription models during Prime Day.
Preparation for Prime Day
Utilization of tiered cataloging to manage promotions effectively.
Importance of updating product descriptions and brand narratives for Prime Day.
Impact of Promotional Strategies on Organic Ranking**
Boosting organic rankings and brand visibility.
Strategies to optimize listings and storefronts
Influence of Amazon on Retailers Worldwide During Prime Day
- Montre plus
