Unpacking the Digital Shelf
272 episodes - English - Latest episode: 21 days ago - ★★★★★ - 63 ratingsLet’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org
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Episodes
Amazon’s Leadership Principles, Refreshed, with John Rossman, Author of the Updated 3rd Edition of Bestseller “The Amazon Way”
July 19, 2021 13:12 - 37 minutes - 34.7 MBAmazon, and the rest of the world has changed a lot since the last edition of John Rossman’s bestselling book on leadership and innovation, The Amazon Way. The updated 3rd edition has hit the digital and physical shelves, and the author joined Peter to talk about how those changes have impacted the classic leadership principles that made Amazon the innovators they are. In this new era, Amazon’s experiences through massive growth have demonstrated that some changes need to be made, changes th...
A Decade of Retail Media Innovation in One Year, with Sherry Smith, Managing Director of Retail Media, Americas at Criteo
July 12, 2021 11:00 - 36 minutes - 33.5 MBKeeping up with the rate of innovation and investment flowing in the retailer ad space is almost an impossible task. It requires both brand and retailers to stay focused on building the capabilities to make the right decision to take greatest advantage of the right opportunities. From her role as Managing Director of Retail Media, Americas at Criteo, Sherry Smith brings her experience running global media agency Triad to the tech space, which gives her a 360 degree view of the ecosystem and b...
People, Process, and KPIs: Using a Competitive Mindset to Win the Digital Shelf, with Rachel Tetreault, Vice President of Sales and Marketing Digital Commerce at EastPoint Sports
June 28, 2021 11:00 - 26 minutes - 24.5 MBFrom P&G, to global confectioner Ferrero, and now to helming digital commerce at PE-owned Eastpoint Sports, Rachel Tetreault brings a competitive mindset and a fierce commitment to continually refining the organization, the processes, and the key KPIs it takes to win. Rachel joined Peter to share her key learnings and best practices from across her adventures in ecommerce.
Cross-Border Commerce at Scale, with Craig Reed, SVP of Global Trade at Avalara
June 21, 2021 11:00 - 28 minutes - 25.8 MBThe opportunity for brands to drive revenue through cross-border commerce is greater than it's ever been. But the complexity keeps rising. The taxman cometh wherever you sell. Craig Reed, SVP of Global Trade at cross-border technology provider Avalara joined Peter and Rob to talk through some of the complexities and the innovations that make it possible to sell globally at the scale that’s right for you.
Interview: The Future of Retail Media that’s Lifting In-store Sales by 3-5%, with Arsen Avakian, CEO and Co-founder of Cooler Screens
June 14, 2021 11:00 - 38 minutes - 34.9 MBThe holy grail of omnichannel marketing is merging the informative richness of the online experience with the see it, feel it, touch it experience of the brick and mortar store. The grail is on its way. Arsen Avakian, formerly CEO and CO-founder of Argo Tea, and now CEO and Co-founder of Cooler Screens, joined Peter to talk about how his company is providing a new digital retail media opportunity in stores that is driving tremendous growth and consumer delight.
New Research on Commerce Org Design, with Christina Vail, Director of Client Strategy at Profitero
June 07, 2021 11:00 - 38 minutes - 35.2 MBThe number one question on the minds of any commerce executive is how should I organize my teams and processes to drive the right results in the right time? The actual answer is always, it depends. But there are clear guideposts and a maturity curve to consider along the way. This episode features two people on this topic: Christina Vail, Director of Client Strategy at Profitero, who has just published a new research report on the topic entitled Building a High-Performance CPG eCommerce ...
Interview: Optimizing the Shopper’s Visual Experience, with Jehan Hamedi, Founder and CEO of Vizit
June 01, 2021 11:00 - 38 minutes - 35.5 MBHaving the right images on the digital shelf wins search and drives conversion on the product page. Optimizing images for performance, at scale, is no longer an art, but now a science at the fingertips of digital marketers. Jehan Hamedi, founder and CEO of Visual Brand Performance platform provider Vizit, joined Peter and Rob to explain how brands are perfecting what your consumer sees.
100 Million Reasons to Use Walgreen’s Media Platform, with Luke Kigel, VP, Walgreens Media & Head of Walgreens Advertising Group
May 24, 2021 11:37 - 41 minutes - 37.8 MBIt seems like every week another retailer is announcing their new retail ad platform, and its both a challenge and opportunity for brands to reach their consumers in a more targeted and trustworthy way. Walgreens is bringing 100 million consumers to the fore with new tech and nimble ways, and Luke Kigel, VP, Walgreens Media & Head of Walgreens Advertising Group, joined Rob and me to talk about it and the rapidly evolving retail media landscape.
Surfing the Wave of a Viral TikTok Sensation, with Trace Rutland, Digital Hub Director at Ocean Spray Cranberries
May 17, 2021 11:00 - 41 minutes - 37.7 MBEvery brand leader dreams of that truly authentic viral social media moment that will juice sales and transform the brand for a new audience. Turns out, if it happens, managing that fleeting moment is a tricky exercise, for which there are no rule books. Trace Rutland, Digital Hub Director at Ocean Spray Cranberries, was the leader in the hot seat when Nathan Apodaca, DoggFace208 on Linkedin, showed up on TikTok with a longboard, some Dreams, and a 64 ounce bottle of Ocean Spray Cran-Raspberr...
McCormick Shows Brands How to Make Every Moment Shoppable with James Seidl, Vice President Digital Commerce & Alt Channels
May 10, 2021 11:00 - 48 minutes - 44 MBJoin James Seidl, VP of digital commerce at McCormick, to learn how he built a powerful ecommerce organization while leading the transformation of its direct-to-consumer (D2C) strategy. Explore McCormick's wins and lessons learned on this D2C journey, as well as Seidl’s actionable insights on how to build and execute a winning D2C strategy.
How Brands Can Win on Instacart, with Kiri Masters, Founder of Bobsled Marketing
May 03, 2021 11:00 - 47 minutes - 43.6 MBOnline grocery will more than double to 21.5% of total U.S. grocery sales by 2025. A major outlet for that growth will likely be Instacart, and brand leaders need to fully understand the challenges, opportunities, and likely evolution of this platform to maximize revenue and minimize risk. Kiri Masters, founder of digital marketing agency Bobsled Marketing, is the co-author of a new book, Instacart for CMOs. Join host Peter Crosby of the Digital Shelf Institute for an interview with Kiri as s...
What It Means to Be a Brand Today, with Andrea Leigh, VP of Strategy & Insights at Ideoclick
April 26, 2021 11:00 - 34 minutes - 31.8 MBWith the onslaught of niche brands, the movement from mass market to the market of masses, and the impact of digital on omnichannel commerce, what it means to be a brand today is rapidly changing. Andrea Leigh, VP of Strategy at Ideoclick, joined Peter and Rob to discuss how brand leaders need to re-examine how brands are built and grown for the digital-first omnichannel shelf.
Building Trust on the B2B Digital Shelf, with Sean Donovan, Digital Channel Manager for the Americas, MSA - The Safety Company
April 19, 2021 11:00 - 36 minutes - 33.8 MBThere’s a lot at stake when B2B industrial buyers shop for safety products. The data’s got to be right and these days, it’s got to be digital. Sean Donovan, Digital Channel Manager for the Americas at MSA- the Safety Company, sat down with Peter and B2B Whisperer Justin King to discuss his strategy for making sure every channel partner has the data they need to build the trust needed to buy.
Orchestrating Brand Across the Full Spectrum of Commerce, with Edward Kim and Dan Saltzman of Ogilvy
April 12, 2021 11:00 - 38 minutes - 35.1 MBFrom the hallowed halls of Ogilvy, where branding was born, comes a new set of thinking around how brand can and must be infused into every stage of the consumer commerce journey. Edward Kim, Managing Partner of the Commerce practice at Ogilvy and Dan Saltzman, their VICE PRESIDENT, DESIGN + USER EXPERIENCE joined Rob and Peter to discuss how teams of misfits at global manufacturers are coming together to reinvigorate the role of brand in commerce.
The Evolution of the Grocery Shopper, with Peter V.S. Bond
April 05, 2021 11:00 - 44 minutes - 41.1 MBPeter V.S. Bond, well-known as the co-host of the CPG Guys podcast, has a day job as VP Strategy & Retail Partnerships at PowerReviews. He put on that hat to share the results of a brand new survey of 4,000 consumers on the evolution of their omnichannel grocery shopping behaviors. Great data, with some powerful takeaways for brands.
Interview: Live Shopping on the Rise, With Maryam Ghahremani, CEO of Live Video Shopping Platform Provider Bambuser
March 29, 2021 11:00 - 40 minutes - 36.6 MBIf you heard there is a commerce experience driving conversion rates of 20-40% on average, wouldn’t you want in? That’s what many brands worldwide are seeing through their live video shopping experiments, and many are doubling down in 2021. Mary Ghahremani, CEO of live video shopping platform provider Bambuser, joined Peter Crosby and Rob Gonzalez to outline the strategies that are working and how brands can test and learn their way into this exciting new commerce experience opportunity.
The Critical Role of Channel Optimization in Modern Commerce, with Don Brett Chief Digital Officer at NBG Home
March 22, 2021 11:00 - 36 minutes - 33.6 MBThere’s so much noise in ecommerce today, and filtering out that noise to find the meaningful signal to push your business forward can be hard to find. Don Brett, Chief Digital Officer, NBG Home, shows us how his playbook, refined over the years, can lead to modern commerce success.
Amazon Earnings and Takeaways with Melissa Burdick
March 15, 2021 11:00 - 38 minutes - 35.2 MBMelissa Burdick, co-founder and President of advertising platform provider Pacvue, and overall ecommerce and Amazon whisperer, joins Rob and Peter to talk Amazon earnings and to read the tea leaves for brands as to what executive shifts, ad growth, and competitive forces might mean for business with the behemoth in 2021.
Interview: Turning Moments that Matter into a Competitive Advantage, with Fred Reichheld of Bain & Company, creator of the Net Promoter System
March 08, 2021 12:00 - 34 minutes - 31.3 MBThe trend of brand manufacturers going direct to consumer has created more opportunities than ever for them to delight their consumers with moments that matter. That delight turns into consumer advocacy and loyalty, which drives margin and revenue. Fred Reichheld, creator of the loyalty practice at Bain & Company, and the legendary creator of the Net Promoter System, spoke with Peter Crosby about what it means to be a promoter-based business and the path to turning consumer delight into busi...
Interview: Filling the Consumer Data Decision Gap, with Jascha Kaykas-Wolff, President at Lytics
March 03, 2021 16:07 - 44 minutes - 40.7 MBIn this D2C era, first-party consumer data is increasingly becoming a brands’ most valuable asset. The hard part is how to draw the line from that data to the right action in marketing, merchandising, and product innovation. Jascha Kaykas-Wolff, President at consumer data platform Lytics, joined Rob and Peter to outline now brands can fill the consumer data decision gap and turn your data lake into revenue and loyalty.
Interview: A 21st Century House of Brands with 1.8 Billion to Spend, with Carlos Cashman, Co-Founder and Co-CEO at Thrasio
February 22, 2021 12:00 - 51 minutes - 46.7 MBThe digital upending of almost every dimension of commerce has created the opportunity for a new kind of P&G for the digital age, powered by the acquisition and constant performance optimization of thousands of small challenger Amazon marketplace brands. Thrasio is the leading example of this business model, and Carlos Cashman, Co-founder and Co-CEO sat down with Peter and Rob to discuss the innovations in branding, performance marketing, supply chain and most importantly, culture that are cr...
Interview: As The Cookie Crumbles, with Nishant Desai, Senior Director of Tech and Ad ops at Xaxis, and Stu Richards, Lead Programmatic Strategist at Catalyst
February 15, 2021 12:00 - 38 minutes - 35.5 MB2022. The Year the Cookie Dies. What’s a brand leader to do? Rob and Peter welcomed Nishant Desai, Senior Director of Tech and Ad Ops at Xaxis, and Stu Richards, Lead Programmatic Strategist at Catalyst to detail the actions brands can take this year to thrive in a cookieless world.
Interview: TikTok Marketing Crash Course: How TikTok Can Help Your Brand Drive Billions of Views, With Evan Horowitz, CEO of Movers+Shakers
February 08, 2021 12:00 - 46 minutes - 42.1 MBOn January 27th, Peter hosted a webinar entitled 'A Crash Course in TikTok Marketing', featuring Evan Horowitz, CEO, and co-founder of creative agency Movers+Shakers, who created the most successful marketing campaign on TikTok ever.
Interview: Digital Innovation and Commerce in B2B, with Gireesh Sahukar, VP of Digital at Dawn Foods
February 01, 2021 12:00 - 43 minutes - 39.9 MBIn 2018, Dawn Foods, a 100 year old, family-owned bakery ingredient manufacturer, made the strategic decision to invest in delivering a best-in-class digital experience for its customers. Gireesh Sahukar, their VP of Digital, joined Justin King and Peter Crosby to lay out their ongoing journey to digital and commerce success.
Rob Gonzalez Spitballs Commerce With the CPG Guys, Sri Rajagopalan and Peter V.S. Bond
January 28, 2021 12:00 - 59 minutes - 54.6 MBPodcast cross-over event! Rob Gonzalez recently went deep on commerce in 2021 with the renowned Sri Rajagopalan and Peter V.S. Bond on their podcast CPG Guys. A rollicking survey of some of the biggest trends and opportunities in the year to come in commerce.
Roundtable: Epic Games Buys a Mall
January 25, 2021 12:00 - 28 minutes - 25.7 MBEpic Games buying a 980,000 sq. ft. mall kicks off a deep dive into the Future of Malls. And, Rob and Peter argue about regulations.
Strategic Growth Opportunities for Manufacturers, with Phillip Jackson, Co-founder, Future Commerce
January 21, 2021 15:26 - 36 minutes - 33.3 MBThe rise of the digital-first omnichannel world has opened up some new strategic growth opportunities for brands. Rob and I recently pinned down Phillip Jackson, founder of FutureCommerce.fm and co-host of the Future Commerce podcast, to extract his POV on where brands should lean-in to grow top-line revenues in 2021 and beyond.
Controlling your brand in the age of Amazon, with James Thomson, Chief Strategy Officer at Buy Box Experts
January 11, 2021 12:00 - 47 minutes - 43.8 MBThe explosion of marketplaces is both opportunity and crisis for brands. There is an continuous danger of losing control of your brand, and only a multifaceted, ongoing effort will win the day. James Thomson, Chief Strategy Officer at Buy Box Experts and co-author of the new book “Controlling Your Brand in the Age of Amazon” outlines the three-pronged strategy for minimizing risk and maximizing success on the world’s biggest marketplaces.
Roundtable: Reenergizing in a New Year
January 04, 2021 06:32 - 32 minutes - 29.8 MBAs we kick 2020 to the curb, it's a good time to take McKinsey's advice and make sure we are set up for a reenergized 2021. We will continue to live in interesting times, and Rob and Peter offer some perspectives on strategies to thrive in the New Year.
Rumor Mill: Amazon vs. Shopify
December 21, 2020 13:00 - 18 minutes - 16.9 MBWhen the rumor mill starts humming that Amazon is contemplating a Shopify killer, it's time for Rob and Peter to talk D2C turkey. What would this deathmatch mean for brands? Should each stay in their lane? Tune in.
Is Thrasio the new P&G?
December 07, 2020 14:00 - 22 minutes - 20.8 MBSign up for the webinar with Jeriad Zoghby
Interview: Extracting Business Value from Data, with Julie Bernard, Global CMO/Board Member in Retail, Ad Tech, and Home Services
November 30, 2020 14:35 - 48 minutes - 44.4 MBAs more and more brands go direct, it is critical that they get the most value from their new data asset. Julie Bernard has spent a career making data speak truth to power at organizations like Macy’s, IAB, and Authority Brands. Peter Crosby sat down with Julie for an in-depth conversation of lessons learned, advice on pitfalls, and the mantras of leadership that drive change.
What's a Brand Advertiser to Do?
November 23, 2020 14:00 - 21 minutes - 19.7 MBWebinar Sign Up: How to Shift from Transactional Marketing to Brand Experiences
Interview: The Great Brand Debate: Insource or Outsource?
November 19, 2020 14:15 - 47 minutes - 43.8 MBThe omnichannel marketing world is in a state of continual change — from new channels and the explosion of retailer ad platforms to shifting logistics and operational challenges. In this webinar recording, Peter joins ecomemrce leaders Melissa Burdick, John Denny, Macarena Herrera, and Jim Morgan, who will give you the tools for deciding between insourcing or outsourcing for your organization.
How Much of the Consumer Experience Should You Own?
November 16, 2020 14:00 - 18 minutes - 17.3 MBSign up for the live webinar with Joe Gerstand Sam Silverstein at Grocery Dive
Roundtable: Ecommerce and Discovery in the Digital-First Omnichannel Age
November 09, 2020 14:00 - 29 minutes - 26.6 MBWatch Chris Parsons, president of the Americas for the Mayborn Group Benedict Evans Article
Ecommerce and Discovery in the Digital-First Omnichannel Age
November 09, 2020 14:00 - 29 minutes - 26.6 MBWatch Chris Parsons, president of the Americas for the Mayborn Group Benedict Evans Article
Interview: The Oprah-fication of Marketplaces, featuring Kiri Masters, founder of Bobsled Marketing
November 06, 2020 22:30 - 36 minutes - 33.6 MBwww.bobsledmarketing.com
Interview: What Amazon Earnings Foretell for the Holidays with Melissa Burdick
November 02, 2020 14:15 - 33 minutes - 30.4 MBSign up for the new webinar with Melissa
Figuring It Out on the Fly
October 26, 2020 13:00 - 32 minutes - 30 MBSign up for the first session in our Digital-First Omnichannel Strategy Series with Chris Parsons here!
Interview: Making Retail Safe for Discovery Again, with Gwen Morrison, former CEO of WPP's Global Retail Practice and a partner with Candezent Advisory
October 19, 2020 13:00 - 31 minutes - 28.9 MBAt a time when every step in the consumer journey must feel safe, retailers have an opportunity to revisit the power of technology and their people to signal safety while re-introducing moments of discovery to drive sales. Gwen Morrison, former CEO of WPP's Global Retail Practice and a partner with Candezent Advisory, brings her vast experience working on retail innovation to a new moment and a new challenge – but one she knows retail will conquer.
Interview: Ecommerce Tech Stack History, 90s to now: a discussion with Dr. Adam Ferrari
October 12, 2020 13:00 - 31 minutes - 29.1 MBAdam has a pHD in distributed computing from Cornell, was CTO of Endeca which powered the search and navigation for Walmart, Target, Home Depot, and hundreds of others in the 00s, and has 14 ecommerce technology patents to his name. Join us for this nerdy discussion of the history of the ecommerce tech stack from 1999 to now.
Interview: New Omnicommerce Research, with Todd Szahun of Kantar and Kerry Curran of Group M Catalyst
October 08, 2020 13:00 - 33 minutes - 30.7 MBThe ecommerce and retail media landscape is shifting under our feet. Todd Szahun of Kantar and Kerry Curran at Group M Catalyst teamed up on a new foundational piece of research across both consumers and industry professionals. They join Rob and Peter to dig into the stats and takeaways that will inform marketing strategies in 2021.
Interview: New Omnicommerce Research, with Todd Szahun of Kantar and Kerry Curran of Catalyst and GroupM
October 08, 2020 13:00 - 33 minutes - 30.7 MBThe ecommerce and retail media landscape is shifting under our feet. Todd Szahun of Kantar and Kerry Curran at Group M Catalyst teamed up on a new foundational piece of research across both consumers and industry professionals. They join Rob and Peter to dig into the stats and takeaways that will inform marketing strategies in 2021.
Pandemic-Inspired Store Designs
October 05, 2020 13:00 - 27 minutes - 25.2 MBWalmart announced new store designs this week. Fast Company said "Walmart’s new store design proves browsing is dead. Get in and get out." Rob and Peter dig into a few of these new designs, and the takeaways for brands are different than you might think.
Since Everyone's Going Direct, Let's Get Better at It
September 28, 2020 13:00 - 32 minutes - 30 MBSign up for the live webinar with Bob Land
Interview: ROBOTS!! and how they will transform grocery shopping, with John Lert, co-founder and CEO of Alert Innovation.
September 24, 2020 13:00 - 42 minutes - 39.2 MBFor online grocery to be profitable and be a better experience, the costs and efficiency of pick and pack must come down. Turns out, the answer is...ROBOTS! John Lert, co-founder and CEO of Alert Innovation, joins Rob ad Peter to discuss the automation of grocery stores at scale.
The New Model for Driving Growth
September 21, 2020 13:00 - 27 minutes - 25.3 MBRegister for the D2C Playbook Series featuring Vivian Chang
Takeaways from McKinsey B2B Trend Data
September 14, 2020 13:00 - 27 minutes - 25 MBLinks Mentioned: McKinsey B2B Report Register for the webinar with Byron Kerr