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PODCAST

Unpacking the Digital Shelf

Digital Shelf Institute

Let’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

business management

All Episodes

00:37:50

“The Money Machine? Its the wrong drug, baby!” The...

Unpacking the Digital Shelf ·

2022/04/04

Today it's never been clearer that Performance advertising-- forever linked with the DTC start-up media darlings of the past five years-- is the cool kid on the block. At the same time, mention the word brand building to your CEO and you're likely to be sent to the land of misfit toys . In fact, in his book Post Corona, professor Scott Galloway went so far as to declare the death of the brand age, saying that algorithms, user reviews and convenience all make the old fashioned notion of brand

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00:38:01

Inspiring Growth through Community, with Terry Lin,...

Unpacking the Digital Shelf ·

2022/03/28

When we heard that Outer, the premium outdoor furniture company, had achieved 1000% growth in no small part through customer-hosted sessions in their backyards during a pandemic, I knew we needed to find out the strategy behind it. Terry Lin, an industrial designer plus former Walmart.com merchandiser and Co-Founder & Chief Design Officer at Outer, joined Lauren Liva and Peter to talk nanoinfluencers, Shark Tank, and the ABCDEs of company culture that is creating a new global brand in outdoor

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00:30:19

Servant Leadership Powers Digital Evolution and...

Unpacking the Digital Shelf ·

2022/03/21

Throughout a 15 year career at Johnson & Johnson, Matt Fantazier, has careened from Finance, to Brand Management and now Director, Digital Experience at Johnson & Johnson Consumer Health. Each stage of that journey has informed a way of working as a servant leader, helping teams prioritize, execute and focus on the right metrics to drive the right business result. Matt joined Lauren Livak and Peter to talk us through his career journey and the set of skills and focus areas required to drive results

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00:36:19

Math, Magic, and Art: Optimizing for Growth in D2C,...

Unpacking the Digital Shelf ·

2022/03/14

Excelling at ecommerce and digital marketing takes a certain combination of diverse skills, often difficult to find in one human being. Aaron Zagha, CMO of Newton Baby, thinks of it as a mix of math, magic, and art. Aaron joined Lauren Livak and Peter to walk us through how that mix shows up in the daily battle for consumer delight, well-rested babies, and optimizing for total growth at Newton Baby.

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00:33:35

Crypto, Web3, Blockchain, NFTs: A Primer for Brands,...

Unpacking the Digital Shelf ·

2022/03/07

The internet as we know it is in the midst of massive change. The buzzwords abound - blockchain, crypto, Web3 NFTs. It all adds up to a new way that people connect, interact and transact with each other digitally. It will have significant impacts on marketers, but many of those impacts and their timing are yet unknown. It seems like now is the perfect time to begin an extended conversation about what these shift and innovations are, and what they might mean for brands now and in the years and

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00:34:36

How to be a Beast on Amazon, with Kiri Masters and...

Unpacking the Digital Shelf ·

2022/02/28

Beating the competition on any digital channel, but especially Amazon, is not a set it and forget it exercise. From their deep expertise as the Amazon digital marketing agency of record for over 125 brands, the team at Bobsled marketing has developed a POV on what it takes to succeed on Amazon. And the measurement of maturity makes you a caterpillar, spider, chameleon, or Lion. Kiri Masters and Caroline Adams from Bobsled Marketing brought to the podcast their Amazon evolutionary scale from a report

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00:43:24

What Sheep and Ecommerce Leaders Have in Common, with...

Unpacking the Digital Shelf ·

2022/02/21

No question, being an ecommerce leader is one of the most challenging jobs in commerce. You need people that are on your side - shepherds, you might say, that get how hard it is and spend a lot of time thinking about how to help. Chris Perry and Oskar Kaszubski, cofounders of FirstMovr, have sat in that seat across brands such as Kelloggs, Reckit, WellPet, Kimberly Clark and Mondelez and now spend their days on education and change management advisory through their firm FirstMovr (there no e in

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00:44:30

Introducing the Content Strategy Pillar of the...

Unpacking the Digital Shelf ·

2022/02/14

Welcome, everyone, Peter Crosby, executive director of the Digital Shelf Institute here. Welcome to the 7th webinar in our 10-episode Digital Shelf Playbook Series, and the first of 2022. Continual optimization of the product page is the holy grail of driving discovery, conversion, and brand impressions and loyalty in this digital-first age. But in reality, you can’t optimize everything at all times. Choosing where you place your investments and doing it efficiently and with transparency takes a

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00:33:19

Leverage the power of authentic user-generated video...

Unpacking the Digital Shelf ·

2022/02/07

Today, Shoppers are creating post-purchase videos on over 35 platforms in 89 languages. Each of those represents an opportunity to amplify an influencer’s voice or learn from them. But how do you discover, amplify, and drive conversion through the right videos on the right product pages and channels? Ajay Bam, CEO & Co-founder of Vyrill, has created a platform that watches & listens to millions of videos online so you don’t have to. Ajay joined Peter and Lauren Livak to tell us how.

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00:37:01

The Top 5 Issues of the Digital Leader Newsletter,...

Unpacking the Digital Shelf ·

2022/01/31

It’s 2035. When you get there, what is it you wish you would have done as a leader in commerce for your organization now to prepare to win in that future? John Rossman, Author of the Bestseller “The Amazon Way” and Managing Partner at Rossman Partners, is spending every week spinning out a newsletter offering the practices, metrics, and skills you can use to make sure your 2035 self isn’t mad at you. The newsletter is called The Digital Leader, and John joined Peter to talk about his top-performing

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00:35:46

Deep Dive: The Future of PIM, with Rob Gonzalez and...

Unpacking the Digital Shelf ·

2022/01/24

The product information management (PIM) category is at a pivot point with Forrester, IDC, and Ventana Research all releasing analyst reports in 2021. The report leaders have changed several times in the last 10 years as the evaluation criteria for PIM has been rewritten by analyst firms and buyers, reflecting that a new and volatile market has been emerging. In this podcast presentation of a recent webinar, co-hosts Rob Gonzalez and Peter Crosby discuss what has happened over the last decade, and

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00:40:04

It’s not about the Fuel, it’s about the Friction,...

Unpacking the Digital Shelf ·

2022/01/17

Leaders of digital and ecommerce are always trying to influence the adoption of new ideas - new products and brands by shoppers, and new ideas for how internal teams must transform to both meet the challenges of a shopper-led buying journey and to maximize growth. David Schonthal, professor of Innovation & Entrepreneurship at the Kellogg School, is co-author of The Human Element: Overcoming the Resistance That Awaits New Ideas. For every marketer that’s been brought up on The Law of Attraction,

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00:34:11

Yes, it’s Possible: Global Digital and Ecommerce...

Unpacking the Digital Shelf ·

2022/01/10

A podcast topic so important we needed two guests to do it justice! The role of the ecommerce leader extends beyond ecomm strategy and performance to being the educator for the rest of the organization. Education that is critical to driving the business and mindset shifts required to achieve maximum growth and efficiency. And that takes a village. That’s why Lauren Livak and Peter were excited to welcome Antoine Borde, Global Ecommerce for Danone, and Ian Jentgen, Sr. Vice President at online

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00:36:33

Tapping into the Long Tail of Consumer Loyalty, with...

Unpacking the Digital Shelf ·

2022/01/04

With acquisition costs rising and margins tightening, expanding the value of the customers you already have is the new growth strategy. Now with more app users than Starbucks, closing in on 12 million in the US, Fetch Rewards is supercharging the ongoing engagement of consumers with their favorite brands. Wes Schroll, CEO & Founder, Fetch Rewards, joined the podcast to talk about the opportunities available to brands to both monetize and innovate through creating loyalty at scale. Plus, it’s

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00:46:11

INTERVIEW: The Rising Importance of First Party Data,...

Unpacking the Digital Shelf ·

2021/12/20

For brands to tell stories and connect with consumers personally and at scale, the right first party data is increasingly becoming the essential fuel. Shelley Bransten took the learnings at top retailers like Smith & Hawken, Williams Sonoma, and 15 years leading customer marketing at the Gap, and is now applying them for the entire industry through her role as the Corporate Vice President, Global Retail & Consumer Goods Industries at this scrappy little startup called Microsoft. Essentially, these

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00:34:51

People + Process + Tech: How KEEN is driving...

Unpacking the Digital Shelf ·

2021/12/13

When Covid accelerated the importance of digital, hybrid footwear brand KEEN was ready. Not that it wasn’t hard, but they had already been making the investments in digital channels, digital and data teams, and the organization and processes to do it at a global scale, driving success both online and in-store. Matt Krueger, Vice President, Global Marketplaces & Pure Play at KEEN, joins Peter and Rob to talk about the foundations they built, and where they expect those innovations to take their

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00:44:16

Interview: The Technology Strategy for a Digitally...

Unpacking the Digital Shelf ·

2021/12/06

Business Professor Gerald Kane of Boston University, along with his co-authors, found themselves in the middle of a pandemic conducting deep research through hundreds of interviews with executives that resulted in new scholarship around thriving through disruption. This is part 2 of Peter’s conversation with Professor Kane, focused on the necessary capabilities to thrive, and how the right technology choices can enable those qualities.Here is the link to Gerald Kane's book:

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00:48:50

Webinar: Navigate Change Management, with Lauren...

Unpacking the Digital Shelf ·

2021/11/29

Anyone who spends their day in the trenches of ecommerce and digital transformation knows that the only constant is change. Not only change within their teams and processes, but driving the changes that must happen across the business in order to achieve maximum growth and profitability. Leaders in ecommerce must therefore also become experts in the processes and politics of change management. This is a podcast presentation of a recent Digital Shelf Playbook series webinar, featuring two experts who

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00:31:02

Interview: Measuring the Business Impact of Brand in...

Unpacking the Digital Shelf ·

2021/11/22

As the consumer is increasingly in charge of how, where, and when they discover, research, and buy, the ways in which your brand comes to life for them has shifted and multiplied dramatically. More than ever, brand marketers need to articulate an evolved brand strategy and, to receive the proper investment, prove its worth to the bottom line. Maggie Gross, Head of Strategy for The Studios at Deloitte Digital, armed with tons of category data, has created a new way to measure the value of brand

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00:41:42

Interview: Retail Worth Remarking On, with Steve...

Unpacking the Digital Shelf ·

2021/11/15

“Sadly, quite a few retailers picked an especially bad time to be boring.” Steve Dennis, has spent decades in the strategy seat at retailers such as Neiman Marcus and Sears,as well as trusted advisor to the retail, fashion and luxury industries through his consulting firm Sageberry Consulting. He shares his knowledge with the industry as a keynote speaker, his column for Forbes and, most recently, the second edition of this bestselling book, Remarkable Retail. Post-ish Covid, his book revisits what

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