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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

00:38:11

Interview: The Future of Retail Media that’s Lifting...

Unpacking the Digital Shelf ·

2021/06/14

The 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.

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00:38:28

New Research on Commerce Org Design, with Christina...

Unpacking the Digital Shelf ·

2021/06/07

The 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

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00:38:44

Interview: Optimizing the Shopper’s Visual...

Unpacking the Digital Shelf ·

2021/06/01

Having 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.

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00:41:20

100 Million Reasons to Use Walgreen’s Media Platform,...

Unpacking the Digital Shelf ·

2021/05/24

It 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.

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00:41:11

Surfing the Wave of a Viral TikTok Sensation, with...

Unpacking the Digital Shelf ·

2021/05/17

Every 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-Raspberry. The

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00:48:05

McCormick Shows Brands How to Make Every Moment...

Unpacking the Digital Shelf ·

2021/05/10

Join 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.

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00:47:38

How Brands Can Win on Instacart, with Kiri Masters,...

Unpacking the Digital Shelf ·

2021/05/03

Online 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 she

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00:34:45

What It Means to Be a Brand Today, with Andrea Leigh,...

Unpacking the Digital Shelf ·

2021/04/26

With 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.

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00:36:57

Building Trust on the B2B Digital Shelf, with Sean...

Unpacking the Digital Shelf ·

2021/04/19

There’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.

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00:38:18

Orchestrating Brand Across the Full Spectrum of...

Unpacking the Digital Shelf ·

2021/04/12

From 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.

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00:44:53

The Evolution of the Grocery Shopper, with Peter V.S....

Unpacking the Digital Shelf ·

2021/04/05

Peter 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.

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00:40:02

Interview: Live Shopping on the Rise, With Maryam...

Unpacking the Digital Shelf ·

2021/03/29

If 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.

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00:36:43

The Critical Role of Channel Optimization in Modern...

Unpacking the Digital Shelf ·

2021/03/22

There’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.

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00:38:31

Amazon Earnings and Takeaways with Melissa Burdick

Unpacking the Digital Shelf ·

2021/03/15

Melissa 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.

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00:34:12

Interview: Turning Moments that Matter into a...

Unpacking the Digital Shelf ·

2021/03/08

The 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 business

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00:44:26

Interview: Filling the Consumer Data Decision Gap,...

Unpacking the Digital Shelf ·

2021/03/03

In 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.

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00:51:02

Interview: A 21st Century House of Brands with 1.8...

Unpacking the Digital Shelf ·

2021/02/22

The 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 creating

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00:38:46

Interview: As The Cookie Crumbles, with Nishant...

Unpacking the Digital Shelf ·

2021/02/15

2022. 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.

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00:46:02

Interview: TikTok Marketing Crash Course: How TikTok...

Unpacking the Digital Shelf ·

2021/02/08

On 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.

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00:43:34

Interview: Digital Innovation and Commerce in B2B,...

Unpacking the Digital Shelf ·

2021/02/01

In 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.

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