Ecommerce Braintrust podcast

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المحتوى المقدم من Julie Spear. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Julie Spear أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.

Everyday AI Podcast – An AI and ChatGPT Podcast

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Ep 563: ChatGPT's New Custom GPT's: Advanced techniques to win back time 46:43

منذ 14 hours46:43

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قوائم

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46:43

Think you know ChatGPT's custom GPTs? 🤔 Probably not. Last week, we tackled the basics and what's new with OpenAI's refreshed GPTs. For this AI Working Wednesdays episode, we're getting into some advanced techniques to hep you win back time. ↳ using the crazy powerful o3 model to your GPT's advantage ↳ context stacking ↳ custom actions to connect to third party sites Yeah.... don't sleep on this one shorties. Ep 563: ChatGPT's New Custom GPT's: Advanced techniques to win back time Newsletter: Sign up for our free daily newsletter More on this Episode: Episode Page Join the discussion: Thoughts on this? Join the convo and connect with other AI leaders on LinkedIn. Upcoming Episodes: Check out the upcoming Everyday AI Livestream lineup Website: YourEverydayAI.com Email The Show: info@youreverydayai.com Connect with Jordan on LinkedIn Topics Covered in This Episode: Custom GPTs: Advanced Techniques Overview OpenAI's Context Stacking Strategy O3 Model's Thinking Capabilities Building Efficient Custom GPTs Custom Actions and API Integration Zapier Integration for Dynamic Data ChatGPT's Context Window Management Creating Evergreen Podcast Content Timestamps: 00:00 Custom GPTs: Evolution and Insights 03:23 "Mastering GPT Context Stacking" 09:31 "Context Stacking in Chat GPT" 11:20 GPT Context Switching Advantage 15:33 Customizable GPT Usage Explained 19:51 Evergreen Episode Update Strategy 21:44 Optimizing AI for Continued Learning 23:48 "O-Series Models: Advanced AI Capabilities" 28:41 Building GPTs for Episode Research 30:03 GPT Model Customization and Sharing 33:18 Securing API Keys in GPTs 36:55 Zapier Enhances GPT Email Capabilities 42:12 "Use Chrome Extensions for Tokens" 43:48 "AI at Work Wednesdays Survey" Keywords: OpenAI's custom GPTs, advanced techniques, save time, context stacking, o three model, ChatGPT updates, logic and reasoning, plan ahead capabilities, agentic tools, custom actions, third party data, API, building GPTs, leveraging AI, context window, transformer model, generative AI, organization usage, fine tuning performance, productivity enhancement, AI agents, AI tools integration, custom configuration, everyday applications, tech strategies, new rendition, midweek break, AI experts, smarter AI usage, AI-powered planning, AI transformations. Ep 563: ChatGPT's New Custom GPT's: Advanced techniques to win back time Send Everyday AI and Jordan a text message. (We can't reply back unless you leave contact info) Ready for ROI on GenAI? Go to youreverydayai.com/partner…

Ecommerce Braintrust

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Get access to the world's best brains when it comes to building momentum online for established consumer brands. Join our hosts and their expert guests for conversations about ecommerce strategies, trends, and innovations. Access our brain trust and boost your brand's ecommerce potential. Ecommerce Braintrust

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#Business #Marketing #Amazonnews #Amazonpodcast #Bobsledmarketing #Ecommercebraintrust #Kirimasters #Podcastbobsledmarketing #MBA #Bobsled #Braintrust #Julie Spear #ECommerce

Ecommerce Braintrust

29 subscribers

updated منذ يوم واحد

منزل السلاسل•Feed

171 حلقات

#Business #Marketing #Amazonnews #Amazonpodcast #Bobsledmarketing #Ecommercebraintrust #Kirimasters #Podcastbobsledmarketing #MBA #Bobsled #Braintrust #Julie Spear #ECommerce

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Ecommerce Braintrust

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The Retail Round-Up - Amazon Tightens Up, Walmart Catches Up, and a Post-Posts World - Episode 400 21:28

منذ 1 day21:28

21:28

🎙️News Review with Armin Alispahic and Ross Walker DESCRIPTION Welcome to another edition of The Retail Round-Up: your monthly recap of the biggest headlines and developments in the retail world. Prime Day may be breathing down our necks, but that’s not stopping Armin Alispahic and Ross Walker from jumping in to help us unpack a wave of industry news, from monumental partnerships to the biggest retailer developments you’ll want to keep an eye on. Let’s get into it. If you serve ads 10 times on one DSP and 20 times on another DSP, that’s already 30 exposures. It’s way too much. But now you can cap it all in one place, and that’s incredibly helpful. Ross Walker KEY TAKEAWAYS In this episode, Jordan, Ross, and Armin discuss: Deprecation of Amazon Posts: Insights on Amazon dropping its social media-inspired Posts feature. Amazon’s Big Partnerships: Deep dive into Amazon’s new collaborations with Roku and Disney, what this means for DSP buyers, premium ad inventory, and holistic audience measurement. Operational Updates at Amazon: Stricter Seller Fulfilled Prime (SFP) requirements: New limits, minimum order volumes, and tighter appeal windows. Return rate badging tightening for vendors: Financial implications for frequently returned items and changes in how returns are processed. Introduction of the “Final Sale” badge on apparel, and what that means for consumer experience and liquidation. Walmart Retail Media Upgrades: Launch of negative keyword targeting for sponsored products and officially allowing competitor keyword conquesting. Discussion on new measurement items and how these tools help brands get better data and incrementality on Walmart Connect. Walmart Marketplace Fulfillment Update: Walmart now allows sellers to use Amazon’s Multichannel Fulfillment (MCF) to fulfill Walmart orders, a major change to how sellers can test and scale on both platforms.…

Ecommerce Braintrust

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Crave-Worthy Nutrition: TRUBAR ’s Path from Concept to Shelf | Category Disruptors - Erica Groussman of TRUBAR - Episode 399 19:47

منذ 9 أيام19:47

19:47

🎙️Interview with Erica Groussman of TRUBAR DESCRIPTION This final Category Disruptors episode brings the series full circle in the best way. We hope you enjoyed it! In this final episode of the series spotlighting powerhouse female CEOs and founders, we’re joined by Erica Groussman, co-founder and CEO of TRUBRANDS, the company behind the fan-favorite TRUBAR and its mission to bring “Indulgent Nutrition” to the masses. It’s a high-energy, insightful conversation that captures exactly what this series is all about: bold ideas, fearless leadership, and brands rewriting the rules in their categories. A fitting finale to an inspiring lineup. Don’t miss it! It felt like a million challenges. From finances to ingredients, or packaging, we had issues along the way in every aspect. But we try to forget the hard parts. Because nothing worthwhile is ever easy. Erica Groussman KEY TAKEAWAYS In this episode, Erica, Julie, and Jordan discuss: Erica’s entrepreneurial background and what inspired her to found TRUBAR, identifying a gap in the protein bar market. The importance of developing bars that don’t sacrifice taste or make you feel bad after eating—her “indulgent nutrition” philosophy. How Erica approaches product development, drawing inspiration from popular desserts and comfort foods, and turning them into healthy snacks. Real talk on challenges during development—including flavors that didn’t work out and the persistence needed to get them right. How TRUBAR prioritizes women in leadership, pay equity, and employs organizations that support mothers and women returning to work. Erica’s methods for celebrating every win—big and small—while overcoming countless challenges in supply chain, packaging, and scaling distribution. Lessons learned along the founder journey, such as the value of redundancy and preparedness, especially in the face of supply chain disruptions. The evolution of TRUBAR e-commerce strategy—from direct-to-consumer startup struggles to explosive Amazon growth—and the ongoing importance of controlling the brand experience online. Sneak peeks at what’s next: new flavors, the launch of a kids’ collection, and hints at future product innovations for Trubrands.…

Ecommerce Braintrust

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From Family Recipe to Challenger Brand | Category Disruptors - Laurel Orley of Daily Crunch - Episode 398 31:04

منذ 16 يومًا31:04

31:04

DESCRIPTION The Category Disruptors Series continues! It’s time for Part 3 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories. In this episode, we spotlight Laurel Orley, co-founder and CEO of Daily Crunch—the sprouted nut snack brand shaking up what they call the “trusty but dusty” nut category. It’s a thoughtful conversation and another strong addition to the series—tune in for the full story. "There's a lot of FOMO out there. You see unicorn brands doing amazing, and it's so easy to think: how did they make $1M in 5 minutes? Why not me? But you have to stay on your path." Laurel Orley KEY TAKEAWAYS In this episode, Laurel, Julie, and Jordan discuss: Laurel Orley’s transition from a career at major brands like Unilever to founding Daily Crunch Snacks, inspired by her aunt’s unique sprouted nut process. How Daily Crunch’s sprouted, dehydrated nuts stand out for their crunch, health benefits, and clean label. The creative process behind their flavors, including collaborations with other brand and the upcycling of pickle ends for sustainability. Daily Crunch’s commitment to women-owned certification and giving back through mental health initiatives Laurel shares how her corporate background provided valuable skills, but also discusses the steep learning curve and differences when moving to a founder role. The role of accelerators like SKU, mentorship, and the Vanderbilt intern pipeline in helping Daily Crunch grow and evolve. Hard-earned lessons in supply chain, pricing, product launches, and the realities of growing a snack brand during the pandemic. Exciting updates for 2025, including a new flavor and refreshed packaging highlighting nutritional benefits. The importance of staying focused on your own brand journey, leveraging available resources, and maintaining a mindset of continual learning.…

Ecommerce Braintrust

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Fueling Families, Driving Growth: The Recipe Behind the #1 Brand on Instacart | Category Disruptors - Anouck Gotlib of Belgian Boys - Episode 397 28:05

منذ 23 يومًا28:05

28:05

🎙️Interview with Anouck Gotlib of Belgian Boys The Category Disruptors Series continues! We’re excited to share Part 2 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories. This episode features Anouck Gotlib, co-founder and CEO of Belgian Boys—the company behind the high-quality, ready-to-eat Belgian waffles, pancakes, and crêpes we all know and love. Belgian Boys was recently named Instacart’s #1 Fastest-Growing Emerging Brand in 2024, a reflection of its strong momentum and growing presence in the market. Don’t miss the full story—it’s another great one in the series. "Beyond the ingredients or the packaging that evokes emotion, we found our success in solving a real problem. I'm a mom of now three kids, I get it, those mornings are stressful.” Anouck Gotlib KEY TAKEAWAYS In this episode, Anouck, Julie, and Jordan discuss: Brand Origin Story: How Anouck’s background in fashion design and her husband Greg’s experiences as Belgian expats inspired the founding of Belgian Boys and the mission to "spark a moment of joy" through food. Values & Family Influence: The importance of joy, warmth, and food in their families and how those values shaped both their business and personal lives. Navigating Partnership: Insights on co-founding and running a business with a life partner, including the keys to aligning on big-picture goals, embracing trust, role evolution, and supporting each other's strengths. Product and Retail Strategy: The decision to focus on breakfast products, the innovation of introducing refrigerated breakfast to the US market, and the challenges of discontinuing products to build a more focused core lineup. Female-Led Culture: Evolution of Belgian Boys into a female-focused brand and workplace, with women-led initiatives, a majority-female board, and organic team dynamics. Adaptation & Growth: Pivoting quickly during the pandemic, lessons learned from ecommerce expansion, and leveraging platforms like Instacart for online growth. Personal & Team Growth: Anouck’s journey of building CEO confidence without a traditional business background, the power of coaching, prioritizing strengths over weaknesses, and assembling a dynamic, diverse team. Looking Ahead: Sneak peeks into innovation in breakfast products, partnerships (including with Costco), a back-to-school focus, and what’s coming next for Belgian Boys.…

Ecommerce Braintrust

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The Mission That Built a $100 Million CPG Brand | Category Disruptors - Loren Castle of Sweet Loren’s - Episode 396 29:16

منذ 30 يومًا29:16

29:16

🎙️Interview with Loren Castle of Sweet Loren’s DESCRIPTION The Category Disruptors Series is finally here! 🎉 We are releasing 4 parts spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their respective categories. We’re thrilled to kick things off with a true trailblazer—Loren Castle, founder of the wildly popular cookie brand, Sweet Loren’s. Loren's story is as bold and inspiring as the cookies she bakes. Diagnosed with cancer at just 22, she completely transformed her lifestyle and turned to clean eating. But when she couldn’t find a dessert that met her new standards, she made her own. What started as a personal health mission became a national movement in the freezer aisle. Don’t miss the full story—it’s one you’ll want to hear. Quote: “It was obvious to me I wasn't going to improve the product, sales, and the relationship with the consumer if I didn't improve the packaging. So I just kept listening, testing, and learning.” Loren Castle KEY TAKEAWAYS In this episode, Loren will share: The incredible origin story behind Loren and creating Sweet Loren’s: Surviving Hodgkin’s lymphoma and how it inspired her passion for health, wellness, and clean eating. The creation of Sweet Loren’s: Identifying a white space in the market for delicious, healthier baked goods made with simple, non-inflammatory ingredients. Product development: The journey from home kitchen experiments to national distribution, including the challenges of perfecting recipes and scaling up. Navigating growth: How Loren managed the operational demands as the company scaled, including key hires and delegating roles to focus on her strengths. Standing out in a crowded CPG category: Challenges convincing retailers to shelve Sweet Loren’s alongside traditional brands and the importance of allergen-friendly, non-GMO options. The evolving consumer: Discussion on how today’s shoppers are increasingly health-conscious and driving demand for “better for you” products. Balancing entrepreneurship with motherhood: Loren’s reflections on guilt, role modeling for her children, and the importance of building a supportive team. Future plans: Sweet Loren’s new R&D center, exciting upcoming product launches, and continued growth in both grocery and food service channels.…

Ecommerce Braintrust

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The Retail Round-Up - “AI Eats My Listing” - Episode 395 20:31

منذ 5 weeks20:31

20:31

🎙️News Review with Armin Alispahic and Ross Walker DESCRIPTION Welcome to another edition of The Retail Round Up: your monthly recap of the biggest headlines and developments in the retail world. We're recording at the tail end of May and we’re already halfway through 2025. But the pace of change isn't slowing down. New product launches and platform updates are coming fast, and we've got a lot to cover. As always, we’ve brought back our go-to experts: Armin Alispahic and Ross Walker. Together we’re diving into a packed lineup—from product page content updates to Prime Video Ads, and yes, the continued march of AI into every corner of retail. Let’s get into it. The scary part is that Amazon seems to be keeping the scraped information in their backend. And even though that content is not live on your PDP, you may be called out on a specific compliance requirement and your listing may get affected. Armin Alispahic KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon’s Two-Part Titles Are Coming Titles will split into a short core and a dynamic highlights section personalized to the shopper. Brands should prepare structured, search-aligned titles despite limited guidance. Ads Enter Amazon’s Q&A Section New ad placements appear within PDP Q&As, but targeting and performance remain unclear. Monitor listings to ensure ad relevance and protect brand messaging. Prime Video Ads Become More Interactive Pause ads and real-time shoppable formats offer new engagement, mainly for larger brands. Early adopters should use DSP safeguards and creative built for interaction. AI Listing Tools Scale—But Scrutiny Increases Amazon’s AI tool is widely used, but external content scraping can trigger compliance issues. Keep messaging consistent across channels and maintain documentation. Instacart Expands with Uber Eats and Fizz Instacart adds restaurant delivery and launches Fizz for group alcohol/snack ordering. Brands should watch these surfaces for new ad opportunities targeting social, low-consideration moments.…

Ecommerce Braintrust

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The Maturation of AMC for Sponsored Ads with Ross Walker and Carlos Sastre - Episode 394 22:53

منذ 6 weeks22:53

22:53

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. In today’s episode, we’re diving into a topic that’s been heating up since Amazon unveiled it at Unboxed last October: using AMC audiences for Sponsored Products. It’s a conversation that’s gone from a slow simmer to a full-on boil in recent months, and we’ve brought in two of Acadia’s sharpest retail media minds to break it all down: Ross Walker and Carlos Sastre. We’ll be exploring where the real impact is showing up, what’s working, and what this shift means for the future of Sponsored Search. Tune in to find out more! "I don't care about winning every single eyeball for a keyword. I only care about winning the subset of eyeballs that are most likely to convert, be a high lifetime value customer, or be most likely to purchase multiple products in my assortment. That is the new game that we are moving towards in the future." Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Carlos discuss: Overview of AMC Audiences for Sponsored Ads: The distinction between using AMC audiences in DSP vs. Sponsored Ads. In Sponsored Products/Brand Ads, AMC audiences act as bid modifiers rather than strict targeting mechanisms. Limitations and Current Capabilities: Advertisers can only boost bids for specific audiences, not exclude or exclusively target them. Only one AMC audience can be applied per campaign currently, which introduces campaign complexity. The "crawl, walk, run" approach: Start simple by identifying the campaign goal (upper vs. lower funnel) before layering in AMC audiences. Recommendations to duplicate existing campaigns and layer AMC audiences for more efficient targeting. Strong results from using purchaser and subscriber lookalike audiences (doubling ROAS and improving conversion rates). Cautions against hyper-granular audience building, which may limit scale and statistical significance. Leveraging “out of the box” audiences first before building complex custom audiences. Keep initial testing straightforward, scaling complexity only if justified by results. Notable reductions in CPCs and significant increases in ROAS for test campaigns that adopted AMC audiences. Dual campaign strategy allows efficiency gains without sacrificing overall volume. The introduction of more AMC-style features directly in the Amazon Ads console (e.g., new-to-brand bid boosting). The shift from keyword/product targeting towards audience-based bidding and what that means for campaign architecture and ROI. Amazon’s continued pace of innovation in ad products enables proactive brands to gain an edge. The future of advertising on Amazon involves refining audiences beyond keywords, focusing spend on high-value customers. The importance of adapting campaign strategies to stay ahead as the platform evolves.…

Ecommerce Braintrust

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A New Framework for Content Scoring with Gary Hammerschlag - Episode 393 20:14

منذ 7 weeks20:14

20:14

🎙️Interview with Gary Hammerschlag DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're joined by our in-house organic strategy expert, Gary Hammerschlag. He'll walk us through the evolution of content scoring, share how top brands are approaching content audits today, and give us a sneak peek into where the industry is headed regarding organic excellence. Tune in to find out more! Quote: Optimization never ends. There are always improvements in organic rank that can happen. I don't think it's ever set-it-and-forget-it. Gary Hammerschlag KEY TAKEAWAYS In this episode, Julie, Jordan, and Gary discuss: The Evolution of Content Scoring on Amazon: A history of content audits—starting from highly manual, page-by-page checks, moving through early automations, and now to sophisticated frameworks that combine qualitative and quantitative data. From Binary to Nuanced Scoring: The shift from basic checklists (like “Does this listing have six images?”) to systems that weigh the true quality and impact of each part of a PDP (product detail page). Modern Content Audit Methodologies: Current best practices for scoring content, including the new variables at play (like user-generated content and the role of Amazon’s AI assistant, Rufus), and why brands need to update their frameworks as the landscape evolves. PDP & Storefront Optimization: The buckets and categories considered during optimization—from images and titles to mobile formatting and SEO—and how brands should prioritize and frequently assess their catalogs. Importance of Continuous Improvement: Content optimization isn’t a one-off project, but an ongoing process. Gary emphasizes using leading indicators, A/B testing, and regular audits to keep PDPs and storefronts performing at their best. Future Trends & Technology: The rapid pace of change on Amazon, the likely rise of tech-driven and AI-assisted content evaluation, and how staying ahead is key to organic success. Real-world examples illustrating how deeper content audits can uncover hidden opportunities, even for brands that already look “optimized” on the surface.…

Ecommerce Braintrust

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Why This Year’s Prime Day Ad Strategy Needs to Be Different | Part 2 with Damiano Ciarrocchi - Episode 392 26:59

منذ 8 weeks26:59

26:59

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. We’re back with Part 2 of our special Prime Day series, and today we’re diving deep into Ad Strategy. Joining us today is Damiano Ciarrocchi, our Senior Retail Media Manager. With years of experience managing Prime Day ad strategies — both at Amazon and now for our clients — Damiano is a Prime Day pro who’s seen it all. Today, he’s sharing his insider insights on how this year’s Prime Day is shaping up to be different from years past. Don’t miss it — tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, and Damiano discuss: The Buzz Starts Early: Brands are already fielding Prime Day questions by late April: What’s changed this year? How should we budget? What creative assets need to be ready now? Early alignment is critical. Prime Day Is Won Before It Begins: Success isn’t defined by the deals you run during Prime Day—it’s shaped in the weeks and months leading up to it. A New Playbook for 2025 Advertising: This year demands a shift in budget planning and campaign strategy. With evolving consumer behavior, flexibility becomes your strongest advantage. Unlocking Amazon’s New Ad Tools: 2025 marks a new era for advertisers. Tools like Amazon Marketing Cloud (AMC) audiences are no longer reserved for elite brands—they're now accessible and essential for all. May & June: The Setup Phase: Your early lead-in tactics dictate your visibility and performance during the event. Use this time to build awareness, optimize recall, and prime conversions. Real-Time Agility on Prime Day: Ideally, you’re so well-prepared that surprises are minimal, but when the unexpected hits, your ability to pivot fast will set you apart. The Surge Doesn’t Stop on Prime Day: Prime Day isn’t the finish line—it’s the launchpad. Smart brands ride the demand wave into post-event momentum and longer-term growth. Navigating Tariffs and Supply Chain Disruption: With tariffs and ongoing logistics challenges, brands need tighter forecasting and contingency plans baked into their Prime Day strategy. MENTIONED IN THIS EPISODE Don’t forget to check out part 1 of this Prime Day Prep series! Access this in blog format! Part 1 here! Connect with Senior PPC Manager, Damiano Ciarrocchi Connect with our host, Julie Spear Connect with our host, Jordan Ripley…

Ecommerce Braintrust

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The Retail Round-Up - “Agentic” Has Entered the Chat - Episode 391 27:57

منذ 9 weeks27:57

27:57

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. This is your April edition of the Retail Round-Up! In today’s episode, we dive into the latest trends shaking up the retail media landscape, from AI-driven shopping innovations and Walmart’s evolving media strategy to concerns about Prime Day restock limits and the ongoing impact of tariffs. The retail media space is moving fast, and there’s no sign of slowing down. We’re excited to welcome special first-time guest Shahrez Anjum, Senior Account Manager at Acadia, alongside our media expert and friend of the pod, Ross Walker, Director of Retail Media at Acadia. Tune in to stay ahead of the curve! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Shahrez discuss: Amazon recently introduced two major AI-driven features that signal a fundamental shift in how product discovery and shopping journeys will operate: Interests AI and Buy for Me. Interests AI is a product discovery tool that allows Amazon shoppers to enter detailed prompts reflecting their hobbies and passions. Buy for Me, currently in beta, uses agentic AI to place orders on third-party brand websites directly from the Amazon app. Amazon has introduced tighter control over off-site placements, which allows advertisers to manage their spend on external platforms more effectively. Walmart has made two significant updates to its media offering through Walmart Connect, adding Vizio inventory for media buying and the ability to do advanced targeting for on-site display ads. Amazon has made significant strides in simplifying and enhancing how advertisers can interact with its audience targeting capabilities, particularly by integrating AMC (Amazon Marketing Cloud) audiences into its ad console. Native Bid Boosters: Amazon is making it easier for advertisers to access and use audience segments directly within the ad console. The ongoing discussions around tariffs and their potential impact on retail prices have become a recurring topic in the e-commerce space, especially in relation to Amazon. As Prime Day approaches, concerns about restock limits and potential supply chain challenges are rising. In particular, there are indications that Amazon may reintroduce restock limits, a measure previously used to manage inventory flow.…

Ecommerce Braintrust

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Looking Forward to Prime Day | Part 1 - with Joanna Otto & Predrag Vetnic - Episode 390 27:31

منذ 10 weeks27:31

27:31

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today kicks off a special two-part series designed to get you fully prepared for Prime Day. In this first episode, we’re diving deep into the operational, promotional, and organic strategies you should focus on as the big shopping days approach. We’re excited to be joined by Joanna Otto, an Account Manager on Acadia’s Retail team. With more than a decade of experience spanning brand-side roles, agencies, and Amazon itself, Joanna brings a seasoned perspective on how Prime Day has evolved. We’re also welcoming Predrag Vetnic, one of our lead strategists for tentpole events. He’ll be sharing key data insights and best practices for building an effective merchandising strategy, drawn from our work across a wide range of client partners. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Joanna, and Predrag discuss: Start Preparing Early: Begin your preparations by April, as deadlines and operational tasks need to be handled well before Prime Day. Important Dates & Deadlines: AWD inventory by May 15, Deal scheduling closes May 23, FBA inventory deadlines: June 9 (minimal shipment splits), June 18 (Amazon-optimized splits). Sales Velocity & Reviews: Focus on increasing sales and reviews using programs like Vine and Product Win to boost organic ranking. Organic Prep: Invest in keyword optimization, competitive scraping, and high-quality content, including images and infographics. Prime Day Duration: The event has expanded to four days, so expect consistent sales throughout. Merchandise Fees: PED fees have doubled to $100; the new coupon fee structure starts June 2. AI Search: Amazon’s AI assistant, Rufus, influences up to 35% of search traffic. Optimize your listings for this. Competitive Monitoring: Be ready to monitor competitors and pivot quickly if issues arise. Expect the Unexpected: Prepare for unexpected challenges, like account health flags and listing suspensions. Economic Pressure: Pricing strategies are more complex due to tariffs and market volatility, so be cautious with price hikes. Invest Strategically: Focus on targeted organic and paid efforts, including influencer and UGC campaigns, to drive relevance.…

Ecommerce Braintrust

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Bridging Gaps and Breaking Silos - How IT Drives Growth with Lauren Livak Gilbert & Jon Harding - Episode 389 28:25

منذ 11 weeks28:25

28:25

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome two fantastic guests: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Jon Harding, SVP and Global CIO at Conair. They’re here to share insights from a recent report they released in partnership with MikMak—a practical guide to managing technology change across the business, specifically how to leverage IT teams to accomplish transformational growth. Tune in to find out more! 📙 RESOURCES Download the Bridging Gaps and Breaking Silos report from the Digital Shelf Institute. KEY TAKEAWAYS In this episode, Julie, Jordan, Lauren, and Jon discuss: The Evolving Role of IT: How IT has become the “nervous system” of modern consumer brands, with technology playing a bigger role in driving business outcomes, particularly as sales and marketing become increasingly tech-reliant. Increasing Complexity and Collaboration: The rise in technology tools (especially in digital commerce), the necessity of integrating multiple systems, and how IT and commercial teams can work together more effectively. Successful Cross-Functional Partnerships: Strategies for engaging IT early in business initiatives, overcoming past tensions between IT and marketing, and why collaboration leads to faster and more successful project outcomes. Agile and Nimble Planning: Why annual planning is no longer enough—Quarterly or even monthly reviews help teams stay agile and responsive in a fast-changing industry. Showcasing IT Wins: Insights on the importance of IT teams communicating their successes and impact to the wider business, including tactics like internal newsletters. Prioritizing Technology Initiatives: How to make sure business cases for new technology are clear, prioritized, and tied to measurable business value—especially when competing with critical back-office projects. Organizational Models for IT-Business Alignment: A look at different structures (shared services, embedded partners, PMO) and the critical need for shared goals and metrics between IT and other teams. The Future with AI: Predictions around the next wave of AI adoption—both top-down from enterprise platforms and bottom-up from grassroots productivity tools—and the transformative potential for digital commerce and omnichannel organizations. MENTIONED IN THIS EPISODE Connect with Lauren Livak , Executive Director of the Digital Shelf Institute. Connect with Jon Harding , SVP and Global CIO at Conair. Download the Bridging Gaps and Breaking Silos report. Connect with our host, Julie Spear . Connect with our host, Jordan Ripley . Learn more about Acadia .…

Ecommerce Braintrust

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Moving From the 5% to the 95% - The Principles of Demand Generation With Pat Petriello - Episode 388 32:52

منذ 12 weeks32:52

32:52

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today we’re bringing back our very own Director of Retail Marketplace Strategy, Pat Petriello, to discuss how the savviest brands are balancing the needs of brand vs. performance marketing, how to avoid a life sentence in ROAS Jail, and the all-important 95/5 rule. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Pat discuss: Introduction to ROAS Jail: Pat Patriello explains the concept of "ROAS jail," where marketers focus solely on Return on Advertising Spend (ROAS), leading to inefficiencies and short-term growth strategies. The 95-5 Rule: Only 5% of consumers are in the market for any given product at any time. The focus should be on brand building for the 95% who are not currently shopping. 60-40 Rule: Introduced by Pat as a guideline, suggesting a budget allocation of 60% towards brand-building and 40% towards performance marketing. This ratio helps balance short-term sales goals with long-term brand equity. Brand vs. Performance Marketing: Discussion on how these strategies differ and the importance of emotional connection through branding to attract long-term customers. Amazon's Role: Insight into how Amazon is transitioning to accommodate brand building alongside its historical strength in direct sales and conversion. Practical Recommendations: Tips for business leaders on how to integrate brand marketing into existing performance-focused strategies without necessarily increasing overall spending. Examples of Effective Brand Building: Brands like Patagonia are highlighted as successfully creating emotional connections that lead consumers directly to their products, bypassing competitive marketplace auctions.…

Ecommerce Braintrust

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A Primer on Optimizing for Rufus and AI-Driven Search with Julian Galindo & Predrag Vetnic - Episode 387 28:03

منذ 13 weeks28:03

28:03

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re joined by two of the sharpest minds at Acadia—experts who live and breathe Amazon. Whether it’s diving deep into AI advancements, crafting and optimizing product listings, or navigating the ever-evolving customer journey, these two are on the front lines, ensuring our brands are set up for long-term organic success. First up, we have Julian Galindo, Senior Account Manager on our Retail Team—a recognized authority and proud self-proclaimed nerd when it comes to AI-driven content optimization. Joining him is Predrag Vetnic, Retail Strategist with a specialty in high-impact copywriting for ecommerce. If you’ve shopped on Amazon recently, chances are you’ve come across his work without even realizing it. We’re thrilled to have them both on the show! Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Predrag, and Julian discuss: Amazon's AI Advancements Introduction to Rufus, Amazon's AI shopping assistant, which helps customers by suggesting products based on their needs and queries. Cosmo, the AI system powering Rufus, aims to understand the "why" behind shopping behaviors to offer more personalized results. Optimization Practices for AI Transition from keyword-based search optimization to a focus on natural language and user intent. Importance of tailoring product detail pages (PDPs) for Rufus, not only using keywords but targeting customer needs and relevant questions. SEO Strategy Evolution Emphasizing human-like interaction while optimizing e-commerce content for AI. Leveraging footprint data from user interactions to inform and refine search experiences. Testing and Measuring Impact Methods for testing the effectiveness of AI-focused optimization strategies. Importance of monitoring conversion rates, organic share of voice, and search rankings. Future of AI in E-commerce Speculation on the integration of AI-driven search with traditional methods. Discussions on how AI could revolutionize personalized shopping experiences on platforms like Amazon.…

Ecommerce Braintrust

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The Retail Round-Up - “You Complete Me” - Episode 386 20:56

منذ 14 weeks20:56

20:56

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It’s time for another episode of the Retail Round-Up, March edition! From a new fee structure on promotions to a longer Prime Day event and expanded advertising capabilities, these updates could reshape how brands approach pricing, marketing, and overall strategy. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon’s New Fee Structure for Deals & Coupons – Amazon is introducing performance-based fees for Lightning Deals, Best Deals, Coupons, and Prime Exclusive Discounts starting June 2nd. These changes could significantly impact brands’ profitability, particularly ahead of Prime Day. Prime Day Extended to Four Days – Amazon quietly announced that Prime Day 2025 will be a four-day event, giving brands more time to compete but also raising concerns about increased promotional spending. Amazon’s Push Into TV Advertising – The launch of Complete TV aims to streamline TV ad buying, including both linear and streaming placements. This move aligns with Amazon’s broader strategy to dominate the traditional TV advertising space. Search Query Performance (SQP) API Launch – Amazon is making SQP reports available via API, allowing brands and tech providers to automate and integrate search data more efficiently. This could be a game-changer for search optimization and ad performance tracking. Steeper Discounts for Better Visibility – Amazon is incentivizing brands to offer discounts of 40% or more by promising additional deal placements, though the specifics remain unclear. However, higher promotional costs may make deep discounting unsustainable for many brands.…

Ecommerce Braintrust

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Vendor P&L Proliferation - Why It’s Happening and Why It Matters with Armin Alispahic - Episode 385 15:53

منذ 15 weeks15:53

15:53

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome back a familiar voice on the show—operations expert Armin Alispahic. Armin is here to bring us up to speed on a recent phenomenon in the Vendor space — the availability of true channel P&L analysis. We’ll explore why this trend is only showing up now and what it means for how brands assess their business with Amazon. KEY TAKEAWAYS In this episode, Julie, Jordan, and Armin discuss: Understanding Vendor Profitability on Amazon: Two main metrics: Net PPM (Net Pure Profit Margin) and Internal Brand P&L. The hidden third factor—Amazon’s internal costs (fulfillment, packaging, and shipping expenses). Why Profitability Analysis Is Becoming Crucial: Amazon is tightening vendor margins, requiring brands to have a clear view of their own and Amazon’s profitability. Increase in CRaP (Can’t Realize a Profit) items, making it essential to assess profitability at the SKU level. Technology Driving P&L Insights for Vendors: Amazon's 2023 API improvements have enabled better data access for vendor P&L analysis. New tools now provide automated, SKU-level profitability reports. Key Factors That Influence Vendor Profitability: Fixed Costs: Vendor terms (co-op, damage allowances, freight). Variable Costs: Chargebacks, shortages, advertising, and promotional spend. Operational Efficiency: Packaging, fulfillment optimization, and inventory management. How Brands Can Leverage P&L Insights: Smarter Assortment Decisions: Identifying SKUs that drive profitability vs. those that hurt margins. Optimizing Advertising Spend: Allocating budget toward high-margin products rather than just high-volume ones. Better Negotiations with Amazon: Using data to drive conversations in annual vendor negotiations (AVNs). Cross-Team Collaboration: Breaking down silos between marketing, finance, and operations.…

Ecommerce Braintrust

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The State of Lower Funnel Media + 4 Tactics to Minimize Leakage with Ross Walker - Episode 384 21:57

منذ 16 weeks21:57

21:57

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're catching up with Ross Walker, Director of Retail Media, to discuss his recent workshop at the Commerce Media Brand Summit in Atlanta. Ross led an in-depth session on all things bottom-of-the-funnel—what's evolving, why it matters, and how brands can maximize this critical stage. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Ross discuss: Defining the Bottom of the Funnel (BOF) BOF focuses on conversion—turning interest into purchases or fostering brand loyalty. Includes retargeting customers who have engaged with your product or brand. Targets high-intent audiences like past visitors, brand searchers, and prior buyers. Shift in Budget Allocation Brands are moving budgets away from branded search and loyalty-based retargeting. More investment is going toward non-branded bottom-of-funnel keywords and audiences. Capturing new customers efficiently is now a bigger priority over maximizing ROAS. 4 Tactics for BOF Success Day Parting: Optimizing spend by adjusting bids based on high-conversion hours and days. Late-day bidding can be effective when competitors run out of budget. Paid & Organic Interdependency: Product listings must align with high-intent keywords to maximize visibility. Strong keyword optimization remains essential for organic rankings and paid efficiency Video Ads for BOF: Vertical video performs better for high-intent searchers. Feature-driven videos convert better than broad brand storytelling at BOF. AI & Automation in Bidding: AI is effective for optimizing bulk campaigns but still requires human oversight. Best use: Let AI handle 80% of the catalog while manually fine-tuning the top performers.…

Ecommerce Braintrust

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Breaking Down Barriers: Cross-Functional Success in E-Commerce With Robert Estill - Episode 383 27:05

منذ 17 weeks27:05

27:05

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome Robert Estill, Head of Global Amazon and Marketplaces for all Beauty at The Hut Group. With extensive experience leading E-commerce teams at powerhouse brands like Unilever, Prestige, Coty, and Versace, Robert offers invaluable insights into the ever-evolving world of online retail. Having collaborated with him across multiple brands, we’re excited to dive into his insights on building high-performing E-commerce teams, overcoming the challenges of international expansion, the key lessons he’s learned throughout his career, and his outlook on the industry's future. KEY TAKEAWAYS In this episode, Julie, Jordan, and Robert discuss: E-Commerce Success Requires Adaptability The industry evolves rapidly, and what works today may not work tomorrow. Being comfortable with ambiguity and continuous learning is essential. The Importance of Cross-Functional Collaboration E-commerce isn't just marketing and sales—it involves supply chain, finance, legal, and operations. Effective communication with leadership and across departments is as crucial as technical expertise. Understanding P&L is Key to Growth E-commerce leaders must think beyond top-line revenue and focus on sustainable, profitable growth. Inventory forecasting, fulfillment costs, and operational efficiencies all impact success. 1P vs. 3P on Amazon: A Strategic Choice 1P (Vendor Central): Easier operations but less control over pricing and inventory. 3P (Seller Central): More control but requires strong operational capabilities. The decision depends on a brand’s financial structure, goals, and ability to handle fulfillment. Expanding Internationally Requires a Localized Approach Each market has unique consumer behavior, dominant platforms, and regulatory requirements. Logistics and fulfillment strategies must be planned carefully, as shipping timelines and compliance vary. Partnering with local third-party logistics (3PL) providers can help navigate complexities. AI & AMC (Amazon Marketing Cloud) Are Game Changers AI tools for content creation, search optimization, and analytics will shape the future of e-commerce. AMC provides deeper insights into customer behavior, helping brands refine their advertising strategies.…

Ecommerce Braintrust

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The Retail Round-Up - Slap a Plus on It - Episode 382 22:43

منذ 18 weeks22:43

22:43

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It’s time for another episode of the Retail Round-Up, February edition! Major shifts are happening in the world of e-commerce, and this episode explores the cutting-edge developments, innovations, and the impact they are having on brands, retailers, and customers alike. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon's New Direction: Amazon will direct customers to brand sites when products are unavailable on Amazon. Insights into potential motivations, benefits, and downsides for Amazon, brands, and consumers. Speculations on how this will impact Amazon’s relationship with brands and their existing models. Ulta Beauty and Omnichannel Integration: Ulta's integration of in-store inventory with brand D2C sites using the Lucky platform. Examination of the implications for brands, customers, and potential for other retailers to adopt similar strategies. Sponsored Content in AI Platforms: Discussion around Rufus AI containing sponsored ads in its search results. Predictions on Amazon's strategy for monetizing Rufus and parallels drawn to traditional advertising platforms like Google. AI for Catalog Management: Amazon's use of AI for filling in missing product attributes and mapping spreadsheets to ease catalog management. The challenges and benefits this presents to brands, particularly those with large catalogs. Amazon's Performance Plus and Brand Plus: Analysis of these tools for optimizing advertising on and off Amazon's platform. Examination of their effectiveness, particularly in targeting new customers vs. retargeting existing ones.…

Ecommerce Braintrust

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Winning Search, Unlocking Reviews, and the ROI of Content With Profitero’s Mike Black - Episode 381 29:28

منذ 19 weeks29:28

29:28

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome back Mike Black, former CMO and current Chief Growth Officer at Profitero. We’ll be diving into key insights from Profitero’s latest reports, exploring the ROI of improving search placement and the vital role that ratings and reviews play in driving success. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Mike discuss: Introduction and Welcome: Mike Black’s background Profitero’s Report Series Background on Profitero and its role in E-Commerce analytics. The digital shelf concept and its components. The need for factual ROI data to support digital investment. Impact of Search Placement on ROI Importance of moving from page two to page one in search results. Stats on sales increase with better organic placement. The difference in ROI between organic and paid search placements. Consumer Research and Behavior Shoppers researching product reviews online even while in-store. Importance of reviews in omni-channel influence. The challenge of internal silos in brand side teams handling reviews. Review Importance and Strategy Sales impact of moving reviews from below four stars to four stars. Review velocity significance in achieving high organic search ranking. The connection between review quality and sales. Future of Profitero Reports Upcoming updates and new benchmarks in content reports. Profitero’s focus on deeper content analytics and recommendations. Invitation to provide ideas or questions for future research.…

Ecommerce Braintrust

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Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380 31:14

منذ 20 weeks31:14

31:14

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome back our Director of Retail Media, Ross Walker, who will be sharing surprising insights from his work with a major beauty brand. We’ll dive into a compelling case study on full-funnel advertising, exploring the evolving role of Streaming TV in the retail media landscape. We’re also thrilled to welcome a new guest to the show! Pat Petriello, a veteran in the retail media landscape and the new Director of Retail Marketplace Strategy at Acadia, is making his podcast debut and sharing some amazing insights with us. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Pat discuss: Definition and Understanding of "Full Funnel" Advertising Discussion on what "full-funnel" means in e-commerce Different goals of advertising campaigns at various funnel stages Changes in Streaming TV Advertising (2023 vs. 2024) Year-over-year changes in streaming TV campaign tactics Supply differences: off-the-shelf vs. curated inventory Targeting enhancements using AMC Impact of different creative approaches Effects and Measurement of Streaming TV Campaigns Assessment of upper and lower funnel metrics Use of AMC for multitouch attribution and enhanced audience targeting Engagement and Retargeting Strategy of retargeting viewers of streaming TV ads Improvements in purchase and engagement rates with better-targeted campaigns Strategic Use of Streaming TV in E-Commerce Integration of streaming TV as part of a broader e-commerce strategy Expansion of brand reach and enhancement of consumer engagement The importance of a full-funnel approach and its results Challenges and Future Considerations Consideration of cost vs. reach in streaming TV campaigns Encouragement to continually test and adapt strategies…

Ecommerce Braintrust

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Introducing the Women in Retail Media Collective - Episode 379 21:20

منذ 21 weeks21:20

21:20

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome Ana Laura Zain, CMO of the retail media ad tech platform Pentaleap, and her colleague Emma Helsloot, Pentaleap’s Director of Sales. Ana and Emma are also the co-founders of the newly launched Women in Retail Media Collective. In this episode, we’ll dive into their vision for this dynamic new organization and explore the impact they hope to make in the retail media space. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ana, and Emma discuss: Origins of the Women in Retail Media Collective: What sparked the idea of the collective How both Ana and Emma identified the need for a network to support women in retail media. Their personal experiences and networking efforts highlight the importance of women supporting women in this space. Mission and Goals: The collective's mission focuses on connecting, growing, and leading women in the retail media sector. They aim to increase women's representation as speakers at events and publish more content authored by women. Growth and Expansion: The collective has grown rapidly, reaching over 600 members worldwide within three months of its inception. Plans for local initiatives and flagship events are in place to enhance networking opportunities. Industry Trends: Hosted discussions on key industry trends such as programmatic advertising, AI agents, and the career paths of retail media leaders. Emphasized the importance of understanding the evolving landscape of retail media. Ways to Get Involved: Join the collective Support their initiatives Connect with the collective via their website and LinkedIn.…

Ecommerce Braintrust

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The Retail Round Up - You Get an Ad Platform, You Get an Ad Platform…We All Get an Ad Platform? - Episode 378 23:57

منذ 22 weeks23:57

23:57

We officially closed the book on the first month of 2025 and it’s the perfect time to introduce a fresh new format we’re calling the Retail Roundup. For this inaugural edition, we’ve brought in two of our go-to experts to break down what’s really happening in the industry. Joining us today are Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead — and a walking, talking encyclopedia of Amazon knowledge since the days Bezos sold his first book. KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon Retail Ad Services: Announced the launch at CES. Enabling brands to create ads using Amazon’s ad stack. Compared to Critio and Citrus ads but with Amazon’s unique reach. Amazon Reimbursement Policy Change: New reimbursement based on cost of goods sold (COGS) instead of retail price. Required sellers to report their COGS. Discussions on potential privacy concerns and impact on margins. B2B-Specific Bids for Amazon Ads: Allows brands to bid specifically for business buyers. Seen as a significant feature for B2B-focused products. Five-Year Look Back for Amazon Marketing Cloud: Provides extended access to purchase signals for analysis beyond the typical 12-month period. Seen as a major development for mid-tier and enterprise brands. Amazon’s Title Character Count Requirement: Automatic AI revision of non-compliant product titles. Aim to eliminate word souping and improve title quality. Image Compliance Platform Overhaul: Streamlined approach to identifying and correcting image issues using AI. Greater automation to reduce manpower and costs for Amazon.…

Ecommerce Braintrust

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Tracing the Past, Present, and Future of Conversion Rate Optimization Across DTC and Amazon - Episode 377 28:16

منذ 23 weeks28:16

28:16

Today, we’re thrilled to have two of Acadia’s brightest minds in organic optimization join us. First, we have Brittany Flanagan, Head of CRO at Acadia, with over 15 years of growth marketing experience across brands and agencies. Joining her is Julian Galindo, Senior Account Manager on our Retail Team and a recognized expert in driving organic growth on Amazon. Together, they delve into the intricate world of Conversion Rate Optimization (CRO) and its implications for both Amazon and D2C marketplaces. From tackling data-driven decisions to leveraging AI for personalized experiences, this conversation highlights how CRO techniques are evolving and what the future holds for e-commerce. KEY TAKEAWAYS In this episode, Julie, Jordan, Brittany, and Julian discuss: The concept of Conversion Rate Optimization (CRO) as the process of using data to understand customer behavior and optimize websites to increase conversions. CRO techniques for product pages on Amazon and the importance of data-driven experimentation. How the availability of data and technology has evolved, impacting CRO strategies for both Amazon and D2C. The role of AI in modern CRO, particularly in terms of personalization and recommendation algorithms. Amazon vs. D2C in CRO: Differences in data accessibility and testing capabilities between Amazon's ecosystem and direct-to-consumer (D2C) platforms. Limitations on Amazon, where multivariate testing isn’t feasible compared to the more granular data tracking available in D2C. Addressing the complexity of coordinating across various departments like marketing, dev, and creative teams for effective CRO implementation. The importance of creating data-driven, iterative processes to understand the nuances of consumer behavior and preferences. Insights into the potential future developments in CRO, including better AI-driven personalization and enhanced data reporting on Amazon. Speculations on how CRO tools and practices will become more accessible for medium-sized and smaller businesses.…

Ecommerce Braintrust

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From Zero to Retail Ready With Tim Wilson and Ken Beemer - Episode 376 23:40

منذ 24 weeks23:40

23:40

Today, we’re thrilled to welcome two exceptional guests. Tim Wilson, the Chief Revenue Officer at ProductWind — a cutting-edge retail influencer marketing platform designed to help products launch and thrive organically online. Joining him is Ken Beemer, Director of Client Growth at Acadia, where he drives partnerships that fuel business growth for our clients. Together, they’ll share insights on the evolution of ProductWind, why it’s a game-changer for retail readiness and actionable strategies to launch products on e-commerce platforms successfully. Don’t miss this exciting conversation—tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, Tim, and Ken discuss: The Origin of ProductWind: Tim Wilson shares the backstory of ProductWind, which emerged from an innovative solution during the COVID-19 pandemic. The company's founder, Jason Kowalski, leveraged his experience at Amazon to create a self-service platform that automates promotions and transforms influencer marketing. Tim Wilson’s Journey: With his vast experience at companies like Commerce IQ and Pattern, Tim joined ProductWind and embraced the challenge of solving key e-commerce problems. Impact on Clients: Ken Beemer, Acadia’s Director of Retail Client Growth, reveals the impact of ProductWind on clients. He discusses various successful campaigns, including launches of new products, revitalizing stalled hero products, and boosting holiday sales. Self-Service Innovation: ProductWind shifted from managed services to a self-service platform, making it accessible and effective for brands of all sizes. The Algorithm Advantage: The secret sauce of ProductWind — marketing to the algorithm. This innovative approach ensures relevancy and maximizes visibility for any product, regardless of brand size or category. Roadmap to Success: What's next for ProductWind, including expanding into new markets like the UK and Germany, and focusing on enhancing data insights and usability.…

Ecommerce Braintrust

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Introducing the ENDCAP Awards with Chris Perry of firstmovr - Episode 375 35:45

منذ 25 weeks35:45

35:45

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplaces Services, and Jordan Ripley, Director of Retail Operations. Joining us today is none other than Chris Perry of firstmovr — a frequent guest and the industry’s go-to “CPG whisperer.” Chris is here to introduce The ENDCAPS, his innovative new industry award that debuted just a few months ago. We’ll explore key insights from the recently announced grocery category winners and get a sneak peek at what’s ahead as other categories and brands compete for ENDCAP supremacy this year. Don’t miss this exciting conversation—tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, and Chris discuss: Importance of a detailed rubric for shopper-centric content. Consistency, storytelling, and clarity in visual content to engage shoppers. Digital shelves require ongoing updates and feedback-driven enhancements. Targeting content appropriately, maintaining relevance, and engaging storytelling. Emphasis on mobile-friendly content length and visibility. Creative mobile hero images maximizing product appeal. Comparison of platform restrictions, with Amazon being more restrictive than Target and Walmart. Avoiding overlays that obscure important content through regular audits. End Cap Awards Introduction to the End Cap awards for excellence in digital merchandising. Methodology and objective assessment by industry judges. Focus on U.S. markets initially, with potential international expansion. Shopper centricity, mobile optimization, and sales growth incrementality as key factors. Future improvements include accessibility, ADA compliance, and retailer-specific tailoring. Complexity of ROI, focusing on leading metrics and actions instead of just lagging metrics. Examples of inclusive marketing approaches like razor brands attracting new and maintaining existing customers. Enhancing PDPs with User-Generated Content to boost customer confidence. Legal considerations and innovative uses of influencer content and statistical endorsements. Storytelling and Incrementality: Effective PDPs answering essential consumer questions and utilizing cross-selling strategies. Highlighting marketing occasions such as Super Bowl or back-to-school for sales driving.…

Ecommerce Braintrust

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Most Popular Episodes of 2024 | Replay: Building For A Multichannel Future - Episode 374 33:57

منذ 26 weeks33:57

33:57

Thank you for an incredible 2024! 🎉 We are grateful for such an engaged community of listeners. To celebrate, we’re re-releasing 2 of our most popular episodes of the year. This week we’re bringing back “Building For A Multichannel Future“ with Paul Sonneveld of MerchantSpring. We hope you enjoy it! --- 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.…

Ecommerce Braintrust

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Most Popular Episodes of 2024 | Replay: Escape from Retail Island - Episode 373 21:50

منذ 27 weeks21:50

21:50

Thank you for an incredible 2024! We are grateful for such an engaged community of listeners. To celebrate, we’re re-releasing 2 of our most popular episodes of the year. This week we’re bringing back “Escape from Retail Island“ with Jared Belsky. We hope you enjoy it! --- 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. Make sure you tune in to find out more! 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.…

Ecommerce Braintrust

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We Asked 16 of Our Podcast Guests What’s in Store for 2025 - Here’s What They Said - Episode 372 40:53

منذ 29 weeks40:53

40:53

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. This will be our very last episode of 2024 and we are closing out the year with a bang. We reached out to all our podcast guests from 2024 and asked them two thought-provoking questions: What’s been the most impactful change/development in our industry from this year and why? What’s something in our industry that excites you the most for next year? Over a dozen industry experts shared their insights, highlighting the trends, challenges, and opportunities shaping the landscape. To break it all down, we’ve invited two sharp minds to join the discussion: Russ Dieringer from Stratably and our very own Ross Walker. Together, we’ll dive into the themes that emerged from these conversations and explore what they mean for the future. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Russ, and Ross discuss: AI & Personalization: Over 60% of past guests identified AI as a top trend. AI is enabling personalization at scale with negligible costs. Ross Walker observes more personalized ads, suggesting deep-level data scraping. Russ Dieringer predicts higher e-commerce conversion rates by 2025 due to personalization. AI's Impact on Retail: Amazon and Walmart are moving towards personalized sites and deals. AI-generated personalized product titles and shopper journeys are evolving. Big brands may face challenges with extensive approval processes, benefiting smaller, agile brands. Retail Media & Ad Spending: Amazon continues to dominate in retail media and gross merchandise value. Discussions on shifting ad budgets, with brands preferring Amazon’s scale. Mention of cross-channel media measurement and incrementality. Market Dynamics: Walmart's strengthening position in grocery, competing with Amazon. TikTok's transformation into a commerce platform. Retailers like Home Depot (home goods) and Chewy (pet supplies) find niche success. AI & Product Visibility: High-quality content on product pages influences AI-driven search results. Tools like Rufus can summarize reviews but pose visibility control challenges. Adoption of Omnichannel Strategies: Integration of online and in-store experiences, with Walmart leading. Amazon's gradual integration of data pipelines with Whole Foods. Future Trends: Emerging AI tools to enhance product detail page (PDP) measurement. Potential transformation of retail strategies by AI by 2025. Excitement for further discussions on retail media and marketplace trends in 2025.…

Ecommerce Braintrust

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What Can Google’s SEO Evolution Teach Us About Amazon SEO? With Scott Walldren and Julian Galindo - Episode 371 37:22

منذ 30 weeks37:22

37:22

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. Today, we’re excited to welcome two of Acadia’s top experts in organic optimization for Google and Amazon. Scott Walldren, Head of SEO with over 15 years of experience, and Julian Galindo, Senior Account Manager, and Amazon organic growth expert, join us to tackle a key industry debate: does Amazon’s advertising and SEO strategy follow Google’s past playbook? We’ll explore where the parallels hold up—and where Amazon is breaking new ground. Stay tuned for actionable insights from two leading voices in the field! Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, Scott, and Julian discuss: Conversion is the main goal of SEO on Amazon, emphasizing impactful keyword use over keyword stuffing. Google's Evolution: Transition from keyword focus to user-friendly, AI-refined content. Google's AI influences product titles and search result refinements. Amazon's Search and Product Promotion: Integration of richer content like editorial recommendations and badges on product listings that summarize customer feedback. AI streamlines customer journeys on Amazon, offering personalized recommendations but sometimes struggling with specifics. Importance of understanding consumer perspectives and conducting thorough keyword research. Aligning product descriptions with consumer search behavior. Evaluating search results to gauge consumer intent and market positioning. Balancing product features with search trends and refining naming conventions. The perpetual nature of SEO with continuous updates and adjustments. Regular content refresh cycles recommended for trend alignment and strategy effectiveness. AI's role in managing large-scale content updates and optimizing product discovery. Future implications of AI-driven search experiences. Utilizing questionnaires to gather client-specific information for accurate keyword targeting. Shifts in user search patterns requiring ongoing SEO strategy adjustments. Introduction of AI projects like "Rufus," providing personalized recommendations but facing challenges with detailed requests. User-generated reviews significantly impacting AI algorithms and customer trust in product discovery and purchase decisions. Future of E-commerce SEO: Optimizing for both AI-driven discovery and traditional search rankings.…

Ecommerce Braintrust

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Turkey Infinite Recap with Ross Walker, Joanna Otto, and Predrag Vetnić - Episode 370 24:17

منذ 31 weeks24:17

24:17

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. Today, we're bringing together some of Acadia's brightest minds from our retail media, account management, and strategy teams for a roundtable discussion. They'll share their initial insights into what set this Black Friday and Cyber Monday apart for Amazon and the brands we support. Joining us are Ross Walker, leader of our retail paid media team; Joanna Otto, account manager for some of our largest brands; and Predrag Vetnić, account strategist and our in-house authority on merchandising, promotions, and tentpole strategies. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, Ross, Joanna, and Predrag discuss: Brand Sentiment and Strategy: Observations on brand attitudes towards Q4 events amidst economic uncertainty. Strategies range from aggressive discounting for growth to cautious participation to preserve margins. Changes in 2024: Introduction to new promotional structures by Amazon, including increased required days for discounts to get badging. Highlights on how brands adjusted their strategies to align with these new requirements. Economic and Logistical Factors: Reflection on how macroeconomic factors and Amazon's logistical considerations influence the extended shopping event period. Performance Results: General consensus that most brands saw better performance year-over-year. Notable swings in performance based on promotional participation and advertising strategies. Operational Challenges: Common platform and operational issues, including listing suppressions, pricing compliance issues, and feature glitches. Positive notes on some improved aspects of Amazon's ad console. Upcoming Shopping Weeks: Continued focus on strategies for the remaining holiday shopping weeks. Importance of brand tailored promotions and advanced media tactics using AMC audience data.…

Ecommerce Braintrust

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Growth vs. Cannibalization: How to Approach Incrementality Measurement on Instacart with Juan Munoz & Robert Benlloch - Episode 369 24:07

منذ 32 weeks24:07

24:07

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley. In this episode, we’re joined by Instacart experts Juan Munoz and Robert Benlloch to tackle some key retail media questions: Is my ad spend cannibalizing my organic sales? How should I be assessing my investment for growth? And what are the right measurement frameworks and metrics to use when having these conversations and providing guidance to our clients? Through the lens of Instacart, we’ll explore its unique nuances and advantages for measuring and understanding incrementality. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, Robert, and Juan discuss: Defining Cannibalization: Two types of cannibalization: traditional (ads taking credit for sales that would have happened anyway) and placement cannibalization (paid ads replacing organic placements). Understanding concerns about ad investments cannibalizing organic sales. Instacart-Specific Metrics: Overview of metrics unique to Instacart such as Halo Sales, New to Brand, and market share. Importance of the Customer Insights tab for tracking market share and competitive positioning. Sales per Instacart Weighted Distribution (SDPI): Explanation of how this metric isolates sales velocity by excluding changes in distribution. Importance of controlling for shifts in product availability across stores. Determining Optimal Ad Spend: Discussion on metrics like market share and total sales as better indicators of ad spend efficiency. How Instacart allows correlation of ad spend to market share growth against competitors. Developments in Instacart: Announcement of new metrics like "Share of Digital Shelf" which shows your position relative to competitors. Introduction of "Inspirational Ads" for targeting users looking for specific recipes. Speculations and Insights: Speculation on why Instacart is more transparent with data compared to other platforms. Reflection on Instacart's commitment to providing detailed analytics for better business decisions. Future of Instacart Innovations: Excitement around new ad placements and features like the recipe-based ads. Taking advantage of new developments on Instacart.…

Ecommerce Braintrust

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Building for Incrementality, Interoperability, and the Future of Retail Data with Pacvue’s Geoffrey Beliard - Episode 368 31:16

منذ 33 weeks31:16

31:16

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 Geoffrey Beliard, Senior Director of Product Solutions at Pacvue. Geoffrey has spent decades leading data and analytics teams both on the brand side at large CPG conglomerates and, more recently, with leading software companies in our industry. We’ll dive into Geoffrey’s take on where the industry is heading and how he’s leading the product team and roadmap at Pacvue to meet that future. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Geoffrey discuss: Core Focus of Pacvue: Emphasis on retail media and retail operations as primary pillars. Strategic choice to excel in fewer areas rather than offering a broad range of services. Differentiation Strategy: Preference for doing fewer things exceptionally well, setting Pacvue apart from competitors like Commerce IQ and Stackline. Advocacy for an open ecosystem, allowing integration with existing data sources and tools. Partnerships and Company Culture: Importance of strategic partnerships to augment weaker areas. Alignment of business strategy with a growth mindset and continuous improvement. Pacvue’s Capabilities: Retail media management tools and Pacvue Commerce for comprehensive retail operations. Integration with major retailers like Amazon, Walmart, Target, Kroger, etc. Insights from Geoffrey Beliard: Experiences from the brand side and agency side contributing to product solutions. Discussion on balancing scalability with niche agency needs. Retail Media Networks and Clean Room Technology: Comparison between broad versus deep approaches in retail media network development. Investment in clean room technology and its role in unifying data and understanding shopper behavior. Measurement and Incrementality: Development of robust methodologies to measure incrementality, starting with Amazon. Use of "ensemble learning" to handle diverse data inputs for better incrementality measurement. Automation vs. Human Intervention: Discussion on the balance between automated AI solutions and manual control. Factors affecting retail operations, including inventory and buy box ownership. Future of Retail Media: Consolidation around the top 20 global retailers developing retail media networks. Importance of large-scale retailers like Amazon, Walmart, and Target in attracting media investment.…

Ecommerce Braintrust

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Product Variations Revisited with Zlatana Pejovic - Episode 367 22:42

منذ 34 weeks22:42

22:42

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 excited to revisit the important topic of catalog organization with seasoned expert and Operations Manager, Zlatana Pejovoc. A couple of years back, we released an episode focused on managing large apparel catalogs, which is definitely worth a listen if you’re dealing with catalog challenges. In this episode, however, we’re taking a fresh, holistic look at variations and catalog organization to explore recent developments, current best practices, and the future of assortment strategy. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Zlatana discuss: Evolution of Catalog Variations Increased rigidity and standards in Amazon's process. Introduction of AVs (Automated Variations) in Vendor Central. Shift towards a more self-serve model in recent years. Positive impact on customer experience. Increased complexity but also better flexibility for sellers. Challenges in Catalog Organization: Balancing self-serve options and stricter standards. Better user experience versus operational complexity for brands. Case Studies and Examples: Practical examples from apparel brands and other categories. Best Practices for Variation Strategy: Importance of Grouping Similar Products Up to 30% revenue increase from well-executed variation strategies. Boosting visibility and conversion rates for new products. Common Mistakes and Pitfalls: Incorrect grouping leading to suspended listings. Variating different product types inappropriately. Future of Catalog Management Predictions and Wishes: User-friendly flat files and better support services. Potential AI-driven suggestions for simplifying the variation process.…

Ecommerce Braintrust

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Measuring Retail Media Incrementality With Andrew Lipsman & Meghan Corroon - Episode 366 34:21

منذ 35 weeks34:21

34:21

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 two amazing guests: Meghan Corron, Co-founder & CEO at Clerdata, and Andrew Lipsman, a notable industry analyst who heads up Media, Ads, and Commerce. We’ll be diving into some of the key takeaways from a report Andrew recently presented at RMN Ascendant called “The Future of Retail Media is the Future of ALL Media”, as well as getting Meghan’s take on a lot of the cutting-edge incrementality data and research that’s informing Andrew’s presentation on the state of the industry. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Meghan, and Andrew discuss: The inefficiencies in current digital marketing due to poor measurement systems. The over-credited nature of Google and Meta due to their advanced measurement and frequent consumer interactions. Shift Towards Mobile Search and Social Media: Significant movement of ad dollars toward platforms like Google and Meta. Waves of Digital Advertising: Google, Facebook, and now retail media. Each wave leverages closed-loop measurement to attract budgets. Retail media is noted as a cost-effective yet underinvested channel. Despite higher costs than Google or Meta, RM captures consumer decisions at the point of purchase. Varied success among Retail Media Networks (RMNs) driven by targeting quality and contextual environments. Meghan Corroon compares marketing investments to stock portfolios, highlighting the over and under-investments across different platforms. The issue of siloed ROI reports often exceeds a company's actual revenue. The need for more reliable measurement techniques beyond ROAS to understand the true incrementality of ads. Connected TV (CTV) Opportunities: The emerging promise of CTV in influencing consumer behavior despite higher costs and low ROAS. CPG companies' willingness to experiment with credible measurement evidence. Pressure to grow sales, maintain stock prices, and avoid layoffs driving the need for trusted data. The Concept of clean rooms and their potential to unify data and attribution forms. Slow development and underutilization, with a call for clear application guidelines to improve their effectiveness. The progression from Retail Media 1.0 to 3.0, focuses on various aspects such as on-site search, offsite display, and experiential media. Amazon's pioneering role in retail media integration and its impact. Importance of loyalty programs like Amazon Prime for targeting and measurement.…

Ecommerce Braintrust

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Emergence of Brand-Tailored Promotions with Joanna Otto - Episode 365 24:38

منذ 36 weeks24:38

24:38

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 long-time Amazon insider Joanna Otto. Joanna has spent over a decade across brand side roles, Amazon-focused agencies, and internally at Amazon. More importantly - she is the type of person we’ll invent any excuse to get on a call with so she can inject positivity into our days. But today we have a good excuse for our chat: Joanna has graciously agreed to give us a full download on the relatively new capabilities of Brand Tailored Promotions, what they are, where they came from, why they may or may not work for a given growth strategy and brand, and what they might tell us about the future of all things merchandising on Amazon. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Joanna discuss: Introduction to Joanna Otto: Experience in brand-side roles, Amazon-focused agencies, and Amazon itself; currently an account manager at Acadia. Overview of Brand Tailored Promotions (BTPs) Timeline of development and key updates (August 2023 launch, June 2023 update to exclude ASINs, October 2023 new features). Differences between Brand Tailored Promotions and Brand Tailored Coupons Placement: Promotions visible on product pages vs. coupons in search and browse. Discount thresholds and fees associated with each. Implementation Strategies: Importance of a phased approach and audience segmentation. Utilizing BTPs during significant events (e.g., Prime Day) to extend promotion benefits. Use Cases for Different Brand Types: Strategies for new/upstart brands vs. established brands. Examples of audience segments (e.g., cart abandoners, high spenders). Pros of BTPs: Non-crawlable, refreshed data, specific targeting, no additional fees. Cons of BTPs: Lack of immediate impact, no ASIN-level reporting yet. Future Outlook: Anticipated developments in ASIN-level reporting. The potential evolution of Amazon’s promotional strategies to provide more precise targeting and enhanced customer experience.…

Ecommerce Braintrust

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Brand Building on Amazon | Live at unBoxed with Jeff Cohen - Episode 364 24:31

منذ 37 weeks24:31

24:31

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley. We're coming to you live from unBoxed in Austin, Texas, with a very special guest: Jeff Cohen, Amazon's Ads Tech Evangelist who will be sharing insights into the latest developments in the Amazon ads ecosystem. This episode will bring you insightful updates on brand-building strategies, innovative AI tools, and powerful measurement metrics designed to elevate your e-commerce game. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan and Jeff discuss: Jeff shares his journey to becoming an Amazon ad tech evangelist. His passion for educating the community on Amazon ads and scaling brands. The importance of retail readiness before scaling advertising efforts. Advertisement as the kerosene that makes the brand's fire grow bigger. AI-Powered Creative Solutions Enhancing creative capabilities through Amazon’s new tools. Integration with Canva for streamlined creative development. The concept and benefits of managed campaigns for new product launches. Aligning inventory with advertising strategies to overcome the cold start problem. Utilizing Amazon DSP’s new user experience for planning and execution. The role of Performance Plus in simplifying the campaign setup. Importance of triangulating signals to achieve desired outcomes. Advanced Targeting Methods: Amazon’s strength with signal-rich targeting across various properties. Impact of upper funnel investments on down-funnel activity. Key targeting techniques for driving new-to-brand sales and subscriber growth. Enhanced Measurement Tools: Long-term sales metrics for 12-month impact analysis. Conversion path reporting to track multi-touchpoints. Amazon’s Multi-Touch Attribution Model using scientific methodologies. The Democratization of Branding Tools: Making advanced advertising tools accessible to SMBs. Simplifying complex processes to allow broader brand participation.…

Ecommerce Braintrust

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Fall Big Deal Day Recap with Logan Nielsen and Zach Christensen - Episode 363 24:21

منذ 38 weeks24:21

24:21

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley. In this special edition, we dive into the results of this year's Prime Big Deal Days with some top-tier experts from the industry. Joining us are Logan Nielsen, an Account Manager at Acadia and our resident Prime Day hype man, and Zach Christensen from Analytic Index, Acadia's trusted category and search analytics data partner. Just 36 hours after the event, they share their initial impressions, key trends, and data-driven insights, helping you understand what worked, what didn't, and what it all means for the future of e-commerce. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, Logan, and Zach discuss: The different names for Prime Day and the event's brand identity. Personal takes on prime big deal days: personal experiences and purchasing stories. Analysis of consumer engagement and awareness compared to the summer Prime Day event. The general sentiment and energy surrounding Prime Big Deal Days. Emotional involvement and purchase decisions. Preliminary key trends and data insights The importance of leveraging external traffic and influencers. Analysis of the increased competitive landscape and its impact on ad spending and ROI. Notable Glitches and Technical Challenges: Issues encountered with Amazon's ad consuls and badging for sponsored brands. Logan's strategies for mitigating these challenges in future events. Logan highlights the success of premium brands with compelling discounts. The important role of prime exclusive discounts despite the new deal fee. Zach's insights into the surge of novelty items and Amazon's private label strategies. Predictions and strategies for the future: Leveraging brand-tailored promotions and new audience types. Importance of analyzing competitive promotions and preparing for upcoming Q4 events. Zach discusses the potential long-term impact on search visibility and shopping patterns. Summary of initial findings and anticipated future analysis.…

Ecommerce Braintrust

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Preparing For Next Year’s AVNs with Martin Heubel of Consulterce - Episode 362 33:46

منذ 39 weeks33:46

33:46

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 Martin Heubel, founder of Consulterce and leading expert on Annual Vendor Negotiations or AVNs. Martin spent nearly 5 years internally at Amazon in various category and vendor management roles before founding Consulterce to help brands better understand and navigate their vendor relationships and negotiation process with Amazon. For today’s episode, we’ll be diving into next year’s AVN cycle - how it might be different than years prior and how brands should ultimately be preparing for this process now to ensure they’re in the best position for success next year. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Martin discuss: Duration and Challenges of Annual Vendor Negotiations: Typically take 3.5 months to complete. 72% of brands encounter difficulties. Key issues include direct and hidden costs like charges and trade marketing investments. Strategy for Reducing Trading Terms: Only 9% of brands have managed to reduce trading terms. Success often linked to diversified sales channels and less dependency on Amazon. Influences on Profitability: Trade investments have increased by 69 basis points year-over-year. Focus on understanding costs such as shortages and chargebacks affecting net sales. Amazon's Operational Focus: Emphasis on automation, offshoring, and efficiency, including a 15% reduction in corporate headcount. Decreased inventory holdings, impacting vendor negotiations. Shipping Speed and Customer Spending: Faster shipping correlates with higher annual customer spending. Critical for vendor discussions as Amazon targets fulfillment reliability. Market Focus and Strategy Differences: Variation in Amazon’s focus by market maturity and region. Differences between mature markets (US, UK, EU) versus expansion markets (Japan, Australia). Vendor Negotiation Strategies: Importance of preparing proactively, setting negotiation anchors, and involving cross-functional teams. Emphasis on data-driven discussions, leadership alignment, and clear negotiation objectives. Amazon's Balance Between Profitability and Growth: Shift from a growth-focused pandemic approach to current profitability optimization. The impact of rising competition from platforms like Shein and TikTok Shop. Preparing for Future Negotiations: Clarity and objectivity as critical elements for successful negotiation outcomes. Preparing for the 2025 negotiation cycle with clear expectations, mutual growth goals, and thorough data analysis. Anticipation for Continued Collaboration: Future discussions planned to evaluate the effectiveness of strategies and insights shared.…

Ecommerce Braintrust

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Reevaluating Amazon As A Branding Channel with Julian Galindo and Laurie Tovo - Episode 361 27:33

منذ 40 weeks27:33

27:33

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley. Today, we are joined by two of Acadia’s resident experts: Julian Galindo, Senior Account Manager, who oversees brand strategy for some of our most prominent client partners, and Laurie Tovo, a key member of our media team with a passion for integrating branding into comprehensive media strategies on Amazon. We’ll be exploring a topic that, while not new, has become increasingly important over the years: To what extent should Amazon be viewed as a branding channel versus a performance-driven sales channel? An exciting discussion - tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, Julian, and Lauren discuss: Why Amazon is transitioning from being purely a sales channel to a significant branding channel. Historical perspective on Amazon's evolution and the increasing importance of branding. Challenges and insights on balancing lower funnel metrics like ROAS and conversion rates with upper funnel brand-building activities. The importance of understanding the full story beyond performance metrics. Strategies for ensuring brand cohesion across multiple platforms, particularly Amazon. The importance of repurposing assets and developing Amazon-specific creative content. The evolving role of visual content in media campaigns on Amazon. How existing content can be repurposed effectively for Amazon. Leveraging new metrics and brand analytics for improved customer segment targeting. Using this data to inform product launches and brand strategies. Early experiences and potential of Amazon's new AI-driven creative tools. Predictions on the future role of AI in creating branded content on Amazon. Specific tactics like brand-tailored promos to engage different customer segments. Insights into interactive and personalized content options like premium A+ content. Exciting new developments in Amazon's branding tools and metrics. Predictions and expectations for the future of branding on Amazon.…

Ecommerce Braintrust

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Category Captaincy With Chris Perry & Oskar Kaszubski of Firstmovr - Episode 360 47:28

منذ 41 weeks47:28

47:28

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.…

Ecommerce Braintrust

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Joint Business Planning With Lauren Livak and Nate Pinkston - Episode 359 30:08

منذ 42 weeks30:08

30:08

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.…

Ecommerce Braintrust

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Stratably’s Product Launch Research Findings with Russ Dieringer - Episode 358 32:01

منذ 43 weeks32:01

32:01

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.…

Ecommerce Braintrust

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Organic As A Center Of Excellence With Neha Shah - Episode 357 23:47

منذ 44 weeks23:47

23:47

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…

Ecommerce Braintrust

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Building For A Multichannel Future with Paul Sonneveld From MerchantSpring - Episode 356 33:10

منذ 45 weeks33:10

33:10

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.…

Ecommerce Braintrust

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Capitalizing on Tentpole Events with Ash McMullen and Stephanie Grubert - Episode 355 30:52

منذ 46 weeks30:52

30:52

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.…

Ecommerce Braintrust

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Amazon’s Sports Investments And Ambitions With Scott Ohsman And Ken Beemer - Episode 354 31:47

منذ 47 weeks31:47

31:47

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.…

Ecommerce Braintrust

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Navigating a 2P→3P Transition With Tyler Dixon From Reduce - Episode 353 16:43

منذ 48 weeks16:43

16:43

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…

Ecommerce Braintrust

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Gardening and Growth with Scott Fulton of Sun Bulb - Episode 352 19:04

منذ 49 weeks19:04

19:04

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 TAKEAWAYS In 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.…

Ecommerce Braintrust

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Prime Day Recap 2024 with João Couceiro da Costa and Dusan Tepavac - Episode 351 26:57

منذ 50 weeks26:57

26:57

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.…

Ecommerce Braintrust

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Amazon Fee Updates: After the Dust Settles With Tamara Vukovic - Episode 350 26:21

منذ 51 weeks26:21

26:21

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.…

Ecommerce Braintrust

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2024 AVN Benchmark Wrap Up with Claire McBride from Stratably - Episode 349 28:58

منذ 1 year28:58

28:58

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.…

Ecommerce Braintrust

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A Modern Approach to Bidding with Jordi Beltran and Carlos Sastre - Episode 348 15:53

منذ 1 year15:53

15:53

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.…

Ecommerce Braintrust

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Enter the MAITRIX: Lessons From Firstmovr’s Report on AI in Retail - Episode 347 33:46

منذ 1 year33:46

33:46

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.…

Ecommerce Braintrust

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The Importance of Profitability with Molly Thomas and Juan Munoz - Episode 346 22:14

منذ 1 year22:14

22:14

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.…

Ecommerce Braintrust

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A Modern Approach to Retail Allocation with Ross Walker & Damiano Ciarrocchi - Episode 345 26:52

منذ 1 year26:52

26:52

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 TAKEAWAYS In 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.…

Ecommerce Braintrust

1
Retail Media’s Great Defrag with Mike Balabanov from Criteo 30:59

منذ 1 year30:59

30:59

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.…

Ecommerce Braintrust

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The Interplay Between Brand and Ecommerce: Lessons From Alicia Ponzani With Premier Nutrition - Episode 343 26:11

منذ 1 year26:11

26:11

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…

Ecommerce Braintrust

1
Escape from Retail Island with Jared Belsky - Episode 342 20:59

منذ 1 year20:59

20:59

🎙️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.…

Ecommerce Braintrust

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Looking Forward to Prime Day [Part II] with João Couceiro da Costa - Episode 341 20:05

منذ 1 year20:05

20:05

🎙️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…

Ecommerce Braintrust

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Looking Forward to Prime Day [Part I] with Dusan Tepavac - Episode 340 26:26

منذ 1 year26:26

26:26

Interview with Dusan Tepavac Amazon Advertising Expert and Retail Media Specialist at Acadia Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear. With Prime Day just around the corner, we decided to dive into the intricacies of maximizing success during one of the biggest e-commerce events of the year. In this discussion, we are joined by guest Dusan Tepavac, a seasoned Amazon Advertising Expert and Retail Media Specialist at Acadia, who shares his expert insights on preparing for Prime Day with paid media strategies, audience targeting, and leveraging Amazon's advertising ecosystem. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie and Dusan discuss: Introduction to Prime Day Preparation Prime Day: Enhanced Capabilities and Strategies Integration of AMC and DSP for advanced audience targeting Focus on shoppers’ behaviors and the advantages of new tools in Amazon’s ad ecosystem Optimizing Budgets with AMC Insights Strategic use of AMC for competitive advantage Planning budgets based on insights to gain better ad placements Brand-Specific Trends and Client Concerns Discussion on brand trends and expectations during Prime Day Approaches to handle profitability concerns and promotional investments Promotional Strategies and Importance of Prime Exclusive Discounts Discussion on varying strategies of discount percentages and full catalog promotions Significance of Prime Day badging for visibility and conversion rates Emphasis on the importance of the traditional summer Prime Day over other sales events Prime Day Preparation and Key Focus Areas Detailed strategy on keyword focus, organic ranking, and budget adjustment Importance of addressing both branded and non-branded spending as Prime Day approaches Tactical Shifts Closer to Prime Day Adjustment of strategies focusing more on non-branded spending closer to the event Recommendations on campaign types and budget distribution for maximum impact Strategies for Brands Not Participating in Prime Day Promotions Tactical adjustments for brands not offering discounts during Prime Day Use of day-parting to manage budget and visibility effectively during peak times Post-Prime Day Strategy Managing ad budgets and strategic focus following Prime Day Using data from Prime Day to inform ongoing strategies and upcoming promotional events…

Ecommerce Braintrust

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Expanding Your Amazon Business Internationally With Gary Hammerschlag - Episode 339 19:38

منذ 1 year19:38

19:38

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by, Gary Hammerschlag, an account management team lead at Acadia, who shares his expert insights on the framework for evaluating potential markets, the process involved, and strategic considerations for brands looking to broaden their e-commerce horizons globally. Their discussion is packed with actionable tips and an in-depth analysis of the various aspects of international expansion on Amazon. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie and Gary discuss: Gary’s Framework for International Expansion Evaluating when an international market is a suitable fit. The increasing ease of compliance and streamlined processes post-COVID. Importance of considering international expansion as a growth lever beside D2C channels. Key Markets for Expansion: Insights into prioritizing markets: Germany, the UK, Canada, and Japan. Specific focus on Japan’s beauty market due to recent Amazon incentives. The Testing Process: How to frame and assess the testing period for a market. Operational, logistical, and budget considerations for entering new markets. Readiness and Launch: The readiness phase involving VAT application, label review, and finding a responsible person. Detailed timeline expectations from decision to launch. Tools and Resources: Utilizing tools like Helium 10 or Analytic Index for market analysis. How agencies specializing in Amazon can aid in smoother launches. Advice for Brands Considering International Markets: The importance of patience and setting realistic timelines. Building a strong initial foundation to facilitate growth.…

Ecommerce Braintrust

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Direct Fulfillment for Vendors - Is It Right for You? With Julian Pereira - Episode 338 22:35

منذ 1 year22:35

22:35

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by Julien Pereira, Account Manager at Acadia and a former Amazon vendor and program manager with extensive experience in direct fulfillment operations. In this episode, they discuss the nuances of direct fulfillment and its fit for brands selling as first-party vendors on Amazon. Make sure you tune in to find out more! In this episode, Julie and Julien discuss: Understanding Direct Fulfillment (DF): Julien breaks down the concept of DF, contrasts it with traditional PO fulfillment methods on Amazon and explains the benefits of having more control over inventory and order management. Assessing DF for Your Brand: Criteria for identifying whether DF suits a brand's business model, including logistical capabilities, product categories, and customer-centric operational readiness. Hybrid Fulfillment Model: Discussion of the potential to run DF alongside traditional PO-based fulfillment to ensure inventory coverage and mitigate stockout risks. Setup Process for DF: Insight into setting up DF in Amazon Vendor Central, including warehouse setup, EDI and API implementations, and configuring lead times and capacity. Evaluating DF Performance: Key performance indicators (KPIs) crucial for assessing the health and effectiveness of a DF operation, such as cancellation rate, expected ship date adherence, and delivery estimate accuracy. Operational Challenges and Efficacy: An exploration of potential drawbacks and efficacy in adopting direct fulfillment, including Amazon's perspective on product categories and its impacts on DF recommendations. Daily and Weekly DF Management: Julien outlines the daily and weekly responsibilities of managing DF, emphasizing the importance of updating inventory, processing orders, and reviewing performance metrics. Amazon's Approach: How Amazon assesses and makes suggestions on product suitability for DF based on a variety of factors including category, average selling price, and speed sensitivity.…

Ecommerce Braintrust

1
Mastering Ulta Ad Platforms: Inside Tips from Damiano Ciarrocchi - Episode 337 24:03

منذ 1 year24:03

24:03

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Damiano Ciarrocchi, the Senior Retail Media Manager at Acadia and Head of the Retail Media Network Innovation team. They discuss the ins and outs of Ulta's retail media platform and what brands need to know to succeed in this unique beauty-focused marketplace. Make sure you tune in to find out more! In this episode, Julie and Damiano discuss: An overview of Ulta as a retail media marketplace dedicated to beauty products with both in-store and e-commerce presences. The relative youth of Ulta’s platform compared to other marketplaces like Amazon and Walmart. Challenges faced by brands, such as limited tools provided by Ulta for keyword research and competitive landscape analysis. How brands can circumvent these limitations using third-party tools like Pacvue and Analytic Index. Media Buying Strategies on Ulta Options for buying media on Ulta, including self-service and managed services. The partnership between Ulta and Criteo, including the campaign types available to advertisers. Performance and Competition on Ulta The current landscape shows low competition and promising results for brands advertising on Ulta. How brands are achieving top-of-search positioning relatively easily compared to more saturated platforms. Investment and Attribution in Ulta Advertising Discussing meaningful media investment and attribution assessment on the Ulta channel How to handle the complexities of advertising for a brand that has both an e-commerce and in-store presence Ideal Candidates for Advertising on Ulta Characteristics of brands that may benefit the most from advertising on Ulta. Advising brands that should hold off on expanding to Ulta and the recommended trial period for testing the platform's effectiveness. Damiano shares valuable insights on leveraging Ulta as a retail media network and the intricacies involved, offering a comprehensive look at what role this unique channel could play in a brand’s broader e-commerce strategy.…

Ecommerce Braintrust

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New Amazon Marketing Cloud Capabilities with Ross Walker - Episode 336 24:22

منذ 1 year24:22

24:22

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Ross Walker, Retail Team Lead, discuss the latest developments in Amazon's marketing cloud (AMC), focusing on advanced integrations of new data sources, paid features, audience insights, and the Events Manager. They highlight the importance of robust attribution and customer journey data, as well as better audience creation and targeting for brands leveraging AMC. In this episode, Julie and Ross discuss: Overview of AMC and its recent developments. Detailed discussion on paid features like Experian auto paid data set and Foursquare paid data set. Analysis of flexible shopping insights and audience segment insights. Explanation of the Events Manager and its significance. Insights into AMC-derived data that has significantly impacted clients. Comparing the value propositions of media activation and measurement in AMC. Speculation on Amazon's ambitions in the advertising industry and the role of AMC in achieving them.…

Ecommerce Braintrust

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Unveiling the PB Five Star Pickleball Brand: An Interview with Angela Caltagirone - Episode 335 16:53

منذ 1 year16:53

16:53

In this episode of The Ecommerce Braintrust, Kiri Masters sits down with Angela Caltagirone, the Chief Digital Marketing Officer of PB5 Star, a brand in the pickleball category. They discuss the official launch of PB5 Star at the Etail West conference in Palm Springs, the demographics of pickleball players, the brand's positioning and go-to-market strategy, and the unique challenges and opportunities in the e-commerce space for a new brand. In today’s episode, Kiri and Angela discuss: PB5 Star's official launch at Etail West and the success of the pickleball tournament at the conference. The demographics of pickleball players and the inclusive nature of the sport. The positioning of PB5 Star as a brand that combines style, camaraderie, and wellness for the pickleball community. Differences between pickleball and tennis apparel, focusing on attention to detail, comfort, and style. The founding team's extensive retail experience and their go-to-market strategy for PB5 Star. The decision to start with a direct-to-consumer approach and plans for future expansion into retail channels and marketplaces. The brand's emphasis on authentic storytelling, partnerships, and collaborations in its marketing strategy. The use of technology, AI, and a focus on responsible growth to establish the brand's presence in the market.…

Ecommerce Braintrust

1
The Modern Premium Beauty Brand Playbook - How AJ Patel Uses Data to Grow U Beauty - Episode 334 28:04

منذ 1 year28:04

28:04

In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Jordan Ripley, Director of Operations at Acadia, are joined by AJ Patel, VP of Global Growth at U Beauty. They delve into the world of e-commerce, discussing topics such as the transition from analytics to e-commerce, the positioning of Ubeauty in the market, channel-specific marketing strategies, the role of organic marketing efforts, key performance metrics for Amazon, and the importance of profitability in an e-commerce business. In this episode, Julie, Jordan and AJ discuss: Transition from Analytics to E-commerce: AJ Patel shares insights on transitioning from an analytics role to a more generalist role in e-commerce and the opportunities it presented for leveraging his skillset. Positioning of Ubeauty: The discussion highlights the innovative Siren capsule technology used by Ubeauty, allowing targeted skincare delivery and the brand's focus on sustainability. Channel-specific Marketing Strategies: AJ elaborates on how Ubeauty tailors its approach for different channels, including in-store presentations, the esthetician program, educational content on product detail pages, and leveraging influencers. Role of Organic Marketing Efforts: The importance of organic marketing efforts and the challenge of measuring their impact, with a focus on the investment in content and branding. Key Performance Metrics for Amazon: AJ discusses the metrics used to measure the performance and health of Ubeauty's Amazon account, emphasizing customer acquisition cost (CAC) over average order value (AOV) and customer lifetime value. Importance of Profitability: The conversation underscores the significance of driving profit in addition to growth for e-commerce businesses and having a thorough understanding of channel-specific metrics and their roles in the overall strategy.…

Ecommerce Braintrust

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FBA Fee Changes Aftermath - How Can Brands Utilize Amazon Programs to Recover Profit Margins with Armin Alispahic - Episode 333 29:40

منذ 1 year29:40

29:40

In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and guest Armin Alispahic, Retail Team Lead at Acadia. Julie and Armin dive into the tidal shifts occurring within Amazon operations and fulfillment and how these changes are impacting the 3P model. They explore the complexities of Amazon's fee changes in 2024, the challenges brands currently face, and the strategies they can adopt to effectively navigate this landscape. Armin is a Retail Team Lead at Acadia. He's been at the company for almost 7 years. Internally he’s known as Armin.com for his encyclopedic knowledge of Amazon. Over the years, he has gained great experience in working directly with Amazon representatives to support brands in scaling up on Amazon and achieving their goals. In this episode, Julie and Armin discuss: Amazon's implementation of new fees and the complexities surrounding these changes. The introduction of specific new fees, such as the low level inventory fee and the returns processing fee, and their implications for brands. The discussion on the importance of a proactive and strategic response to Amazon’s evolving fee structure. The potential opportunities and challenges faced when enrolling in programs like Sip (Ships in Product Packaging) and FBA New Selection. How Sip can offer brands cost savings and branding opportunities, with caveats regarding package safety and giftability. Why all brand-registered sellers should consider FBA New Selection for launching new products with fee waivers. Insights into Amazon's AWD program, its potential cost savings, the concerns regarding the control over inventory, and the impact on sales velocity. The necessity of an omnichannel strategy and diversifying sales channels in light of Amazon’s shifting ecosystem. The expanding opportunities for brands in retail media networks and on other retailer platforms like Walmart and Target.…

Ecommerce Braintrust

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How Pharmacopia Leverages Brand Awareness as a Hotel Amenity Product to Sell More on Amazon With Andreliz Bautista McGlade and Lisa Levin - Episode 332 21:42

منذ 1 year21:42

21:42

In today’s episode, hosts Kiri Masters and Julie Spear are joined by Lisa Levin, and Andreliz Bautista McGlade from the personal care brand Pharmacopia. They delve into the history of the brand, its unique journey from natural grocery stores to exclusive hotel amenities, and its recent foray into ecommerce. Key Highlights: - Lisa Levin shares the origins of Pharmacopia, how she transitioned from graphic design to herbal medicine, and the brand's early commitment to creating clean, toxin-free products. - Andreliz Bautista McGlade discusses the transition of Pharmacopia from gift products to natural groceries and later into beauty, including a brief stint on QVC. - The guests elaborate on the partnership with Hunter Amenities, the pivot to an exclusive hotel brand, and the subsequent relaunch of their aromatherapy retail line through Amazon and their own branded site. - They discuss the challenges of expanding into various channels, managing brand identity in marketplaces, and optimizing their ecommerce strategy with the help of partners like Acadia. - The episode also covers the performance of different sales channels, the challenges of leveraging their hotel presence for direct sales, and the unique opportunities and strategies for brand growth in the ecommerce space.…

Ecommerce Braintrust

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5X-Ing Amazon Sales With a Brand Re-Launch: Ash McMullen From Advantice Health - Episode 331 31:27

منذ 1 year31:27

31:27

In this episode, host Kiri Masters interviews Ash McMullen, the e-commerce lead at Advantice Health, the company that manufactures the brands Amlactin, Kerasal, and more. Ash recently presented a case study about Advantice’s portfolio brand “Triple Paste” at eTail West in Palm Springs, sharing how a strategic re-launch of this brand on Amazon ultimately led the product to become a top-3 seller in its category and 5X-ing total sales on Amazon within 2 years. In this conversation you’ll learn: How a ‘full-funnel’ approach was key to success - looking beyond ROAS (even planning for deteriorating ROAS in the journey) was key. Ash discusses the need to shift focus from traditional metrics like ROAS to broader, more relevant metrics aligned with the overall strategy. This shift allows for a more comprehensive evaluation of campaign success. The number one component for the re-launch? “Content, content, content” and how Ash positions investment in content to executives. How a product variation strategy enhances the shopper experience. How to have a great relationship with your finance team. Ash values collaboration between different teams, particularly with the finance team, to align marketing tactics with content strategies. Leading Indicators like new-to-brand percentage, traffic source analysis, and overall sales trends to ensure you’re tracking toward a bigger goal like market share. What Ash is excited about in ecommerce, and what she’s changed her mind about.…

Ecommerce Braintrust

1
Equipping the next generation of eCommerce professionals - Nicole Hatley, Skechers 7:16

منذ 1 year7:16

7:16

In this episode of the e-commerce brain trust podcast, Kiri Masters, head of Retail Media Strategy at Acadia, interviews Nicole Hatley, Global Content Strategy Manager for Skechers, at the Etail West conference in Palm Springs. Nicole discusses her role in managing Skechers' content across all e-commerce platforms and countries and the unique challenges that come with it. Nicole also shares her experiences as a professor of e-commerce marketing at the Fashion Institute of Design and Merchandising. The discussion covers the rapid evolution of e-commerce and how she prepares her students for a continually changing market. Nicole also shares her excitement for the future of e-commerce, specifically personalization efforts. 00:00 Introduction to Nicole 00:24 Nicole's role overseeing Global Content Strategy for Skechers 01:54 Nicole's role as a a professor of e-commerce marketing and equipping the next generation for this dynamic industry 05:56 The Impact of Personalization in E-commerce 06:41 The most impactful personalization tactic that Nicole is using right now…

Ecommerce Braintrust

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Downsides of Working With a Reseller to Sell Your Products on Amazon with Julie Spear - Episode 329 29:02

منذ 1 year29:02

29:02

In today’s episode, Kiri Masters is joined by Julie Spear, the Head of Retail Services at Acadia. Kiri Masters and Julie Spear explore the downsides of Amazon resellers, and dissect the reseller model's challenges, discussing control and costs, and why it may not suit your brand. Key Highlights: - Reseller Model Insights: We define resellers and differentiate between authorized and unauthorized ones, delineating the blurred lines between resellers and agencies. - Reseller Versus Other Models: Referencing a conversation with Acadia's CEO, Jared Belsky, we contrast resellers with other marketplace strategies. - Attractiveness of Resellers: Why many brands find resellers appealing despite potential downsides – discussing the lure of expertise, operational ease, and perceived cash flow benefits. - Brand Vision Conflicts: How a partnership with a reseller might limit a brand’s strategic possibilities, shackle product launches, and blur key data insights. - Turnover and Terms: Analyzing the effect of resellers' turnover terms on brands, spotlighting the risks of mismatched expectations. - Case Study: The repercussions of a reseller mismanaging Snow Peak's pricing and the broader implications for brand image. - Transitional Challenges: The difficulties brands face in moving away from resellers toward direct sales models, such as reasserting brand registry rights and the daunting task of reinstating operational capacity. - Payment Terms and Paperwork: Unveiling the reality behind the upfront payment attraction and the potential for unfavorable payment terms. - Direct Sales Comparison: Discussing the financial dynamics between selling through resellers, directly to Amazon, or on the marketplace. - Brand Control Limitations: Examining the reduced control over brand portrayal, the infrequent updating of product detail pages, and suboptimal SEO practices under reseller partnerships. - Cost Considerations: Julie Spear breaks down the multiple costs associated with resellers, including media investment, supply chain expenses, and significant fees. - Partnership Models: Kiri stresses that no singular model is flawless and discusses how revenue-based partnerships could stifle business growth. - Assortment Selection: Lastly, we touch on the issue of resellers cherry-picking inventory, leaving brands to strategize on marketing and selling the remaining products.…

Ecommerce Braintrust

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Downsides of working with a reseller to sell your products on Amazon - Episode 329 28:27

منذ 1 year28:27

28:27

In this podcast episode, the hosts Kiri Masters and Julie Spear examine the pros and cons of working with a reseller to sell a brand's products on Amazon (compared with the managing processes internally or working with an agency). Resellers offer expertise navigating Amazon's complexities and provide operational support to quickly enter or expand markets. However, the risk for brands includes losing control over branding, customer experience, and data ownership due to misaligned priorities or operational risks. Julie Spear is the Head of Retail Marketplaces & Media at Acadia. www.acadia.io…

Ecommerce Braintrust

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How to run a perfect RFP process and find the agency of your dreams - Episode 328 29:53

منذ 1 year29:53

29:53

Kiri Masters and Julie Spear dive deep into the world of Requests for Proposals (RFPs) from the vantage point of agency partnerships. For brands, the RFP process is infrequent, but it is a decision that may have a profound impact on their business. But for agencies like Acadia, its a process we are navigating nearly every week. Kiri and Julie share their agency-side experiences from the last 9 years, in the hopes that it can help brands to choose the best agency for them, foster better relationships, and ramp up projects quickly. Key Highlights: Pitfalls in RFP processes: unrealistic timelines, unclear objectives, being too prescriptive, playing favorites, inconsistent stakeholder involvement. How you run the RFP signals to your prospective partner what they can expect from the relationship. What message is your process sending about you, your team, and your company? Approaching the process not just seeking a service provider, but a true partner. This entails understanding the agency's culture, values, and team dynamics beyond mere capability presentations. The one thing that less than 5% of brands do during their RFP process, but could save significant time, expense, and indecision. A great RFP approach can foster more meaningful, productive, and innovative agency partnerships. "When you're too prescriptive in your approach, you hold back what can be discovered." - Julie Spear Click here to learn more about Acadia .…

Ecommerce Braintrust

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Testing a New Retail Media Network: How to Know You’re Ready with Julie Spear and Ross Walker - Episode 327 32:01

منذ 1 year32:01

32:01

In today’s episode, Kiri Masters is joined by Julie Spear, the Head of Retail Services at Acadia, and Ross Walker, Senior Paid Media Manager. Today, they are diving deep into the world of retail media networks. They’re tackling the big questions about brand expansion into new retail media networks, the challenges involved, and the strategies for success. Stay tuned as they unpack the complexities of navigating this dynamic landscape and provide actionable insights that can transform the way you allocate your advertising budget and optimize your presence across different platforms. In this episode Kiri, Julie and Ross discuss: - Challenges brands face when expanding into new retail media networks. - Navigating budget allocation and overcoming organizational silos. - Addressing concerns such as incrementality, cannibalization, and bandwidth constraints. - Julie Spear's queries about markers for readiness and performance metrics. - Ross Walker's insights on the importance of a clear business trend view post-ad investment. - The strategic approach for managing retail media to ensure advertising efficiency. - Analyzing brand investment impact across various sales channels. - Understanding channel offerings and customer buying habits as they affect product performance. - Testing strategies across multiple retail networks to discern customer engagement and response. - Approaches for measuring the success of a channel in terms of incremental sales and CPA. - Importance and challenges of obtaining third-party data and search volume trends. - Potential of specific platforms like Kroger and the pitfalls of managed service options. - Exploring the effectiveness of retail media channels by looking beyond their own reporting. - Setting clear goals and a timeframe when testing retail media network campaigns. - Measuring incrementality and the reality of limited customer data access. - The impact of privacy policies on the ability to prove incremental new customer acquisition. - The overarching goal of meeting and improving the customer experience on various platforms.…

Ecommerce Braintrust

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How Brands Define Content Effectiveness With Lauren Livak and Mike Black - Episode 326 37:23

منذ 1 year37:23

37:23

In this episode of The Ecommerce Braintrust, Kiri Masters is joined by Lauren Livak, lead at the Digital Shelf Institute, and Mike Black, the Chief Marketing Officer (CMO) of Profitero, a global commerce acceleration company. In this podcast, they’re discussing the new Digital Shelf Institute and Profitero report “Defining Content Effectiveness”. Here you can register to join them in the webinar in February. In today's episode, we delve into the ever-evolving world of content effectiveness in digital retail. Kiri, Lauren, and Mike unpack the intricacies of creating impactful content that resonates with consumers and drives conversion. Drawing from their new report which involved interviewing over twelve digital leaders, they explore the duality of art and science when it comes to defining what effective content truly means for different brands. If you're looking for comprehensive insights on improving your ecommerce content strategy, you won't want to miss this enlightening conversation. Are you ready to transition from merely sufficient content to truly effective communication with your consumer base? Make sure you tune in! More about the guests: Mike Black Mike joined Profitero in 2017 as Vice President of Marketing and has been instrumental in the company’s growth after joining Publicis Group, grew the company’s offerings beyond digital shelf analytics to include predictive analytics, retail media, and content activation solutions. Before joining Profitero, Mike held marketing roles at Nielsen and Staples Lauren Livak Lauren leads the Digital Shelf Institute in defining the strategy to create a global commerce community that supports brands, retailers, and future leaders in the complex world of digital. Across her roles, she has worked with hundreds of brand manufacturers helping them to develop an overall commerce strategy and vision for their commerce journey leveraging her work at Johnson & Johnson where she was the owner of the Digital Shelf for the Consumer family of products for North America. She launched a new approach for the way the Consumer North America business went to digital retail both in pure play & omni-channel streams covering multiple platforms such as OTC, Beauty, Oral Care, Baby Care & Wound Care with accountability for 40+ retailers and 33+ brands. In this episode Kiri, Lauren and Mike discuss: - The five core pillars of content effectiveness: people, data and systems, process, measurement, and retailer collaboration. - The importance of understanding shopper behavior and using that knowledge to drive engagement with content. - How content impacts organic search and can be utilized to educate leadership teams on its importance. - Using retailer conversion data and measurement tools to understand content effectiveness in terms of emotional and brand impact. - The necessity for organizations to go through a maturity curve to fully understand and define content effectiveness. - The significance of internal processes and avoiding siloed teams to maximize content impact. - The potential of advanced tools, such as AI, once the content effectiveness fundamentals are well-established. - Upcoming webinar announcement and the availability of the content effectiveness report at digitalshelfinstitute.org. - The debate around whether content is being managed for mere sufficiency or optimized for effectiveness. - The essential role of communicating the value of content to leadership, particularly in the absence of clear-cut metrics. - The value of search-optimized content and transitioning to content that both builds a brand and drives conversion. - The need for resources that can harness consumer insights, and processes that ensure content reaches the right channels. - Surprising variations in content effectiveness definitions among digital leaders, indicating a lack of a one-size-fits-all approach. - Importance of content integration with product launches, and how some brands succeed while others fall short. - The balance between the creative and methodical aspects of measuring content effectiveness and return on investment.…

Ecommerce Braintrust

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Unpacking the Digital Shelf with Kiri Masters and Tom Spaven: The Walmart Marketplace Copy and Paste is a Waste - Episode 325 58:11

منذ 1 year58:11

58:11

In this episode of The Ecommerce Braintrust, Kiri Masters shares a special replay from "Unpacking the Digital Shelf" webinar, presented by our friends over at the Digital Shelf Institute, Peter Crosby and Lauren Livak. They are discussing ‘The Walmart Marketplace: Copy and Paste is a Waste!" and are navigating the intricacies of the Walmart Marketplace and why it's not just another Amazon. Guests were Tom Spaven, VP of Marketing at Goodwipes at the time of the recording, and industry expert Lauren Livak on board to discuss the unique challenges and opportunities on this emerging platform. Whether you're a seasoned seller or new to the ecommerce space, this session is packed with insights on how to tailor your strategy for success in the Walmart sphere. Make sure you tune in to find out more! In today’s episode, Peter, Lauren, Kiri and Tom discuss: - Walmart's specific product title guidelines and the importance of keyword research and content optimization. - Behavioral differences between Walmart and Amazon consumers, resulting in the need for platform-specific strategies. - The valuable yet underutilized newer tools on Walmart, such as videos and feature sets. - The challenges of updating product pages and the competitive advantage of using tools like Acadia. - Walmart's immersive shopping experience that promotes browsing through collection pages. - The difficulties and significance of obtaining product reviews on Walmart. - The contrast between self-serve ad platforms on Amazon and Walmart. - The disparities between Amazon and Walmart in terms of assortment, basket size, and purchase frequency. - Content quality scores and their impact on Walmart's algorithm. - The necessity for lower-priced products, seller performance, and content quality for better visibility on Walmart. - Attribution and metadata differences critical for Walmart optimization, as opposed to Amazon. - Updates on content quality, attribution weighting, and the importance of strategic cell sheet updates. - Tom Spaven's challenges in syndicating reviews and Lauren Livak's insights into review challenges across retailers. - Kiri Masters delved into advertising on Walmart, including its limitations and opportunities. - The prioritization of data improvement for Walmart Connect and the call for transparency from the platform. - Allocation of resources across omnichannel brands and the distinct growth avenues on Walmart's marketplace. - The cost difference in accessing data from Amazon versus Walmart's Luminate platform. - The advantages of being a one p brand versus a three p brand at Walmart and the online presence implications. - The criticalness of online optimization for retail strategy, highlighted by consumer preferences and the synergy of in-store and online shopping. - The discussion on the increased focus on retail media, its influence on consumer consideration and conversion, and the need for modernizing marketing strategies with a consumer-centric approach. - The potential and challenges of Walmart's grocery focus and Walmart Luminate's data-sharing capabilities.…

Ecommerce Braintrust

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Replay Of The Most Popular Episode Of 2023: Dr. Squatch: The DTC Brand That’s Dominating Amazon - With Jamie Roller, Associate Director of Growth Channels at Dr. Squatch - Episode 324 26:38

منذ 1 year26:38

26:38

In today’s episode, Kiri speaks with Jamie Roller, Associate Director of Growth Channels at Dr. Squatch. They speak about growth through the DTC channel, the channels Dr. Squatch is selling on, Amazon DSP, retail media networks, and more. Make sure you tune in to find out more! Jamie is the Associate Director of Growth Channels at Dr. Squatch, a men's natural personal care brand. In this role, she is responsible for driving strategy, growth, and management of Dr. Squatch's Growth/Marketplace Channels including Amazon and Walmart.com. She has spent the last 10 years in global strategy consulting and working at several market-leading, high-growth eCommerce companies. She is obsessed with everything eCommerce and is also a productivity geek. In today’s episode, Kiri and Jamie discuss: Jamie’s career and how she got into e-commerce. About Jamie’s position as Associate Director, Growth Channels at Dr. Squatch, and which sales & marketing channels fall under her preview. Org structure of the company Historical growth through the DTC channel, so the org setup supports that model Marketplaces/ growth reports to the marketing team Retail operations have been a more recent division, and B&M has become more important recently. “We need to be where the customer shops” From the outside, Dr. Squatch is doing a lot of experimentation with Amazon advertising and other marketing channels. Yours was one of the ads I first noticed with the TNF, for example. Tell us about how your company thinks of Amazon within its marketing and sales mix. Historically viewed Amazon as a BOFU acquisition channel Lots of ads outside of Amazon drive high-intent purchases to Amazon (branded search). They get more branded traffic to listings to listings than there is category traffic. While they would like more customers to be shopping DTC, the reality is there are some customers who prefer to shop on Amazon. The TNF campaign was TOFU obviously, they saw a nice uptick of sales on the DTC site, but not so much on Amazon. Performance-oriented Testing DSP - didn't see a huge lift in sales. Customers are already coming to Amazon with high intent. They don’t want to be spending to gain awareness twice. Similarly, they will see a bump in AMZ sales when they run ads on Facebook Many brands consider Amazon a distribution channel rather than a marketing channel. What do you know to be true that these other brands may not? Tell us about how you address the marketing funnel/ shopper journey with various Amazon marketing products (e.g. top-of-funnel with DSP, Amazon live, BOFU with sponsored products, etc?) View AMZ as primarily a BOFU channel, ROAS on branded search is super high Brought on a new agency in August 2022, did a low-spend test with specific re-targeting and remarketing, didn’t see a lift, and couldn’t attribute ROAS How do you think about all the retail media networks out there (seems like a new one every 2 weeks!) and choose where to focus time and budget? Amazon is still a huge channel for them - every minute she puts in a new channel, that’s a minute she has taken away from their huge AMZ business It's a brand that’s very performance oriented. What they are spending time on will drive performance in 6-12 mths 4 RMNs being actively managed…

Ecommerce Braintrust

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Double Your Industry Connections and Success in 2024: Insider Tips to Dominate Retail Conferences - Episode 323 33:43

منذ 1 year33:43

33:43

In this episode of The Ecommerce Braintrust, Kiri Masters, Head of Retail Marketplace Strategy at Acadia, dives deep into the nuances of navigating industry conferences and events with expert precision. Kiri delivers an insightful look into maximizing the value of attending conferences, based on personal experiences, fruitful strategies, and networking best practices. Make sure you tune in to find out more! In today’s episode, Kiri talks about: - Her growth trajectory as a manager and practitioner, and the importance of leveraging events for continuous learning. - Strategies for connecting with professionals across various companies to expand perspectives and foster potential collaborations. - Implementing event-learned knowledge into business practices to secure the ROI on travel and conference expenses. - Tips on sharing insights on LinkedIn after events, including creating listicles, and the use of engaging visuals such as mind maps. - Understanding the true essence of networking and the significance of stepping out of one’s comfort zone for long-term career advantages. - Handling interactions with exhibitors, including learning from Richard Kestenbaum, asking pertinent questions, and extracting meaningful insights. - Best practices for securing speaking opportunities and maximizing post-event follow-up routines. - An overview of the value-packed conferences Kiri is set to participate in during the first half of 2024, such as Etail West and Retail Media Summit among others. - Insights into devising a strategic approach to select and benefit from various industry events, especially when under budgetary constraints. - Kiri’s six golden tips for effective networking and creating authentic relationships by avoiding trivial small talk using her innovative AVH conversation formula. - Guidance on how to engage with fellow attendees and vendors pre-event, during, and post-conference for enhancing networking opportunities and building lasting connections. - Navigating the exhibition floor with confidence, dispelling the awkwardness, and transforming it into a treasure trove of industry knowledge and trends. Events at which Kiri is speaking this year: Etail West ANA media conference DSI event Acadia - Retail Media Summit…

Ecommerce Braintrust

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Choose Your Partner With Care: 4 Retail Marketplace Management Options to Consider With Acadia CEO Jared Belsky - Episode 322 24:15

منذ 2 years24:15

24:15

In this podcast episode, Kiri speaks with Acadia's co-founder and CEO Jared Belsky. They discuss the various options available to brand-side marketers and sales leaders for retail marketplace management. They delve into the pros and cons of four options, including in-house investment, agency support, technology companies, and resellers, providing valuable insights for ecommerce professionals as they strategize for growth in 2024. Make sure you tune in to find out more! In today’s episode, Kiri and Jared discuss: - Identifying the options available for brand-side marketers to seek help in achieving growth goals in the face of various challenges - The need for clarity in understanding the differences between in-house investment, agency support, technology companies, and resellers - Considerations for beefing up in-house investment, including justifying headcount and focusing on specialization - The significance of understanding the economics and aligning with the business requirements when considering agency support - Exploring the complexities and risks involved in engaging with resellers in the context of offloading operations and maintaining control over distribution, pricing, and inventory - Evaluating scenarios when it may not be ideal to engage an agency, such as the need for specialized expertise, economic considerations, and the importance of effective client sponsorship - The collaborative role of the client in nurturing a successful relationship with an agency and making informed decisions amidst the pressures of ecommerce growth goals for 2024…

Ecommerce Braintrust

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Major Changes Coming to FBA Fees in 2024 - What You Should Know with Armin Alispahic - Episode 321 26:05

منذ 2 years26:05

26:05

In this episode of "The Ecommerce Braintrust" podcast, Kiri Masters and guest Armin Alispahic delve into the major changes coming to FBA fees in 2024. They discuss the intricacies of these changes and explore how they will impact sellers on Amazon's platform. Armin is a Retail Team Lead at Acadia. He's been at the company for almost 7 years. Internally he’s known as Armin.com for his encyclopedic knowledge of Amazon. Over the years, he has gained great experience in working directly with Amazon representatives to support brands in scaling up on Amazon and achieving their goals. Make sure you tune in to find out more! In this episode, Kiri and Armin discuss: Introduction of the inbound placement service fee to cover the cost of transporting shipments. Amazon's shift from national fulfillment to interconnected regional fulfillment networks and the resulting impact on sellers. The impact of the inbound placement service fee on different types of brands and products. Changes in FBA fees and the impact on sellers' costs and savings. Introduction of the low-level inventory fee and its implications for sellers. The ship in product packaging program and its potential to create savings for sellers. Reduced referral fees for apparel products priced below $20.…

Ecommerce Braintrust

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Deep Dive into Kroger Precision Marketing Platform with Damiano Ciarrocchi - Episode 320 21:53

منذ 2 years21:53

21:53

In this episode of The Ecommerce Braintrust, Kiri Masters, Head of Retail Marketplace Strategy at Acadia, and Damiano Ciarrocchi, Retail Media Manager at Acadia, talk about the newly launched Kroger precision marketing retail media network (KPM). They delve into the unique features and capabilities of the self-serve ad platform, as well as the interesting aspects of Kroger's advertising platform. From the reduction in fees for brands to the potential integration of a demand-side platform (DSP), Kiri and Damiano explore the possibilities and predictions for the future of Kroger's advertising offerings. Make sure you tune in to find out more! Kiri and Damiano discuss: Launch of Kroger's advertising platform and reduced fees for advertisers. Contextual targeting within categories and subcategories for audience targeting capabilities. Ad placement options and store selection for targeted advertising. Precise and modifiable creative capabilities for sponsored brand ads on Kroger's platform. Predictions for Kroger and the retail media space, including potential integration of in-store advertising and the impact of potential mergers with Albertsons.…

Ecommerce Braintrust

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How Nature's Way Battles Random Factory Brands on Amazon with Tsege Gebreyohannes - Episode 319 26:46

منذ 2 years26:46

26:46

In this episode of The Ecommerce Braintrust, Kiri Masters is joined by Tsege Gebreyohannes, Sr. Manager of Digital & Experience from Nature's Way Canada. They talk about how Nature’s Way battles random factory brands on Amazon. Tsege shares her experience of noticing the emergence of factory direct brands and the impact they had on Nature's Way's business. The episode provides insights into the strategies employed to combat these new competitors and how the organization adapted its approach to tackle the challenge. Make sure you tune in to find out more! As the Sr. Manager of Digital & Experience, Tsege manages both the Ecommerce side of the business as well as overall digital strategy and execution for the organization. She now manages a varied team made up of ecommerce salespeople, digital content including social media, and our customer service experience, her background has been in traditional CPG brand marketing, and before that she came from an advertising agency background. Tsege has been with Nature’s Way Canada now for almost 8 years. In today’s episode, Kiri, and Tsege discuss: Impact of factory direct brands on traditional CPG brands Underestimation of smaller brands in the ecommerce space Adapting content, advertising, and messaging to counter the competition Evaluating competitive strategies across different sales channels The importance of understanding the retail ecosystem and the role of Amazon Lessons learned and advice for brands facing similar challenges…

Ecommerce Braintrust

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Black Friday/Cyber Monday on Amazon: Trends, Performance, and Outlook with Emily Peterson and Damiano Ciarrocchi - Episode 318 20:10

منذ 2 years20:10

20:10

In this episode of The Ecommerce Braintrust, Kiri Masters is joined by Emily Peterson, Team Lead at Acadia, and Damiano Ciarrocchi, head of Retail Strategy at Acadia. Kiri, Emily, and Damiano share insights on the trends and performance of the Black Friday/Cyber Monday event this year, including the significant increase in online spending and the observations made on Black Friday versus Cyber Monday sales. The conversation covers early promotions, advertising strategies, client outcomes, and lessons learned, providing valuable takeaways for navigating the peak selling period through the end of the year. Make sure you tune in to find out more! In today’s episode, Kiri, Emily and Damiano discuss: - Black Friday/Cyber Monday event predictions and figures, Adobe predicted that the spend would be $12 billion on Cyber Monday and nearly $10 billion on Black Friday. - Observations that Friday saw more action than Monday on retail marketplaces like Amazon, despite traditional data showing Monday as the bigger volume day. - The trend of earlier and earlier sales and promotional activities by DTC brands and retail marketplaces, with brands launching holiday sales as early as November 1. - Strategies and outcomes for clients during the Black Friday/Cyber Monday period, including a client in the apparel category doubling down on promotional activities in early October and achieving a 36% increase from the previous year's sales. - The impact of proactive ramp-up periods on organic ranking and ad performance, resulting in more sustainable outcomes and less expensive advertising. - Observations of Black Friday as the standout day in terms of sales, with Saturday being the largest decline in sales and Cyber Monday being comparatively lackluster. - A minor operational issue with setting up Black Friday/Cyber Monday deals on Amazon where a specific checkbox had to be selected for the deals badge to appear on the product page. - Insights into ad spend allocation and impressions during Black Friday, including a slight decrease in ad spend compared to other events, but a higher ratio of impressions to cost. - Observations about trends and peak sales times during the event, as well as strategies for budget management and proactive budget adjustments based on hourly peaks. - The reminder that every day until December 21 is a peak selling day and the importance of maintaining momentum and managing budgets for continued success throughout the holiday period.…

Ecommerce Braintrust

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Black Friday/Cyber Monday Teaser 1:01

منذ 2 years1:01

1:01

In today's short episode announcement, Kiri Masters informs the listeners that this week's episode, covering the recap of Black Friday, Cyber Monday, and the entire November holiday selling season, will be available on Wednesday, November 29. Considering the 24-hour timeframe needed for episode production, your understanding is appreciated as we strive to deliver valuable insights. This slight delay is intended to ensure that each episode remains actionable and beneficial to you as a listener. Thank you for your patience, and stay tuned for the new episode tomorrow.…

Ecommerce Braintrust

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Ecommerce Predictions for 2024 With Russ Dieringer - Episode 317 47:28

منذ 2 years47:28

47:28

Once again, Kiri speaks with Russ Dieringer, founder of Stratably, a company dedicated to elevating the digital IQ of leading consumer brands. Just like last year, Kiri and Russ share their predictions in ecommerce, for 2024. Make sure you tune in to find out more! Russ Dieringer is the founder of Stratably, a company dedicated to elevating the digital IQ of leading consumer brands. Each week, Russ creates impactful, practical, and easy-to-digest research that speaks to all layers of an organization, helping them see further around the corner of what’s coming in retail. In this episode, Kiri and Russ go back to their predictions for 2023 , and recap what predictions came true. The results are mixed, listen to hear what they were right about. They also share their predictions for 2024: It's predicted that brands will continue to maintain their spending on retail media. Both Amazon and Walmart Connect are expected to experience increased spending from brands. Marketplace and retail media will attract a new generation of talent native to the industry. Russ predicted Amazon's rapid growth in general merchandise categories and foresees its continued double-digit growth rate in 2024. Brands are expected to demand proof of incrementality for their retail media ad spend and marketplace investments. Walmart will likely respond to Amazon’s AMC success with their own significant data clean room announcement and partnership. Russ controversially predicts Amazon's complete closure of Fresh physical stores, with a shift in focus to existing online fresh business. Amazon will make Prime Video ad-supported for all Prime users, offering brands a significant advertising opportunity. Amazon is expected to lead in streaming TV advertising with larger reach and superior measurement capabilities. Walmart and TikTok will potentially enter a significant advertising and commerce partnership.…

Ecommerce Braintrust

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Unpacking the Digital Shelf with Ross Walker: Wringing Performance out of Amazon Marketing Cloud - Episode 316 35:52

منذ 2 years35:52

35:52

In this episode of The Ecommerce Braintrust, host Kiri Masters shares a special replay from "Unpacking the Digital Shelf," presented by our friends over at the Digital Shelf Institute, Peter Crosby and Lauren Livak. They’re diving into the realm of Amazon Marketing Cloud, an open database that provides deeply insightful data for advertisers, with Ross Walker, the retail media team lead at Acadia, joining them to unfold the complexities of AMC and, more importantly, how to use it to our advantage. Whether you're an executive, an e-commerce manager, or a budding data analyst, get ready for a knowledge-packed session. Make sure you tune in to find out more! In today’s episode, Peter, Lauren and Ross discuss: - AMC offers the ability to positively target customers based on specific behaviors, which includes customers who added items to the cart but didn't purchase. - Use of the AMC in remarketing to customers who were previously exposed to a campaign. - AMC helps brands identify their prime products for generating new customers and aids in making wise marketing decisions. - Introduction to the ASIN Overlap report aiding in predicting customers' future purchases. - Differences in the adoption and usage maturity of the AMC among clients, ranging from unawareness to sophisticated usage. - Successful clients often have internal abilities and use AMC data for informed marketing decisions. - Importance and significance of the 'New to brand' metric for Amazon sellers and vendors. - Insights offered by AMC allow a better understanding of marketing performance from a new-to-brand perspective. - The emergence of the incremental ROAS concept for assessing sales lift and ROAS due to increased ad spending. - Potential improvements for Amazon Media Console, such as AI capabilities for natural language queries. - Recommendations for incorporating AMC into future strategies by tracking new-to-brand campaigns. - Challenges in effective utilization of data when outsourcing AMC insights to third-party tools. - The bystander effect of very few brands using AMC to upload and anonymize CRM data to target customers through Amazon DSP. - The importance of the 'New to brand' metric surfaced by AMC in evaluating the effectiveness of campaigns in attracting new customers. - Possible shift towards a focus on acquiring new customers rather than upselling to existing ones in uncertain economic times. - Features of AMC being complex and requiring understanding of writing SQL code. - Explanation of the queries AMC offers for various stakeholders to get insights into their advertising performance. - The use of AMC in providing broader picture of a brand's performance on Amazon. - Use of AMC to target audiences based on shopper behavior, location, and other factors.…

Ecommerce Braintrust

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A 'SMARTER' Framework for Ecommerce With Chris Perry of firstmovr - Episode 315 31:41

منذ 2 years31:41

31:41

In this episode of The Ecommerce Braintrust, host Kiri Masters talks with Chris Perry, co-founder of firstmovr. They delve into the concept of "smarter growth" and how it can help brands and retailers achieve incremental growth in the e-commerce space. From driving households, baskets, and trips to leveraging category management principles, they cover a range of strategies and tactics. Chris Perry is the Chief Learning Officer at firstmovr, a Satellite Center of Excellence (COE) for CPG Omni Education & Change Management on a mission to help empower first movers — both people and organizations — to win in a disruptive marketplace. Make sure you tune in to find out more! In today’s episode, Kiri and Chris discuss: - Introduction to firstmovr as a center for omni education and change management in e-commerce. - The "smarter growth framework" as a means to organize and drive incremental growth. - Drawing principles from brick and mortar to leverage them for e-commerce success. - Moving beyond tactics to focus on the "why" of growth and driving incrementality. - The importance of understanding household penetration, buy rate, and the four quadrants of growth. - Applying the SMART (specific, measurable, achievable, relevant, time-bound) framework for more strategic and measurable growth goals. - Emphasizing the need for intentional content optimization and leveraging levers at scale. - Examples of best practices in basket building, including stocking up, trade up, and bundles. - Strategies employed by Procter & Gamble (PNG) and L'Oreal in driving growth through advertising and product differentiation. - Harnessing shopper purchase data for targeted personalization in advertising. - Practical ways for brands to deploy investments and gain more control over their growth strategies. - The upcoming "smarter events" by Firstmover, offering education and support for implementing smarter growth strategies.…

Ecommerce Braintrust

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The Chewy Retail Media Network: How Pet Brands Can Advertise on chewy.com with Damiano Ciarrocchi - Episode 314 21:10

منذ 2 years21:10

21:10

In this episode of The Ecommerce Braintrust podcast, Kiri Masters is joined by Damiano Ciarrocchi, head of Retail Strategy at Acadia. They discuss the Chewy Retail Media Network and how pet brands can advertise on Chewy.com. Acadia just launched an advertising management capability for the Chewy retail media network, adding this platform to the roster of retail media networks Acadia now supports. Damiano highlights the uniqueness of Chewy as a retail media network, its hyper-specific focus on the pet category, and the potential for brand loyalty among pet owners. They also explore the advertising opportunities on Chewy, including conquesting, and the technical aspects of the platform, such as the current use of Promote IQ and the future launch of banner ads. Additionally, they touch on the importance of campaign tagging and the audience targeting capabilities on Chewy. In today’s episode, Kiri and Damiano discuss: Introduction to Chewy Retail Media Network and its comparison to Amazon advertising - High-level observations about Chewy RMN, including its hyper-specificity and the loyalty of its pet product shoppers Positive results and efficiency of sponsored ads on Chewy RMN Importance of considering Chewy as a viable retail network option for pet brands The possibility of brand conquesting on Chewy and its significance for competitors Discussion on Walmart's stance on conquesting (uncertain, but potential loophole) Technical aspects of the Chewy Media Network, including its use of promote IQ and the availability of product listing ads (PLA) Mention of future plans for launching banner ads on Chewy RMN Overview of additional features provided by Pacvue, including campaign tagging and budget management Importance of campaign tagging for retail media allocation and comparing performance across platforms Audience targeting capabilities on Chewy, focused on contextual targeting rather than specific audience demographics. Learn more about Acadia's Chewy advertising capabilities at https://acadia.io/services/retail-media-marketplaces/chewy-retail-media-management/ About Chewy's Retail Media Network: Chewy's retail media network is still quite new, having only opened up to advertisers recently. But it offers interesting potential, especially for brands in the pet care space looking to find new customers. As background, Chewy is solely focused on pet products, so their shopper base is very loyal and niche compared to mass retailers like Amazon or Walmart. Pet owners tend to stick with brands their furry friends like, making it a great channel for customer retention. How the Chewy Advertising Platform Works The self-serve platform Chewy uses is called PromoteIQ, by Microsoft. It's fairly basic - you get a simple dashboard to launch campaigns and view reporting. Right now Chewy only offers one campaign type, product listing ads (PLAs), similar to Amazon's sponsored products. But they plan to launch sponsored brand campaigns soon. Acadia partners with the ad tech platform Pacvue to enable enhanced campaign management and reporting beyond what PromoteIQ provides. Bidding and Targeting Capabilities Here's where Chewy differs from Amazon - you bid at the individual product (SKU) level rather than on keywords. So you can set a higher budget for your higher priority items. The ad targeting is contextual, meaning products show for shoppers browsing related categories or searching relevant terms. You control bids by product category and subcategory. Chewy does allow keyword bid modifiers, but you lack visibility into performance by keyword. So optimization can be more challenging than in Amazon. Why Chewy is Worth a Look for Pet Brands While the platform needs development, there are compelling reasons for pet brands to consider Chewy: - Early adopters can gain an advantage before competitors join - Conquesting competitors' shoppers is possible here - Loyalty means getting trial can lead to long-term buyers - Chewy incentivizes brands who help them grow revenue If you’re a brand in the pet category that sells on Chewy.com, it’s a no-brainer to get started with ads.…

Ecommerce Braintrust

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Amazon Inspire: Hot or Not? With Todd Hassenfelt of Colgate-Palmolive - Episode 313 26:43

منذ 2 years26:43

26:43

In this episode of The Ecommerce Braintrust, Kiri Masters talks with Todd Hassenfelt, Global Digital Commerce Sr Director of Strategy & Execution at Colgate-Palmolive, to discuss Amazon Inspire. As a leading figure in the global digital commerce space, Todd brings his expertise and insights to the table as they explore whether Amazon Inspire has the potential to challenge social media platforms like TikTok. They dive into the details of Inspire, its features, user traction, and its impact on brands. Tune in to gain a deeper understanding of this emerging platform and its potential implications for the ecommerce industry. In today’s episode, Kiri and Todd discuss: - Todd shares his experiences and insights from working in the digital commerce industry. - The main topic of discussion is Amazon Inspire, a social media-like platform on Amazon. - They explore whether Amazon Inspire can compete with social media platforms like TikTok. - Todd discusses his initial reaction to seeing the light bulb icon of Amazon Inspire on the Amazon shopping app. - He highlights the evolution of the platform, including the shift to a sparkle icon and the addition of features like content sharing. - The seamless user experience of Inspire is emphasized, with the ability to toggle between images, visit product detail pages (PDP), and make purchases without leaving the platform. - Todd suggests that Amazon Inspire is currently still in its early stages and may not have garnered much attention yet, but brands should keep an eye on it. - Brands can post content on Inspire through Amazon Brand Stores or by working with influencers. - Todd mentions the growing presence of user-generated content (UGC) on Inspire, particularly video reviews, which brands should pay attention to and address any concerns. - Kiri expresses her disappointment in Amazon's missed opportunity to engage with brands more effectively on Inspire, similar to their earlier program called Spark. - She believes that brands could create engaging content on the platform, enhancing the user experience and contributing to discoverability.…

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