The Profitero Podcast Series collaborates with industry thought leaders and influencers, such as The Mars Agency, Rockfish Interactive, dunnhumby and Flywheel Digital, to discuss the key eCommerce trends impacting the CPG and retail sector today. Targeted at retail and CPG leaders, we discuss major market developments, interview industry experts and operators, as well as share insights and strategies for improving performance in the online channel.
Episode 44: The Convergence of Shopper Marketing and eCommerce
Keith is joined by Olga Yurovski, founder and Chief Executive Officer of Shopperations. Olga shares the story of founding Shopperations to help shopper marketers more effectively and efficiently budget, plan, and execute; the convergence of shopper marketing disciplines with eCommerce, and how brands’ organizational structures, toolkits and processes may need to evolve to preserve deep and direct relationships with consumers.
Episode 43: Live from Shop.org
In this episode, recorded live from Shop.org in Las Vegas, Keith is joined by Eric Bisceglia, VP, Go to Market at Voysis.
Previously, Eric served as VP of Product and Marketing at Attend, an event technology startup that was acquired by Event Farm. Prior to that, he held leadership roles at LogMeIn in product and marketing, most recently serving as VP of eCommerce where he was responsible for the company’s web strategy and online sales.
Keith and Eric cover voice AI, as well as machine learning and AI as it applies to eCommerce and retail more broadly. They also discuss other themes and trends they were hearing at the event.
Episode 42: How to Define and Lead Digital Transformation
The FMI and Nielsen has forecast that 70% of US shoppers could be buying groceries online by as early as 2022. But how should CPG businesses be preparing for this seismic shift?
Keith Anderson is joined by Oskar Kaszubski, a global eCommerce leader with 15 years of experience leading digital transformation for Fortune 100 companies (including Mondelez and Kimberly-Clark), mid-size and start-ups. Currently, Oskar is VP eCommerce Acceleration at Kellogg’s where he’s responsible for future-proofing global company growth via eCommerce and digital business innovation.
Keith and Oskar discuss how to define the scope and lead digital transformation to position eCommerce for success (in terms of what to do but equally what not to do), the outlook for online grocery growth, as well as some of Oskar’s observations on specific technologies that are changing how consumers engage with retailers and brands.
Episode 41: The Democratization of Voice
(32:19) Recorded by Eric Bisceglia and Keith Anderson on November 9, 2017
At the start of the year, Forbes magazine called 2017 ‘the year of voice’ and study after study points to the phenomenal growth of voice-activated devices.
In this new episode, Keith Anderson is joined by Eric Bisceglia, VP of Go-to-Market at voice technology platform Voysis, which enables brands and retailers to add their own voice interface to a website or mobile app.
Keith and Eric cover what has driven voice adoption and where we are on the maturity curve, some of the decisions that retailers and brands are grappling with, as well as fresh new insight from a recent Voysis study which looks at the intersection of mobile and voice.
Episode 40: How Brands Can Optimize for Seasonal and Commercially-Driven Events Like Prime Day
(30:25) Recorded by Nicole Vinson and Keith Anderson on September 5th, 2017
As Prime Day has proven, “fabricated” online shopping events can drive significant spikes in traffic and sales volume during times of the year that historically may not have been seasonal peaks.
In this episode Keith Anderson is joined by Nicole Vinson, the group director of eCommerce at The Integer Group.
The episode covers a lot of ground, including how brands can optimize for seasonal and commercially-driven events like Prime Day, why prioritizing product content for mobile and voice devices is becoming so important, as well as some of the emerging marketing and merchandising vehicles that brands can leverage, such as Amazon Media Group (AMG).
Episode 39: Establishing an eCommerce Strategy, Team and Capabilities
(35:06) Recorded by Keith Anderson and Tim Madigan in August, 2017
As eCommerce continues to evolve and disrupt newer online categories like food and grocery, the path to success demands different strategies, skillsets, and capabilities.
In this episode Keith Anderson is joined by Tim Madigan, Vice President of eCommerce at Tyson Foods, a Profitero customer. Tim began his career at Procter & Gamble and then joined SC Johnson where he created and built out their eCommerce strategy and capability.
Keith and Tim discuss what it was like to play a pioneering role in establishing an eCommerce capability at some of the world’s leading CPG companies, what that team, capability and strategy ultimately looked like, as well as factors that are unique and different about leading eCommerce for a company that sells perishables instead of shelf stable products.
Episode 38: Trading with Amazon – Building a Profitable Relationship
(36:41) Recorded by Andrew Pearl and Jack Webb in July, 2017
On the back of expansion into new categories such as Grocery, new touch points such as Prime Now, and new technologies such as Alexa, Amazon is rapidly expanding its ecosystem – creating a vast landscape of untapped opportunity for suppliers.
Andrew Pearl, Profitero’s Director of Strategy & Insights EMEA talks with Jack Webb who has recently joined Profitero as a Strategy & Insight Analyst. Prior to Profitero, Jack worked for ACCO Brands where he developed an expertise in Amazon Marketing Services.
In this episode, Andrew and Jack discuss the key stages in building a trading relationship with Amazon, with a focus on the early stages of product launches, managing growth expectations and using Amazon services to drive further sales. Andrew and Jack also discuss how a collaborative partnership with Amazon through data sharing can provide real benefits to brands.
Episode 37: eCommerce: How to Define Success, Where to Play, and Ways to Win
(46:42) Recorded by Sabir Semerkant and Keith Anderson in June, 2017
eCommerce continues to be an increasingly dynamic landscape and a significant opportunity for brands across many different platforms: Amazon, retailer dot com sites (e.g Walmart.com) as well as DTC (direct to consumer).
Profitero’s SVP Strategy and Insights Keith Anderson is joined by VaynerMedia’s SVP of eCommerce, Sabir Semerkant. VaynerMedia is an agency that focuses on social and digital marketing.
The episode covers a lot of ground, starting with how to think about the eCommerce landscape and defining what eCommerce actually is. Keith and Sabir also explore how to define success online, where to play, and especially how to win by optimizing some of the fundamentals and some of the more advanced vehicles at your disposal – not just on Amazon.
Episode 36: What a Whole Foods Acquisition Would Mean for Tech, Retail & Grocery
(37:40) Recorded by Jason Del Rey and Keith Anderson in June 2017
In this episode Keith Anderson is joined by Jason Del Rey, Senior Editor of Commerce at Recode. They discuss what the potential Amazon acquisition of Whole Foods means to both sides, what it means to the grocery industry, and the future of retail.
Episode 35: How Alcohol Brands Can Tap the eCommerce Opportunity
eCommerce is making an impact on just about every industry imaginable, and alcohol looks set to be the next sector to be disrupted by the continued shift to digital.
In this episode, Profitero’s SVP Strategy and Insights Keith Anderson is joined by Danny Brager, SVP of Nielsen’s US Beverage Alcohol Practice.
Keith and Danny discuss the recent Profitero-Nielsen white paper ‘How Alcohol Brands Can Tap the eCommerce Opportunity’ and cover the maturity level for the online alcohol category versus other CPG categories, the various online delivery models and what’s driving growth, and what alcohol brands should be doing today to plan for the future.
Episode 34: Instacart’s Take on Online Grocery: Is the US at a Tipping Point?
(52:16) Recorded by Keith Anderson and Nilam Ganenthiran on April 20th, 2017
Online grocery shopping is widely regarded as the fastest growing segment in the overall grocery retail market. A recent report by FMI-Nielsen projects that online grocery spending could increase from 4.3 percent of total U.S. food and beverage sales currently to as much as 20 percent by 2025 – a $100 billion market opportunity.
Profitero’s SVP Strategy and Insights Keith Anderson is joined by Nilam Ganenthiran, Chief Business Officer at Instacart, the leading online grocery platform in the US.
Keith and Nilam discuss the state of online grocery in the US and how it compares to other more mature markets like the UK, some of the economic realities and challenges of online grocery overall, the distinctions between different grocery models (delivery versus click and collect), and what’s on the horizon on both the demand and supply chain side for online grocery.