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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 40: How Brands Can Optimize for Seasonal and Commercially-Driven Events Like Prime Day

(30:25) Recorded by Nicole Vinson and 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

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

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

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

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

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?

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.

Episode 33: Emerging Brands and the Online Opportunity

Episode 33: Emerging Brands and the Online Opportunity

(30:33) Recorded by Keith Anderson and Arnold Ventura on February 23rd, 2017

The online channel represents a massive opportunity for new and emerging brands, enabling challenger brands to grab a disproportionate share of the market.

Profitero’s SVP Strategy and Insights Keith Anderson is joined by Arnold Ventura, VP of Business Development at Califia Farms, a plant-based beverage manufacturer in California (which also happens to be a Profitero customer).

Keith and Arnold discuss the many opportunities and challenges for both incumbent and emerging brands in the online channel, supply chain logistics and economic complexity for CPGs – particularly in the beverage category, as well as some of the opportunities for brands in going DTC (direct-to-consumer).

Arnold was also generous enough to offer our podcast audience a special discount code to try Califia products. If you go to califiafarms.com, use promo code Profitero20 and receive a 20% discount on your order.

Episode 32: The Digital Democratization of Retailing and More

Episode 32: The Digital Democratization of Retailing and More

(33:39) Recorded by Keith Anderson and Simon Rodrigue on February 13th, 2017

The U.S may well be the largest market for eCommerce in North America but Canada is fast catching up, with retail sales expected to reach almost 29 billion Canadian dollars by 2021.

In this episode, Profitero’s SVP Strategy and Insights Keith Anderson is joined by Simon Rodrigue, who has led some of the largest and fastest-growing online businesses in Canada including Wal-Mart Canada and Sears Canada. More recently, Simon is the co-founder of natural tea brand InstantTeas.com.

Keith and Simon cover the eCommerce landscape in Canada, the phenomenal growth that the market is seeing and what’s fuelling it, online grocery models like click and collect and full-basket delivery, as well as the increasing opportunity for brands to sell direct to consumers.

Episode 31: Accelerating eCommerce Performance for CPGs: Data, Measurement and Analytics

Episode 31: Accelerating eCommerce Performance for CPGs: Data, Measurement and Analytics

(35:00) Recorded by Keith Anderson and Scott Hamm on January 31st, 2017

Winning in the digital channel is about optimizing performance and continuous improvement – with data foundational to driving the most effective strategy and focus.

In this latest episode, Profitero’s SVP Strategy and Insights Keith Anderson is joined by Scott Hamm, VP of eCommerce Analytics for Rockfish Interactive. Scott has spent the last 10 years in various digital analytics roles, helping customers drive online sales at pureplays like Amazon and omnichannel retailers like Walmart.

Keith and Scott discuss how measurement and analytics have evolved for the CPG industry, how brands can effectively measure the impact of their eCommerce plan (e.g is their retail partner carrying the right product content?), the importance of digital shelf metrics to better understand the consumer path to purchase, and how brands can win in search – and where search is headed.

Episode 30: The Future of Shopper Marketing

Episode 30: The Future of Shopper Marketing

(21:05) Recorded by Paul Lees and Andrew Pearl on January 10th, 2017

Coupons continue to be an effective promotion tactic, particularly with newer value-conscious generations. However times are changing fast: In the first half of 2016, Kantar Media reported that the number of digital coupons grew by 23.4 percent.

Profitero’s Director of Strategy and Insights EMEA Andrew Pearl is joined by Paul Lees, Managing Director of CheckoutSmart, an app that enables FMCG brands to connect directly with supermarket shoppers before, during and after their shop through personalized digital offers.

Andrew and Paul discuss the influence of digital coupons on a shopper’s path to purchase, how to tailor specific offers based on a consumer’s previous purchasing history, and whether shoppers are ready to take full advantage of beacon technology to receive offers in real-time, based on their location.