The Profitero Podcast Series collaborates with industry thought leaders and influencers to discuss the key eCommerce trends impacting the CPG and retail sector. 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 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.
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
(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
(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
(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.
Episode 29: Accelerating eCommerce Grocery Performance
(28:10) Recorded by Stuart Heffernan and Andrew Pearl on December 15th, 2016
The recent announcement of Amazon Go represents another example of the retailer removing friction from the grocery shopping process and continuously innovating on price, selection, convenience and experience.
Profitero’s Director of Strategy and Insights EMEA Andrew Pearl is joined by Stuart Heffernan, head of eCommerce at GSK. Stuart has industry-leading knowledge of the impact of eCommerce & digital on the grocery industry, starting his career back in 2003 for Tesco.com.
Andrew and Stuart discuss the key challenges for FMCG brands as grocery shopping continues its shift to digital, the level of incrementality that the eCommerce model can bring to a business, why it’s so critical for brands to get the eCommerce basics right, as well as the secret to unlocking business engagement and investment for digital teams.
Episode 28: The Importance of Mobile Ready Hero Images
(36:32) Recorded by Oliver Bradley and Andrew Pearl on December 1st, 2016
More than 50 percent of eCommerce sales in the UK now take place via a mobile device, with mobile revenue in the US exceeding $1 billion in one day on Black Friday.
Profitero’s Director of Strategy and Insights EMEA Andrew Pearl is joined by Oliver Bradley, global eCommerce Design Director at Unilever. In his role, Oliver helps create a better online experience for shoppers as more of Unilever’s business shifts to the eCommerce channel.
Andrew and Oliver discuss how mobile is changing the way consumers shop, ways to improve the online shopper experience through mobile ready hero images (conversion is proven to be stronger from mobile ready hero images than standard conventional pack shots), and some of the significant uplift in sales that Unilever-owned brands such as Magnum have experienced since implementing these images.
Episode 27: The Future of Food Tech
(35:29) Recorded by Viv Craske and Andrew Pearl on November 17th, 2016
With the arrival of the Amazon Dash button and voice activated shopping, we’re fast moving to a world of any time, any where eCommerce.
In this episode, Profitero’s Director of Strategy and Insights EMEA Andrew Pearl is joined by Viv Craske, a digital strategist and food tech evangelist, and author of “Surviving Digital Disruption: The 7-Step Digital Marketing Strategy To Future Proof Your Brand On The High Street And Online”.
Andrew and Viv discuss the importance of designing eCommerce for mobile, how FMCG brands should be adopting a new model of innovative thinking (where 10% of their focus is on cutting-edge technology), and the future of distributed eCommerce.