The CPG Guys Omnichannel Mastery with Kettle & Fire's Niccolo Gloazzo
The CPGGUYS are joined in this episode by Niccolo Gloazzo from Kettle & Fire who represents one the fastest growing bone broths in the category. We met Niccolo at shoptalk Barcelona out in Spain and a casual conversation led to a podcast on omnichannel leadership and what's needed for today's media mastery including winning and retaining customers and households.
Find Niccolo Gloazzo's on Linkedin at: https://www.linkedin.com/in/nicogloazzo/
Find Kettle & Fire on Linkedin at: https://www.linkedin.com/company/kettle-fire-bone-broth/
Find Kettle & Fire online at: https://www.kettleandfire.com/
Here's what we asked him :
1. You have been in this tech led Omnichannel space now for a decade plus. What are some learnings for you and what surprised you?
2. What a wild whacky 4 years for retail media. The large brands have brought out the full budgets. How does a smaller brand like yours compete?
3. How are you investing your media $ today? Are you leaning on certain platforms and are platforms created equal?
4. Measurement - what metrics do you look for in a world where there is limited standardization?
5. How do you ensure your teams are staying abreast of trends and changes in this space? Tell us about the importance of conferences and what matters?
6. Right now there is coupon craziness - all the digital coupon providers are having a field day. To me this is not sustainable. It’s teaching the consumer a very wrong behavior. That’s coming at the expense of a stalled budget on retail media. What is your advice on retail media budgets go forward?
7. Can we discuss pieces of retail media - Search, offsite, onsite - banner ads, social. What is considered a good investment - a mix of all or focusing heavily on search like it is today?
8. Lastly, we always ask - what’s next. What trends are you following and coaching the industry on? What adoption curve are we at the edge of?
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