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

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.