Unpacking the Digital Shelf Strategies for Winning the MegaSales, with Sunava Dutta, Chief Product Officer at Pacvue
Apr 14, 2025
Sunava Dutta, Chief Product Officer at Pacvue, shares her expert insights on navigating the complexities of mega sales in retail. She discusses how brands can adapt strategies to meet evolving consumer behaviors, emphasizing data-driven approaches like Incremental Return on Advertising Spend. Sunava also highlights the importance of cross-department collaboration and innovative tools to enhance decision-making. Additionally, she dives into the role of AI in retail, exploring its creative potential and the challenges it brings.
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Dynamic Retail Media Landscape
- Retail media is evolving with increased retailer competition and AI accelerating ad development.
- Brands face the challenge of allocating budgets wisely across close mega sales events like Prime Day and Walmart Deals.
Use Incremental ROAS (iROAS)
- Use iROAS to focus on incremental return instead of total sales affected by ads.
- Start measuring with single retailers to build confidence before expanding to cross-retailer strategies.
Prime Day Ad Preparation Tips
- Ramp up brand awareness spend 2-3 weeks before Prime Day to improve rankings and lower CPC.
- Rapidly test ad creatives and include influencers to maximize campaign efficiency.