The CPG View

How are you and the team at Incremental approaching the question of budgeting for brands that you all work with? Why does it seem like such a challenge today in the world of retail media? How is Incremental approaching the measurement of retail media, given all of the puts and takes you and I just discussed? Why do you think incorporating non retail media into the model is important?

Retail/Commerce Media has emerged as the fastest-growing digital advertising channel. What are the key factors that differentiate it from other advertising channels, and what do you believe is driving its rapid growth? Does the current trajectory of Retail/Commerce Media align with the initial expectations and hype surrounding its potential?  With the exponential growth of Retail/Commerce Media as a digital advertising channel, what specific attributes or capabilities make it stand out from other forms of media? From your perspective, does Retail/Commerce Media live up to the hype in terms of delivering effective results and providing value for marketers and advertisers? How do Commerce Media platforms, with their closed loop attribution and ability to turn ad spend into cost of goods sold (COGS), offer unique advantages in addressing signal loss and driving performance for marketers, particularly in the face of recessionary concerns? How can CPG brands effectively utilize these advantages to optimize their advertising strategies and achieve meaningful results?

Can you shed light on how Stanley became the winner for Equipment Accessories in the 2022 NPD U.S. Outdoor Sports Retail Performance Awards? What innovations or strategies contributed to this success? Given the trends in the U.S. outdoor specialty market, how do you foresee the future for equipment accessories, especially in a post-pandemic era? What are Stanley's plans to keep up with these evolving trends? Stanley's win represents a significant achievement in the outdoor market. How do you align your products with the core values of outdoor enthusiasts, and how does this alignment contribute to building a loyal customer base? Considering the growth and competition in the U.S. outdoor and snow specialty retail markets, how does Stanley differentiate itself from competitors? Could you share some insights into your digital strategies and partnerships that have made this differentiation possible? Staying ahead in the competitive outdoor market requires a careful balance between understanding consumer demands and aligning with retailer objectives. Can you discuss how Stanley approaches this balance? What specific strategies or tools do you employ to listen to consumers while ensuring that retailer relationships remain strong and profitable?

Skye Frontier, SVP, Growth at Incremental, discusses the challenges in measuring incrementality in retail media and the importance of media neutrality. They also explore the hurdles brands face in retail media, integration with existing platforms, and the evolving analytics in the digital landscape.

How can retailers better understand and adapt to this ‘mission driven shopping’ trend to optimize their customer engagement and increase sales? Based on the shift in classic correlations between visits and sales, what are some of the key performance indicators that retailers should now focus on? Considering the consumer’s adaptability, what strategies can retailers adopt to create win/win scenarios that result in a more impactful engagement? In the context of ‘things are still not normal’, how can retailers remain flexible and bring value to the consumer, given the fluctuations in consumer behavior?

Could you please introduce yourself and provide some background on your role as the VP of ads at DoorDash?  How does DoorDash's CPC pricing benefit CPG brands and enable them to invest in growth without upfront capital risk? How does DoorDash leverage the data from its CPC model to improve ad performance for CPG brands and drive more effective advertising campaigns? What are the advantages of DoorDash's self-serve ads for CPG brands in reaching their target audience and promoting products? As the VP of ads at DoorDash, how do you effectively integrate CPG brands' products into advertising campaigns on the platform, and can you share success stories in the CPG sector? How does the partnership between DoorDash and Roku, particularly the "Shoppable Ads" powered by DoorDash, benefit CPG brands by combining the reach of linear TV advertising with targeted measurement capabilities, allowing advertisers on Roku to link TV impressions to CPG purchases?

Could you tell us about your journey and how you got into the field of ecommerce? What led you to your current role at Weleda? As the Director of Ecommerce at Weleda, what are some of the unique challenges you face in the natural beauty industry? How does Weleda approach ecommerce differently compared to other beauty brands? In your previous role at Walmart, you were responsible for leading a $88MM vitamins and supplements business. How did you leverage data and analytics to achieve over 50% growth? What insights did you gain from this experience? Could you walk us through your approach to developing an ecommerce strategy for Weleda? How do you balance short-term revenue goals with long-term growth and brand building? You have a diverse set of skills ranging from performance marketing to P&L management. How do you stay up to date with the latest industry trends and innovations? What skills do you believe are most important for success in the ecommerce field?    

With the retail market rapidly shifting towards e-commerce and marketplaces, what strategies do you believe are crucial for Consumer Packaged Goods (CPG) brands to effectively compete and get ahead in this evolving landscape? The dominance of marketplaces in the e-commerce customer journey is undeniable. How can CPG brands adapt their marketing and sales approaches to leverage the opportunities presented by marketplaces and ensure maximum visibility and conversion? The transformation of large e-commerce platforms into marketplaces or their increasing demand for drop shipment capabilities from vendors has significantly impacted the e-commerce value chain. In your opinion, what are some key implications and challenges that CPG brands should be aware of, and how can they navigate these changes effectively? It's fascinating to see how platforms like Google, Instagram, TikTok, and Pinterest are expected to change their business models by collecting payments and processing orders. How do you envision these shifts influencing the customer experience and the way CPG brands engage with their target audience? What strategies should brands consider to stay relevant in this evolving ecosystem? As the digital landscape continues to evolve, there are several emerging digital sales channels gaining traction, such as live commerce, social commerce, in-car commerce, metaverse experiences, and NFC & QR technology. Could you share your insights on which of these channels you find particularly promising for CPG brands, and how they can effectively capitalize on these trends to enhance their online presence and drive sales?

In the context of digital strategy, how do you think your company's unique approach to consumer rewards has impacted the way consumer packaged goods (CPG) companies develop their marketing and advertising plans? What challenges and opportunities do you see arising for these companies as they navigate the evolving digital landscape? The CPG industry is increasingly focusing on data-driven marketing to enhance consumer engagement. How does your company's free app utilize data analytics to help CPG brands better understand their target audience, and how does this benefit both the consumer and the brand? Our listeners continue to be pushed to do more with less and make their dollars work harder. But, with inflationary pressures, the cost of goods going up and a looming recession, private label brands are probably the most alluring to consumers they have been in years. What are the categories facing the biggest challenges? Opportunities? Given the challenges facing both brands and retailers, it seems like a loyalty product in the tech stack is a must. How can brands leverage data and partners like Ibotta to “win” in such a challenging environment? As we have discussed private label switching is prevalent and to exacerbate that challenge, we also see the costs of loyalty increasing. How have you seen loyalty evolve? What trends do you see in loyalty?

Your company has paid consumers over $1.4 billion while working with leading consumer packaged goods and retail clients. How do you balance the interests of both consumers and businesses, and what role does this app play in fostering a more equitable and transparent advertising ecosystem? You’ve received recognition as a leading CEO including by Glassdoor.com, Denver Business Journal and ColoradoBiz. What is your approach to leadership, and how have your diverse educational experiences at Harvard, Oxford, and Yale Law School influenced your leadership style? Ibotta has been successful in providing value to both consumers and retail and brand partners. How do you ensure that the platform's features and offerings cater to the specific needs of these diverse stakeholders, and what strategies do you employ to encourage long-term partnerships with retailers and brands? As a two-sided platform, Ibotta must constantly innovate to remain competitive and relevant. Could you give us some insights into how your team identifies and addresses the evolving pain points of your retail and brand partners, and how these insights are translated into new features or improvements within the Ibotta app and web platform?