Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by Neha Shah, who most recently oversaw the eCommerce Organic Acceleration team at Kenvue and is now a free agent. Before that, Neha spent 17 years at Johnson & Johnson as a Senior Manager overseeing Omnichannel Excellence and Shopper Marketing. This episode is all about the role of organic marketing in sustainable brand growth - both on Amazon and across other retail channels. Make sure you tune in to find out more! Disclaimer: Neha's viewpoints in this podcast episode are separate from her work at Kenvue. These represent her personal opinions and beliefs on the industry. KEY TAKEAWAYS In this episode, Julie, Neha, and Jordan discuss: The Role of Organic Marketing Organic marketing's often overlooked potential in driving sustainable brand growth. Importance of organic growth in providing cost efficiencies and building brand trust and equity. The common oversight of organic efforts due to the immediate results offered by paid advertising. Organic growth as a long-term strategy that complements paid efforts. Strategies and activities for organic growth, such as keyword and content optimization. Measuring organic success through metrics like revenue, share, average order value, traffic conversion, and organic search rank. The need for a cross-functional team including paid, organic, and shopper leads. Importance of collaboration and adaptability within the team. Leveraging both internal and external resources for technology and data insights. Future Trends to Watch: Rise of social commerce and new marketplaces. Evolution of omnichannel strategies. Impact of AI in areas ranging from content to supply chain operations. What's Next for Neha Shah

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we are joined by two special guests: Paul Sonneveld, CEO & Co-Founder of MerchantSpring, and Acadia's Director of Retail Operations, Jordan Ripley. We're diving into the complex decisions behind building vs buying software at an agency and SaaS company, using customer feedback to shape what you deliver to the market, and where we see the industry headed in this multichannel e-commerce world. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Paul, and Jordan discuss: Origins and evolution of MerchantSpring: from an in-house tool for managing multiple e-commerce platforms like Amazon and eBay to a shift towards SaaS for agencies. Multi-channel support and feature parity across different platforms. Specific focus on agency needs and saving customers' time by providing a unified interface. Balancing between roadmap developments and quality of life improvements. Core focus areas: feature parity, profitability, and retail media support using agile methodology. Importance of customer lifetime value and sourcing share analysis. Challenges of overinvesting in features like eBay item specifics, driven by local market demands but limited broader interest. The evolution of the company's approach to idea generation based on client feedback. Future developments include enhancing retail media, profitability analysis, and expanding into Southeast Asia and Japan. Homogenizing retail data across various channels. Advantages and strategies for early considerations of data homogenization. Exploration of clean room developments to unify client data. Future updates and developments to look forward to from MerchantSpring.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In today's episode, we have two special guests that Julie had the privilege of joining for a discussion panel at eTail East in Boston: Ash McMullen, Head of E-commerce at Advantice, and Stephanie Grubert, Director of E-commerce Sales at Torani. Together, we'll dive into the topic of "tentpole events" and how brands plan, execute, and build their e-commerce strategies around these major shopping events. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Ash, and Stephanie discuss: The necessity of strong client-agency relationships and thorough preparations, including scenario planning, tool implementation, and automated rules. Importance of monitoring user experiences, conducting real-time sales checks, and managing unexpected issues with calmness. Managing stress and staying calm during the execution phase. Real-time analysis and adaptation based on competitor strategies. Utilizing limited real-time sales checks to avoid overreactions. Understanding the purchase cycle and defining success metrics for different product types. Importance of pre-defining success measurements. Goals such as new-to-brand growth and repeat purchasers. Key metrics like added-to-carts, retargeting consumers, and buy cycles on Amazon. Tentpole Event Planning: Months of detailed planning involving finance, supply chain, sales, and marketing teams. Execution requires about two days, followed by approximately two weeks of reporting. Importance of education, alignment, and early communication to avoid challenges. Suggestion to define success with one or two key performance indicators (KPIs), focusing on traffic and glance views. Driving down ROAS for a bigger goal. Unique promotional event ideas to create consumer urgency and introduce new products.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we have two exceptional guests: Scott Ohsman, VP of Digital Commerce at Quickfire, and Ken Beemer, Director of Retail Client Growth at Acadia. We'll be diving into Amazon's growing investments in live sports and media content, its impact on advertising, and what it means for brands and consumers alike. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Scott, and Ken discuss: - Sports broadcasts, ads, and watching live games. - Amazon Prime is a vortex for drawing consumers into its ecosystem. - Investments in live sports aim to increase audience reach and draw manufacturers and brands to sell on Amazon. - Amazon's massive first-party data offers unparalleled advertising and sponsorship opportunities. - Live sports could boost Amazon Prime sign-ups and leverage content for retention. - Amazon's scale allows for significant brand advertising with trackable results. - Amazon's investments, including Thursday Night Football and NBA rights. - The role of partnerships with entities like Dude Perfect to target younger demographics. - The need for a new mindset regarding Amazon advertising. - Full-funnel marketing and evolving metrics over the next three years. - Testing new opportunities on connected TV. - Sports broadcasting's evolution from major networks to tech players like Amazon. - Legacy deals and the transformative role of tech giants.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we're joined by Tyler Dixon, E-commerce Manager at water bottle company Reduce. We're diving into Tyler's background and his leading role at Reduce, the brand's transition from a 2P reseller model to a 3P seller model on Amazon, and the key trends he's observing in the industry. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie and Tyler discuss: - Tyler's broad experience across sales, account management, finance, and e-commerce has helped him connect cross-functional teams and bring creative ideas to his current role - When evaluating 2P vs 3P selling models on Amazon, brands need to carefully consider what will help remove obstacles and achieve goals, and get full leadership buy-in on the transition - The transition from 2P to 3P should not be rushed - take time to plan it out, get functional support, and find the right agency partner - Differentiating your brand and building brand equity on Amazon is more important than ever - Reduce is paying attention to trends like hydration bottles becoming fashion accessories, and developments in Amazon's fulfillment programs and services for brands

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today, we're thrilled to have Scott Fulton, Director of Sales and Marketing at Sun Bulb, join us. In this episode, Scott shares his journey to overseeing Sales and Marketing at an industry-leading gardening company. We delve into how he evaluates and grows newer channels in a long-standing business, along with some valuable gardening tips. Get ready to uncover insights about Sun Bulb's impressive product portfolio and their strategic shift into e-commerce. KEY TAKEAWAYS In this episode, Julie and Scott discuss: Gardening tips from Scott, especially caring for orchids. Scott's career transition from a CPA to his current role in Sales and Marketing at Sun Bulb. How his accounting background aids his role in understanding costing, profitability, and enhancing sales strategies. Overview of Sun Bulb's major brands: Better-Gro, Dynamite, and Shurich. Unique features and market positions of these brands, including endorsements and innovative products like time-release fertilizers and durable indoor pots. The Impact of COVID-19: Sun Bulb's record sales during the pandemic due to increased consumer interest in home improvement and gardening. Strategies that led to sustained growth through subsequent years. E-commerce Strategy: Approaching B2C sales without conflicting with established brick-and-mortar relationships. The role of Amazon in Sun Bulb's e-commerce growth and strategies for differentiation. Future Plans: Launching live plants on Amazon and the benefits of providing more detailed product information. Direct-to-consumer fulfillment logistics for live plants.

Welcome to another episode of The Ecommerce Braintrust podcast. Jordan Ripley, Acadia's Director of Retail Operations, is hosting this Prime Day Recap, and Retail Media Specialist Dusan Tepavac and Project Manager João Couceiro da Costa are joining him. Recorded just 36 hours after the massive shopping event, this episode offers a breakdown of initial data, strategies, and insights to help you understand what worked, what didn't, and how to leverage those learnings moving forward. Whether you're a seasoned e-commerce professional or looking to optimize your next big sales event, this episode is packed with actionable takeaways. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, João and Dusan discuss: - The theme for this year's report revolved around the Roman Empire - The analogy signifies that crossing Amazon Prime Day without proper preparation leaves no room for corrective actions. - General industry growth estimates ranged from 11% to 15% year-on-year. - Competitive Cost-per-Click (CPC) landscape, with reports of a 70% increase in CPC. - Significant increase in sales for clients using prime exclusive discounts and longer lead-in strategies. - Effective use of custom audience targeting via Amazon Marketing Cloud (AMC) and maintaining efficiency despite rising CPCs. - Discussion on a two to three-hour outage in the ad console during peak Pacific time. - João faced issues with the smooth execution of some vendor promotions. - Successful lead-in strategies involved aggressive marketing and improved Best Seller Rank (BSR). - DSP and AMC provided advanced targeting opportunities. - Dusan discusses a focus on branded targeting and cautious budgeting post-Prime Day. - João emphasizes analyzing data and utilizing subscribe and save options for CPG clients. - The importance of data analysis to refine strategies for future events.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. Today we're joined by Senior Retail Marketplaces Account & Operations Specialist Tamara Vukovic to discuss the impact of the updated Amazon fees rolled out this year and how brands can navigate these changes effectively. With these fresh updates, this episode aims to decode the new fee structures and provide practical strategies for optimizing operations amid evolving landscapes. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie and Tamara discuss: Introduction of New Amazon Fees Reduced referral fees for apparel under $20. New size bands for small and large standard tiers; changes in FBA fees. Introduction of inbound placement fees. Introduction of low-level inventory fees and adjustments in storage fees. Introduction of return processing fees. Impact on Sellers Apparel sellers benefited from reduced referral fees. Adjusting to new FBA fee structures based on updated size tiers. Operational and inventory management shifts due to inbound placement and low-level inventory fees. Overblown Concerns Impact on operationally efficient vs. inefficient sellers. Adjustments to prep, removal, and disposal fee changes with minimal disruptions for optimized operations. Incentivization Through Fees Fees designed to encourage better operational decisions rather than just increasing costs. Emphasis on supply chain efficiency and optimal inventory management. Advice for Brands Importance of inventory management and planning. Utilizing Amazon's tools and data for product improvement and efficiency. Regular auditing of supply chain processes, internal logistics, and operational strategies. Proactive adaptation to ongoing and future changes in Amazon's fee structures.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. In this episode, we're joined by Claire McBride, the VP of Research and Education at Stratably, to discuss the Amazon Vendor Negotiation (AVN) Benchmark Report. Authored by Claire alongside Martin Heubel of Consulterce, this report dives deep into the AVN process, offering valuable insights and benchmarking data for brands looking to navigate their negotiations with Amazon more effectively. Tune in to discover key takeaways, strategies, and trends that can help you prepare for next year's AVNs. KEY TAKEAWAYS In this episode, Julie and Claire discuss: The stress and lack of transparency that many brands experience during AVNs. The purpose of the benchmark report. Data gathered from 252 brands, split between North American and European vendors. Surprising Findings: Brands are becoming firmer in resisting trade term increases. 9% of brands achieved a year-over-year decrease in their trade terms and 61% of brands avoided a decrease in overall margins. The main challenge continues to be securing favorable trade terms. Disparities in AVN experiences between various types of businesses, with food and CPG brands facing tougher negotiations. European vendors had a more challenging AVN experience compared to North American vendors, potentially due to Amazon's margin improvement efforts. Preparation and data gathering are crucial for a successful AVN. Brands that are growing faster or are highly profitable had better AVN experiences. Build a healthy Amazon business year-round to ease the AVN process. Do extensive homework and preparation before entering negotiations. Embrace Amazon's unique, data-driven negotiation approach for better outcomes. Potential trends in AVN processes becoming less formal due to understaffing at Amazon. Importance of leaning into the challenging aspects of AVNs and Amazon as a whole to gain an edge in the marketplace.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. This week we're sharing a high-level conversation about bid management in Amazon's advertising ecosystem with retail media experts Jordi Beltran and Carlos Sastre. Join us to discover the nuances of bid management, its impact on budget allocation, and how campaign architecture plays a vital role in optimizing brand performance. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordi, and Carlos discuss: Budget Distribution: The need for a clear structure in budget distribution and campaign architecture to control investments and achieve campaign objectives. Campaign Objectives: Importance of having focused approaches for each campaign to maximize efficiency and return on investments. CPC Analysis: The significance of monitoring Cost Per Click (CPC) and budget management to maintain campaign efficiency. Signs of Poor Structure: Identifying accounts with hundreds of products or keywords in a single campaign as a red flag for inefficiency. High Competition Categories: The importance of strategic bidding in competitive categories where clicks can be expensive. Conversion Rates: The need to understand the conversion rates of products to avoid overspending and optimize bids for better returns. Bid Placement Modificator: Adjusting bids for top search placements can drastically improve campaign performance. Campaign Bidding Strategies: Carlos advises using a "down only" bidding strategy for better control and efficiency. Automation Trends: How Amazon is evolving towards more automation and goal-based bidding, similar to trends seen in other advertising platforms like Google. Algorithm Improvements: Jordi highlights the improvements in Amazon's algorithm and the potential benefits and drawbacks of automatic campaigns.