The CPG Guys

CPG & FMCG eCommerce industry icon Sri Rajagopalan & consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online and everywhere in between. http://cpgguys.com

Latest episodes

Jan 11, 2023 • 45min

Home Improvement Retail Media with Lowe's One Roof Media Network's Abi Subramanian

The CPG Guys, PVSB and Sri are joined in this episode by Abi Subramanian, Vice President of Lowe's One Roof Media Network, a robust portfolio of omnichannel advertising services powered by Lowe's customer data, real-time shopping trends, and proven marketing expertise.Follow Abi Subramanian on LinkedIn at: https://www.linkedin.com/in/abishake/ Follow Lowe's on LinkedIn at: https://www.linkedin.com/company/lowe's-home-improvement/ Follow Lowe's One Roof Media Network online at: https://lowesoneroofmedianetwork.com/Abi answers these questions:1) Abi, from your perspective, what are the driving factors behind the explosive growth in retail media?2) As Lowe’s sought to enter the retail media space, what were some of the imperatives that you considered in creating a meaningful offering in terms of capabilities & outcomes?3) Lowe’s has named its retail media platform “One Roof Media Network.” Would you please walk us through your specific full-funnel offerings on-site, off-site and in-store?4) Walk us through the data that is powering this solution. What is the audience size and what is the transaction volume?5) Performance marketing is inclusive of measurement. What measurement elements are you delivering back to brands investing in One Roof?6) Has Lowe’s partnered with any 3rd party ad management platform, content providers, off-site programmatic partners etc. to enable scale for your brand partners?7) How does your team partner with brands to enable campaigns and are brands of all sizes able to leverage One Roof for success?8) Where are you looking to evolve One Roof in the near future and what’s the best way for a brand to get engaged with Lowes in retail media?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Dec 17, 2022 • 55min

Consumption-Based Forecasting & Planning with SAS's Charles Chase

The CPG Guys, Sri and guest co-host Bryan Gildenberg are joined in this episode by Charles Chase, Executive Industry Consultant for Retail & Consumer Goods at SAS, the leader in business analytics software and services, and the largest independent vendor in the business intelligence market.This episode is sponsored by SAS.Follow Charles on LinkedIn at: https://www.linkedin.com/in/charleschase46/Follow SAS on LinkedIn at: https://www.linkedin.com/company/sas/Follow SAS online at: http://SAS.comCharles answers these questions:1) Charlie, your career has intersected with some of the largest CPG brands in the world such as J&J, Reckitt, Coca-Cola. Take us through the years as you build your career in analytics and your advice for others aspiring to lead in this space?2) So you have a new book - Consumption-Based Forecasting and Planning. Tell us all about why and what can a reader and the industry find in that book for educated decision making?3) How has recent unforeseen disruptions like the new Digital Economy, COVID-19 (pandemic), economic pressures (inflation, rising oil prices, geopolitical disruptions) changed supply chains?4) Why do companies need to “forecast from consumer to supply, rather than from supply to the consumer”? Therefore, how does consumption-based forecasting and planning help companies become more consumer centric in their approach to demand forecasting and planning?5) How does short-term demand sensing play into this new approach? Is concurrent demand planning playing a factor, and how does it support IBP?6) How are retailers and consumer products manufacturers supporting the exponential Omnichannel growth, as a result of all these unforeseen disruptions?7) There is a lot of confusion as to what is the digital supply chain. What is your definition of the digital supply chain, and how can it help retailers and consumer products companies navigate through all these unforeseen disruptions?8) What is SAS institute doing in this space to help companies and give us some examples of work done?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comNextUp Website: http://NextUpIsNow.orgDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Dec 14, 2022 • 44min

Omnichannel Center Store Merchandising with The Giant Company's Parag Shah

The CPG Guys, PVSB and Sri are joined in this episode by Parag Shah, Vice President of Center Store Merchandising & Omnichannel Growth for The Giant Company, a division of Ahold Delhaize with nearly 200 stores operating in PA, NJ, VA, MD & WV.Follow Parag Shah on LinkedIn at: https://www.linkedin.com/in/paragshahmba/Follow The Giant Company on LinkedIn at: https://www.linkedin.com/company/the-giant-company/Follow The Giant Company online at: https://giantfoodstores.com/Parag answers these questions:1) You have been trained the classic way - i.e. brick & mortar, but today you are a true omnichannel center store merchant leader. Take us through your career evolution and experiences that got you here in this senior role.2) What are you seeing these days, rapid omnichannel growth or has it really slowed down since covid ended and is it a permanent tilt to digital/ecommerce?3) What is your thoughts on the basics of success in a digital world? Does content matter, how are you leading this for Giant foods?4) Believe you have responsibility to develop the click & collect business as well. Please share what different skills are needed for that vs home delivery?5) We believe to win in the omnichannel world, one has to still be an expert at the basics - category management, shelf management and optimization. Would love to learn your views here on category management in a finite shelf vs infinite digital world.6) Lets talk assortment. What is the importance of assortment in a post covid world? How does the digital world influence what you put in store? Does store traffic and patterns drive assortment?7) What’s next for retail? Where should the focus be? Talk to us about store traffic and how the world of displays and impulse arrangements is changing?8) What is your personal advice for other omnichannel merchant leaders leading center store like you?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Dec 7, 2022 • 41min

Building Omnichannel Shopper Marketing Capabilities from the Ground Up with Pernod Ricard's Chris Hurley

The CPG Guys, PVSB and Sri are joined in this episode by Chris Hurley, Vice President of Channel & Shopper Marketing at Pernod Ricard, a convivial, responsible and successful global wine and spirits group and the #1 premium spirits organization in the world. The Group represents 240 premium brands available in more than 160 countries. Follow Chris Hurley on LinkedIn at: https://www.linkedin.com/in/chris-hurley-7b02047/Follow Pernod Ricard on LinkedIn at: https://www.linkedin.com/company/pernod-ricard/Follow Pernod Ricard online at: https://www.pernod-ricard.com/enChris answers these questions:1) Please walk us through your career, starting with your work in “the fizz bizz” or carbonated beverages, up until now with a focus on pivotal experiences in your career that you consider enabled your progression.2) After joining Pernod Ricard in 2018 as the VP of sales for national chains for wines & champagnes, you saw a broader need for expertise in shopper marketing capabilities for the enterprise. How did this come about? What was the competitive landscape for these types of services and why was it important for Pernod Ricard to resource against them?3) You’d previously managed shopper marketing & channel strategy groups at other points in your career. Was this the first time you had to build one from the ground up? How did you go about developing the blueprint for what this group would be charged with accomplishing and how would you measure outcomes?4) How do you go about staffing against a shopper marketing team? Are you hiring from the outside, taking existing staff and training them in new subject matter expertise. How do you develop an educational curriculum?5) How do you decide where will be the focus of your team’s efforts relative to the product portfolio and key customers within the omnichannel marketplace?6) With the explosive growth of eCommerce during the pandemic, marketplaces like Drizly and Reserve Bar started to emerge while traditional brick & mortar retailers like Total Wine started to establish digital store fronts. How did you set about ensuring Pernod Ricard could succeed in here?7) Insights & activation are core functions of shopper marketing organizations in the CPG world but Tied House laws in the adult beverage categories can challenge companies like Pernod Ricard. Could you walk us through some of these challenges and how you have been able to still succeed in your team’s mission?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Dec 3, 2022 • 56min

Disparate Data Integration in a Privacy-Focused World with PepsiCo's Greg Carr and Habu's Matt Kilmartin

The CPG Guys, PVSB and Sri are joined in this episode by Greg Carr, Head of Data & Analytics Innovation at PepsiCo and Matt Kilmartin Co-Founder & CEO of Habu, a Data Clean Room software company that makes it seamless for businesses to generate high-value analytics from controlled datasets, while protecting the privacy of consumers and the rights of data owners.Follow Greg on LinkedIn at: https://www.linkedin.com/in/carrgreg/Follow Matt Kilmartin on LinkedIn at: https://www.linkedin.com/in/mattkilmartin/Follow Habu on LinkedIn at: https://www.linkedin.com/company/habu-inc/Follow Habu online at: https://habu.com/Greg & Matt answer these questions:1) Matt, why don’t you group this episode with a quick summary of what a clean room is, why it is needed by modern marketers and how it comes to life in the transformation of data into actionable insights?2) Greg, We’ve heard that PepsiCo is one of the most innovative brands leaning into adoption of clean room technology. As Head of Innovation for PepsiCo Data & Analytics, can you speak a little about PepsiCo’s innovation philosophy as it relates to data and technology?3) Greg, PepsiCo licensed its own clean room. Can you share a little about why you decided to do so and what do you think about all these clean rooms that are out there? What made Habu so appealing?4) Matt, as a vendor in the space, how does Habu make sense of all this and what are you seeing from your side?5) Greg, Our listeners love to hear about real use cases. Can you walk us through 1 or 2 examples of some of the things you’ve done are doing and are there any early results or learnings you can share?6) This sounds very cool and pretty complex. Greg ~ What resources on your end are required to make this a reality?7) Greg, PepsiCo has a long history of partnerships with Sports Leagues & franchises, Retail and other types of companies. Can you talk a little about how you think about partnerships at PepsiCo and how technology like clean rooms can play a role in maximizing the value in those investments?8) Is this consistent with what you’re seeing other CPG brands doing?9) Greg then Matt, What excites you the most about the work that PepsiCo and Habu are doing together?10) Matt then Greg, What does this market look like 3-5 years from now?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRetailWit Website: http://retailwit.comNextUp Website: http://NextUpIsNow.orgDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

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The CPG Guys

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