The CPG Guys

The CPG Guys Sri & PVSB are joined this week by John Ghiorso, founder & CEO of OrcaPacific, a MightyHive company,Questions explored:“Why do brands selling on Amazon seek the assistance of a consultancy like Orca Pacific and what types of services do you provide that improves success? Can scaled brands run the race alone in your experience?”“On this podcast, Peter and I have talked at length about 1P and 3P selling on Amazon. Would you please explain the differences between Vendor Central and Seller Central Management and how you help brands determine what is the right mix for their product portfolio? Is a mixed strategy on 2 platforms even an option?”“If a vendor chooses the 3P model, they have different fulfillment solutions. What are FBA & FBM and how do you counsel your clients on which model is right for them? We also hear FBA has a 15% tax on the sale in fees - true and if so, how to navigate?”“My favorite topic on this podcast is media. Orca Pacific recently announced the launch of OPNav, a web-based technology suite that helps your clients measure Amazon advertising effectiveness and more. Would you please give us a brief overview of this new solution? ACOS is the metric brands chase, I feel this an old large agency model of hitting quarterly EBITDA, shouldn't the focus be growth?”“Let’s use a case study to showcase your best practices. I always love to use highly commoditized products because significant lift is harder to achieve. Would you please tell us about Marcal?”“We’re in the middle of a pandemic that has had wide-ranging impacts on Amazon’s business activities. Prime Day has been moved from its usual position in July to reportedly October. How are you counseling your clients to plan for this event which now butts up against the normal BFCM leading to Christmas season? Will Prime Day be as relevant anymore?”“How should brands be looking to mitigate much of the risk associated with selling on Amazon during the pandemic?”“The secret sauce that makes Amazon such a compelling marketplace, beyond the sheer breadth of assortment, is arguably the trust and authenticity of product ratings & reviews, Peter’s favorite topic. How do you counsel your clients to grow, manage and learn from these insights?”“You recently announced a merger with MightyHive, a digital media consultancy. Why was this the right time to pursue a merger and why is this great for your combined client base? What do they bring extra to the table?”“We mentioned that you host a podcast, eCommerce Deep Dive. Would you please tell us about the theme and what listeners can expect when they subscribe?”Subscribe to John Ghiorso's eCommerce Deep Dive Podcast here.Find all our content at http://CPGguys.comCPGGUYS 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. 

In the final episode of the 5 part series on eCommerce profitability, Sri & Peter discuss how to address trade allowances & chargebacks.For the. companion material, please visit http://cpgguys.com 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. 

The CPG Guys Sri & PVSB welcome Whitney Cooper, Director of Omnichannel Transformation & Acceleration at Walmart.To learn more about Walmart Media Group brand solutions, visit walmartmedia.comTo find our content, please visit http://cpgguys.comCPGGUYS 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. 

The CPG Guys Sri & PVSB are joined by Cristina Marinucci, NA Head of eCommerce Insights for Johnson & Johnson consumer goods.Questions covered in the discussionYour career has intersected several brands and analytics companies. How has moving from one brand to another built upon your expertise and what are learnings one gets when they embark on new journeys with a new brand?As head of ecommerce analytics, what are your primary activities & deliverables? What are you focused on? Is it retail, DTC?Do you work on the results from retail media? What role does this play in overall success for a brand in their ecommerce journey? How do you go about evaluating ROI?eCommerce is a balance between short term and long term analytics & insights. How do you balance both and what is the focus for long term analytics?How did you go about selecting the right tools for analytics and how important is the partnerships with commercial organizations?How does one analyze results from Amazon vs omnichannel vs DTC? Are they completely different? Do you have access to the data you need? Tell us about how ecommerce focus is created through analytics/insights. Are you trying to define cohorts, consumer/shopper personas and then working with commercial teams Share the ideal ecommerce metrics one should be focused on? I can’t imagine they are anywhere close to the instore models we are all trained in?You have come from the instore world like us, how did you transform your thinking and career to be ecommerce focused? What’s the unlock?What is your advice for those seeking roles and careers in ecommerce analytics? How should they be cutting their teeth?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. 

The CPG Guys Sri & PVSB continue their 5 part series on eCommerce Profitability. In this issue, they address DTC.Topics covered include:The types of DTC eCommerceThe ‘hot issues top of mind’Margins and DTCHow to approach starting DTCCompanion documents can be found at http://cpgguys.comCPGGUYS 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. 

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. 

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. 

Part 3 in a 5 part eCommerce profitability seriesCPGGUYS 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. 

The CPG Guys Sri & PVSB are joined in this episode by Wendy Liebmann, CEO and Chief Shopper at WSL Strategic Retail and host of the shopper-centric podcast Future Shop.The three retail/CPG industry thought leaders explore a number of relevant topics:6 months into the pandemic...what shopping habits have been disrupted and are they irreparable?Can a company, regardless of size, survive without an omnichannel strategy now?Why are super regional food & beverage retailers successful in digital consumer engagement vs others? Small, regional retailers have leveraged Instacart as have the big guys like Kroger and CVS, but HEB, Wegmans, and Meijer are investing in unique CX. Why is that resonating with consumers?  Store closures are on the rise, is the store apocalypse here? The first Amazon Fresh store opened in SoCal, will consumers embrace cashierless grocery shopping at scale?Brands are scrambling to build DTC, is it only for the big brands with deep pockets?Will dollar stores emerge as victors in the economic disaster and what will drive this?How does an eCommerce leader sell the necessary omnichannel capital investment to senior management?How does private label thrive in a digital world?Will the US see contactless payment “cross the chasm” to ubiquity and when? Are shoppers ready to adopt contactless payment at scale? If not, what are the obstacles? How can retailers overcome them?To learn more about the strategic consulting services of WSL Strategic Retail, visit:https://wslstrategicretail.com/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. 

The CPG Guys Sri & PVSB are joined by Cathy Lewenberg COO of Drizly, the alcohol delivery eCommerce marketplaceTopics discussed:After a successful run leading omnichannel digital at CVS Health, a Fortune 5 company, you decided to join Drizly as its COO. What appealed to you about the company and the role?You arrived at Drizly 2 months into the global pandemic as its sales were skyrocketing and everyone there was working both overtime and often double duty. I heard that senior executives were even answering the customer service line. What were your learning priorities from day 1?How do you effectively lead an operational team when everyone is highly distributed during the pandemic? Any particular behaviors you have adopted to make it work well?Drizly isn’t a retailer, it is a retail marketplace. Can you explain this to our audience and why this is important for legal compliance? And what exactly are “Tied House Laws?”Drizly, a privately-held company, recently released a consumer survey report around alcohol shopping attitudes and has shared performance metrics from sales at 2,600+ network of stores. Why does Drizly openly share Bev Alc Insights and what do you hope the industry learns from it?What types of insights do you share with your retail clients and with brands?How do you help alcohol brands engage with consumers through your marketplace, particularly as it relates to retail media?What are the core elements of customer experience that your team is focused on enhancing?Given Drizly’s rapid growth, you must be bringing on more people to support the demand. For our omnichannel audience listening, what are some talent areas in particular that Drizly is seeking.When you look back after year 1 of your time at Drizly, what do you hope to deliver to the organization?Brand interested in engaging Drizly consumers should visit http://brands.drizly.com If you want to access bev alcohol insights, visit https://bevalcinsights.com/If you are a retailer interested in joining the Drizly marketplace, please visit https://bevalcinsights.com/become-a-retailer/If you'd like to work at Drizly, visit https://drizly.com/open-rolesCPGGUYS 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.