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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 Geoffrey Beliard, Senior Director of Product Solutions at Pacvue. 

Geoffrey has spent decades leading data and analytics teams both on the brand side at large CPG conglomerates and, more recently, with leading software companies in our industry. 

We’ll dive into Geoffrey’s take on where the industry is heading and how he’s leading the product team and roadmap at Pacvue to meet that future. 

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Geoffrey discuss:

• Core Focus of Pacvue:

• Emphasis on retail media and retail operations as primary pillars.

• Strategic choice to excel in fewer areas rather than offering a broad range of services.

• Differentiation Strategy:

• Preference for doing fewer things exceptionally well, setting Pacvue apart from competitors like Commerce IQ and Stackline.

• Advocacy for an open ecosystem, allowing integration with existing data sources and tools.

• Partnerships and Company Culture:

• Importance of strategic partnerships to augment weaker areas.

• Alignment of business strategy with a growth mindset and continuous improvement.

• Pacvue’s Capabilities:

• Retail media management tools and Pacvue Commerce for comprehensive retail operations.

• Integration with major retailers like Amazon, Walmart, Target, Kroger, etc.

• Insights from Geoffrey Beliard:

• Experiences from the brand side and agency side contributing to product solutions.

• Discussion on balancing scalability with niche agency needs.

• Retail Media Networks and Clean Room Technology:

• Comparison between broad versus deep approaches in retail media network development.

• Investment in clean room technology and its role in unifying data and understanding shopper behavior.

• Measurement and Incrementality:

• Development of robust methodologies to measure incrementality, starting with Amazon.

• Use of "ensemble learning" to handle diverse data inputs for better incrementality measurement.

• Automation vs. Human Intervention:

• Discussion on the balance between automated AI solutions and manual control.

• Factors affecting retail operations, including inventory and buy box ownership.

• Future of Retail Media:

• Consolidation around the top 20 global retailers developing retail media networks.

• Importance of large-scale retailers like Amazon, Walmart, and Target in attracting media investment.

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 excited to revisit the important topic of catalog organization with seasoned expert and Operations Manager, Zlatana Pejovoc.

A couple of years back, we released an episode focused on managing large apparel catalogs, which is definitely worth a listen if you’re dealing with catalog challenges. 

In this episode, however, we’re taking a fresh, holistic look at variations and catalog organization to explore recent developments, current best practices, and the future of assortment strategy.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Zlatana discuss:

• Evolution of Catalog Variations

• Increased rigidity and standards in Amazon's process.

• Introduction of AVs (Automated Variations) in Vendor Central.

• Shift towards a more self-serve model in recent years.

• Positive impact on customer experience.

• Increased complexity but also better flexibility for sellers.

• Challenges in Catalog Organization: Balancing self-serve options and stricter standards.

• Better user experience versus operational complexity for brands.

• Case Studies and Examples: Practical examples from apparel brands and other categories.

• Best Practices for Variation Strategy: Importance of Grouping Similar Products

• Up to 30% revenue increase from well-executed variation strategies.

• Boosting visibility and conversion rates for new products.

• Common Mistakes and Pitfalls: Incorrect grouping leading to suspended listings.

• Variating different product types inappropriately.

• Future of Catalog Management

• Predictions and Wishes: User-friendly flat files and better support services.

• Potential AI-driven suggestions for simplifying the variation process.

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 two amazing guests: Meghan Corron, Co-founder & CEO at Clerdata, and Andrew Lipsman, a notable industry analyst who heads up Media, Ads, and Commerce. 

We’ll be diving into some of the key takeaways from a report Andrew recently presented at RMN Ascendant called “The Future of Retail Media is the Future of ALL Media”, as well as getting Meghan’s take on a lot of the cutting-edge incrementality data and research that’s informing Andrew’s presentation on the state of the industry.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, Meghan, and Andrew discuss:

• The inefficiencies in current digital marketing due to poor measurement systems.

• The over-credited nature of Google and Meta due to their advanced measurement and frequent consumer interactions.

• Shift Towards Mobile Search and Social Media: Significant movement of ad dollars toward platforms like Google and Meta.

• Waves of Digital Advertising: Google, Facebook, and now retail media. Each wave leverages closed-loop measurement to attract budgets.

• Retail media is noted as a cost-effective yet underinvested channel.

• Despite higher costs than Google or Meta, RM captures consumer decisions at the point of purchase.

• Varied success among Retail Media Networks (RMNs) driven by targeting quality and contextual environments.

• Meghan Corroon compares marketing investments to stock portfolios, highlighting the over and under-investments across different platforms.

• The issue of siloed ROI reports often exceeds a company's actual revenue.

• The need for more reliable measurement techniques beyond ROAS to understand the true incrementality of ads.

• Connected TV (CTV) Opportunities: The emerging promise of CTV in influencing consumer behavior despite higher costs and low ROAS.

• CPG companies' willingness to experiment with credible measurement evidence.

• Pressure to grow sales, maintain stock prices, and avoid layoffs driving the need for trusted data.

• The Concept of clean rooms and their potential to unify data and attribution forms.

• Slow development and underutilization, with a call for clear application guidelines to improve their effectiveness.

• The progression from Retail Media 1.0 to 3.0, focuses on various aspects such as on-site search, offsite display, and experiential media.

• Amazon's pioneering role in retail media integration and its impact.

• Importance of loyalty programs like Amazon Prime for targeting and measurement.

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 long-time Amazon insider Joanna Otto. Joanna has spent over a decade across brand side roles, Amazon-focused agencies, and internally at Amazon. More importantly - she is the type of person we’ll invent any excuse to get on a call with so she can inject positivity into our days. 

But today we have a good excuse for our chat: Joanna has graciously agreed to give us a full download on the relatively new capabilities of Brand Tailored Promotions, what they are, where they came from, why they may or may not work for a given growth strategy and brand, and what they might tell us about the future of all things merchandising on Amazon. 

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Joanna discuss:

• Introduction to Joanna Otto: Experience in brand-side roles, Amazon-focused agencies, and Amazon itself; currently an account manager at Acadia.

• Overview of Brand Tailored Promotions (BTPs)

• Timeline of development and key updates (August 2023 launch, June 2023 update to exclude ASINs, October 2023 new features).

• Differences between Brand Tailored Promotions and Brand Tailored Coupons

• Placement: Promotions visible on product pages vs. coupons in search and browse.

• Discount thresholds and fees associated with each.

• Implementation Strategies: Importance of a phased approach and audience segmentation.

• Utilizing BTPs during significant events (e.g., Prime Day) to extend promotion benefits.

• Use Cases for Different Brand Types: Strategies for new/upstart brands vs. established brands.

• Examples of audience segments (e.g., cart abandoners, high spenders).

• Pros of BTPs: Non-crawlable, refreshed data, specific targeting, no additional fees.

• Cons of BTPs: Lack of immediate impact, no ASIN-level reporting yet.

• Future Outlook: Anticipated developments in ASIN-level reporting.

• The potential evolution of Amazon’s promotional strategies to provide more precise targeting and enhanced customer experience.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley.

We're coming to you live from unBoxed in Austin, Texas, with a very special guest: Jeff Cohen, Amazon's Ads Tech Evangelist who will be sharing insights into the latest developments in the Amazon ads ecosystem.

This episode will bring you insightful updates on brand-building strategies, innovative AI tools, and powerful measurement metrics designed to elevate your e-commerce game.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Jordan and Jeff discuss:

• Jeff shares his journey to becoming an Amazon ad tech evangelist.

• His passion for educating the community on Amazon ads and scaling brands.

• The importance of retail readiness before scaling advertising efforts.

• Advertisement as the kerosene that makes the brand's fire grow bigger.

• AI-Powered Creative Solutions

• Enhancing creative capabilities through Amazon’s new tools.

• Integration with Canva for streamlined creative development.

• The concept and benefits of managed campaigns for new product launches.

• Aligning inventory with advertising strategies to overcome the cold start problem.

• Utilizing Amazon DSP’s new user experience for planning and execution.

• The role of Performance Plus in simplifying the campaign setup.

• Importance of triangulating signals to achieve desired outcomes.

• Advanced Targeting Methods: Amazon’s strength with signal-rich targeting across various properties.

• Impact of upper funnel investments on down-funnel activity.

• Key targeting techniques for driving new-to-brand sales and subscriber growth.

• Enhanced Measurement Tools: Long-term sales metrics for 12-month impact analysis.

• Conversion path reporting to track multi-touchpoints.

• Amazon’s Multi-Touch Attribution Model using scientific methodologies.

• The Democratization of Branding Tools: Making advanced advertising tools accessible to SMBs.

• Simplifying complex processes to allow broader brand participation.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley.

In this special edition, we dive into the results of this year's Prime Big Deal Days with some top-tier experts from the industry.

Joining us are Logan Nielsen, an Account Manager at Acadia and our resident Prime Day hype man, and Zach Christensen from Analytic Index, Acadia's trusted category and search analytics data partner. 

Just 36 hours after the event, they share their initial impressions, key trends, and data-driven insights, helping you understand what worked, what didn't, and what it all means for the future of e-commerce.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Jordan, Logan, and Zach discuss:

• The different names for Prime Day and the event's brand identity.

• Personal takes on prime big deal days: personal experiences and purchasing stories.

• Analysis of consumer engagement and awareness compared to the summer Prime Day event.

• The general sentiment and energy surrounding Prime Big Deal Days.

• Emotional involvement and purchase decisions.

• Preliminary key trends and data insights

• The importance of leveraging external traffic and influencers.

• Analysis of the increased competitive landscape and its impact on ad spending and ROI.

• Notable Glitches and Technical Challenges: Issues encountered with Amazon's ad consuls and badging for sponsored brands.

• Logan's strategies for mitigating these challenges in future events.

• Logan highlights the success of premium brands with compelling discounts.

• The important role of prime exclusive discounts despite the new deal fee.

• Zach's insights into the surge of novelty items and Amazon's private label strategies.

• Predictions and strategies for the future: Leveraging brand-tailored promotions and new audience types.

• Importance of analyzing competitive promotions and preparing for upcoming Q4 events.

• Zach discusses the potential long-term impact on search visibility and shopping patterns.

• Summary of initial findings and anticipated future analysis.

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 Martin Heubel, founder of Consulterce and leading expert on Annual Vendor Negotiations or AVNs. 

Martin spent nearly 5 years internally at Amazon in various category and vendor management roles before founding Consulterce to help brands better understand and navigate their vendor relationships and negotiation process with Amazon. 

For today’s episode, we’ll be diving into next year’s AVN cycle - how it might be different than years prior and how brands should ultimately be preparing for this process now to ensure they’re in the best position for success next year. 

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Martin discuss:

• Duration and Challenges of Annual Vendor Negotiations:

• Typically take 3.5 months to complete.

• 72% of brands encounter difficulties.

• Key issues include direct and hidden costs like charges and trade marketing investments.

• Strategy for Reducing Trading Terms:

• Only 9% of brands have managed to reduce trading terms.

• Success often linked to diversified sales channels and less dependency on Amazon.

• Influences on Profitability:

• Trade investments have increased by 69 basis points year-over-year.

• Focus on understanding costs such as shortages and chargebacks affecting net sales.

• Amazon's Operational Focus:

• Emphasis on automation, offshoring, and efficiency, including a 15% reduction in corporate headcount.

• Decreased inventory holdings, impacting vendor negotiations.

• Shipping Speed and Customer Spending:

• Faster shipping correlates with higher annual customer spending.

• Critical for vendor discussions as Amazon targets fulfillment reliability.

• Market Focus and Strategy Differences:

• Variation in Amazon’s focus by market maturity and region.

• Differences between mature markets (US, UK, EU) versus expansion markets (Japan, Australia).

• Vendor Negotiation Strategies:

• Importance of preparing proactively, setting negotiation anchors, and involving cross-functional teams.

• Emphasis on data-driven discussions, leadership alignment, and clear negotiation objectives.

• Amazon's Balance Between Profitability and Growth:

• Shift from a growth-focused pandemic approach to current profitability optimization.

• The impact of rising competition from platforms like Shein and TikTok Shop.

• Preparing for Future Negotiations:

• Clarity and objectivity as critical elements for successful negotiation outcomes.

• Preparing for the 2025 negotiation cycle with clear expectations, mutual growth goals, and thorough data analysis.

• Anticipation for Continued Collaboration:

• Future discussions planned to evaluate the effectiveness of strategies and insights shared.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley.

Today, we are joined by two of Acadia’s resident experts: Julian Galindo, Senior Account Manager, who oversees brand strategy for some of our most prominent client partners, and Laurie Tovo, a key member of our media team with a passion for integrating branding into comprehensive media strategies on Amazon.

We’ll be exploring a topic that, while not new, has become increasingly important over the years: To what extent should Amazon be viewed as a branding channel versus a performance-driven sales channel?

An exciting discussion - tune in to find out more!

KEY TAKEAWAYS

In this episode, Jordan, Julian, and Lauren discuss:

• Why Amazon is transitioning from being purely a sales channel to a significant branding channel.

• Historical perspective on Amazon's evolution and the increasing importance of branding.

• Challenges and insights on balancing lower funnel metrics like ROAS and conversion rates with upper funnel brand-building activities.

• The importance of understanding the full story beyond performance metrics.

• Strategies for ensuring brand cohesion across multiple platforms, particularly Amazon.

• The importance of repurposing assets and developing Amazon-specific creative content.

• The evolving role of visual content in media campaigns on Amazon.

• How existing content can be repurposed effectively for Amazon.

• Leveraging new metrics and brand analytics for improved customer segment targeting.

• Using this data to inform product launches and brand strategies.

• Early experiences and potential of Amazon's new AI-driven creative tools.

• Predictions on the future role of AI in creating branded content on Amazon.

• Specific tactics like brand-tailored promos to engage different customer segments.

• Insights into interactive and personalized content options like premium A+ content.

• Exciting new developments in Amazon's branding tools and metrics.

• Predictions and expectations for the future of branding on Amazon.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

We’re joined by two of our favorite podcast guests - Chris Perry and Oskar Kaszubski of firstmovr. 

In this episode, we’re sharing some key takeaways from the report they released earlier this year that represents a guide to something they’re calling “Omnicategory Captaincy.” 

Sounds interesting? Tune in to find out more.

KEY TAKEAWAYS

In this episode, Julie, Chris, and Oskar discuss:

• Introduction to Omni-Category Captaincy: Chris and Oskar introduce their innovative report on omni-category captaincy, transforming traditional category management by integrating multiple channels, both online and offline.

• Key Pirate-Themed Criteria for Success: The report's pirate motif brings a creative flair to critical success elements:

• Tight Ship:
  Day-to-day excellence.

• Pirate Code:
  Establishing a joint business plan (JBP) and routines.

• Compass:
  Industry thought leadership.

• Fair Winds:
  Traffic and demand generation.

• Bounty:
  Incremental growth.

• Treasure Island:
  Data sharing and utilization of data cleanrooms.

• Map:
  Online category navigation.

• Fly the Colors:
  Enhancing user experience and shopper journey.

• Insights from the Digital Shelf Institute event and upcoming plans for a dedicated captaincy event and podcast.

• The critical need for brands to avoid complacency and continuously innovate to maintain market share.

• Addressing the gap between recognizing individual actions and integrating them holistically for true category captaincy.

• Overcoming resistance in C-suites to the critical role of digital content, especially in light of inflation and shifting consumer preferences.

• Detailed audits and the importance of optimizing the shopper experience—learn from mistakes and improvements seen with major retailers like Walmart and Kroger.

• Leveraging partnerships and thought leadership to demonstrate commitment and drive mutual benefits.

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.

We’re joined by two great guests today: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Nate Pinkston, Head of Growth at Microsoft’s Retail Media division. 

In this episode, we’re focusing on the key takeaways from the report they released earlier this year, which represents a guide to the evolving landscape of Joint Business Planning.

Tune in to get an insider’s take on who, when, and how the most successful brands approach the JBP process across various retailers.

KEY TAKEAWAYS

In this episode, Julie, Lauren, Nate, and Jordan discuss:

• Explanation of JBP and its critical role in brand-retailer relationships.

• Comparison of JBP processes among different retailers (Amazon, Walmart).

• JBP Lite: Less detailed, often used by smaller brands or those with weaker retailer relations.

• Omnichannel JBP: Integrates all sales channels and stakeholder inputs for holistic collaboration.

• Issues stemming from having separate JBPs for retail media and marketing.

• Importance of integrating retail media into the JBP process.

• Nate Pinkston's emphasis on retail media budgeting and its role in sales.

• Cross-Departmental Collaboration: Need for the involvement of finance and other departments from the start.

• Recommendations for effective stakeholder engagement and process improvements.

• Lauren Livak's advice to start JBP preparations six months in advance.

• Continuous monitoring and revisiting of JBPs throughout the year.

• Recommendations for Brands: Integration of finance for comprehensive planning.

• Clear communication and defined roles among stakeholders.

• Transparency and data sharing between brands and retailers.

• Involvement of sales, marketing, e-commerce, procurement, finance, and supply chain in JBP.

• Importance of sharing growth goals, feedback, and maintaining open communication channels.

• Recap of the importance of coordinated, omnichannel approaches to JBP.

• Final thoughts on avoiding organizational silos and ensuring transparency for mutual success.

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 a friend of the show and a frequent guest: Russ Dieringer of Stratably, a research firm providing unbiased insights on how to do better business with Amazon and its peers. 

We’ll be diving into launching products on Amazon - something many claim to have a secret sauce around, but a topic we haven’t seen holistic industry research on. 

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Russ, and Jordan discuss:

• 1P vs. 3P Brands on Amazon: The nimbleness and product innovation advantage of 3P brands.

• 25% of brands use Amazon as a launching pad for new products, adopting a "test and learn" approach.

• Many launches on Amazon are dictated by timing issues rather than strategy.

• Tactical aspects like SEO, PDP development, and inventory planning.

• Emphasis on case studies to demonstrate the impact of well-executed launches.

• Seasonality and Launch Timing: Insight on launching seasonal products
  6 months in advance of peak season.

• Using Amazon's event calendar for strategic planning.

• Amazon Marketing Cloud (AMC): low adoption of AMC tools.

• Potential benefits like advanced targeting, audience creation, and quicker market entry when AMC is used effectively.

• The complexity of product launches within large organizations and strategies for better coordination.

• Insights into the typical timeline for reaching baseline sales post-launch.

• Media Strategy and Ad Spend: Higher average ad spend for new products and the balance between ad efficiency and speed-to-sales.

• Importance of upper funnel support for product visibility and sales propulsion.

• The critical role of leaders in Amazon initiatives and the necessity of cross-department collaboration for successful launches.

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.

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.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

Today we’re diving into the transformative technologies shaping the future of retail.

Joining us are two pioneering minds in omnichannel education and AI, Chris Perry and Oskar Kaszubski, the founders of Firstmovr. 

In this episode, we dissect key findings from Firstmovr’s latest report and explore actionable insights that both large enterprises and smaller brands can leverage in this rapidly evolving landscape.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Chris, and Oskar discuss:

• Essential components for effective AI implementation: commitment, focus, leadership, vision, strategies, goals, resources, assessment, and communication.

• AI for Smaller Brands: Leveraging AI for content optimization and new insights, is particularly beneficial for brands with limited resources.

• AI Misconceptions: AI is not an "easy button".

• The importance of time, discernment, and realistic expectations in AI adoption.

• AI Go-to-Market Loop and Ecosystem: Chris introduces the AI go-to-market loop and talks about the complexities and legal considerations in AI implementation.

• Data Limitations and AI Reliability: Insufficient data volumes ("hallucinations" and unreliable analytics).

• Need for larger token models to improve AI reliability.

• Strategic Business Considerations: Challenges in managing rapid AI development and aligning expectations with reality.

• Establishing guidelines, training, and considering an "AI czar" for successful AI integration.

• Traditional vs. AI-Enhanced Consumer Journeys: The "infinity loop" and expansion of the traditional four P's of marketing to eight P's.

• Emphasis on platforms, proposition, presence, promotion, performance, people, process, and partnerships.

• Retail Media and AI: How AI impacts retail platforms and the necessity for retailers to balance personalized AI responses with monetized media placements.

• The future automated nature of purchases and the need to rethink retail media.

• AI in Sentiment Analysis and Ad Optimization: AI’s role in extracting insights from social media and product reviews.

• Limitations in AI’s effectiveness in ad optimization and performance analysis due to token limitations.

• Outlook on ongoing AI advancements and potential future interactions within retail.

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 Acadia’s Retail Account Manager, Molly Thomas, and Retail Media Manager, Juan Munoz to discuss the rising importance of profitability in the e-commerce landscape.

We’re diving into the key trends, strategies, and metrics brands should focus on to optimize their profitability, particularly on Amazon and other retail marketplaces.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Molly, and Juan discuss: 

• Rising Amazon Fees & Competitive Marketplace: Impacting smaller sellers, prompting a focus on profitability and efficient budget allocation.

• Consumer Buying Behavior & Marketplace Saturation: Changing consumer expectations and the competitive challenges new brands face on platforms like Amazon.

• The focus on profitability varies by brand maturity and category competition

• Tools like Merchant Spring help track profitability despite Amazon not making it easy, and the importance of various KPIs such as storage fees, conversion rates, and content optimization.

• Advertising Strategies for Profitability: A granular approach to advertising, including single ASIN campaigns and focusing on high search volume keywords to increase organic rank and profitability.

• Holistic Account Management: Aligned strategies between organic and paid efforts, inventory management, and competitive analysis.

• Long-term Planning vs. Short-term Profitability: Focusing too heavily on monthly profitability could hinder long-term growth and overall brand strategy.

• Integration Across Teams: Effective collaboration between catalog specialists and advertising teams is highlighted as vital for success.

• Over-reliance on branded keywords and not sufficiently targeting new customers are pinpointed as potential downfalls for brands overly fixated on short-term profitability.

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

In this episode, we dive into the intricacies of retail media allocation with guests Ross Walker, Head of the Retail Media Team, and Damiano Ciarrocchi, Senior Retail Media Manager.

The trio explores the dynamic landscape of retail media strategies, what has evolved over the past few years, and key insights for brands looking to optimize their omnichannel investments.

Make sure you tune in to find out more!

In this episode, Julie, Ross, and Damiano discuss: 

State of Retail Media Allocation

• How retail media allocation strategies have evolved, emphasizing the importance of holistic and channel-agnostic views.

• The shift from simplistic revenue-based allocations to considering incrementality and customer journey metrics.

Approaching Retail Media Holistically

• The need for brands to move beyond siloed strategies and consider the interplay between different marketplaces.

• How brands leverage multiple channels such as Amazon, Chewy, and Walmart to maximize brand growth.

• Evaluating the unique contributions of each channel to overall sales and not just individual performance metrics.

Retail Media Network Lifecycle

• The typical development stages of retail media networks, from focusing on lower-funnel tactics to expanding into mid- and upper-funnel capabilities.

• The expansion and improvement of self-serve ad platforms as retailers mature.

Pitfalls to Avoid and Best Practices

• Issues like siloed teams, lack of testing, and under-leveraging in-store presence were highlighted as frequent setbacks.

• Brands with overarching strategies, consistent cross-channel metrics, and robust creative campaigns tend to be more successful.

Retailer Priorities and Recommendations

• Strong emphasis on the importance of foundational metrics and data insights.

• Sequence of developing ad types starting from lower funnel and moving upward as the platform matures.

• Encouraging retailers to adopt a more long-term perspective by making data accessible and free.

Future Considerations

• Emerging importance of integrating digital advertising with in-store presence.

• Evolving omnichannel strategies to stay ahead in the complex e-commerce landscape.

Welcome to another episode of The Ecommerce Braintrust podcast! Today, we dive into the evolving landscape of retail media with our special guests, Mike Balabanov, VP of Agency Development at Criteo, and Damiano Ciarrocchi, Senior Retail Media Manager at Acadia. 

Our host Julie Spear leads an insightful discussion on the importance of data quality, innovative formats like video, and the growing emphasis on lifetime value in retail media strategies. We're exploring the challenges of standardizing metrics across platforms, the exciting potential of in-store retail media options, and the need for a unified brand voice. 

Tune in and find out how Criteo's platforms aim to defragment the complex retail media landscape and provide actionable insights for brands and agencies. 

KEY TAKEAWAYS

In this episode, Julie, Mike, and Damiano discuss: 

Navigating Retail Media Transformation

• Data Quality & Tailored Insights: Damiano Ciarrocchi stresses the importance of high-quality data and the hurdles in providing bespoke data insights for diverse brands.

• Innovative Retail Media Formats: Mike Balabanov dives into the significance of lifetime value and the growing need for captivating content like video and creative storytelling on retail media networks.
  

The Full-Funnel Strategy Revolution

• Julie Spear highlights the comprehensive nature of modern retail media, blending top-of-funnel awareness with conversion-driven tactics. The emphasis is on employing innovative formats and maintaining a unified brand voice across all channels.

Challenges & Opportunities

• Fragmentation & Standardization: The fragmentation in retail media networks and the importance of standardization for providing a holistic sales and marketing view.

• Incrementality Practices: The complexities of implementing incrementality at scale, advocating for standardized metrics and enhanced data sharing to bolster growth.
  

New Horizons in Retail Media

• In-Store & Offsite Media Growth: With 40% of retailers planning to offer in-store media by 2024, the potential for blended physical and digital strategies is more promising than ever.

• Budget Management Across Platforms: Criteo’s Commerce Max aims to streamline budget allocation and attribution, offering flexibility and addressing common budget management challenges.

Welcome to another episode of The Ecommerce Braintrust podcast! In this episode, our host Julie Spear is chatting with Alicia Ponzani, E-commerce Manager at Premier Nutrition. 

Alicia is here to share her valuable insights on how she transferred her skills from the brand side to e-commerce, the importance of collaboration between teams, the evolution of e-commerce strategies within larger organizations, and the rising significance of social commerce. 

They also discuss the impact of AI and share exciting predictions for the industry's future. 

Tune in to hear Alicia's journey and expertise in navigating the dynamic world of e-commerce.

KEY TAKEAWAYS

In this episode, Julie and Alicia discuss: 

• Alicia's career journey from being a brand analyst in pet food verticals to e-commerce management

• Alicia's passion for health and wellness with her current role in the dynamic e-commerce industry

• Importance of data analysis from the brand side for e-commerce performance evaluation

• Transitioning from awareness metrics on the brand side to lower funnel metrics on the e-commerce side

• Collaboration with cross-functional teams and its importance in e-commerce success

• Comparison of e-commerce silos at J.M. Smucker with the integrated team structure at Premier Nutrition

• Integration of an omnichannel approach by including various online retailers under one e-commerce team

• Impact of retail media complexity on marketing strategies

• Collaborative strategies between brand, sales, and e-commerce teams

• Development of repeatable frameworks for scalability and efficiency

• Importance of flexibility and adaptability in a fast-paced e-commerce environment

• Embracing the test and learn mentality for success in e-commerce

• Trying new strategies and technologies in the evolving e-commerce landscape

• Surprising rise of social commerce and its integration with e-commerce platforms

• Impact of tech partnerships like Meta and Amazon on social commerce

• Prediction on the increased role of AI in e-commerce for automating tasks and enhancing consumer experiences

• Speculation on the potential use of AI in back-end campaign setup and efficiency improvements in marketing strategies

🎙️Interview with CEO of Acadia, Jared Belsky

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 Acadia’s CEO, Jared Belsky! This episode is all about the concept of "retail island”-  a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy. 

Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape. 

KEY TAKEAWAYS

In this episode, Julie and Jared discuss: 

• What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands.

• Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it’s crucial to integrate your budgets and strategies.

• Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes.

• Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency.

• Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement.

• Actionable Steps: Simplifying your performance comparison and being brave with testing. 

• Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.

🎙️Interview with Acadia Project Manager, João Couceiro da Costa

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

Today, we're diving into the intricacies of Prime Day 2024 with our expert guest, João Couceiro da Costa, an experienced account manager from Acadia's retail team. 

In this episode, we're unpacking everything from the operational strategies to the creative reporting styles João employs. He’ll share his innovative approach to Prime Day preparations, including extending promotional periods and focusing on profitability over mere revenue gains.

Make sure you tune in to find out how to enhance your e-commerce momentum for one of the biggest online shopping events of the year! 

KEY TAKEAWAYS

In this episode, Julie and João discuss: 

• Introduction to Prime Day Preparation

• João's Reporting Style

• Speculations on Prime Day Dates based on inventory deadlines and deal submissions.

• Discussion on the historical scheduling of Prime Day.

• Changes in Prime Day Strategy for 2024

• Shift from focusing on top-line revenue to prioritizing profitability and sustainability.

• Impact of Amazon's new fee changes on sellers’ profitability.

• Emphasis on operational efficiency due to increased inventory-related fees.

• Strategy to extend promotional periods to smooth out demand spikes.

• Consumer Response to Expanded Promotional Periods

• Consumer fatigue and their adaptation to frequent sales events.

• Maintaining traditional Prime Day despite overall promotional dilution.

• Strategic Focus for Prime Day 2024

• Increased emphasis on subscription-based promotions and retention.

• Shifting focus from one-time sales to subscription models during Prime Day.

• Preparation for Prime Day

• Utilization of tiered cataloging to manage promotions effectively.

• Importance of updating product descriptions and brand narratives for Prime Day.

• Impact of Promotional Strategies on Organic Ranking**

• Boosting organic rankings and brand visibility.

• Strategies to optimize listings and storefronts 

• Influence of Amazon on Retailers Worldwide During Prime Day

Interview with Dusan Tepavac Amazon Advertising Expert and Retail Media Specialist at Acadia

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

With Prime Day just around the corner, we decided to dive into the intricacies of maximizing success during one of the biggest e-commerce events of the year.

In this discussion, we are joined by guest Dusan Tepavac, a seasoned Amazon Advertising Expert and Retail Media Specialist at Acadia, who shares his expert insights on preparing for Prime Day with paid media strategies, audience targeting, and leveraging Amazon's advertising ecosystem.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie and Dusan discuss: 

• Introduction to Prime Day Preparation

• Prime Day: Enhanced Capabilities and Strategies

• Integration of AMC and DSP for advanced audience targeting

• Focus on shoppers’ behaviors and the advantages of new tools in Amazon’s ad ecosystem

• Optimizing Budgets with AMC Insights

• Strategic use of AMC for competitive advantage

• Planning budgets based on insights to gain better ad placements

• Brand-Specific Trends and Client Concerns

• Discussion on brand trends and expectations during Prime Day

• Approaches to handle profitability concerns and promotional investments

• Promotional Strategies and Importance of Prime Exclusive Discounts

• Discussion on varying strategies of discount percentages and full catalog promotions

• Significance of Prime Day badging for visibility and conversion rates

• Emphasis on the importance of the traditional summer Prime Day over other sales events

• Prime Day Preparation and Key Focus Areas

• Detailed strategy on keyword focus, organic ranking, and budget adjustment

• Importance of addressing both branded and non-branded spending as Prime Day approaches

• Tactical Shifts Closer to Prime Day

• Adjustment of strategies focusing more on non-branded spending closer to the event

• Recommendations on campaign types and budget distribution for maximum impact

• Strategies for Brands Not Participating in Prime Day Promotions

• Tactical adjustments for brands not offering discounts during Prime Day

• Use of day-parting to manage budget and visibility effectively during peak times

• Post-Prime Day Strategy

• Managing ad budgets and strategic focus following Prime Day

• Using data from Prime Day to inform ongoing strategies and upcoming promotional events

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by, Gary Hammerschlag, an account management team lead at Acadia, who shares his expert insights on the framework for evaluating potential markets, the process involved, and strategic considerations for brands looking to broaden their e-commerce horizons globally.

Their discussion is packed with actionable tips and an in-depth analysis of the various aspects of international expansion on Amazon.

Make sure you tune in to find out more!

In this episode, Julie and Gary discuss: 

• Gary’s Framework for International Expansion

• Evaluating when an international market is a suitable fit.

• The increasing ease of compliance and streamlined processes post-COVID.

• Importance of considering international expansion as a growth lever beside D2C channels.

• Key Markets for Expansion:

• Insights into prioritizing markets: Germany, the UK, Canada, and Japan.

• Specific focus on Japan’s beauty market due to recent Amazon incentives.

• The Testing Process:

• How to frame and assess the testing period for a market.

• Operational, logistical, and budget considerations for entering new markets.

• Readiness and Launch:

• The readiness phase involving VAT application, label review, and finding a responsible person.

• Detailed timeline expectations from decision to launch.

• Tools and Resources:

• Utilizing tools like Helium 10 or Analytic Index for market analysis.

• How agencies specializing in Amazon can aid in smoother launches.

• Advice for Brands Considering International Markets:

• The importance of patience and setting realistic timelines.

• Building a strong initial foundation to facilitate growth.

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by Julien Pereira, Account Manager at Acadia and a former Amazon vendor and program manager with extensive experience in direct fulfillment operations. In this episode, they discuss the nuances of direct fulfillment and its fit for brands selling as first-party vendors on Amazon.

Make sure you tune in to find out more!

In this episode, Julie and Julien discuss: 

• Understanding Direct Fulfillment (DF): Julien breaks down the concept of DF, contrasts it with traditional PO fulfillment methods on Amazon and explains the benefits of having more control over inventory and order management.

• Assessing DF for Your Brand: Criteria for identifying whether DF suits a brand's business model, including logistical capabilities, product categories, and customer-centric operational readiness.

• Hybrid Fulfillment Model: Discussion of the potential to run DF alongside traditional PO-based fulfillment to ensure inventory coverage and mitigate stockout risks.

• Setup Process for DF: Insight into setting up DF in Amazon Vendor Central, including warehouse setup, EDI and API implementations, and configuring lead times and capacity.

• Evaluating DF Performance: Key performance indicators (KPIs) crucial for assessing the health and effectiveness of a DF operation, such as cancellation rate, expected ship date adherence, and delivery estimate accuracy.

• Operational Challenges and Efficacy: An exploration of potential drawbacks and efficacy in adopting direct fulfillment, including Amazon's perspective on product categories and its impacts on DF recommendations.

• Daily and Weekly DF Management: Julien outlines the daily and weekly responsibilities of managing DF, emphasizing the importance of updating inventory, processing orders, and reviewing performance metrics.

• Amazon's Approach: How Amazon assesses and makes suggestions on product suitability for DF based on a variety of factors including category, average selling price, and speed sensitivity.

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Damiano Ciarrocchi, the Senior Retail Media Manager at Acadia and Head of the Retail Media Network Innovation team. They discuss the ins and outs of Ulta's retail media platform and what brands need to know to succeed in this unique beauty-focused marketplace.

Make sure you tune in to find out more!

In this episode, Julie and Damiano discuss: 

• An overview of Ulta as a retail media marketplace dedicated to beauty products with both in-store and e-commerce presences.

• The relative youth of Ulta’s platform compared to other marketplaces like Amazon and Walmart.

• Challenges faced by brands, such as limited tools provided by Ulta for keyword research and competitive landscape analysis.

• How brands can circumvent these limitations using third-party tools like Pacvue and Analytic Index.

• Media Buying Strategies on Ulta

• Options for buying media on Ulta, including self-service and managed services.

• The partnership between Ulta and Criteo, including the campaign types available to advertisers.

• Performance and Competition on Ulta

• The current landscape shows low competition and promising results for brands advertising on Ulta.

• How brands are achieving top-of-search positioning relatively easily compared to more saturated platforms.

• Investment and Attribution in Ulta Advertising

• Discussing meaningful media investment and attribution assessment on the Ulta channel

• How to handle the complexities of advertising for a brand that has both an e-commerce and in-store presence

• Ideal Candidates for Advertising on Ulta

• Characteristics of brands that may benefit the most from advertising on Ulta.

• Advising brands that should hold off on expanding to Ulta and the recommended trial period for testing the platform's effectiveness.

• Damiano shares valuable insights on leveraging Ulta as a retail media network and the intricacies involved, offering a comprehensive look at what role this unique channel could play in a brand’s broader e-commerce strategy.

In this episode of the Ecommerce Brain Trust, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Ross Walker, Retail Team Lead, discuss the latest developments in Amazon's marketing cloud (AMC), focusing on advanced integrations of new data sources, paid features, audience insights, and the Events Manager. 

They highlight the importance of robust attribution and customer journey data, as well as better audience creation and targeting for brands leveraging AMC.

In this episode, Julie and Ross discuss: 

• Overview of AMC and its recent developments.

• Detailed discussion on paid features like Experian auto paid data set and Foursquare paid data set.

• Analysis of flexible shopping insights and audience segment insights.

• Explanation of the Events Manager and its significance.

• Insights into AMC-derived data that has significantly impacted clients.

• Comparing the value propositions of media activation and measurement in AMC.

• Speculation on Amazon's ambitions in the advertising industry and the role of AMC in achieving them.

In this episode of The Ecommerce Braintrust, Kiri Masters sits down with Angela Caltagirone, the Chief Digital Marketing Officer of PB5 Star, a brand in the pickleball category. They discuss the official launch of PB5 Star at the Etail West conference in Palm Springs, the demographics of pickleball players, the brand's positioning and go-to-market strategy, and the unique challenges and opportunities in the e-commerce space for a new brand.

In today’s episode, Kiri and Angela discuss:

• PB5 Star's official launch at Etail West and the success of the pickleball tournament at the conference.

• The demographics of pickleball players and the inclusive nature of the sport.

• The positioning of PB5 Star as a brand that combines style, camaraderie, and wellness for the pickleball community.

• Differences between pickleball and tennis apparel, focusing on attention to detail, comfort, and style.

• The founding team's extensive retail experience and their go-to-market strategy for PB5 Star.

• The decision to start with a direct-to-consumer approach and plans for future expansion into retail channels and marketplaces.

• The brand's emphasis on authentic storytelling, partnerships, and collaborations in its marketing strategy.

• The use of technology, AI, and a focus on responsible growth to establish the brand's presence in the market.

In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and Jordan Ripley, Director of Operations at Acadia, are joined by AJ Patel, VP of Global Growth at U Beauty.

They delve into the world of e-commerce, discussing topics such as the transition from analytics to e-commerce, the positioning of Ubeauty in the market, channel-specific marketing strategies, the role of organic marketing efforts, key performance metrics for Amazon, and the importance of profitability in an e-commerce business.

In this episode, Julie, Jordan and AJ discuss: 

• Transition from Analytics to E-commerce: AJ Patel shares insights on transitioning from an analytics role to a more generalist role in e-commerce and the opportunities it presented for leveraging his skillset.

• Positioning of Ubeauty: The discussion highlights the innovative Siren capsule technology used by Ubeauty, allowing targeted skincare delivery and the brand's focus on sustainability.

• Channel-specific Marketing Strategies: AJ elaborates on how Ubeauty tailors its approach for different channels, including in-store presentations, the esthetician program, educational content on product detail pages, and leveraging influencers.

• Role of Organic Marketing Efforts: The importance of organic marketing efforts and the challenge of measuring their impact, with a focus on the investment in content and branding.

• Key Performance Metrics for Amazon: AJ discusses the metrics used to measure the performance and health of Ubeauty's Amazon account, emphasizing customer acquisition cost (CAC) over average order value (AOV) and customer lifetime value.

• Importance of Profitability: The conversation underscores the significance of driving profit in addition to growth for e-commerce businesses and having a thorough understanding of channel-specific metrics and their roles in the overall strategy.

In this episode, Julie Spear, Head of Retail Marketplaces Services at Acadia, and guest Armin Alispahic, Retail Team Lead at Acadia. Julie and Armin dive into the tidal shifts occurring within Amazon operations and fulfillment and how these changes are impacting the 3P model. They explore the complexities of Amazon's fee changes in 2024, the challenges brands currently face, and the strategies they can adopt to effectively navigate this landscape.

Armin is a Retail Team Lead at Acadia. He's been at the company for almost 7 years. Internally he’s known as Armin.com for his encyclopedic knowledge of Amazon. Over the years, he has gained great experience in working directly with Amazon representatives to support brands in scaling up on Amazon and achieving their goals. 

In this episode, Julie and Armin discuss: 

• Amazon's implementation of new fees and the complexities surrounding these changes.

• The introduction of specific new fees, such as the low level inventory fee and the returns processing fee, and their implications for brands.

• The discussion on the importance of a proactive and strategic response to Amazon’s evolving fee structure.

• The potential opportunities and challenges faced when enrolling in programs like Sip (Ships in Product Packaging) and FBA New Selection.

• How Sip can offer brands cost savings and branding opportunities, with caveats regarding package safety and giftability.

• Why all brand-registered sellers should consider FBA New Selection for launching new products with fee waivers.

• Insights into Amazon's AWD program, its potential cost savings, the concerns regarding the control over inventory, and the impact on sales velocity.

• The necessity of an omnichannel strategy and diversifying sales channels in light of Amazon’s shifting ecosystem.

• The expanding opportunities for brands in retail media networks and on other retailer platforms like Walmart and Target.

In today’s episode, hosts Kiri Masters and Julie Spear are joined by Lisa Levin, and Andreliz Bautista McGlade from the personal care brand Pharmacopia. They delve into the history of the brand, its unique journey from natural grocery stores to exclusive hotel amenities, and its recent foray into ecommerce.

Key Highlights:

- Lisa Levin shares the origins of Pharmacopia, how she transitioned from graphic design to herbal medicine, and the brand's early commitment to creating clean, toxin-free products.

- Andreliz Bautista McGlade discusses the transition of Pharmacopia from gift products to natural groceries and later into beauty, including a brief stint on QVC.

- The guests elaborate on the partnership with Hunter Amenities, the pivot to an exclusive hotel brand, and the subsequent relaunch of their aromatherapy retail line through Amazon and their own branded site.

- They discuss the challenges of expanding into various channels, managing brand identity in marketplaces, and optimizing their ecommerce strategy with the help of partners like Acadia.

- The episode also covers the performance of different sales channels, the challenges of leveraging their hotel presence for direct sales, and the unique opportunities and strategies for brand growth in the ecommerce space.

In this episode, host Kiri Masters interviews Ash McMullen, the e-commerce lead at Advantice Health, the company that manufactures the brands Amlactin, Kerasal, and more. 

Ash recently presented a case study about Advantice’s portfolio brand “Triple Paste” at eTail West in Palm Springs, sharing how a strategic re-launch of this brand on Amazon ultimately led the product to become a top-3 seller in its category and 5X-ing total sales on Amazon within 2 years. 

In this conversation you’ll learn:

1. How a ‘full-funnel’ approach was key to success  - looking beyond ROAS (even planning for deteriorating ROAS in the journey) was key. Ash discusses the need to shift focus from traditional metrics like ROAS to broader, more relevant metrics aligned with the overall strategy. This shift allows for a more comprehensive evaluation of campaign success.

2. The number one component for the re-launch? “Content, content, content” and how Ash positions investment in content to executives.  

3. How a product variation strategy enhances the shopper experience. 

4. How to have a great relationship with your finance team. Ash values collaboration between different teams, particularly with the finance team, to align marketing tactics with content strategies.

5. Leading Indicators like new-to-brand percentage, traffic source analysis, and overall sales trends to ensure you’re tracking toward a bigger goal like market share. 

6. What Ash is excited about in ecommerce, and what she’s changed her mind about. 

In this episode of the e-commerce brain trust podcast, Kiri Masters, head of Retail Media Strategy at Acadia, interviews Nicole Hatley, Global Content Strategy Manager for Skechers, at the Etail West conference in Palm Springs. Nicole discusses her role in managing Skechers' content across all e-commerce platforms and countries and the unique challenges that come with it. Nicole also shares her experiences as a professor of e-commerce marketing at the Fashion Institute of Design and Merchandising. The discussion covers the rapid evolution of e-commerce and how she prepares her students for a continually changing market. Nicole also shares her excitement for the future of e-commerce, specifically personalization efforts.

00:00 Introduction to Nicole

00:24 Nicole's role overseeing Global Content Strategy for Skechers

01:54 Nicole's role as a a professor of e-commerce marketing and equipping the next generation for this dynamic industry

05:56 The Impact of Personalization in E-commerce

06:41 The most impactful personalization tactic that Nicole is using right now

In today’s episode, Kiri Masters is joined by Julie Spear, the Head of Retail Services at Acadia.

Kiri Masters and Julie Spear explore the downsides of Amazon resellers, and dissect the reseller model's challenges, discussing control and costs, and why it may not suit your brand.

Key Highlights:

- Reseller Model Insights: We define resellers and differentiate between authorized and unauthorized ones, delineating the blurred lines between resellers and agencies.

- Reseller Versus Other Models: Referencing a conversation with Acadia's CEO, Jared Belsky, we contrast resellers with other marketplace strategies.

- Attractiveness of Resellers: Why many brands find resellers appealing despite potential downsides – discussing the lure of expertise, operational ease, and perceived cash flow benefits.

- Brand Vision Conflicts: How a partnership with a reseller might limit a brand’s strategic possibilities, shackle product launches, and blur key data insights.

- Turnover and Terms: Analyzing the effect of resellers' turnover terms on brands, spotlighting the risks of mismatched expectations.

- Case Study: The repercussions of a reseller mismanaging Snow Peak's pricing and the broader implications for brand image.

- Transitional Challenges: The difficulties brands face in moving away from resellers toward direct sales models, such as reasserting brand registry rights and the daunting task of reinstating operational capacity.

- Payment Terms and Paperwork: Unveiling the reality behind the upfront payment attraction and the potential for unfavorable payment terms.

- Direct Sales Comparison: Discussing the financial dynamics between selling through resellers, directly to Amazon, or on the marketplace.

- Brand Control Limitations: Examining the reduced control over brand portrayal, the infrequent updating of product detail pages, and suboptimal SEO practices under reseller partnerships.

- Cost Considerations: Julie Spear breaks down the multiple costs associated with resellers, including media investment, supply chain expenses, and significant fees.

-  Partnership Models: Kiri stresses that no singular model is flawless and discusses how revenue-based partnerships could stifle business growth.

-  Assortment Selection: Lastly, we touch on the issue of resellers cherry-picking inventory, leaving brands to strategize on marketing and selling the remaining products.

In this podcast episode, the hosts Kiri Masters and Julie Spear examine the pros and cons of working with a reseller to sell a brand's products on Amazon (compared with the managing processes internally or working with an agency).

Resellers offer expertise navigating Amazon's complexities and provide operational support to quickly enter or expand markets. However,  the risk for brands includes losing control over branding, customer experience, and data ownership due to misaligned priorities or operational risks.

Julie Spear is the Head of Retail Marketplaces & Media at Acadia. www.acadia.io

Kiri Masters and Julie Spear dive deep into the world of Requests for Proposals (RFPs) from the vantage point of agency partnerships. 

For brands, the RFP process is infrequent, but it is a decision that may have a profound impact on their business. But for agencies like Acadia, its a process we are navigating nearly every week. 

Kiri and Julie share their agency-side experiences from the last 9 years, in the hopes that it can help brands to choose the best agency for them, foster better relationships, and ramp up projects quickly.

Key Highlights:

1. Pitfalls in RFP processes: unrealistic timelines, unclear objectives, being too prescriptive, playing favorites, inconsistent stakeholder involvement. 

2. How you run the RFP signals to your prospective partner what they can expect from the relationship. What message is your process sending about you, your team, and your company? 

3. Approaching the process not just seeking a service provider, but a true partner. This entails understanding the agency's culture, values, and team dynamics beyond mere capability presentations.

4. The one thing that less than 5% of brands do during their RFP process, but could save significant time, expense, and indecision.  

A great RFP approach can foster more meaningful, productive, and innovative agency partnerships.

"When you're too prescriptive in your approach, you hold back what can be discovered." - Julie Spear

Click here to learn more about Acadia. 

In today’s episode, Kiri Masters is joined by Julie Spear, the Head of Retail Services at Acadia, and Ross Walker, Senior Paid Media Manager.

Today, they are diving deep into the world of retail media networks. They’re tackling the big questions about brand expansion into new retail media networks, the challenges involved, and the strategies for success. Stay tuned as they unpack the complexities of navigating this dynamic landscape and provide actionable insights that can transform the way you allocate your advertising budget and optimize your presence across different platforms.

In this episode Kiri, Julie and Ross discuss:

- Challenges brands face when expanding into new retail media networks.

- Navigating budget allocation and overcoming organizational silos.

- Addressing concerns such as incrementality, cannibalization, and bandwidth constraints.

- Julie Spear's queries about markers for readiness and performance metrics.

- Ross Walker's insights on the importance of a clear business trend view post-ad investment.

- The strategic approach for managing retail media to ensure advertising efficiency.

- Analyzing brand investment impact across various sales channels.

- Understanding channel offerings and customer buying habits as they affect product performance.

- Testing strategies across multiple retail networks to discern customer engagement and response.

- Approaches for measuring the success of a channel in terms of incremental sales and CPA.

- Importance and challenges of obtaining third-party data and search volume trends.

- Potential of specific platforms like Kroger and the pitfalls of managed service options.

- Exploring the effectiveness of retail media channels by looking beyond their own reporting.

- Setting clear goals and a timeframe when testing retail media network campaigns.

- Measuring incrementality and the reality of limited customer data access.

- The impact of privacy policies on the ability to prove incremental new customer acquisition.

- The overarching goal of meeting and improving the customer experience on various platforms.

In this episode of The Ecommerce Braintrust, Kiri Masters is joined by Lauren Livak, lead at the Digital Shelf Institute, and Mike Black, the Chief Marketing Officer (CMO) of Profitero, a global commerce acceleration company. In this podcast, they’re discussing the new Digital Shelf Institute and Profitero report “Defining Content Effectiveness”. Here you can register to join them in the webinar in February.

In today's episode, we delve into the ever-evolving world of content effectiveness in digital retail. Kiri, Lauren, and Mike unpack the intricacies of creating impactful content that resonates with consumers and drives conversion. Drawing from their new report which involved interviewing over twelve digital leaders, they explore the duality of art and science when it comes to defining what effective content truly means for different brands.

 If you're looking for comprehensive insights on improving your ecommerce content strategy, you won't want to miss this enlightening conversation. Are you ready to transition from merely sufficient content to truly effective communication with your consumer base? Make sure you tune in!

More about the guests:

Mike Black

Mike joined Profitero in 2017 as Vice President of Marketing and has been instrumental in the company’s growth after joining Publicis Group, grew the company’s offerings beyond digital shelf analytics to include predictive analytics, retail media, and content activation solutions. Before joining Profitero, Mike held marketing roles at Nielsen and Staples

Lauren Livak

Lauren leads the Digital Shelf Institute in defining the strategy to create a global commerce community that supports brands, retailers, and future leaders in the complex world of digital. Across her roles, she has worked with hundreds of brand manufacturers helping them to develop an overall commerce strategy and vision for their commerce journey leveraging her work at Johnson & Johnson where she was the owner of the Digital Shelf for the Consumer family of products for North America. She launched a new approach for the way the Consumer North America business went to digital retail both in pure play & omni-channel streams covering multiple platforms such as OTC, Beauty, Oral Care, Baby Care & Wound Care with accountability for 40+ retailers and 33+ brands.

In this episode Kiri, Lauren and Mike discuss:

- The five core pillars of content effectiveness: people, data and systems, process, measurement, and retailer collaboration.

- The importance of understanding shopper behavior and using that knowledge to drive engagement with content.

- How content impacts organic search and can be utilized to educate leadership teams on its importance.

- Using retailer conversion data and measurement tools to understand content effectiveness in terms of emotional and brand impact.

- The necessity for organizations to go through a maturity curve to fully understand and define content effectiveness.

- The significance of internal processes and avoiding siloed teams to maximize content impact.

- The potential of advanced tools, such as AI, once the content effectiveness fundamentals are well-established.

- Upcoming webinar announcement and the availability of the content effectiveness report at digitalshelfinstitute.org.

- The debate around whether content is being managed for mere sufficiency or optimized for effectiveness.

- The essential role of communicating the value of content to leadership, particularly in the absence of clear-cut metrics.

- The value of search-optimized content and transitioning to content that both builds a brand and drives conversion.

- The need for resources that can harness consumer insights, and processes that ensure content reaches the right channels.

- Surprising variations in content effectiveness definitions among digital leaders, indicating a lack of a one-size-fits-all approach.

- Importance of content integration with product launches, and how some brands succeed while others fall short.

- The balance between the creative and methodical aspects of measuring content effectiveness and return on investment.

In this episode of The Ecommerce Braintrust, Kiri Masters shares a special replay from "Unpacking the Digital Shelf" webinar,  presented by our friends over at the Digital Shelf Institute, Peter Crosby and Lauren Livak.

They are discussing ‘The Walmart Marketplace: Copy and Paste is a Waste!" and are navigating the intricacies of the Walmart Marketplace and why it's not just another Amazon. Guests were Tom Spaven, VP of Marketing at Goodwipes at the time of the recording, and industry expert Lauren Livak on board to discuss the unique challenges and opportunities on this emerging platform. 

Whether you're a seasoned seller or new to the ecommerce space, this session is packed with insights on how to tailor your strategy for success in the Walmart sphere. 

Make sure you tune in to find out more!

In today’s episode, Peter, Lauren, Kiri and Tom discuss:

- Walmart's specific product title guidelines and the importance of keyword research and content optimization.

- Behavioral differences between Walmart and Amazon consumers, resulting in the need for platform-specific strategies.

- The valuable yet underutilized newer tools on Walmart, such as videos and feature sets.

- The challenges of updating product pages and the competitive advantage of using tools like Acadia.

- Walmart's immersive shopping experience that promotes browsing through collection pages.

- The difficulties and significance of obtaining product reviews on Walmart.

- The contrast between self-serve ad platforms on Amazon and Walmart.

- The disparities between Amazon and Walmart in terms of assortment, basket size, and purchase frequency.

- Content quality scores and their impact on Walmart's algorithm.

- The necessity for lower-priced products, seller performance, and content quality for better visibility on Walmart.

- Attribution and metadata differences critical for Walmart optimization, as opposed to Amazon.

- Updates on content quality, attribution weighting, and the importance of strategic cell sheet updates.

- Tom Spaven's challenges in syndicating reviews and Lauren Livak's insights into review challenges across retailers.

- Kiri Masters delved into advertising on Walmart, including its limitations and opportunities.

- The prioritization of data improvement for Walmart Connect and the call for transparency from the platform.

- Allocation of resources across omnichannel brands and the distinct growth avenues on Walmart's marketplace.

- The cost difference in accessing data from Amazon versus Walmart's Luminate platform.

- The advantages of being a one p brand versus a three p brand at Walmart and the online presence implications.

- The criticalness of online optimization for retail strategy, highlighted by consumer preferences and the synergy of in-store and online shopping.

- The discussion on the increased focus on retail media, its influence on consumer consideration and conversion, and the need for modernizing marketing strategies with a consumer-centric approach.

- The potential and challenges of Walmart's grocery focus and Walmart Luminate's data-sharing capabilities.

In today’s episode, Kiri speaks with Jamie Roller, Associate Director of Growth Channels at Dr. Squatch. They speak about growth through the DTC channel, the channels Dr. Squatch is selling on, Amazon DSP, retail media networks, and more.

Make sure you tune in to find out more!

Jamie is the Associate Director of Growth Channels at Dr. Squatch, a men's natural personal care brand. In this role, she is responsible for driving strategy, growth, and management of Dr. Squatch's Growth/Marketplace Channels including Amazon and Walmart.com. She has spent the last 10 years in global strategy consulting and working at several market-leading, high-growth eCommerce companies. She is obsessed with everything eCommerce and is also a productivity geek. 

In today’s episode, Kiri and Jamie discuss:

• Jamie’s career and how she got into e-commerce.

• About Jamie’s position as Associate Director, Growth Channels at Dr. Squatch, and which sales & marketing channels fall under her preview.

• Org structure of the company

• Historical growth through the DTC channel, so the org setup supports that model

• Marketplaces/ growth reports to the marketing team

• Retail operations have been a more recent division, and B&M has become more important recently. 

• “We need to be where the customer shops”

• From the outside, Dr. Squatch is doing a lot of experimentation with Amazon advertising and other marketing channels. Yours was one of the ads I first noticed with the TNF, for example. Tell us about how your company thinks of Amazon within its marketing and sales mix. 

• Historically viewed Amazon as a BOFU acquisition channel

• Lots of ads outside of Amazon drive high-intent purchases to Amazon (branded search). They get more branded traffic to listings to listings than there is category traffic.

• While they would like more customers to be shopping DTC, the reality is there are some customers who prefer to shop on Amazon.

• The TNF campaign was TOFU obviously, they saw a nice uptick of sales on the DTC site, but not so much on Amazon. Performance-oriented 

• Testing DSP - didn't see a huge lift in sales. Customers are already coming to Amazon with high intent. They don’t want to be spending to gain awareness twice. 

• Similarly, they will see a bump in AMZ sales when they run ads on Facebook

• Many brands consider Amazon a distribution channel rather than a marketing channel. What do you know to be true that these other brands may not?

• Tell us about how you address the marketing funnel/ shopper journey with various Amazon marketing products (e.g. top-of-funnel with DSP, Amazon live, BOFU with sponsored products, etc?)

• View AMZ as primarily a BOFU channel, ROAS on branded search is super high

• Brought on a new agency in August 2022, did a low-spend test with specific re-targeting and remarketing, didn’t see a lift, and couldn’t attribute ROAS 

• How do you think about all the retail media networks out there (seems like a new one every 2 weeks!) and choose where to focus time and budget?

• Amazon is still a huge channel for them - every minute she puts in a new channel, that’s a minute she has taken away from their huge AMZ business

• It's a brand that’s very performance oriented. What they are spending time on will drive performance in 6-12 mths

• 4 RMNs being actively managed 

In this episode of The Ecommerce Braintrust, Kiri Masters, Head of Retail Marketplace Strategy at Acadia, dives deep into the nuances of navigating industry conferences and events with expert precision. Kiri delivers an insightful look into maximizing the value of attending conferences, based on personal experiences, fruitful strategies, and networking best practices. 

Make sure you tune in to find out more!

In today’s episode, Kiri talks about:

- Her growth trajectory as a manager and practitioner, and the importance of leveraging events for continuous learning.

- Strategies for connecting with professionals across various companies to expand perspectives and foster potential collaborations.

- Implementing event-learned knowledge into business practices to secure the ROI on travel and conference expenses.

- Tips on sharing insights on LinkedIn after events, including creating listicles, and the use of engaging visuals such as mind maps.

- Understanding the true essence of networking and the significance of stepping out of one’s comfort zone for long-term career advantages.

- Handling interactions with exhibitors, including learning from Richard Kestenbaum, asking pertinent questions, and extracting meaningful insights.

- Best practices for securing speaking opportunities and maximizing post-event follow-up routines.

- An overview of the value-packed conferences Kiri is set to participate in during the first half of 2024, such as Etail West and Retail Media Summit among others.

- Insights into devising a strategic approach to select and benefit from various industry events, especially when under budgetary constraints.

- Kiri’s six golden tips for effective networking and creating authentic relationships by avoiding trivial small talk using her innovative AVH conversation formula.

- Guidance on how to engage with fellow attendees and vendors pre-event, during, and post-conference for enhancing networking opportunities and building lasting connections.

- Navigating the exhibition floor with confidence, dispelling the awkwardness, and transforming it into a treasure trove of industry knowledge and trends.

Events at which Kiri is speaking this year: 

• Etail West

• ANA media conference

• DSI event

• Acadia - Retail Media Summit

In this podcast episode, Kiri speaks with Acadia's co-founder and CEO Jared Belsky. They discuss the various options available to brand-side marketers and sales leaders for retail marketplace management. They delve into the pros and cons of four options, including in-house investment, agency support, technology companies, and resellers, providing valuable insights for ecommerce professionals as they strategize for growth in 2024.

Make sure you tune in to find out more!

In today’s episode, Kiri and Jared discuss:

- Identifying the options available for brand-side marketers to seek help in achieving growth goals in the face of various challenges

- The need for clarity in understanding the differences between in-house investment, agency support, technology companies, and resellers

- Considerations for beefing up in-house investment, including justifying headcount and focusing on specialization

- The significance of understanding the economics and aligning with the business requirements when considering agency support

- Exploring the complexities and risks involved in engaging with resellers in the context of offloading operations and maintaining control over distribution, pricing, and inventory

- Evaluating scenarios when it may not be ideal to engage an agency, such as the need for specialized expertise, economic considerations, and the importance of effective client sponsorship

- The collaborative role of the client in nurturing a successful relationship with an agency and making informed decisions amidst the pressures of ecommerce growth goals for 2024

In this episode of "The Ecommerce Braintrust" podcast, Kiri Masters and guest Armin Alispahic delve into the major changes coming to FBA fees in 2024. They discuss the intricacies of these changes and explore how they will impact sellers on Amazon's platform.

Armin is a Retail Team Lead at Acadia. He's been at the company for almost 7 years. Internally he’s known as Armin.com for his encyclopedic knowledge of Amazon. Over the years, he has gained great experience in working directly with Amazon representatives to support brands in scaling up on Amazon and achieving their goals. 

Make sure you tune in to find out more!

In this episode, Kiri and Armin discuss: 

• Introduction of the inbound placement service fee to cover the cost of transporting shipments.

• Amazon's shift from national fulfillment to interconnected regional fulfillment networks and the resulting impact on sellers.

• The impact of the inbound placement service fee on different types of brands and products.

• Changes in FBA fees and the impact on sellers' costs and savings.

• Introduction of the low-level inventory fee and its implications for sellers.

• The ship in product packaging program and its potential to create savings for sellers.

• Reduced referral fees for apparel products priced below $20.

In this episode of The Ecommerce Braintrust, Kiri Masters, Head of Retail Marketplace Strategy at Acadia, and Damiano Ciarrocchi, Retail Media Manager at Acadia,  talk about the newly launched Kroger precision marketing retail media network (KPM).

They delve into the unique features and capabilities of the self-serve ad platform, as well as the interesting aspects of Kroger's advertising platform. From the reduction in fees for brands to the potential integration of a demand-side platform (DSP), Kiri and Damiano explore the possibilities and predictions for the future of Kroger's advertising offerings. 

Make sure you tune in to find out more!

Kiri and Damiano discuss: 

• Launch of Kroger's advertising platform and reduced fees for advertisers.

• Contextual targeting within categories and subcategories for audience targeting capabilities.

• Ad placement options and store selection for targeted advertising.

• Precise and modifiable creative capabilities for sponsored brand ads on Kroger's platform.

• Predictions for Kroger and the retail media space, including potential integration of in-store advertising and the impact of potential mergers with Albertsons.