Unpacking the Digital Shelf Great Brand and Retailer Collaboration Starts and Ends with the Flywheel, with Brooke Chambers, Director of Growth & Strategy Merchandising at Kroger
Oct 20, 2025
Brooke Chambers, Director of Growth & Strategy Merchandising at Kroger with retail experience from Sears to Chewy, discusses aligning brand and retailer around the retailer flywheel. She covers blending physical and digital commerce. Topics include joint business planning, retail media, assortment and supply chain, and the essentials that keep conversion strong.
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Align To The Retailer's Flywheel
- Every retailer has a unique customer flywheel that should be the north star for brand-retailer collaboration.
- Aligning retail media, assortment, and supply chain to that flywheel clarifies joint business planning.
Supply Chain Shapes The Digital Shelf
- Supply chain and assortment are often less glamorous but critically shape the omnichannel experience.
- Unified commerce requires physical and digital to move at the same pace to convert and retain customers.
Invite The Right People To JBP
- Bring the right people to joint business planning: merchandising, digital, retail media, and supply chain.
- Include marketing after that foundation so promotion plans match assortment and availability.