BRAVE COMMERCE

Analyst Andrew Lipsman discusses the evolution of retail media, focusing on off-site ads and in-store retail media in 2024. He highlights the debate on premium CPMs versus buying inventory directly and foresees a revolutionized TV landscape with closed-loop measurement. The discussion also covers challenges in the retail media ecosystem, regulation, CTV, and personal moments of bravery in entrepreneurship.

In this episode of BRAVE COMMERCE, Ari Labell, the President of North America for The Hain Celestial Group, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the company's dedication to promoting healthier living across various categories. As the conversation unfolds, Ari sheds light on his role as the President of North America, explaining that he oversees the day-to-day operations of the entire business. He provides an overview of Hain Celestial's mission, emphasizing its commitment to inspire healthier living through better-for-you brands across diverse categories. Additionally, he delves into the evolving definition of "Better For You," especially in the context of food. Discussing his career journey, Ari highlights the importance of gaining expertise in various roles, including marketing, and understanding the financial aspects that drive the business. He emphasizes the significance of being "trilingual" in understanding the consumer, shopper, and customer perspectives. Moreover, Ari sheds light on the necessity for leaders to surround themselves with intelligent individuals, including those who challenge their thinking and provide honest feedback. The discussion also centers on the transformation at Hain Celestial over the past seven years. Ari explains the company's shift from primarily acquiring brands to building purpose-driven brands. He introduces the Hain Reimagined strategy, focusing on brand building, channel expansion, and innovation to unlock growth potential. Ari expresses optimism about the continued growth of the "Better For You" trend, especially in categories like snacks, baby and kids, and beverages. He also highlights Hain Celestial's commitment to an Environmental, Social, and Governance strategy by outlining the three components: healthier products, healthier people, and a healthier planet. Key Takeaways: ●     When innovating, ensure that new products align with the brand's core values●     Emphasize sustainability in both product development and overall business practices●     Explore opportunities for expansion beyond traditional channelsAre you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources. Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Julien Bouzitat, the US General Manager of LaNeige & Innisfree, part of the Amorepacific Group, joins hosts Rachel Tipograph and Sarah Hofstetter to share valuable insights into the evolving landscape of beauty, the significance of strategic partnerships, and the nuanced art of adapting global brands for regional success. Julien's journey in the beauty industry spans over two decades, beginning with L'Oréal - a rigorous training ground that fostered creativity, analytical thinking, and adaptability. He describes how constant change and growth are the norm at a global beauty giant. Julien describes the Amorepacific Group’s unique position as a hybrid between a startup and a large corporation. He also emphasizes the group's commitment to research and development, citing it as a key differentiator in an industry flooded with marketing campaigns. He focuses on the importance of strong product formulas and the ability to foster customer loyalty through consistent quality when discussing the core values of Amorepacific. Julien also elaborates on the challenges faced and overcome in aligning marketing assets with a diverse consumer base. The success story unfolds through trial and error, ultimately establishing the US as the Western hub for content development. Julien credits this adaptability as a crucial factor in the brand's success. He emphasizes the necessity of strong retail partnerships, even in the era of DTC trends. He also shares his perspectives on TikTok Shop's role in reshaping online shopping in the US and highlights the power of influencer marketing. Julien also addresses talent recruitment and development. He prioritizes clear communication of strategic priorities, talent optimization, and a positive work environment. He also stresses the significance of transparency in influencer marketing and notes the growing trend of consumers seeking personalized and customized reviews tailored to their specific needs. The conversation also touches on the rising prominence of Reddit as a platform for authentic consumer conversations about beauty brands.  Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources. Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Esi Eggleston Bracey, President Unilever USA, CEO Personal Care North America, talks about creating a human-centric brand. From her work at P&G to developing Febreze Esi has found ways to drive profits while helping people.As national demographics shift, brands need to shift and increasingly personalize their messaging to today’s shoppers. Here again, doing the right thing - being a more inclusive brand - is also doing the profitable thing.Esi provides advice for up-and-coming professionals based on her own experience. Her primary piece of advice is to know yourself, once you know yourself be yourself, and then share yourself with others. Likewise, she provides similar advice for corporations. Esi says companies should commit to the journey - there is no quick fix. Create a workplace representative of the people you serve. Acknowledge honestly where you are today, where you want to be and develop a plan with milestones, and specific actions to close the gap between the two.Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s number one retailer.1 They can help you connect with Walmart’s 139MM weekly online and in-store customers,2 to find the ideal audience for your message, at scale.Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective Sponsored Search and self-serve Display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.Sources: 1Fortune, August 2023. 2Walmart internal data, January 2023. No endorsement of third-party data sources. Hosted on Acast. See acast.com/privacy for more information.

With holiday spending in full swing, brands could really benefit from some retail media spending advice. On this episode of BRAVE COMMERCE, Kate Crowley, LEGO’s Head of B2B eCommerce Marketing Strategy and Implementation in Western Europe, and Luke Sebire, the head of their Global eCommerce Center of Excellence, join hosts Rachel Tipograph and Sarah Hofstetter to discuss the opportunities associated with building global brands via retail media. During this episode, Kate and Luke share the importance of being loyal to consumers, especially during times of economic uncertainty. As they explain, disappointing the customer is never acceptable.They also talk about the need for brands to view retail media budgeting from both a global and mature market perspective. Retail media should be considered from a deep understanding of the path to purchase. You need to know where to show up for key decision-making moments.Subscribe to BRAVE COMMERCE on your favorite podcast platform!You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.Follow our hosts on Twitter: @RachelTipograph @PezMeister1And if you have a question or suggestions for the show, send us an email at podcast@adweek.com. Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Darren MacDonald, Chief Customer Officer at Petco, joins hosts Rachel Tipograph and Sarah Hofstetter to offer unique perspectives from the retailer side of the Pet Care business.Darren introduces the timeless principles that remain unchanged in the dynamic world of retail - assortment, price, and delivery. According to him, these three elements constitute the core value propositions for consumers and are paramount for a retailer's success.As the interview progresses, Darren emphasizes the significant shift towards marketplaces and consumers' increasing willingness to pay for convenience. From the evolution of delivery timelines to the rise of same-day and one-hour deliveries, Darren highlights the cultural change where consumers prioritize convenience above all else. He shares Petco's advantage in having 1,500 physical stores, enabling a unique buy online, pick up in-store model that is not only convenient but also cost-effective.Darren sheds light on Petco's overarching goal to inspire and lead pet parents through a personalized 360-degree health and wellness experience. He elaborates on Petco's diverse offerings, including groceries, pharmacy services, grooming, vaccinations, and more, making it an omnichannel provider. He also shares that the membership program plays a pivotal role in facilitating easier access to these services and fostering a deeper connection with customers.The conversation also touches on the pandemic-induced pet ownership boom, with Darren noting that two-thirds of Americans are now pet parents. He envisions sustained growth in the pet industry, driven by both the increasing number of pets and a focus on premium offerings. He also highlights the effectiveness of personalized advertising based on first-party data, creating a valuable ecosystem for advertisers, Petco, and consumers.Key Takeaways:Prioritize convenience to win with customersLeverage first-party data to understand shopping behaviorInvest in creating a seamless omnichannel experience that integrates digital and physical elements, meeting customer needs at every touchpoint Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Andrea Sengara, Head of Marketing, US, Campari Group, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the cultural phenomenon surrounding the Aperol Spritz and what that story can teach us about the current state of alcohol branding.With over two decades of experience in the spirits industry, Andrea emphasizes that celebratory occasions remain at the heart of the spirits industry, providing a constant source of joy and reward. She sheds light on the authentic roots of the Aperol Spritz in Italy and the strategic efforts to integrate it into various cultural moments globally. She also highlights that the Aperol Spritz, with its lower alcohol content and vibrant orange color, has transcended seasonal boundaries, becoming a popular choice even beyond the summer months.The conversation continues to touch on the role of technology and the dynamic ways in which the industry connects with consumers. Andrea acknowledges significant changes in consumer perceptions of spirits, noting the increasing comfort with experimentation and the rise of spirits over beer in the US.Talking about the competitive landscape of the spirits industry, Andrea highlights the heavy fixed costs associated with entering the industry but points out that entrepreneurs have found innovative ways to navigate these challenges. She shares that the celebrity model and the potential for influencers to drive demand quickly have also contributed to the influx of new players.Beyond Aperol, Andrea provides insights into Campari Group's diverse portfolio, featuring rum, tequila, vodka, and more. She emphasizes the importance of tailoring marketing strategies to highlight each product's unique attributes and create memorable experiences for consumers. By aligning products with specific occasions and leveraging different parts of the portfolio, the company maximizes its impact throughout the year. With the emergence of Gen Z as a significant demographic, Andrea emphasizes the importance of providing high-quality, experiential moments tailored to evolving consumer tastes.Key Takeaways:Adapt to evolving cultural and taste trends for brand relevanceUtilize technology for dynamic consumer engagementMaintain the authenticity of your brand by staying true to its roots and heritage Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Kristof Neirynck, Global Chief Marketing Officer and Managing Director at Avon, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolution of relationship selling and the innovative approaches Avon has adopted in the contemporary market. As the conversation begins, the hosts reflect on Avon's long-standing history of 137 years, highlighting its pioneering role in relationship selling. They draw a connection between Avon and the iconic image of the "Avon lady" making door-to-door sales with paper catalogs. Talking about the evolution of relationship selling in 2023, Kristof describes a significant shift towards omni-channel direct selling, emphasizing digital brochures shared through platforms like WhatsApp. He also highlights the adaptability of representatives in leveraging technology to enhance their selling strategies. Moreover, Kristof discusses two emerging trends in Avon's sales approach. The first involves encouraging representatives to open their own stores, resembling a franchise model. The second trend revolves around leveraging social media platforms for selling, allowing representatives to connect their channels with Avon's digital asset management tool. Kristof emphasizes the empowerment of representatives through training and tools like digital asset management. The discussion then delves into the potential challenges and opportunities of sharing customer data. Kristof addresses the importance of creating a value exchange for representatives and the plans to implement a loyalty program. The interview takes an interesting turn as Kristof discusses the impact of inflation on consumer behavior, with people holding out for better deals during the holiday season. He anticipates decent growth in the beauty market, driven more by pricing than by volume. In exploring the role of digital commerce in the beauty industry, Kristof also shares the dynamics of different subcategories and how economic conditions influence consumer preferences. Key Takeaways:Embrace diverse methods like digital brochures, WhatsApp, and social media for customer engagementEnsure transparency, value exchange, and a secure environment for customer dataTailor strategies based on differing market dynamics in various regions Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Mizkan America’s President & COO, Diego Palmieri, and Head of Connected Commerce, Neha Mallik, join hosts Rachel Tipograph and Sarah Hofstetter to talk about Mizkan's strategic approaches to staying ahead in a dynamic CPG market. The conversation starts with Diego, who shares insights into his 20-year career at SC Johnson. He explains that Mizkan, like SC Johnson, is a family-owned and operated company, highlighting the commonality in values and opportunities for learning. Addressing the challenges facing the CPG industry, Diego identifies three significant headwinds: finding growth beyond pricing, coping with lingering inflation effects in the supply chain, and competing with private labels. He emphasizes the need for brands to focus on unique value, superior quality, and distinctive brand equities to stand out in the market. Neha brings her perspective on Mizkan's approach to addressing these challenges. She emphasizes their multifaceted strategy, including understanding consumer behavior, leveraging data analytics, optimizing pricing, investing in marketing, and ensuring distribution efficiencies. Neha elaborates on building brand loyalty through community engagement, loyalty programs, and social media content, highlighting the importance of regularly updating and innovating product lines. Diego and Neha discuss Mizkan's relationship with retailers, addressing the delicate balance between partnerships and competition. Neha stresses the importance of social listening, community management, and data utilization to understand consumer sentiments and collaborate with retailers effectively. The episode wraps up with a conversation about the future state of the CPG industry and Mizkan's perspective on the role of AI. Diego and Neha share thoughtful insights into potential scenarios, discussing the impact of AI on brand loyalty and the possibility of coexistence between brands and private labels. They emphasize Mizkan's deliberate and scientific approach to experimenting with AI to level the playing field among companies. Key Takeaways: Remain agile and adaptable in the face of market challengesLeverage data analytics, social media, and loyalty programs to build a community around your brandRegularly update and innovate product lines to meet changing consumer needs Hosted on Acast. See acast.com/privacy for more information.

On this episode of BRAVE COMMERCE, Tony Crecca joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the transformative power of connected commerce in the evolving retail landscape. As the conversation begins, Tony reflects on how his diverse roles across various organizational functions contributed to his ability to lead commerce through turbulent times and beyond. He emphasizes the importance of building expertise through cross-organizational roles. Navigating the post-pandemic commerce landscape, Tony highlights the shift from explosive growth to a more cautious examination of profitable growth. He touches upon the challenges organizations face in connecting online investments with offline sales, especially considering consumers' comfort in returning to in-store shopping. A consistent theme throughout the discussion is the call for a holistic approach to commerce. Tony stresses the importance of looking beyond traditional metrics, urging companies to focus on overall profitability and understanding the sources of their traffic. Furthermore, he explores the challenges and advantages of aligning business plans with retailer goals and advocates for a portfolio approach to achieve success. The discussion also takes a deep dive into the skills an up-and-coming CPG executive needs in today's environment. Tony encourages aspiring professionals to seek cross-functional experiences and ask questions in the early years of their careers. He also emphasizes the value of leadership development programs that span multiple functions over time, allowing individuals to discover their passions and strengths. Key Takeaways:Meet shoppers where they want to engageEmphasize the importance of looking at metrics holistically, beyond just sales and marketingUnderstand the retailer's objectives and align them with your business plan Hosted on Acast. See acast.com/privacy for more information.