The Interplay Between Brand and Ecommerce: Lessons From Alicia Ponzani With Premier Nutrition - Episode 343

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!   KEY TAKEAWAYS 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!   KEY TAKEAWAYS 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.