Afleveringen
-
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.
-
Zijn er afleveringen die ontbreken?
-
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:
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.
The number one component for the re-launch? “Content, content, content” and how Ash positions investment in content to executives.
How a product variation strategy enhances the shopper experience.
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.
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.
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:
Pitfalls in RFP processes: unrealistic timelines, unclear objectives, being too prescriptive, playing favorites, inconsistent stakeholder involvement.
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?
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.
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.
- Laat meer zien
