BRAVE COMMERCE

As Chief Sustainability and Transformation Officer at Albertsons Suzanne Long has an expansive scope of responsibilities ranging from increasing inclusion to decreasing waste and fostering community.

In order to avoid attempting impractical moonshots, Suzanne prioritizes setting a very clear vision of the impact that Albertsons wants to make and then developing a multi-year roadmap to lead the organization in that direction.

After conducting a materiality assessment they set four main opportunities to demonstrate leadership:

1. Climate Action
2. Waste Reduction and Circularity
3. Diversity, Equity, and Inclusion
4. Community Stewardship

Suzanne also outlines how important Albertsons’ frontline workers are to their transformation efforts. She points out that only by unleashing the human magic in these employees can they provide a magical experience for their shoppers.

The conversation ends with a discussion about the need for retailer collaboration to make sustainability efforts more impactful. It will take pressure from all retailers to shift the packaging used by CPG brands and the recycling behavior of consumers.

Key Takeaways:

• Grocery retailers differentiate themselves not by the products they sell, but by the experience and environment they provide for their shoppers
• Successful goals begin with setting very clear objectives and outlining a plan to achieve them
• Non-competitive sharing between retailers will help everyone achieve more sustainable practices

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On this episode of BRAVE COMMERCE, Gonzalve Bich, CEO of BIC, joins hosts Rachel Tipogaph and Sarah Hoffstetter to talk about developing a high-quality product. 

At the top of the episode, he attributes his success as a business leader to being open to understanding and exposing himself to perspectives other than his own.  In alignment with this principle, he finds it essential to hire employees who are diverse not only culturally, but also in the experience they bring to the company. This inclusive approach to hiring supports the development of BIC products that meet the needs of customers around the world.

Gonzalve points out that taking a global perspective to product development sparks innovation and highlights three different ways that BIC innovates products. 

1. Technical innovation - focusing on sustainable, technically useful products
2. Open innovation - accepting and listening to new ideas
3. Consumer driven innovation - listening to the consumer and their needs

Recently, BIC put all of these innovative approaches to work in shifting to 100 percent sustainable packaging for its products.

In addition to innovation, BIC relies on strong retailer relationships to expand their connections with consumers.  It all starts with a high quality product that resonates with consumers. He says: “The theoretical opposition between brand and retailer is solved by having amazing products and an amazing brand. If you don’t have both of those then you don’t have a right to be there.” 

Internally they say “A BIC seen is a BIC sold.” 

Key Takeaways:

• Consumer driven innovation delivers results
• Diversity of all kinds fuels creativity
• You have to bring something to the table to strengthen relationships with retailers

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On this episode of BRAVE COMMERCE, Chris Rogers, Chief Business Officer of Instacart joins hosts Rachel Tipogaph and Sarah Hoffstetter to talk about how Instacart has grown as a Quick Commerce retailer, even after the pandemic. Chris recalls his work experience with Apple, and how he made the jump to Instacart when it was a much smaller company than it is today. Upon taking this potentially risky leap, he quickly saw the company scale to provide solutions to many consumers seeking delivery options amidst the COVID-19 Pandemic. 

Since the Pandemic, Instacart continues to see growth, as has online Grocery shopping. To capitalize on this growth, Instacart has made strides to become more accessible to all consumers by offering opportunities to save and matching in-store prices.

Instacart builds strong retailer relationships by positioning itself not as a competitor, but as an enablement tool. They align their incentives alongside the retailers and even help retailers activate shopping and advertising on their store websites. An example of this is their “Carrot Ads”, which Sprouts recently launched, and other retailers plan to do in the near future. 

Chris also shares information about Instacart’s newest tool, “Ask Instacart”, which uses ChatGPT to help shoppers make grocery-related decisions as they shop. He delves into the applications that  AI will have in the future of Instacart and how it can help shoppers discover products and make purchasing decisions. 

Key Takeaways:

• Quick commerce providers and retailers need strong relationships to drive mutual success
• AI is a new frontier when it comes to purchasing decisions; tools like “Ask Instacart” may strongly influence consumer decisions in the future
• COVID-19 pandemic growth does not have to plateau, there is still very much opportunity for growth in eCommerce

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On this episode of BRAVE COMMERCE Heather Malenshek introduces hosts Rachel and Sarah to the full breadth of what Land O’Lakes offers not only to customers, but also to the farmers who make their products possible. She shares that Land O’Lakes is on a mission to promote the critical role that farmers play in putting food on our tables as part of the full complex story that is the Land O’Lakes brand narrative.

When Malenshek transitioned to Land O’Lakes after years at Harley Davidson she learned that these seemingly disparate companies had one key thing in common - customers who are passionate about the brand. This brand passion helped not only Land O’Lakes but the farmers they work with to grow through the pandemic. During that time they leaned into telling the story of being a farmer and retailer-owned cooperative with sustainability at its heart.

In her current role as a CMO in a leading cooperative, Malenshek underscores the importance of listening to her team and customers, continuously learning from them to drive innovation and enhance the brand's identity. Malenshek points out that even in tough times, it is important to invest in brand and marketing.

Key Takeaways:

• Consistent brand messaging is vital for developing key retailer relationships and long-term growth
• The essence of a company extends beyond a product or a logo – it's about the story, ethos, and values it represents

Collaborative team efforts are crucial in the process of building and redefining impactful brand narratives

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On this episode of BRAVE COMMERCE, Shelley Zalis,  Founder and CEO of The Female Quotient,  joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the importance of gender equality and diversity in business.

Shelley begins by sharing her personal experiences as one of the two women on a board of 25 men, shedding light on her journey towards founding The Female Quotient. She emphasizes how, rather than waiting for change to happen, she took the initiative to promote diversity, equity, and inclusion (DEI) in the corporate world, even when it was not widely recognized as a priority.

Drawing from a pivotal experience where she gathered a group of women at a male-dominated convention, Shelley shares how this moment of collective empowerment became the catalyst for The Female Quotient. She emphasizes how this experience highlighted the power of women working together, challenging the status quo of competition, and promoting a culture of collaboration and shared success.

Finally, Zalis concludes with her approach to success, "If you don't fail, you don't succeed", highlighting the importance of embracing failure as a stepping stone to success.

Key Takeaways:

• Waiting for the right time doesn't bring change; it's the initiative and action that does
• The potential for faster change increases when existing norms are actively challenged
• A decade ago, diversity, equity, and inclusion weren't business priorities. Today, they must be central to all sectors

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On this episode of BRAVE COMMERCE, hosts Sarah and Rachel sit down with Diana Frost, Chief Growth Officer at Kraft Heinz to discuss agile leadership, the importance of learning from failures, and the company's growth strategies.

Diana shares how her commitment to an agile mindset and a "village" approach to team dynamics have shaped the culture at Kraft Heinz. By embracing failures as learning opportunities, the company has not just managed to stay current, but also continues to infuse their core values into their everyday operations.

Diana gives an insider's look into Kraft Heinz's strategic partnership with Microsoft and the company's $2 billion investment in innovation over the next five years. She highlights how striking a balance between speed, scrappiness, and scalability is key to their "agile at scale" approach.

Furthermore, she discusses the integration of AI technology in their operational efficiency, drawing attention to the delicate interplay between human intuition and data-driven decisions. Diana emphasizes the importance of the human touch even with new technological advancement, believing that humanity is still integral to driving creativity and innovation.

Key Takeaways:

●     Agile leadership, characterized by fast learning and growth from failures, leads to a more resilient and innovative company culture

●     A "village mindset" in team dynamics fosters support, collaboration, and enhanced problem-solving

●     Striking a balance between agility, scalability, and human intuition is essential to successfully leveraging technology for growth and efficiency

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On this episode of BRAVE COMMERCE Eduardo Luz, Chief Brand and Concept Officer at Panera discusses AI, generosity, and a member first approach with hosts Sarah and Rachel.

With an exceptional 55 million loyalty members, Panera has identified "generosity" as the defining characteristic of their brand. Eduardo delves into how Panera's dedication to generosity, towards individuals, community, and the planet, has shaped their initiatives. Through their approaches, such as donating their unsold goods to local nonprofits, Panera has not only reinvented themselves technologically but is staying true to their core values.

Eduardo discusses how integrating AI technology in their customer service initiatives has aided in the diversification of their revenue streams and increased their conversion rate by 30 to 40% in the first 3-4 months of implementation. emphasizing the goal of achieving both brand objectives and an enhanced consumer shopping experience. He emphasizes that finding the correct balance between technology and authenticity is key when developing an AI strategy.

Key Takeaways:

• By adopting AI technologies such as machine learning and chatbots, businesses can improve operational efficiency, increase customer engagement, and drive growth
• A strong brand identity helps differentiate a business and resonates with customers on a deeper level
• By integrating a technology-first mindset throughout the organization, businesses can foster an environment of innovation and stay at the forefront of their industry

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 In this episode of BRAVE COMMERCE, Gabi Lewis, Co-Founder of Magic Spoon, joins Rachel and Sarah to share his insights on expanding into the retail space from a DTC perspective with a focus on innovation, acquisition, and brand identity.

Gabi and his co-founder, Greg Sewitz, recognized the need for a fresh perspective and launched Magic Spoon in 2019, with a focus on health and innovation. After founding two companies together, Gabi shares that a key component to their strong co-founder relationship is making a clear division of roles within the company.

He explains that having a solid brand foundation is crucial before a company decides to expand into retailers. Discussing that without a strong brand foundation, a product risks being lost in the vast sea of options available to consumers, especially in a highly competitive industry like cereal making it key to take the time to build a solid foundation before launching a product into the retail market.

Gabi emphasizes the importance of diversifying customer acquisition techniques to achieve success. He explains how Magic Spoon has effectively utilized endorsement channels, influencers, podcasts, and other strategies to reach a wider audience and establish a strong brand identity. Gabi also shares how the company achieved success by making influencers seed investors and partnering with some of the biggest names in the DTC space.

Key Takeaways:

●     Diversification in customer acquisition techniques is crucial

●     Building a solid brand foundation is key for success in retail

●     Utilizing influencers can build a strong online presence

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In this episode of BRAVE COMMERCE, Sandie Hawkins, GM of US eCommerce at TikTok,  joins Rachel and Sarah to discuss the power of including TikTok in your brand strategy.

Sandie emphasizes that TikTok's community commerce approach brings people together to discover products through a new version of word-of-mouth. She highlights that the commerce mindset is already present on the platform since the TikTok community is 1.5 times more likely to convert when compared to users on other platforms.

Sandie also shares how TikTok constantly tests and learns from new approaches, such as affiliate marketing, to improve its commerce strategy. Additionally, she stresses the importance of authenticity and establishing creator partnerships in order to build successful communities on social media. 

So, what's next for TikTok? Sandie shares that although the platform is still in its testing phase, TikTok is focused on building a seamless marketplace where both community and creators are valued in the US.

Key Takeaways:

• TikTok's community commerce approach drives e-commerce success
• Authenticity and creator partnerships are key to building successful communities on social media
• TikTok succeeds by offering a seamless one-stop shop commerce experience

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In this episode of BRAVE COMMERCE, Sara Wilson and Michelle Goad, the minds behind The Brand Yearbook, explore the intriguing world of Gen Z and their influence on branding and media.

The Brand Yearbook story begins when Michelle, who was then the GM of Gen Z Innovation at Nike, was working on the launch of Nike's NbG and brought on Sara as a consultant for the launch's community & content strategy. The two found themselves constantly connecting to celebrate the successes and interesting plays made by companies looking to win over Gen Z. Their enthusiasm led them to share their perspectives through The Brand Yearbook in order for others to learn what was working and why.

Throughout the episode, Sara and Michelle emphasize crucial themes for brands to consider when targeting Gen Z, including nostalgia and an emphasis on creative, content-centric strategies. They delve into the changing concept of luxury, exemplified by brands like Erewhon, and discuss how self-expression on social media platforms such as TikTok fuels the desire for distinctive, identity-driven products.

Sara and Michelle additionally explain how the transition from transactional websites to platforms centered on content and community is fueled by the generation's desire for deeper relationships between the branding they observe and the products they buy.

Key Takeaways:

• The growing popularity of social media platforms emphasizes the need for products to be more expressive and unique
• To appeal to Gen Z, brands should implement innovative, content-based strategies
• The transition from transaction-oriented websites to content and community-focused platforms demonstrates content's vital role in influencing consumer behavior

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