Better Advertising with BTR Media

Bringing Retail Strategy to the Digital Shelf


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Episode #064 - What happens when brick-and-mortar strategies meet the digital shelf? In this episode, Destaney sits down with Serena Hopson from Nestlé Purina to unpack how traditional retail principles still hold power in an online-first setting — but only if they’re adapted, not copy-pasted. From the idea that search results are today’s planogram to the challenge of getting leadership buy-in for online investments, this conversation includes real-world examples and actionable insights.

A few topics we will cover:

  • The Digital Planogram: Why search results mirror physical shelf placement and how it impacts sales.
  • Leadership Buy-In: Educating traditional retail leadership about the nuances of eCommerce.
  • Content and Visibility: Why tailored content strategies per platform are non-negotiable.
  • Career Growth in eCommerce: Building flexibility and resilience in a fast-changing industry.
  • Future Trends: The role of AI and operational efficiency in shaping strategies.


Connect with Serena on LinkedIn

Connect with Destaney on LinkedIn

Learn more about BTR Media

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Better Advertising with BTR MediaBy Destaney Wishon and Justin Nuckols

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