Consumer Code

Welcome to Market Share Masterclass, a new Consumer Code series featuring rapid-fire, tactical interviews with retail’s boldest operators—unpacking the real strategies behind today’s fastest-growing brands.

In this episode, Lyden Foust interviews Tony Tsonis, Senior Director of Digital Marketing at Pet Paradise. They discuss the growth of Pet Paradise, strategies for increasing market share, the importance of customer trust, and how demographic trends are influencing marketing strategies. Tony shares insights on reducing friction in customer interactions, the role of awareness media in building trust, and the significance of understanding customer demographics in shaping marketing approaches.

Chapters

(00:00) Introduction to Pet Paradise and Growth Journey

(02:37) Strategies for Reducing Friction in Customer Experience

(06:26) Increasing Market Share Through Awareness Media

(14:05) Understanding Customer Insights and Demographics

(19:19) Innovative Retail Strategies and Future Directions

Follow Tony Tsonis on LinkedIn

Learn more about Pet Paradise

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Doug Munson, former CEO of MTN Retail Advisors, discusses the intricacies of grocery retail site selection, emphasizing the importance of data collection, the evolution of tools, and the significance of boots-on-the-ground analysis. He shares insights from his career, including foundational moments that shaped his approach to the industry, and offers advice for retail site selectors navigating market saturation and consumer behavior changes.

Chapters

(00:00) Introduction and Doug Munson’s Background

(04:07) The Evolution of Grocery Retail and Site Selection

(15:30) Data Collection: From Casing Stores to Digital Tools

(19:43) Analytical Tools and Models in Site Selection

(26:44) Market Dynamics: Saturation, Cannibalization, and Competition

(36:53) Consumer Behavior and Store Performance

(48:05) The Future of Grocery Retail: AI, E-commerce, and Evolving Formats

Follow Doug Munson on LinkedIn

Learn more about RetailStat

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Karlyn Mattson, a merchandising expert, discusses the intricacies of retail merchandising, focusing on the importance of localization, data analysis, and effective communication. She emphasizes the need for retailers to understand their customers deeply and to adapt their strategies based on data insights. Karlyn also shares her experiences from various retail giants and highlights the future of merchandising in the context of technological advancements like AI.Chapters:(00:00) Introduction to Retail Merchandising & Localization(02:22) Key Challenges in Modern Merchandising(04:11) The Power of Communication(05:58) Localizing Product Mix & Strategy(09:36) Understanding Customers Through Data(13:32) Measuring & Iterating Localization Success(44:40) The Synergy of Merchandising and Marketing(57:20) The Future: AI, Data, and Customer Experience

Follow Karlyn Mattson on LinkedIn

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 
Learn more at spatial.ai or schedule a free 30-minute demo.

In this conversation, Jack Thompson, former CEO of Tango Analytics, shares his unique journey from a developer's background to becoming a leader in retail analytics. He discusses the importance of understanding the retail ecosystem, the transition to analytics, and the innovative methodologies he developed, such as the 18-point survey for site selection. Jack emphasizes the significance of collaboration between operations and real estate, enhancing predictive models through teamwork, and the challenges of working with private equity-backed retailers. He also provides insights into geodemographics and consumer behavior, offering valuable advice for today's retail leaders.

Chapters:

(00:00) Intro

(03:34) Early Influences and the Shift to Analytics

(06:17) Site Selection For Taco Bell

(09:03) Market Planning Algorithm For Boston Market

(14:48) The Tension Between Marketing and Real Estate

(16:59) Building Predictive Models for McDonald's

(23:18) Better Decisions Through Collaboration

(29:22) Consumer-Centric Thinking in Marketing

(30:43) Transitioning to Management Consulting

(35:22) Founding Tango: A New Era in Analytics

(41:17) Building Tango's Unique Software Solution

(47:20) PE Vs Privately Owned Retail

(50:45) Site Selection: Avoiding Blunders

(55:30) Advice for Modern Retail Real Estate Leaders

Learn more about Jack Thompson

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Gary Menger, founder of Applied Geographic Solutions, discusses the intersection of data, demographics, and retail strategy. He emphasizes the importance of understanding data limitations, the art of data interpretation, and the evolving role of site selection in the AI age. Menger shares insights on how retailers can better utilize data to inform their decisions and the necessity of embracing failure as a part of innovation.Chapters:(00:00) Intro(00:27) How AGS Is Going Beyond Census Data(05:06) The Future of Site Selection(14:23) Data Artistry & The Role of AI(21:21) Warning: Don't Get Lost In Data(25:35) Zellers: Your Customers Are Not What You Think(31:28) What Makes a Good Analyst?(33:03) The Genius of Walmart(34:34) Mobility Data's Proper Role(36:41) How Failure Can Be a Good ThingAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Gary Menger, founder of Applied Geographic Solutions, shares his journey from a young geography enthusiast to a pioneer in the field of demographics and market research. He discusses his early fascination with maps, his transition from academia to the industry, and the significant impact of CompuSearch on retail research. Gary elaborates on the evolution of demographic data, the importance of understanding trade areas, and his collaboration with Experian to build the Mosaic segmentation system. Throughout the conversation, he emphasizes the need for innovation in data analysis and the integration of human intuition with data-driven insights.Chapters:(00:00) Intro(01:24) Gary's Early Interest With Geography(03:45) CompuSearch(21:33) Meeting Richard Webber(25:47) GDSS(29:18) Urban Decision Systems(34:43) Applied Geographic Solutions(36:23) Building Mosaic segmentation system(40:56) Collaborating with ExperianAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Ashley Robinson, CEO of Seaker Group, discusses her extensive experience in retail real estate and the creation of the Seaker Group. She elaborates on the '10 Things' methodology for retail expansion, emphasizing the importance of a holistic approach that combines art and science in decision-making. The discussion covers various aspects of market strategy, including market build-out, customer pools, sequencing, multi-unit efficiencies, and more. Ashley shares insights on the significance of curiosity in business and personal relationships, highlighting the need for a proactive approach to learning from setbacks.

Chapters:

(00:00) Understanding Seaker's Methodology for Retail Expansion

(06:22) The Importance of Market Build-Out and Sequencing

(09:14) Determining Market Potential and Customer Pools

(11:56) Sequencing Strategy in Market Expansion

(15:54) Multi-Unit Efficiencies and Operational Considerations

(20:00) Consumer Perception and Brand Alignment

(24:05) Top Line Revenue and Its Challenges

(29:58) Construction Costs and Market Indexing

(32:57) Competition and Market Share Dynamics

(34:02) Market Share and Competition Analysis(36:13) Identifying True Competitors

(39:31) Understanding Labor and Business Climate

(47:04) Occupancy Costs and Real Estate Decisions

(48:54) Cost of Goods Sold (COGS) and Distribution

(50:58) Profitability and Strategic Modeling

(54:31) Learning from Setbacks and Philosophy of Curiosity

Learn more about The Seeker Group.

Follow Ashley Robinson on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Lyden and Hannibal discuss the critical role of site selection in retail growth, particularly through the lens of Baldwin's experience with SiteZeus. They explore the journey from traditional retail to leveraging machine learning for predictive modeling in site selection, emphasizing the importance of understanding customer demographics and site characteristics. The discussion also covers strategies for emerging brands, the significance of proactive real estate processes, and the success stories of brands like Raising Canes and Culver's in navigating the post-COVID retail landscape.Chapters:(00:00) Introduction(06:18) The Journey to SiteZeus: From Yogurt to Software(12:14) Understanding Site Selection for Emerging Brands(18:35) Leveraging Machine Learning for Enterprise Brands(24:32) The Site Selection Process: Step by Step(30:23) Trade Areas and Machine Learning Insights(31:18) Navigating Data Science in Real Estate(35:20) Bridging Generational Gaps in Data Interpretation(38:05) Proactive Real Estate Planning with Machine Learning(41:34) Market Entry Strategies and Risk Assessment(46:24) Evaluating Site Viability Beyond Revenue(49:46) Indicators for Expanding Retail Locations(52:11) Success Stories: Brands Thriving Post-COVID

Follow Hannibal Baldwin on: ⁠LinkedIn⁠Learn more about SiteZeus: https://sitezeus.comListen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Michael Weiss shares his extensive experience in geodemographics, discussing its origins, key pioneers, and early applications in business and politics. He recounts his journey across America to meet various lifestyle segments, highlighting the importance of understanding consumer behavior through data. Weiss also reflects on his time at Environics, the evolution of segmentation, and the future of geodemographics in the age of AI.

Chapters:

(00:00) The Origins of Geodemographics

(11:46) Pioneers of Geodemographics

(18:33) Applications in Corporate and Political Worlds

(22:20) The Journey of Discovery

(26:55) The Evolution of Car Sales and Segmentation

(27:40) Memorable Stories from the Field

(32:52) The Importance of Ethnographic Research

(35:24) Transitioning to Environics and PRIZM C2

(37:03) The Role of Naming and Imaging Segments

(40:32) Innovations in Geodemographic Segmentation

(44:40) The Enduring Relevance of Geodemographics

(50:24) Creative Applications of Geodemographics

(53:10) Personal Reflections on Data-Driven Insights

Follow Michael Weiss on LinkedIn or contact him at [email protected] for more information.

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Jonathan Silver, CEO of Affinity Solutions, discusses the importance of behavioral data in understanding consumer spending patterns. He shares his journey from launching a potty training product to leading a company that provides valuable insights to retailers and financial institutions. The discussion covers the evolution of Affinity Solutions, its partnerships with organizations like the National Retail Federation, and the impact of economic indicators on retail trends. Silver emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of data-driven decision-making in the retail landscape.

Learn more about Affinity Solutions

Follow Jonathan Silver on: ⁠LinkedIn⁠

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.