Spieckerman Speaks Retail

Retailers have gone positively mad for ads, and it’s no wonder. Despite the wildly different takes on its potential, everyone agrees retail media is a multi-billion-dollar opportunity and a powerful hedge against inflation and other margin-killers. No two retailers are taking the same approach, yet they are united by a mission to monetize consumer data and turn brands into paying customers. As CEO of Brandcrush, Teresa Aprile is on a mission to close the ad tech gap in retail. She’s passionate about streamlining media buying and selling processes so retailers can unlock the full potential of in-store, online, and out-of-store consumer touchpoints. 

In this episode, Carol and Teresa discuss what it takes to build an efficient and effective retail media ecosystem. Teresa shares compelling stats on retail media’s potential along with best practices, pitfalls, and possibilities as more retailers rush in. 

Takeaways from the interview:

·       Why most size-of-the-prize predictions fall short

·       How store digitization will rev retailers’ media engines

·       How brands benefit when retailers take ownership 

·       How the ad landscape will transform as competition heats up

Information and resources:

Brandcrush website

Brandcrush on LinkedIn

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Inventory planning and pricing strategy have become moving targets for retailers, particularly as inflation lingers on a global scale. Retailers have access to more data from more sources than ever before yet making sense of it and making good decisions from it has never been more challenging. Carol’s guest Hélène Clary serves as the VP of business development for ClicData, an end-to-end data platform that enables thousands of businesses to track performance and accelerate growth through powerful analytics. In this episode, Carol and Hélène discuss the new standards for data collection and action and Hélène shares use cases that showcase best practices.

Takeaways from the interview:

·       Why static data snapshots aren’t enough

·       How data unification makes all the difference

·       Why competitive pricing doesn’t have to be a race to the bottom

·       How DIY data platforms can compromise results

Guest Information and resources:

ClicData website

ClicData YouTube channel

ClicData on Twitter

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Walmart and Target are harbingers of retail’s health, yet raw sales numbers don’t tell the full story. The one-two punch of earnings reports from these two power players underscored the impact that inflation, supply chain snags, and inventory pileups are having on retail. Carol teases out uncommon takeaways from both retailers’ Q2 earnings reports and what it signals for the holiday shopping season and beyond. 

In this episode you’ll learn:

·      How retailers’ convenience arsenals are killing margins      

·      Why merch sales won’t always matter 

·      How private brands are feeding inventory overload

·      Why suppliers will struggle as retailers eat spinach

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Several of Carol’s hottest retail trajectories are on fire right now. In this episode, she gives the 411 on fierce growth categories, emerging business models, dizzying diversification, and who’s leading the charge. She outlines new opportunities for B2B marketers and positioning strategies that pivot off where retailers and brands are going next.

In this episode you’ll learn:

·      Why white label solutions are a hedge against product-based headwinds`    

·      How new physical formats are the gift that keeps on giving

·      Why DTC isn’t everything and retail’s wholesale heyday is well underway (again)

·      Why true scale is no longer achieved in a single channel 

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Mark Tritton’s tenure as CEO of Bed Bath & Beyond has pundits proclaiming that Target’s strategies don’t always translate. Yet the big moves Tritton made didn’t mimic Target so much as follow the industry standard. Either way, the hurricane-force headwinds hitting Bed Bath & Beyond during its turnaround timeline intensified its business model challenges. In this cautionary tale of category killing and brand building, Carol Spieckerman deconstructs key decisions and explores whether hybrid hookups are the answer. She shares updates on her top retail trajectories that signal where retail goes next.

In this episode you’ll learn:

·      Why variety really is the spice of retail life

·      How portfolio-based plans solve retailers’ pain

·      Why private brands aren’t a panacea

·      Why defensive store environment fixes are past their prime

Relevant Spieckerman Speaks Retail episodes:

Not Everyone is Nike, Maybe That’s a Good Thing

Get Ready for Retail’s Remodel Rush

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Brick-and-mortar retail is experiencing a renaissance as consumers return to stores and retailers deploy new digital capabilities. Retail’s phygital future is unfolding and traditional marketing tactics are transforming along with it. Retailers have an unprecedented opportunity to build meaningful brand connections as consumers seek out in-store experiences. Carol’s guest Tina Chadwick serves as the SVP of creative, strategy, and digital for Miller Zell, a branded environments leader that provides end-to-end services for major retailers. In this episode, Carol and Tina discuss the future of customer engagement and Tina shares case studies that showcase best practices. 

Highlights from the interview:

·       How print is enabling digital engagement

·       Why “heart and head” strategies win with consumers

·       How to hit the print/digital sweet spot 

·       Why retailers’ ad networks and data platforms will transform store experience

Guest Information and resources:

Miller Zell website

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No longer relegated to crunchy natural foods stores, plant-based products have become table stakes for any company taking its grocery business seriously. As plant-based products emerge as a major growth driver for leading brands and retailers, best practices and next-stage opportunities are crystalizing. Carol’s guest Julie Emmett serves as the senior director of marketplace development for the Plant Based Foods Association (PBFA). In this role, Julie supports over 350 leading plant-based food companies with merchandising, education, research, data analysis, and marketing. She founded PBFA’s Retail Advisory Council and is a passionate advocate and thought leader for plant-based business opportunities. 

In this episode, Carol and Julie discuss PBFA’s latest data on the explosive growth of plant-based products, shifting consumer and retailer mindsets, and the latest insights on how retailers and brands can take full advantage of the opportunity. Julie reveals findings from PBFA’s groundbreaking study with Kroger and next-level research that will impact future retail strategy.

Highlights from the interview:

·       How plant-based foods’ “triple bottom line” hedges against inflation

·       Why merchandising gains make all the difference

·       How plant-based foods tackle consumers’ top concerns

·       Why plant-based products support sustainability’s second act

Guest Information and resources:

PBFA website

PBFA blog

2022 US Retail Sales Data

Plant-Based Certification

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What happens when a power brand benches itself out of the wholesale game? 

Predictions that a flood of brands would follow Nike’s narrow direct-to-consumer game plan turned out to be unfounded. In fact, a series of retail deals, store format revamps, and business model launches have broken out in the wake of Nike’s bow-out. A wholesale heyday is underway, and retailers have channeled their fears of loss into new strategies. In this episode, Carol Spieckerman tracks the aftermath of Nike’s wholesale pull-back and reveals why retail’s “brands are dead” drumbeat may be getting dimmer by the minute.

In this episode you’ll learn:

·      Why brands are leaning into wholesale again

·      How heroic brand headlines miss the point

·      Why exclusive brand deals are (thankfully) dying

·      How online search can seal the deal for brands

Want to be a guest on Spieckerman Speaks Retail?
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Retailers and brands have never had more options for forging direct relationships with customers, yet many solutions create complexity and confusion that can derail overall customer experience. With consumer expectations escalating and brand loyalty declining, retailers and brands must avoid unforced errors at every turn. As chief operating officer of UJET, Vasili Triant oversees go-to-market strategy for the first and only cloud contact center platform designed for the smartphone era. Vasili is determined to make seamless, unified, and intuitive experiences the new normal. 

In this episode, Carol and Vasili discuss the future of customer experience and what it will take to retain and delight customers as touchpoints and possibilities multiply.

Highlights from the interview:

·       Why leaning into automation can be shortsighted, even as labor shortages loom

·       How to personalize customer interactions while controlling the creep factor

·       Why predictive customer care is retail’s new benchmark

·       How to hit the sweet spot between high tech and high touch

Guest Information:

UJET website

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In-store experience took a backseat to basic clicks-to-bricks functionality as online sales skyrocketed and store visits declined in the heat of the pandemic. Now, retailers are determined to give their bricks some dedicated love as store traffic roars back. Waves of remodels, retrofits, and refinements are set to hit retail and a multitude of stakeholders will benefit. In this episode, Carol Spieckerman highlights the motivations behind retailers’ renovations and how the results will transform shopper experience, brand partnerships, and retail support opportunities.

In this episode you’ll learn:

·      Why retailer revamps may change D2C brands’ priorities

·      Which categories will take center stage as new concepts debut

·      Why flagship stores may begin to flag

·      How frenemy hookups impact modernizing momentum

Want to be a guest on Spieckerman Speaks Retail?
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