The CPG Guys

The CPG Guys Sri & PVSB are joined in this episode by Katie Hotze, the founder & CEO of Grocery Shopii, a white label application that adds personalized meal planning directly into a grocer’s e-commerce platform.

Follow Katie Hotze on LinkedIn at: https://www.linkedin.com/in/katie-hotze/
See Katie's episode of "Unicorn Hunters" at: https://unicornhunters.com/grocery-shopii/
Follow Grocery Shopii on LinkedIn at: https://www.linkedin.com/company/groceryshopii/
Follow Grocery Shopii online at: http://groceryshopii.com

Katie answered these questions:

1) You were here on the show Jan 2021 - wow its been 20 odd months since then. Give us the scoop - fundraising during covid, building a team and motivating them, adding clients, just how exactly are things going?
2) Why is recipe based shopping important and who is your target consumer and retail partner?
3) What is the value proposition for a brand to join you on this journey? What content and information do you need from brands to deliver success for them?
4) What is the role of Grocery shopii for retailers? How does a retailer measure success with you? Who are your partners? Give us the scoop of the why and how you are scaling Grocery shopii with retail?
5) Take us through the technology and infrastructure you are building and how it all comes together as user experience for the consumer.
6) Earlier this year, you appeared on the YouTube show “Unicorn Hunters” to pitch your business to a group of investors. Tell us how you Managed to get on the show and why are you considered a “golden unicorn?”
7) Tell us all about partnerships with Grocery shopii. What are next steps once someone decides to be a partner? How soon is the platform and UX up and running and how soon are you measuring results?
8) What is your advice for entrepreneurs who seek to learn and be like you? Can’t exit this episode without you shedding some lights on your live TV experience - tell us about it.

Learn more about the FMI Tech Pitch Sessions here: https://www.fmi.org/midwinter-conference/b2b-meetings/fmitech-pitches

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Matthew A. Smith, director, marketplace strategy & business development for food, consumables, health & wellness at Walmart Marketplace, the 3P online seller marketplace at the world’s most elite retailer.

Follow Matthew on LinkedIn at: https://www.linkedin.com/in/matasmit
Follow Walmart Marketplace on LinkedIn at: https://www.linkedin.com/company/walmart-marketplace/
Follow Walmart Marketplace online at: http://marketplace.walmart.com
Learn more about Walmart Fulfillment Services at: https://marketplace.walmart.com/walmart-fulfillment-services/
Learn to sell on Walmart Marketplace here: https://marketplace.walmart.com/sell-your-products-online-with-walmart/?utm_source=corporate&utm_medium=pr&utm_campaign=Open_Call

This episode was recorded at the 2022 Groceryshop conference in Las Vegas, NV

Matt answered these questions:

1) Let's begin with what a third party marketplace is. I know we covered the basics in March 2022, but it would be helpful for so many in our audience working at large brands too who really are from the 1P world. 
2) Let’s dive into who is on marketplaces already. What kind of categories and brands are already in the marketplace. Are there categories that it works better to be on a 3P marketplace?
3) How is Walmart leading brands in understanding this and helping develop brand equity for sellers in this space? 
4) What does partnering with Walmart 3P mean in this space - how do you make it easy and faster for brands to launch and scale here?
5) Take us through all the features and different capabilities of the third party marketplace. What tactics would you recommend for scaled brands vs smaller brands? I.e. small or large brands.
6) How should a brand decide if they go DTC vs come here on the marketplace? What criteria helps them determine where they should go?
7) What media/marketing capabilities do sellers get on the platform and how rich can content get for a listing? Do they get metrics, reports for measuring and optimizing success?
8) What’s next for Walmart’s 3p marketplace? What’s the sneak peek you want to share with our audience?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Austin Leonard, Head of Sales at Sam's Club MAP (Member Access Platform) & Melissa Burdick, President of Pacvue, the enterprise platform for eCommerce advertising, sales, and intelligence.

Follow Austin Leonard on LinkedIn at:  https://www.linkedin.com/in/austinleonard/
Follow Sam's Club MAP on LinkedIn at: https://www.linkedin.com/company/sam%E2%80%99s-club-map-member-access-platform/
Follow Sam's Club MAP online at: https://map.samsclub.com/

Follow Melissa Burdick on LinkedIn at: https://www.linkedin.com/in/melissaburdick/
Follow Pacvue on LinkedIn at: https://www.linkedin.com/company/pacvue/
Follow Pacvue online at: http://pacvue.com

Austin & Melissa answer these questions:

1) Melissa, what makes retail media the fastest growing advertising channel and what are some of the core challenges that brands are facing in activating retail media effectively?
2) Austin, what is the underlying data asset that powers the Sam's Club Member Access Platform? Would you dimensionalize the shopper base and omnichannel sales volume?
3) Austin, What on-site & off-site investment options are available to brands seeking to grow through Sam’s Club? What in-club retail media solutions are Sam’s Club making available to brands?
4) Melissa, What are the details behind the partnership between Sam’s Club and Pacvue, and why do you think this helps brands work with Sam’s Club?
5) Austin, What performance measurement solutions do you offer to brands investing in the Member Access Platform’s retail media solutions?
6) Melissa, How do the Sam’s Club & Pacvue teams support brands seeking to leverage your platform offerings and where are you looking to enhance your offerings in the near future?
7) Austin, what is the best way for brands intrigued by the capabilities within MAP to get engaged with Sam’s Club?
8) Melissa, what is the core value proposition that Pacvue brings to brands seeking to execute retail media campaigns with Sam’s Club and other retailers with which Pacvue has integrated?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, Sri ais joined in this episode by Andrea K. Leigh, co-host of the Fresh Four and Founder & CEO of Allume Group, the first eCommerce knowledge network. Their mission is to equip brands and those who work with them with the information and skills they need to be successful online.

Follow Andrea on LinkedIn at: https://www.linkedin.com/in/andreakleigh/
Follow Allume Group on LinkedIn at: https://www.linkedin.com/company/allumegroup/about/
Follow Allume Group online at: https://allumegroup.com/

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop. Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Claire Wyatt, Head of Business Strategy & Marketing Science at Albertsons Media Collective, the retail media arm for Albertsons Companies.

Follow Claire Wyatt on LinkedIn at:  https://www.linkedin.com/in/clairewyatt/
Follow Albertsons Media Collective on LinkedIn at: https://www.linkedin.com/company/albertsons-media-collective/
Follow Albertsons Media Collective online at: http://albertsonsmediacollective.com

Claire answers these questions:

1) Would you walk us through your professional experience, highlighting where you developed key skills and experiences that prepared you for your current role at Albertsons Media Collective.
2) On a previous episode of this podcast, your colleague Evan Hovorka described Albertsons Media Collective’s portfolio of offerings as having “late mover’s advantage.” As you thought about ensuring that Albertsons Media Collective’s targeting & measurement would be best-in-class among competitive retail media platforms, what were you seeking to deliver to brands?
3) Would you double click down into the targeting capabilities within Albertsons Media Collective. When creating audiences, how are brands able to leverage longitudinal purchasing behavior and how can it be applied to omnichannel media activations? How is that different from your competitive set?
4) Evan argued that ROAS alone was not meaningful for brands seeking to understand real incrementality. How is Albertsons Media Collective delivering meaningful ROI measurement for the investments that brands make in your assets? How quickly are they able to get these insights?
5) In your partnerships with third party partners like The Trade Desk for programmatic offsite or Pacvue for platform ad management, how do you collaborate to ensure the measurement & analytics are consistent & meaningful for brands?
6) Do you have any examples of creative ways that Albertsons Media Collective is partnering with brands in performance marketing analysis to transform their media planning & investments?
7) What advice do you give to brands seeking to leverage the full performance measurement services of your team and how do you measure your team’s ability to deliver the service levels you have established?
8) How does your team support brands seeking to leverage your measurement offerings and where are you looking to enhance your offerings in the near future?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop. Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Wes Schroll, co-founder & CEO of Fetch, America's leading mobile consumer engagement platform with over 18 million monthly active users.

This episode was recorded at the 2022 Groceryshop conference in Las Vegas, NV

Follow Wes Schroll on LinkedIn at: https://www.linkedin.com/in/wes-schroll-98164418/
Follow Fetch on LinkedIn at: https://www.linkedin.com/company/fetch-rewards
Follow Fetch online at: http://partners.fetchrewards.com

Wes answers these questions:

1) Fetch has been on an explosive trajectory in many ways. Let’s start with user growth. What makes the platform so appealing to users and why do they keep using it? Would you share with us some comparative metrics around reach and depth of use?
2) Since we last spoke, you completed another round of financing. How was this round different from prior rounds in terms of the application of the funds, how long do you expect the financing to bridge operations and what should we expect as the next logical step in this process?
3) Fetch has been adding some marquee names to your roster of partners. These include brands, retailers and restaurants. Some even skipped the pilot phase and went right to full partnership. Why are brands getting so heavily engaged in the fetch platform?
4) Several of your partners have actually built their clubs inside of the Fetch mobile app. From your perspective, what is the value proposition to operating a brand portfolio club inside of Fetch?
5) Fetch captures a sizable amount of omnichannel purchasing behavior from its users. Over $130 billion in gross merchandise value by all accounts, comparable to the nation’s 5th largest retailer. In what notable ways does this scale enable brands to engage your users from the perspective of a brand, a category, a customer or a channel?
6) User consumption data allows you to build audiences of verified buyers at the item level that can be repurposed for other activities that are valuable to brands & retailers. Would you elaborate?
7) You’re playing big here at Groceryshop with 20 associates, a show hall booth, participation in the hosted meetings and even a partner on-stage talking about outcomes from their engagement with Fetch. What are some of your thoughts around Fetch leaning into Groceryshop and other public industry events?
8) What are some of the areas where Fetch is focused on improving the user experience and enhancing application for brands & retailers and is territorial expansion in the near future?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop. Website: http://CPGscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Rachel Marler, Chief Customer Officer of Haleon, the newly rebranded spinoff from GSK Consumer Healthcare.  Haleon plc is a British multinational consumer healthcare company. It is the largest consumer healthcare business in the world, with brands including Sensodyne toothpaste, Panadol and Advil painkillers and Centrum vitamins.

Follow Rachel Marler on LinkedIn at:  https://www.linkedin.com/in/rachel-marler-rkm/
Follow Haleon LinkedIn at: https://www.linkedin.com/company/haleon/
Follow Haleon online at: http://haleon.com

Rachel answers these questions:

1) Your story starts at U. Penn Wharton, and you’ve been at brands such as P&G, Walmart, Tyson foods. Then GSK and Haleon. Give us the scoop - how did all this play out and what is your driver for being here at Haleon in this role?
2) Why this change from GSK to Haleon now? Take us through how separating from GSK Pharma is  beneficial to consumers and retailers today including your go-to market model?
3) How does your separation to Haleon change your strategy for digital commerce? 
4) What does your team specifically focus on - is it strategy or execution? How are you focused on evolving your team?
5) How do you partner on the Omnichannel mission with your customers  and those that are not on your team?   
6) What are you personally most excited about in joining Haleon? 
7) What are some key learnings from the last 2 years you would share with our audience they should focus on? 
8) One last question on the store - what is the role of the store in strategic planning in today’s environment? Is the planogram still gold in your categories?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop. Website: http://CPGscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Dan Hooker, Senior Lecturer at Cornell University's Johnson College of Business

Follow Dan Hooker on LinkedIn at: https://www.linkedin.com/in/hookerdaniel/ 
Follow The Johnson College of Business on LinkedIn at: https://www.linkedin.com/school/cornelljohnsonmba/
Follow Cornell Executive Education at: https://www.linkedin.com/company/cornell-university-retail-programs/

Dan answers these questions:

1) Why do retailers market private label products? What is the value proposition to the retailer and to the consumer?  
2) What is the responsibility of the retailer in developing and marketing private label and why do they often turn to consultants like your former employer to support these responsibilities?
3) National brands bring a tremendous amount of analytic and field force resources to bear in supporting retail; customers. How do retailers ensure that their private label priorities are identified and addressed when these suppliers are often managing much of the category strategies? What about categories where Private Label is the top brand in sales?
4) Supply chain problems during the pandemic coupled with recent price increases have led to an increase in trial & consumption of private label sales. What do you anticipate is the longer-term impact of this penetration of private label driven by necessity?
5) Three years ago, you joined the faculty at the Cornell University Johnson Graduate School of Management. What is your role?
6) Can you walk us through how a particular course curriculum like the Omnichannel Leadership one Peter attended comes together. Is it driven by the school, its business partners or some combination? 
7) What are the outcomes your participants and business partners are really trying get from the programs you produce?
8) What are you finding to be some of the more highly demanded areas of learning that your consumers, people who attend these courses, and your business partners are looking to pursue?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop. Website: http://CPGscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Aliya Ali, Director of Omnichannel Shopper Marketing at Johnson & Johnson & Risa Crandall, SVP CPG + BevAlc Head of Industry at Aki Technologies, an Inmar Intelligence company that empowers brands and retailers to reach people by targeting pivotal moments in the consumer journey with personalized advertising.

This episode is sponsored by Aki Technologies.

Follow Aliya Ali on LinkedIn at:  https://www.linkedin.com/in/aliya-ali-3aa01244/
Follow Risa Crandall on LinkedIn at: https://www.linkedin.com/in/risa-crandall/
Follow Aki Technologies on LinkedIn at: https://www.linkedin.com/company/aki-technologies/
Follow Aki Technologies online at: http://a.ki

Aliya & Risa answer these questions:

1) Aliya, your career once out of U of C Riverside, and a rich background in brand marketing with Neutrogena. Take us through the years and your advice for others aspiring to lead in this space?
2) Risa, what is the importance of receptive advertising and how does AKI enable that for your clients?
3) Aliya, how does Johnson & Johnson consumer partner with AKI - is it your team, and if so what is the partnership?
4) Risa, what can one expect in a partnership with AKI and how is it measurable?
5) How is everyday value coming out of your partnership Aliya? Risa, what would you say is the primary reason this partnership is successful?
6) Risa, what is responsive dynamic personalization? Is it different from personalization? What are examples of this from AKI?
7) Aliya, I’d be remiss if I didn’t ask what are your predictions for personalized/customized commerce ? Where are you focused in this space go forward with the high penetration of ecommerce we have seen? Will the role of personalization change even more?
8) What is new and exciting at AKI? What should we expect next in this exciting advertising space?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop Website: http://cpgscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys, PVSB and Sri are joined in this episode by Dave Feinleib, Founder & CEO of It's Rapid, a platform that helps its clients scale content creation, while adhering to brand style guidelines that they have established. A special appearance by Bryan Gildenberg, host of The Gildenberg Omnicomment, is made in this episode.

This episode is sponsored by It's Rapid.

Follow Dave Feinleib on LinkedIn at: https://www.linkedin.com/in/feinleib/
Follow It's Rapid on LinkedIn at: https://www.linkedin.com/company/itsrapid/
Follow It's Rapid online at: http://itsrapid.io

Dan answers these questions:

1) Dave, you have an incredible professional and educational background: degrees from Cornell & Stanford and work at Microsoft and other companies focused on big data. Nothing screams big data more than images & videos. In 2013, you founded a content analytics company which you sold 6 years later. What was the catalyst for launching It’s Rapid? What was the need that you were trying to solve?
2) As you started to speak with potential clients, what were the content areas in which they needed the most help scaling and how did you think about executing this within a brand’s style guidelines?
3) What's changed when it comes to content and what are the bottlenecks when it comes to creating visual media?
4) Creating content also requires a deep understanding of where that content will appear. You’ve gone so far as to partner with digitally-focused retailers so as to ensure the content you create is compliant with their display requirements. For which channels are you helping your clients develop content?
5) Why is visual media difficult to execute on, what are leading brands doing differently to capture the opportunity and what's possible when you streamline the creation of visual media/visual content?
6) What are the different solutions that It’s Rapid is offering? Are managed services part of the equation? Are you offering any white label solutions for agencies?
7) We’d love for you to share a few examples of how It’s Rapid has enabled scalable content creation and the outcomes that this work has delivered?
8) Where are you looking to enhance the solutions portfolio of It’s Rapid and what is the best way for brands, retailers & agencies to explore working with you?

CPG Guys Website: http://CPGGuys.com
FMCG Guys Website: http://fmcgguys.com
CPG Scoop Website: http://cpgscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.