The CPG Guys Sri & PVSB celebrate the first annual "Omnies" which recognize the best in omnichannel digital for retailers, marketplaces and brands.

Follow The CPG Guys on LinkedIn at http://www.LinkedIn.com/company/cpgpodcast 

In the second episode of this series, Marketplace awards are named for the following categories:

• Best eCommerce Marketplace 
• Most Improved Marketplace 
• Rising Star Marketplace 
• Most Innovative Marketplace 
• Best Marketplace Enabler

Fina all our content and the full list of winners at http://cpgguys.com

References to Texas A&M Center for Retail Studies and its employees being involved in calculating the results of the awards was satirical and intended to add humor to the series of episodes.

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 & PVSB celebrate the first annual "Omnies" which recognize the best in omnichannel digital for retailers, marketplaces and brands.

Follow The CPG Guys on LinkedIn at http://www.LinkedIn.com/company/cpgpodcast 

In the first episode, CPG Brands awards are named for the following categories:

• Best Digital CPG 
• Best DTC CPG
• Most Improved Digital CPG
• Rising Star Digital CPG
• Best CPG Use of Social Media
• Most Innovative Digital CPG

Find all our content and the full list of winners at http://cpgguys.com

References to Texas A&M Center for Retail Studies and its employees being involved in calculating the results of the awards was satirical and intended to add humor to the series of episodes.

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 & PVSB welcome Bridget Lasda, Chief Customer Officer for King Juice/Calypso Lemonade for this episode.

Bridget started her career at The Coca-Cola Company and then Heineken USA before joining King Juice.

Questions Bridget answers include:

1. You joined Coca-Cola straight out of college. What were some of the experiences or skills you honed at Coca-Cola that have served you particularly well in your career there and beyond?
2. What were some of the requirements of selling alcohol beverage products that were surprising or challenging for you as you joined HeinekenUSA?
3. After working your entire career at large companies with venerable brands, you decide to join this emerging Calypso business. What drew you to this opportunity and were there any particularly humbling experiences you faced working for an early-stage brand?
4. The trade requirements you faced over your career have been transforming as the omnichannel world emerges. What was needed for an omnichannel retailer is much more demanding than just a brick & mortar retailer. Can you tell us what capabilities you need to bring when selling into a national omnichannel retailer particularly as it relates to the digital shelf?
5. When you are Coca-Cola, you are often the category captain or trusted advisor to the buyer. How do you position King Juice’s role and what specific set of capabilities do you employ to succeed in a highly competitive and crowded category?
6. Calypso’s distribution is growing rapidly,even reaching to Hawaii. Is your growth strategy more geographic or channel based? What are your KPIs beyond equivalized cases?
7. The pandemic had broad impact on the food & beverage industry. How did that manifest for King Juice in your supply chain and retail demand? Has that changed as the pandemic extends? Is virtual selling harder or easier that live meetings?
8. Convenience retailers like 7 Eleven and Go Puff have entered the eCommerce world. Is this a promising channel and do you think that more competitors will enter the market? 
9. What are some of the key transformations that you are watching in the retail industry that pertain to immediate consumption beverage?
10. How has a commitment to your community through volunteerism brought balance to your professional pursuits and how would you advise our audience to consider similar altruistic pursuits?

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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 welcome Ken Coogan from Coogan Partners. Ken recently fielded a survey with CPG shopper marketing professionals and joins the podcast to share the results with our audience.

Questions covered in the interview with Peter: 

• What are some of the CPG-related transformations getting your attention in the pandemic?
• Why did you field this survey and can you give us details behind the makeup of the respondents?
• What do you see as the key conclusions from the study?
• What do you consider to have been the biggest changes impacting shopper marketing?  How are they accelerated by Covid?
• What does the survey tell us brands are doing to win in these turbulent times from an investment perspective?
• Driving trial through in-store sampling has been virtually eliminated due to health concerns. How are brand compensating and is there a benefit to the digital shelf (sampling for reviews)?
• What are the sources of insights that brands are turning to to drive their decisions in the pandemic era?
• What do you think the biggest issues and opportunities will be going forward?
• How should retailers and brands be thinking about the post pandemic future?
• In your consulting work around share groups, you bring together people with similar roles at non-competing manufacturers to discuss topics of interest to them. Can you share with us some areas of focus that have risen to the top this year and do they align to this research?

Download the survey results here.

Access all The CPG Guys content at http://cpgguys.com

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The CPG Guys Sri Rajagopalan & Peter V.S. Bond are joined in this episode by Wayne Duan VP of eCommerce & Digital Commerce and Sara Master Director of eCommerce Marketing & Catalog Management, both from Constellation Brands, makers of iconic brands like Corona, Modelo, Kim Crawford, Meiomi, Casa Noble & Mi Campo.

Sara & Wayne talk about the unique requirements in marketing controlled substances, particularly in leveraging retail media. They also discuss insights in consumption behavior during the pandemic.

Questions they address in the interview:

1. Unlike other food & beverage categories, alcohol is subject to additional restrictions in how brands can invest in promotion and shopper marketing, specifically with retailers. Would you tell us about “Tied House Laws” and the “Three Tier System” to ground our audience in how you navigate your operations?  
2. How do these restrictions influence your go-to-market strategy within eCommerce? 
3. We understand that the restrictions you mentioned around “Tied House Laws” have also influenced consumer perceptions around alcohol and eCommerce. Is it true that, even today, many consumers think it’s just not allowed or available?
4. Based upon what you just shared about these legal restrictions, let’s put it into real world examples: If a retail media placement is managed and invoiced by a retailer what can you do or not do; and is that different for a third party marketplace that is not owned by a retailer, like Instacart and Drizly for example? 
5. As Constellation leans into eCommerce, both from a content and a paid marketing perspective, what is the link between eCommerce and in-store sales? How does eCommerce influence in-store sales and how does your team support this?  
6. Tell us about how content contributes to the digital shelf experience and how you determine where to invest against content? Does content strategy differ based upon how premium a product is? 
7. While eCommerce shopping has increased since COVID-19 we know consumers are still shopping in store but they are shopping differently. What are some of the most meaningful insights you can share with us about behavior changes in alc bev retail since the beginning of the pandemic and how are these influencing your business decisions? Trips, product mix, sizes, etc.   
8. Are state omnichannel alc bev laws changing of late and are they benefitting the consumer? In other words, will I ever be able to purchase spirits, wine and beer in Pennsylvania without visiting 3 different stores or in a single eCommerce transaction?  
9. How does Constellation invest in digital media given the legal restrictions? Is everything “Above the line?” What are the target capabilities of a media platform that draw you to investing in them?  
10. As you look to the future, how will the recent bumper growth in eCommerce, paired with the downturn driven by the pandemic, impact Constellations Brands? Do shoppers move away from categories when times are tough or is it brands and pack sizes? How do you compensate?

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The CPG Guys Sri & PVSB are joined in this episode by Michael Ellgass, EVP of Technology & Retail Media Platforms at IRi. Michael speaks about the growth in retail media capabilities that brands can leverage to win search and efficiently target messaging to the ideal shoppers.

This podcast episode may also be heard on IRi Growth Insights podcast.

Michael answers these questions:

1. What exactly is your role at IRi and what are the objectives of the technology & retail media platforms team?
2.  How has retail media been evolving over the last 5-10 years? What are table stakes at this point?
3. How is IRi helping brands target high-value audiences through retail media platforms
4. How do you go about designing a technology solution or plan to enable a retailer media platform?
5. Is today’s retail media still driven primarily by search or can experiences be personalized from the minute a consumer opens a retail app or visits a retail site?
6. What are the KPIs that you think are most relevant and most important for IRi to deliver to brands investing in retail media?
7. Why are retailers partnering with IRi to enable these capabilities. What are the “behind the scenes” technologies that you bring to the equation?
8. How do your solutions support the omnichannel spectrum of shopping: in-store, online, and everywhere in between?
9. What off-site retail media and social media does IRi support through the use of retail loyalty data?
10. More broadly, how is your work helping brands unify their marketing effectiveness?

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To learn more about IRi, visit www.iriworldwide.com

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The CPG Guys Sri & PVSB welcome Brian Sappington to the podcast. Brian is a 2 decade veteran of The Coca-Cola Company, working in various sales roles across most retail verticals. Last year, he assumed the newly-created role of North America Chief Digital Integration Officer. In this episode, Brian discusses elements of leadership that have enabled his team to build internal stakeholder support for the digital transformation occurring in the marketplace.

Questions Brian addresses: 

1. We understand that when you moved into your current role it was a newly created operating team within Coca-Cola, can you share a little bit about bringing a new digital team together?
2. Why is the idea of integration essential to your team?
3. What did you learn from that experience?
4. Can you share with our audience some of the drivers of success for your organization
5. What type of culture do you believe has been created and how does that support your digital efforts?
6. What time of leadership helps accelerate digital efforts from your experience? 
7. How did you drive alignment and success with diverse stakeholders?
8. What was the same and what was different in engaging with these stakeholders given that your work focused on digital commerce? 
9. What role did you have to play and where did you empower your team? 
10. What do you believe is next in terms of integrating Digital across Coca-Cola?

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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 & PVSB are joined in this episode by Mike Black.

Mike explains the term DIVA

• Discoverable - being highly visible in retailer search results
• Informative - online, there is limitless real estate available to promote your brand
• Valued - investing in brand building to ensure brand preference can help stave off competitive threats
• Agile - adapt quickly to changes in both consumer behavior and macro issues

And Mike shares where to best bury a "dead body" on a PDP!

Mike answers these questions:

1. Talk to us more about the concept of digital shelf - why is this an important area that brands need to focus on?
2. Is digital shelf management something every company is doing well at this point - it seems like it would be a fundamental practice at this point, right?
3. Where do you see the biggest ROI in terms of managing the digital shelf? What really moves the needle?
4. Recently, you published some really interesting research on the impact of digital shelf performance, ie the impact, going out of stock and what it means for sales. Can you talk about some of that research bit?
5. I believe you are doing some research on the impact of ratings & reviews -- anything you can preview or share with us? 
6. You were pretty active this week in publishing some data out on retailer pricing competing - what were some of the key trends you saw from that? 
7. Not every retailer is trying to compete on price. Target good example 
8. What separates the brands that are using data well in their business from those who are just aren’t there yet?
9. You have been with Profitero for 3 years - what’s the biggest change you have seen in the market since the pandemic? 

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 & Peter, are joined this week by Coleman professor at Texas A&M Center for Retailing Studies - Venkatesh (Venky) Shankar to discuss retail analytics in a transformative era.

Questions that Sri & Peter pose to Dr. Shankar:

1. Your career has primarily anchored around marketing and the research surrounding its applicability to retail. Decompose this for our audience.
2. What is the latest research yielding? Is the so-called retail apocalypse here? Is this really doomsday for the store model?  
3. Amazon is obviously taking most of the attention in retail in 2020. Why have brands been so hesitant to embrace it & how do you advise them now?
4. eCommerce is a balance between short term and long term based on shopper analytics & insights. How do you balance both and what is the focus for long term analytics? 
5. Who are the type of brands or retailers you work with and what’s a typical project? Who is the beneficiary?
6. What is your advice for brands and retailers wishing to significantly advance their journey on digital transformation?
7. Walmart has been in a race in 2020 with their own transformation and now the announcement of Walmart+. What’s your outlook here? Are they on the right path? 
8. Retail digital transformation requires capital on an already wafer thin margin ecosystem unlike brands. How do you advocate for this knowing this with a healthy respect to the P&L?
9. You have come from the instore world like us, how are you transforming your thinking digital focused? What’s the unlock?
10. What happens go forward with retail given the unusual outcomes from the pandemic? Does foot traffic ever go back to it’s Jan 2020 highs?

To learn more about Dr. Shankar, click here.

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The CPG Guys Sri & PVSB explore the latest performance results for a number of important retailers:

• Albertsons
• Instacart
• Loblaw
• Walmart
• Target
• Home Depot
• BJ's Wholesale Club
• Go Puff
• Amazon Pharmacy

The also give thanks to the audience for support and feedback that drives the direction of the podcast.

To leave feedback, please visit http://ratethispodcast.com/cpgguys

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.