The CPG View

Investment Significance: "Retail media is becoming a critical component of the marketing mix, with spending expected to more than double from $45B in 2023 to $107B in 2027. From your perspective, why has retail media become such an essential investment for CPG companies today?"

Key Metrics for Success: "As companies ramp up their investments in retail media, what are the key metrics they should focus on to ensure they're making data-driven decisions? How do these metrics align with the solutions your company provides?"

Impact Measurement: "Your company emphasizes the importance of measuring the impact of each dollar spent on incremental sales. Can you walk us through how your platform helps CPG companies make data-driven decisions? What sets your measurement tools apart in this increasingly competitive landscape?"

Predictive Analytics in Budget Planning: "You offer predictive tools that allow companies to plan their budgets for profitable growth. How do you see predictive analytics evolving in the retail media space, especially with the ePenetration rate and retail media spend both on the rise?"

Test and Learn Approach: "Your 'Test and Learn' feature allows companies to simulate future incremental sales. Can you share a case study or example where this approach significantly influenced a CPG company's strategy and led to measurable success?"

Channel and Campaign-Level Insights: "Your solutions offer the ability to plan out different investment scenarios at both channel and campaign levels. How do you recommend CPG companies balance their investments across various channels to maximize ROI, given the rapid growth in eCommerce and retail media spending?"

With your extensive experience in the eCommerce space across various CPG companies, can you discuss the main challenges and opportunities in the sector as it continues to evolve and grow?

As a leader in the CPG industry, you have witnessed the rise of direct-to-consumer (D2C) business models. Can you share your thoughts on the impact of D2C on traditional retail channels, and how CPG brands can adapt to this shift?

You have experience in developing eCommerce capabilities and strategies for different organizations. What are the key factors to consider when implementing a successful eCommerce strategy, and how do these factors vary across different CPG sectors?

As the global eCommerce landscape continues to evolve, what emerging technologies or trends do you believe will have the most significant impact on the CPG industry, and how can companies leverage these advancements to stay competitive?

Can you elaborate on how the pandemic pushed marketplace control issues to the backburner for many brands? What were the primary challenges faced by these companies, and how did this affect their operations and sales strategy?

Some brands have been reluctant to cut off any distribution even if the distributors might be reselling their products on the marketplace due to post-pandemic sales slumps. Can you speak to the risks and rewards of this strategy, and what you believe a healthier approach might be?

One of the reasons that brands struggle with implementing marketplace control solutions is the difficulty of measuring the negative impact of practices like price matching and loss of brand control. Could you share some insights or potential methods to quantify these impacts and convince internal skeptics?

How do marketplace control measures affect internal sales teams, particularly when it comes to their compensation and future opportunities? How can brands mitigate these negative impacts while still maintaining control over their marketplace distribution?

Nerdy retail media information can be found here….

How are you and the team at Incremental approaching the question of budgeting for brands that you all work with?

Why does it seem like such a challenge today in the world of retail media?

How is Incremental approaching the measurement of retail media, given all of the puts and takes you and I just discussed?

Why do you think incorporating non retail media into the model is important?

Retail/Commerce Media has emerged as the fastest-growing digital advertising channel. What are the key factors that differentiate it from other advertising channels, and what do you believe is driving its rapid growth? Does the current trajectory of Retail/Commerce Media align with the initial expectations and hype surrounding its potential?

 With the exponential growth of Retail/Commerce Media as a digital advertising channel, what specific attributes or capabilities make it stand out from other forms of media? From your perspective, does Retail/Commerce Media live up to the hype in terms of delivering effective results and providing value for marketers and advertisers?

How do Commerce Media platforms, with their closed loop attribution and ability to turn ad spend into cost of goods sold (COGS), offer unique advantages in addressing signal loss and driving performance for marketers, particularly in the face of recessionary concerns? How can CPG brands effectively utilize these advantages to optimize their advertising strategies and achieve meaningful results?

Can you shed light on how Stanley became the winner for Equipment Accessories in the 2022 NPD U.S. Outdoor Sports Retail Performance Awards? What innovations or strategies contributed to this success?

Given the trends in the U.S. outdoor specialty market, how do you foresee the future for equipment accessories, especially in a post-pandemic era? What are Stanley's plans to keep up with these evolving trends?

Stanley's win represents a significant achievement in the outdoor market. How do you align your products with the core values of outdoor enthusiasts, and how does this alignment contribute to building a loyal customer base?

Considering the growth and competition in the U.S. outdoor and snow specialty retail markets, how does Stanley differentiate itself from competitors? Could you share some insights into your digital strategies and partnerships that have made this differentiation possible?

Staying ahead in the competitive outdoor market requires a careful balance between understanding consumer demands and aligning with retailer objectives. Can you discuss how Stanley approaches this balance? What specific strategies or tools do you employ to listen to consumers while ensuring that retailer relationships remain strong and profitable?

Retail media has grown so rapidly, what challenges do you see that creating for the industry?

Why is neutrality in measurement important?

When you say incrementality what do you mean? How do you define it?

What role does predictive analytics play in planning and scaling retail media strategies?

Why is incrementality so hard to measure in retail media?

What makes for an effective approach to measuring retail media?

Can you describe your approach to measuring retail media? 

How do you ensure accuracy? 

Working across brands, what have you learned from applying this measurement approach to retail media? Are there generalized learnings? 

What are the challenges brands typically face when measuring retail media and how does incremental address them?

How does Incremental’s solution integrate with existing ecommerce platforms or tools?

How is incremental’s approach to analytics evolving to meet the changing demands of retail media?

How can retailers better understand and adapt to this ‘mission driven shopping’ trend to optimize their customer engagement and increase sales?

Based on the shift in classic correlations between visits and sales, what are some of the key performance indicators that retailers should now focus on?

Considering the consumer’s adaptability, what strategies can retailers adopt to create win/win scenarios that result in a more impactful engagement?

In the context of ‘things are still not normal’, how can retailers remain flexible and bring value to the consumer, given the fluctuations in consumer behavior?

Could you please introduce yourself and provide some background on your role as the VP of ads at DoorDash? 

How does DoorDash's CPC pricing benefit CPG brands and enable them to invest in growth without upfront capital risk?

How does DoorDash leverage the data from its CPC model to improve ad performance for CPG brands and drive more effective advertising campaigns?

What are the advantages of DoorDash's self-serve ads for CPG brands in reaching their target audience and promoting products?

As the VP of ads at DoorDash, how do you effectively integrate CPG brands' products into advertising campaigns on the platform, and can you share success stories in the CPG sector?

How does the partnership between DoorDash and Roku, particularly the "Shoppable Ads" powered by DoorDash, benefit CPG brands by combining the reach of linear TV advertising with targeted measurement capabilities, allowing advertisers on Roku to link TV impressions to CPG purchases?