Podcast
Beyond The Shelf
Hosted by David Feinleib · EN
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
24episodes
Episodes
Newest firstAll episodes
Building a Smarter Beverage Business - with Waiākea's Daniel Kleinkopf
3w ago00:30:09Tap to summarizeThis week, Dave speaks with Daniel Kleinkopf, VP of Marketing & Technology at Waiākea Hawaiian Volcanic Beverages.Daniel shares how Waiākea is growing across ecommerce, retail, Amazon, international expansion, and brand marketing — while staying grounded in its core pillars of health, sustainability, and ethical impact.The conversation covers how Waiākea thinks about content by channel, why the brand leans on authentic Hawaiian creators and athlete ambassadors, and how the team is using AI across the organization — from everyday productivity to supply chain and inventory decisions.Topics covered:Waiākea’s brand story and sustainability missionEcommerce, Amazon, and DTC strategy for beverageContent creation across retail, ecommerce, and social channelsThe Japan launch and adapting messaging for local marketsAthlete ambassadors and creator partnershipsPractical AI use cases across marketing, operations, and supply chainConnect with Daniel on LinkedInLearn More about WaiākeaFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →BTS Live from Retail Media Summit: Marlow Nickell (Grocery TV)
Jul 700:09:53Tap to summarizeThis Beyond the Shelf Live episode was recorded at the P2PI Retail Media Summit in Chicago, where Dave Feinleib caught up with Marlow Nickell, Co-Founder & CEO of Grocery TV.Marlow shares how in-store retail media has evolved, why regional grocers are leaning in, and how Grocery TV has grown to 6,700 stores.He also discusses why the store remains such a valuable media environment, how brands should think about creative built for in-store, and what Grocery TV’s In-Store Perception Report reveals about shopper receptivity and purchase influence.Connect with Marlow on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →REWIND: The New Rules of Retail Media Creative - with Walmart Connect's Garima Ahuja
Jun 3000:26:09Tap to summarizeThis week we're repeating Dave's insightful discussion with Garima Ahuja, Sr. Partner Development Manager, Creative Partnerships at Walmart Connect. This episode originally aired 6/2/26.Garima shares how Walmart Connect is helping brands connect with shoppers across the full funnel — from discovery to purchase — using Walmart’s scale, solutions, and first-party signals. She also breaks down why creative has become one of the biggest opportunities in retail media, but also one of the biggest operational challenges. As brands activate across more placements and formats, they need more creative variations, more customization, and faster workflows.Garima and Dave also discuss the partnership between Walmart Connect and It’sRapid, including It’sRapid Optix™️ is helping brands streamline creative production, optimize before launch, connect performance data, and publish creative more efficiently.Connect with Garima on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →BTS Live from the Digital Shelf Summit: Dawn Powell (Kids2)
Jun 2300:05:33Tap to summarizeRecorded in April at Digital Shelf Summit 2026, this Beyond the Shelf Live "minisode" features Dave's conversation with Dawn Powell from Kids2.Dawn shares what stood out at the event, including the pace of innovation around AI and how teams are finding more practical ways to bring new capabilities into their day-to-day workflows.She also discusses Kids2’s partnership with It’sRapid around image translation, and how the team is using the solution to move faster across languages and markets while still preserving brand fonts, creative standards, and human review.Dawn also reflects on Kids2 winning the Digital Shelf Transformer Award, and why successful AI adoption is not just about the technology itself, but about scaling it in a way that fits naturally into existing processes.Connect with Dawn on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →The New In-Store Media Playbook - with LG's Tom Bingham
Jun 1600:28:56Tap to summarizeThis week, Dave speaks with Tom Bingham, Director of Vertical Market Sales at LG Electronics.Tom shares how digital display technology is evolving from reliable screens into broader customer experience platforms across retail, QSR, grocery, C-store, stadiums, venues, and transportation environments.In this episode, Tom breaks down why in-store retail media is moving so quickly, how retailers are thinking about new surfaces and form factors, and why physical spaces now need to deliver connected, measurable, and meaningful customer experiences.The conversation also explores how AI, analytics, and data attribution are shaping the next phase of in-store content, advertising, and operations.Connect with Tom on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →Why Complex Categories Need Smarter Content - with Dean McElwee
Jun 900:31:23Tap to summarizeThis week, Dave speaks with Dean McElwee, ecommerce and digital transformation leader and author of Ecommerce for CEOs.Dean shares what he’s learned working across global brands, complex categories, and digital shelf transformation — including why DIY and home improvement require a very different ecommerce content playbook.In this episode, Dean breaks down the challenges of managing SKU complexity, spec data, mobile legibility, B2B and B2C shopper needs, and content workflows across retailers. He also shares his perspective on It’sRapid Optix, and why analytics should help teams understand not just what needs to be fixed, but why those fixes matter in the shopper decision process.The conversation also explores how AI and creative automation are helping ecommerce teams refresh content more efficiently, reduce manual work, and focus on doing the digital shelf basics brilliantly.Connect with Dean on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →The New Rules of Retail Media Creative - with Walmart Connect's Garima Ahuja
Jun 200:26:09Tap to summarizeThis week, Dave speaks with Garima Ahuja, Sr. Partner Development Manager, Creative Partnerships at Walmart Connect.Garima shares how Walmart Connect is helping brands connect with shoppers across the full funnel — from discovery to purchase — using Walmart’s scale, solutions, and first-party signals. She also breaks down why creative has become one of the biggest opportunities in retail media, but also one of the biggest operational challenges. As brands activate across more placements and formats, they need more creative variations, more customization, and faster workflows.Garima and Dave also discuss the partnership between Walmart Connect and It’sRapid, including It’sRapid Optix™️ is helping brands streamline creative production, optimize before launch, connect performance data, and publish creative more efficiently.Connect with Garima on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →Always Be Optimizing - with Ferrero's Helen Makri
May 2600:25:56Tap to summarizeThis week, Dave speaks with Helen Makri, Sr. Manager of eCommerce Digital Content at Ferrero.Helen shares how Ferrero has evolved its ecommerce content capabilities — from repurposing brand assets for digital to building a more strategic, optimized approach across a large and growing portfolio of brands.In this episode, Helen breaks down why ecommerce content needs to do more than look good. It has to address shopper barriers, support conversion, and be tailored to the needs of each retailer and audience.The conversation also explores Ferrero’s partnership with It’sRapid, including how the team uses It’sRapid Optix™ to test content, uncover clearer insights, customize audience inputs, and optimize PDP visuals earlier in the development process.Connect with Helen on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →How AI Agents Are Rewriting Enterprise Workflows - with Field Materials AI's Eldar Sadikov
May 1900:28:46Tap to summarizeThis week, Dave speaks with Eldar Sadikov, co-founder and CEO of Field Materials AI.Eldar has spent his career building AI companies — first in retail and ecommerce personalization with Jetlore, and now in commercial construction procurement with Field Materials AI.In this episode, Eldar shares how AI has changed from classical machine learning to modern LLMs and agents, why vertical AI companies need to start with deep industry pain points, and how AI-native software changes the way teams think about workflows, user interfaces, and automation.He also shares practical advice for anyone trying to move beyond basic AI use cases and start using AI agents to automate real work.Connect with Eldar on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
Transcribe →Asking Better Questions of Your Data — with John Santaferraro
May 1100:29:14Tap to summarizeThis week, Dave speaks with John Santaferraro. John is the CEO and Head Research Analyst at Ferraro Consulting LLC. With 30 years of experience in AI, analytics, and data management, he brings a wealth of experiences as an industry analyst, marketing executive at HP and ParAccel, and strategic marketing consultant for companies like Google Cloud, SAP, HP, ThoughtSpot, Informatica, and dozens of startups. He is the host of The Digital Analyst podcast with over a million views in 32 episodes. John shares how AI is transforming retail, ecommerce, and digital strategy — from the shift from traditional data stacks to AI stacks, to the rise of agentic AI and AI-powered search.The conversation also explores how leaders can use AI as a strategic thought partner, why AI search is changing discovery and SEO, and what retailers need to rethink as commerce becomes increasingly AI-driven.Connect with John on LinkedInFollow Beyond the Shelf on LinkedInLearn More about It'sRapidGet the It’sRapid Creative Automation PlaybookTake It’sRapid’s Creative Workflow Automation with AI surveyEmail us at sales@itsrapid.io to find out how to get your free AI Image AuditTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker
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