BRAVE COMMERCE Podcast Summary Episode: Commerce Media: Revolutionizing Consumer Engagement
Release Date: November 26, 2024
Hosted by Rachel Tippograph and Sarah Hofstetter

Introduction and Panelists

In this insightful episode of Brave Commerce, hosts Rachel Tippograph, Founder and CEO of Micmak, and Sarah Hofstetter, President of Profitero, engage with three distinguished marketers to explore the evolving landscape of consumer engagement in eCommerce. The panelists include:

• Marcia Resnick – Head of E-Commerce at Pernod Ricard
• Kevin Shapiro – Senior Vice President of US Consumer Beauty for Coty in North America
• Jessica Goon – Chief Marketing Officer of Tate’s Bake Shop

Moderated by Kayla Darcy, a leader within the commercial organization, the discussion delves into strategies for engaging consumers across diverse and highly regulated industries, leveraging influencer-driven content, and harmonizing creative artistry with data-driven science in marketing.

Shifting Consumer Engagement in the Commerce Media Era

The conversation opens with Marcia Resnick highlighting the transition brands face as consumer data shifts from traditional retail environments to digital spaces.

“You probably never own much of that retailer data, which really is the customer relationship... How have your consumer engagement strategies shifted in the time that we live in now, the commerce media era?”
[03:24] Marcia Resnick

Jessica Goon elaborates on the necessity of forward-thinking strategies:

“A lot of that is using data, using everything you have... How do you take all of that data and science and then marry it with art and look forward?”
[06:09] Jessica Goon

Marcia adds that without proactive adaptation, brands risk perpetually catching up rather than leading consumer engagement.

Internal Cultural Shifts and Organizational Changes

Sarah Hofstetter shares her experiences transitioning from fashion and beauty to the alcohol industry, emphasizing the importance of cross-functional collaboration.

“We are a team of experts across media, commerce, content, data and technology and consumer experience. We work together and collaborate to meet the consumer wherever they are on their journey.”
[07:45] Sarah Hofstetter

Kevin Shapiro discusses the internal dynamics at Coty, focusing on building a cohesive team dedicated to advocacy and consumer response:

“Bringing together one team under a dual leadership model... really changed how we operate.”
[10:12] Kevin Shapiro

He further explains the integration of individuals with diverse backgrounds to foster a data-driven yet creative approach to marketing.

Measuring Success in Commerce Media

The panel shifts to metrics and measurement of consumer engagement effectiveness. Jessica Goon emphasizes a multifaceted approach:

“There's never a single metric that is the metric... If you can't see it in the total results, is it really working?”
[17:19] Jessica Goon

Sarah Hofstetter highlights the importance of comprehensive KPIs, such as Return on Ad Spend (ROAS) and share lift, to gauge success:

“Our success is really grounded in strong partnership across these disciplines.”
[18:12] Sarah Hofstetter

Kevin Shapiro adds that aligning KPIs with strategic objectives ensures intentional and measurable outcomes:

“Understanding what you are trying to do and what is the cost of what you're trying to do.”
[18:46] Kevin Shapiro

The Role of Influencers and Community Engagement

Influencers and community interactions play a pivotal role in modern marketing strategies. Kevin Shapiro illustrates this with an anecdote about engaging with a non-traditional beauty creator:

“We saw that our profile views that day that we sent her the three CoverGirl yummy glosses went up over 50%...”
[22:37] Kevin Shapiro

Jessica Goon echoes the significance of leveraging consumer comments as insights for content creation:

“Comments as creative can really be the fuel... building that emotional connection with them for the brand.”
[24:37] Jessica Goon

Industry-Specific Insights: Alcohol, Beauty, and Food

Alcohol Industry Challenges and Adaptations

Marcia Resnick probes into the unique challenges faced by the alcohol industry, particularly around regulations:

“We can't exchange anything of value with a retailer that's licensed... So the commerce media opportunities that do exist for us need to be maximized within the constraints...”
[15:03] Marcia Resnick

Sarah Hofstetter discusses how Pernod Ricard navigates these limitations by collaborating with third-party partners and unlicensed retailers to activate data-driven media strategies.

Beauty Industry Innovation

Kevin Shapiro highlights Coty's proactive approach in the beauty sector, where frequent purchases and passionate consumers drive continuous engagement:

“Are you telling an interesting story? Are you engaging in a way that makes sense?”
[20:52] Kevin Shapiro

He underscores the balance between creative storytelling and data analytics to resonate authentically with consumers.

Food Industry Consumer Connections

Jessica Goon shares Tate’s Bake Shop's strategy of using consumer comments as a foundation for broader content and influencer campaigns:

“A single comment on one of our TikToks... can build out an entire influencer subsegment.”
[24:16] Jessica Goon

This approach fosters a deeper emotional connection and leverages real-time consumer feedback for content generation.

Conclusion

The episode concludes with a reflection on the brave steps taken by the panelists in their respective careers, underscoring the importance of intuition, adaptability, and courage in driving successful consumer engagement strategies.

Rachel Tippograph wraps up by encouraging listeners to explore more episodes featuring these leaders and to engage with the Brave Commerce community.

Notable Quotes with Timestamps

• Marcia Resnick [03:24]: "You probably never own much of that retailer data, which really is the customer relationship."

• Jessica Goon [06:09]: "How do you take all of that data and science and then marry it with art and look forward?"

• Sarah Hofstetter [07:45]: "We are a team of experts across media, commerce, content, data and technology and consumer experience."

• Kevin Shapiro [10:12]: "Bringing together one team under a dual leadership model... really changed how we operate."

• Jessica Goon [17:19]: "If you can't see it in the total results, is it really working?"

• Kevin Shapiro [22:37]: "We saw that our profile views that day that we sent her the three CoverGirl yummy glosses went up over 50%."

• Jessica Goon [24:16]: "Building that emotional connection with them for the brand."

This episode of Brave Commerce offers a comprehensive exploration of modern consumer engagement strategies across diverse industries, emphasizing the synergy between data-driven insights and creative execution. The panelists provide actionable insights and highlight the importance of adaptability in an ever-evolving eCommerce landscape.