Podcast
Unpacking the Digital Shelf
Hosted by Digital Shelf Institute · EN
Let’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org
34episodes
Episodes
Newest firstAll episodes
Driving Growth through Omnichannel Presence and Product Innovation, with Aaron Zagha, CMO at Newton Baby
3d ago00:24:04Tap to summarizeWhen last we met on the podcast in 2022, Aaron Zagha, CMO at Newton Baby, was selling some amazing baby mattresses through DTC. 4 years later, and a lot has changed - they’ve gone full omnichannel, expanded their product portfolio, and built a community of parents that are sticking with them, and their email list, for years. Managing all that change takes a ton of rigor, controlling the bottom line while fueling topline growth. Aaron walks us through this journey on today’s podcast.
Transcribe →Wielding the Levers of Growth at a Challenger Brand, with Matt Kreuger, SVP Digital Commerce and Marketplaces, Buffalo Games
1w ago00:39:40Tap to summarizeBy the time he landed at his current Private Equity-led company, Matt Kreuger had 15 years under his belt building out ecommerce from scratch, growing global operations, and learning what it takes to drive growth across all different routes to the consumer. But as he says, “what was”doesn’t mean “what is”. Everything is always changing, and Matt, from his seat as SVP Digital Commerce and Marketplaces at Buffalo Games, is engineering growth with a lean and agile team and processes that are continually refined for today’s opportunities, and preparing for tomorrow’s. In addition to all the tech and the processes though, he finds more often than not that his secret weapon is empathy.
Transcribe →Parents and Carers: Driving Challenger Brand Growth Through Connection and Content, with Emily Jones, Ecommerce Channel Controller at HiPP Organic
2w ago00:27:56Tap to summarizeBeing a challenger brand in the highly competitive baby formula category is not for the faint of heart. To the contrary, at HiPP Organic it takes a lot of heart, built from the family founders who needed a formula that their own child could tolerate. They now own 7% of the formula milk category in the UK and growing. Emily Jones, Ecommerce Channel Controller at HiPP Organic, joined the podcast to walk us through the omnichannel journey that is intensely focused on the needs of the parents and carers that they strive to connect with, wherever and however they want.
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The 5 Key Principles of Best Practice in Retail Media with Bethanie Blanchard, Head of Strategy & Planning, Coles 360
3w ago00:35:50Tap to summarizeRetail media is attracting more investment than ever. Budgets are increasing. Networks are expanding. Expectations are rising. But one big question still sits underneath all of it: what actually drives performance? Because for many brands in the APAC region, retail media still feels like a black box. There are metrics. There are case studies. But there isn’t always clarity on what actually drives growth and which levers brands need to pull to shift performance. To answer that question, Coles 360 partnered with Circana to test a series of hypotheses around what truly drives retail media performance. Through the research, they identified eight potential growth drivers. Five were proven through the data and are now shaping how Coles works with suppliers across planning, scorecarding and growth. That’s exactly what today’s episode is about. Download the full Retail Media Best Practices Playbook: https://www.circana.com/perspectives/retail-media-best-practices-playbook-breaking-the-myths-and-building-the-future
Transcribe →Taking the DSI Community to the Next Level, with Jamie Clapper, Community & Content Manager at the Digital Shelf Institute
3w ago00:38:12Tap to summarizeAfter one of the first gatherings of some ecommerce leads that I helped put together around 10 years ago, I will never forget what one of the attendees said to me - “thanks to this, I found my people.” From that sentence, the seeds of the Digital Shelf Institute were born. The desire to unite a community to figure all this stuff out together. Now the DSI is most fortunate to have another leader from ecommerce join our ranks to put her expertise, passion, and energy to work on growing and inspiring the DSI Community. Our guest today is Jamie Clapper, who brings almost two decades experience in omnichannel commerce to the DSI as our new Community & Content Manager. She has some things to say.
Transcribe →Closing the Actionability Gap with AI, with Sunny Jiang, CEO and President at EyeBuyDirect Inc. and Sonal Gandhi, Chief Content Officer at The Lead
May 400:36:49Tap to summarizeEyeBuyDirect sells millions of pairs of glasses every year on their website, which makes every instant a shopper spends on their site a moment of truth. Sunny Jiang, CEO and President at EyeBuyDirect Inc, saw the potential of AI to use data to bring the insights of those millions of consumers to actionable life for every corner of the site and for every employee at EBD. She joins the podcast along with Sonal Gandhi, Chief Content Officer at The Lead to outline the details of an AI strategy that is laser focused on taking AI action for measurable results.
Transcribe →Uncork Some Context to Drive Growth in BevAlc, with Bailie Duncan, Product Manager, Marketing Systems at Jackson Family Wines
Apr 2700:34:44Tap to summarizeThe beverage alcohol industry is a complex beast with an intense regulatory environment and shifting consumer preferences. The foundational fuel for driving sales is product content that is always accurate and increasingly adaptive to the consumer’s context - an occasion, a specific meal, their budget. With 700 - 1000 new SKUs a year, Bailie Duncan, Product Manager, Marketing Systems at Jackson Family Wines has rallied a small but mighty digital shelf team to make data a secret weapon that meets the consumer where they are, and steers them toward the right product at the right time.
Transcribe →Getting to the Nano Layers of Product Experience Transformation, with Paige Chilson, Director of Site Merchandising at Jordan’s
Apr 2000:38:31Tap to summarizeAs someone who grew up in New England, 100 year old Jordan’s Furniture was a brand that stood out among the rest. Eliot and Barry Tatlemen were the brothers at the head of the company who dominated my childhood TV with the funniest and most memorable ads, and their stores became destinations. In the present, the company now known as Jordan’s is continuing to evolve to create the next generation of brand, product, and omnichannel shopping experience to drive even more loyalty and growth. One of the main forces of this change management is Paige Chilson, their Director of Site Merchandising, and she laid out the playbook and the humanity that will drive Jordan’s forward.
Transcribe →The Shopper is REALLY in Control Now, with Caroline Giegerich, VP, AI and Marketing and Collin Colburn, VP, Commerce and Retail Media at IAB
Apr 1300:38:03Tap to summarizeThere are lots of consumer polling out there about why and how shoppers are using AI in the buying journeys, but you can’t trust what people say, you have to know what they do. Bring in the IAB. They, along with TalkShoppe, put together research that took direct signals from hundreds of shopping journeys to understand what is really happening out there between shoppers and their agents. And what is not. Caroline Giegerich, VP, AI and Marketing and Collin Colburn, VP, Commerce and Retail Media at IAB, came armed with the facts to help you shape your AI and agentic strategies.
Transcribe →Relevance and Inspiration: The Twin Forces to Drive Incrementality in Retail, with Florian Clemens, Director, Strategy, Proposition, and Measurement at Tesco Media
Apr 600:39:54Tap to summarizeWith a career spanning brand management at P&G and Danone, to 9 years at Amazon building out retail media globally, and now leading retail media at Tesco, Florian Clemens is a human representation of all sides of omnichannel marketing and consumer experience. He brings this deep perspective and insightful data to a rollicking conversation about how brands and retailers have ever better opportunities to drive incrementality. It’s as simple, and as hard, as putting each shopper in control and being their support system for what they are trying to get done.
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