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
47episodes
Episodes
Newest firstAll episodes
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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Owning the Experience Without Owning the Transaction, with Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries (Ryobi)
Mar 3100:48:17Tap to summarizeWhat happens when your brand doesn’t own the transaction, but still needs to influence the path to purchase and build a direct customer relationship? Ryobi is sold exclusively through Bunnings, which means the retailer owns the checkout. Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries, shares how Ryobi has built the right to play across the full customer lifecycle, from pre-purchase consideration to post-purchase onboarding and maintenance. We unpack how extended warranty became a powerful value exchange to grow first-party data, how lifecycle journeys and maintenance nudges extend the experience beyond the PDP, and how intent signals like wishlists, product comparison tools and add-to-cart integration help qualify demand and drive higher-converting traffic into Bunnings. Vera also walks through the foundational stack underpinning this work and explains why she’s taking a cautious approach to CDPs in an increasingly composable, AI-shaped landscape. If you’re a brand operating in a retailer-led ecosystem and looking to use data to strengthen customer experience and drive commercial outcomes, this episode is packed with practical insights.
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BONUS EPISODE: Live Recaps from Cannes Lions Festival of Creativity
Jun 23, 2025Tap to summarizeOn this bonus episode of Unpacking the Digital Shelf you will hear the recap of each day of the Cannes Lions Festival of Creativity as Lauren Livak Gilbert sits down with Colin lewis & Kiri Masters each day to summarize the themes.
Transcribe →It’s Our 300th Episode - What Have We Learned?, with co-hosts Peter Crosby, Lauren Livak Gilbert, and Rob Gonzalez
Mar 31, 2025Tap to summarizeThree hundred freakin’ episodes of Unpacking the Digital Shelf! We celebrate by bringing together the 3 co-hosts to squeeze out the lessons learned from our generous and brilliant guests, and highlight where we think you’ll want to put your energies to make sure you, and your organization, are ready for the opportunities to come.
Transcribe →Those Silos Ain’t Gonna Bust Themselves, with Diana Macia, Director of Global Omni-Commerce Capabilities at Kellanova
Apr 15, 2024Tap to summarizeOur 250th Episode, LIVE from the 2024 Digital Shelf Summit!
Transcribe →G-Commerce?
Dec 14, 2020Tap to summarizeDownload The 202X Recession Report
Transcribe →Is Thrasio the new P&G?
Dec 7, 2020Tap to summarizeSign up for the webinar with Jeriad Zoghby
Transcribe →What's a Brand Advertiser to Do?
Nov 23, 2020Tap to summarizeWebinar Sign Up: How to Shift from Transactional Marketing to Brand Experiences
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