Katie Klein

🛒The definition of a category in-store is not the same as the definition of a category online 💻 Having an eCatman strategy can make you a better partner to your retailer and make your products more visible to consumer. Learn how in our webinar… It’s not too late to register for the Stratably webinar today at 12pm EST! #omnichannel #ecommerce #commerce #digitalshelf

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Brand safety is kind of a given in terms of marketer expectations in 2024, but the reality of making brand safety happen is a bit more complex. Let's talk about it at the TAG "State of the Fight" event during Advertising Week New York!

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Value is at the top of holiday shoppers’ minds this year – what can brands do about it? Check out this holiday shopping trends blog post for the answer.

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As a general rule we tell a lot of our CPG and retail clients not to rely on discounts and promos for customer acquisition. It’s not a sustainable model to bring long-term buyers to your brand. And it’s sound advice. Someone buying your products just because they’re cheap is not a consumer who will drive your brand via loyalty and stickiness - two crucial aspects of the consumer reltationship. Which makes the recent acceleration to the bottom in terms of fees and scoping by agencies to secure new business all the more concerning. If brands are choosing an agency based mostly on price, the likelihood of it leading to a solid partnership is low. If the work is good, the price should be, too. This weeks newsletter is live (and a bit spicy, but that’s what an 18th banner will do to a Celtics fan.)

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Dollar General is enhancing its retail media program by teaming up with solutions provider Criteo. The commerce media platform will work with the retailer's Dollar General Media Network (DGMN) arm to support onsite sponsored ad offerings. Through this arrangement, brand partners can access inventory and campaign execution and utilize Criteo’s self-service demand-side platform. Among other capabilities, brands can leverage DGMN’s inventory within their private market through Criteo’s retailer monetization platform. In addition, the technology enables brands to reach Dollar General’s digital customers who often build lists online before making their weekly in-store purchases. Omnichannel insights will be available for marketers to see if sales are taking place online or in-store. | Progressive Grocer https://lnkd.in/gATgumgr #retail #retailmedia #grocery #shoppers #media #digital

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Store walks are a critical process for Mars United Commerce's teams to deliver best-in-class client work. Read on to see our process and the five criteria we developed for a successful store walk: https://lnkd.in/gRyyyVjY #retail #marketing #CMO #in-store

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Check out this report from Mars United Commerce to see the latest happenings at 9 leading retailer networks! Get the updates here: https://lnkd.in/eZKM5-Xt And stay tuned to learn how these updates will inform the network assessments presented in our upcoming Retail Media Report Card! #retailmedia #insights #ecommerce #commercemarketing #retailmedianetworks

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🚨 New Podcast Alert! 🚨 In this week’s Omni Talk Retail Fast Five, Anne Mezzenga and I dove deep into the top retail headlines shaping the future of omnichannel experiences. From Amazon’s groundbreaking move with AI-powered ads to Zara’s bold entry into the secondhand market, this episode is packed with insights you don’t want to miss! 💡🎙️ Here’s a sneak peek at what we cover: 🔸 Amazon Tests AI-Powered Ads (7:52) — What does this mean for the future of product search? Will it be revolutionary or just another evolution in digital advertising? 🔸 Costco Wholesale’s Mobile Inventory Search (12:25) — Find out how Costco is helping shoppers locate products with a new mobile feature, and whether it’s a game-changer or not. 🔸 Biden’s De Minimis Exception Changes (18:00) — The U.S. is cracking down on this trade exception. How will it impact global e-commerce and companies like Temu and SHEIN? 🔸 Marketplace vs. Dropship with Mirakl’s Alex Hase (23:15) — Get an expert breakdown on why retailers should consider both models for scaling their online assortments. 🔸 Zara’s Secondhand Launch in the U.S. (29:12) — Could Zara’s move into resale be the future of sustainable fashion? Plus, we discuss Amazon’s return-to-office mandate (35:34) and tackle a fun Lightning Round (41:07) featuring leopard print, Starbucks, and more! 🐆☕️ Watch the video below or click this link to listen to our podcast and get ahead of the retail trends! 👇 https://lnkd.in/gA637z-2 Special thanks to our partners the Alvarez & Marsal Consumer and Retail Group, Mirakl, Avalara, Ownit AI and Ocampo Capital who help to make the living our dream a reality each week! #retailnews #ecommerce #omnichannel #retailtechnology #amazon #costco #AI #secondhandfashion #marketplaces #dropshipping #futureofretail #podcast

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Reaching customers wherever they are along their shopping journeys is increasingly more complex. Brands also need to be able to effectively reach relevant targets and measure their impact in ways that matter. That’s why we’re incredibly excited to make that easier to accomplish with Disney+ and Hulu’s premium streaming content through this first-to-market collaboration with Disney Advertising. This winning combination will be another powerful way for advertisers to tap into Walmart Connect’s full-funnel, omnichannel capabilities to create integrated campaigns across offsite media like CTV, Walmart digital properties, and in our stores. In fact, Walmart Connect campaigns that ran both CTV and Onsite Display ads saw a 10% higher conversion rate on average vs.campaigns used Onsite Display ads alone (Walmart first-party data, Feb. 2023-Jan. 2024.) Disney Advertising, welcome to Walmart Connect’s Partner Lab – we’re excited to unlock new capabilities for marketers together!

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With the Cannes Lions kicked off this week, there is a lot of expectations and excitement around the trends in advertising and media. Everyone is expecting to hear the evolution and innovation in these trends: 📈 Retail media 📈 Impact of AI in advertising 📈 Connected TVs 📈 Data privacy 📈 Cookieless future. Here goes a really interesting announcement 📢 : Instacart is now allowing brands to use its shopper data to target ads on YouTube, aiming to expand its presence in the retail media market. This new deal lets advertisers, especially CPG brands, target Instacart customers based on their past purchases which is a great case of using first party data 💡 . It also provides brands with insights into the additional spending generated by each ad campaign. Viewers can click directly from a YouTube ad to an Instacart product page to make purchases. #retailmedia #publicismedia #canneslions #trendsinmedia #media #adtech #advertising

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DTC/Digital Native Brands struggle to achieve scale. CPG portfolio's are stagnating. Consumers are trading down, and retailers owned brands are disproportionately growing. Target, Costco, Trader Joes, and Aldi owned brands are winning. Now Walmart has launched a formidable new elevated basics brand, BetterGoods. The best way to beat the Amazon/Temu/Shein/TikTok marketplaces is to sell products they don't have.

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Big news in CPG ecommerce advertising! Our client Duke's Mayonnaise and Wright Brand Bacon teamed up for a wildly successful Instacart joint marketing campaign. By collaborating to reach grocery shoppers at the digital point of sale, they achieved: - 44% sales lift for Duke's Mayo - 69% sales lift for Wright Brand Bacon - 6.4x ROAS The keys to success: - Pairing two complementary, iconic brands - Engaging creative featuring recipes with both products - Robust targeting of high-intent Instacart shoppers - Native, non-disruptive ad placements Kudos to Duke's, Wright Brand, and Instacart on this innovative, data-driven partnership that shows the power of strategic collaboration in driving digital sales! 🙌 Excited to see more CPGs embrace this approach to achieve outsized results. Brainlabs is proud to help clients like Duke's push the boundaries of what's possible in digital advertising. #ecommerce #cpg #advertising #instacart

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Project Moonshot was one of the most challenging initiatives we’ve faced as an organization at NielsenIQ. It meant migrating 100,000+ clients in 80+ markets onto one central platform after they’d gotten used to another application - and there were about 20 iterations of what that other application was… How’d we do it? Well, we had to change things. We had to stop thinking “big picture” for once, and break the job down into increments. It was no longer about what we were accomplishing in a year or two, but the next three months. That made a substantial difference. For one, it gave our team members a lot more visibility into how everything was progressing, what was coming up next, and where we needed to pivot, if at all. When you work in silos or everyone’s focused on various things, and you don’t realign for 12 or 18 months into development, it’s hard to cohesively achieve a goal. It’s also hard to identify problems or gaps because by that point, you’re too far from where you started. Long term goals and plans are good, especially for external stakeholders. But internally, we’ve found it’s better to develop products with a more immediate focus in mind. Having tangible milestones, particularly when you’re dealing with complex projects like Moonshot, offers a reassurance, a motivator, and an accountability measure. And it’s helpful from a client perspective too. We now develop in 14-week blocks of time, committing to what we can accomplish and sharing updates with clients along the way. Happy to say we have a 98% say-do ratio so far.

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She Biology Pop-Up at Anthropologie: A Case Study Target Audience Validation The women who shop at Anthropologie are typically 35 years and older. Anthropologie's price point begins at $108, making She Biology skincare a perfect fit with its mid-luxury skincare offerings with highest price point of $75. Given that Anthropologie is a luxury brand concept store, I decided to adopt a clean, minimalist aesthetic, highlighting the brand's packaging and incorporating plant-based wooden shelves for a cohesive look. Best Sellers Surprise, surprise—the Repair Hemp Retinol Face Cream was the standout favorite! On that chilly day in Charleston, women were seeking products to deeply moisturize their skin or to help them age gracefully. I chose not to offer any holiday discounts. Instead, we focused on the quality of our products, provided samples that demonstrated immediate results, and shared our compelling brand story. This approach proved effective—when the product is good, people will buy. Product Display Narcisa did a phenomenal job setting up the product display. The minimalist approach was key: less is more. We strategically placed the products near the fragrance shelves, where the soft pink gloss boxes and glass bottles with gold tops stood out beautifully. An iPad played "how-to" product videos on loop, adding an engaging touch. Next Time: Bring more samples. Bring more informational cards. I had a great time!! Definitely will do it again.

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Here’s a little insider scoop on beauty products in grocery stores: Grocery buyers? They’re mostly focused on food—so hair care product sales are a bonus! That’s why many grocery store corporate buyers work with distributors (like TWT) who specialize in beauty. These distributors offer a specialized expertise of understanding the details of a category like Black or Hispanic hair care. They do some of the heavy lifting of curating hair care shelves in grocery stores and are key decision makers in deciding which brands and products make it to the shelf. Each item on a grocery store shelf is a financial investment, so a distributor helps grocery stores stay stocked without taking away from their main goal: selling food. If you're an emerging brand, this is key to know! Pitching to the right distributor might be the shortcut you need to get on those shelves.

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The fragrance category is fascinating. It's one of those cosmetic products that people either 'can't live without', or 'I'll go into anaphylactic shock' if I step foot in a room with a strong fragrance. But there's a reason why companies like Bath & Body Works or Mane have been around for so long and new fragrance brands continue to pop up. Fragrance is not only rooted in nostalgia, but it allows consumers to express themselves. There are so many nuances to a single fragrance, too. One day your go-to perfume may smell one way, and like something completely different, the next. We continue to evolve and we seek those fragrances that evolve with us. Fragrance will continue to play an important role in consumer lives and I'm here to uncover those insights. I'm here to go deep with consumers to understand the emotional and functional benefits they want out of the scents they choose. #fragrances #nostalgia #qualitativeinsights

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https://lnkd.in/g26enNWq This describes a significant shift in retail media, particularly in how digital screens and retail media assets are leveraged within physical stores. Traditionally, in-store media, such as digital screens, operated on a real estate rental model where the space was leased to media owners. The media owners then sold this to brands based on location, footfall, and brand affinity. However, the integration of retail transaction data with in-store media is what makes retail media a game changer. Media in Retail has now become Retail Media. Now, instead of just renting space, retailers such as Walmart have set up their own media business. With the right technology platform like Location Media Xchange as an enabler, they can open up their media inventory to Omni DSPs and their own Self Serve Platform. Media Planners and Buyers can now set up a campaign by selecting the brand specific product SKU, budget, and creatives, and the system will automatically handle the rest. The AI enabled system identifies the best-performing stores for that SKU, optimising the timing and placement of the creatives to drive maximum sales. The actual sales of that SKU from these stores guides and fine tunes the content and placement. This approach turns what was once a passive advertising medium into an active, data-driven marketing tool that continuously adjusts for the best results. Besides increased $$$ for the Brand which is also increased $$$ for the retailer, this opens up a completely new advertising $$$ stream for the retailer. This retail media automation and data integration elevate what was a simple rental model to a sophisticated, digital transformation strategy that can significantly boost sales. If you are multi-brand retailer, you should start now and the proof is in the pudding. Walmart has built a 3.4 Billion USD advertising business becoming one of the top 10 advertising companies globally. Their advertising income is expected to contribute to 20% of their overall income. The Time is NOW. Moving Walls #retailmedia #dooh #retail #advertising

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