For decades, large brands used their advantages in scale, mass market brand building and retailer relationships to dominate CPG. Yet in the last few years-- and particularly post pandemic -- upstart Challenger brands have changed the equation. As McKinsey pointed out: "In recent years, leading brands in each CPG category have generated only 25 percent of growth in US Nielsen-covered channels, despite being 50 percent of sales. Meanwhile, small and medium-sized brands captured 45 percent of growth...". In this session, John Denny from CAVU Venture Partners will take you through how Challenger brands today are harnessing an entirely new playbook-- one focused on retail media, eCommerce channels and digital strategies-- to drive rapid growth and win against the Goliaths of the industry.
Kellogg has been at the forefront of understanding gaming as a cultural force – and an important snacking occasion. Along the way, Kellogg has reinvented the way manufacturers use retail media to engage consumers. Hear Gail Horwood and Cara Pratt discuss how Kellogg is enhancing the purchase journey and scoring points with shoppers.
Join us to hear about Mondelez’s sweet Retail Media success with the recent omnichannel launch of Oreo Thins. An integrated digital media and promotions strategy across retailer and offsite channels drove measurable engagement and sales of this playful new product. Mondelez’s Shopper Marketing Leaders Steve McGowan and Anne Martin along with Quotient CEO Steven Boal will share insights around baking the recipe for success that resulted in:
- Effective retailer collaborations that drove incremental sales and loyalty
- Millions of consumers loading Oreo Thins offers onto retailer loyalty cards and mobile offers
- Cohesive and consistent brand experiences throughout the consumer journey across a national online-offline campaign
- New Oreo franchise buyers growth, measured by a closed loop performance-based promo model, reinforced by working digital media
The pandemic has created a new path to purchase, with more consumers searching and shopping online than ever before. This has brought significant traffic growth to retailer websites and apps at a time when many chains are building out their digital media capabilities. Amazon, Walmart, Target and Kroger have been developing this model for years, but many other retailers are launching new programs or re-tooling their platforms to compete for a growing flow of ad dollars.
But Path to Purchase Institute's Trends Report 2021 found mixed reviews among brands on this retailer-led opportunity. Some believe retail media networks deliver better results than other digital options, while others claim it’s just a money grab by the retailers. In this session, we'll assess both these viewpoints by getting an insider's view of the Sam’s Media Group from its head of advertising and the IRI technology team that helped architect its ad products and measurement.
Attendees will learn:
- Why some campaigns outperform while others fail to hit ROAS benchmarks.
- How retailers can bring a longitudinal view of shopper behavior to determine the post campaign impact and inform future action.
- What skill sets are critical for the brand teams that work with retail media networks.
Customers are the most valuable asset to any retailer’s business, and access to these people and their shopper data are increasing more in demand by brands. As more retailers and brands have started to realize the opportunity those assets present, we’ve seen a rise in retail media networks (RMNs). There is, however, another player in this relationship, and that’s a brand that doesn’t sell directly through the retailer, but offers complementary products or services. These are known as non-endemic (NE) advertisers. The Merkle team will lead a discussion on the approach that retailers are taking to develop non-endemic offerings how brands can fit this into their media strategy.
Used effectively, retail media networks can do more than just convert in-market shoppers. They can also be leveraged to “flatten the funnel” and drive awareness and product demand, guiding consumers all the way through the path to purchase. In this lively panel discussion, a trio of industry practitioners will discuss the ways in which leading brand marketing organizations are utilizing retail media networks as both an advertising tool and a sales driver to maximize what’s fast becoming a significant investment as well as a critical aspect of retailer collaboration.
The panel will discuss:
- Capitalizing on the core KPIs that are driving e-commerce.
- Best-practice strategies for integrating internal teams, budgets, agency partners and retailer management.
- Tips for understanding platform-specific analytics to optimize performance.
