Ecommerce Braintrust
Get access to the world's best brains when it comes to building momentum online for established consumer brands. Join our hosts and their expert guests for conversations about ecommerce strategies, trends, and innovations. Access our brain trust and boost your brand's ecommerce potential. Ecommerce Braintrust
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Prime Day 2025, Unpacked: 4 Days, 4 Experts - Episode 401
07/15/2025
Prime Day 2025, Unpacked: 4 Days, 4 Experts - Episode 401
🎙️Prime Day Data Breakdown With the Acadia Team DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Amazon has made it official: this year’s Prime Day was the biggest one yet. We’re recording this episode on the afternoon of Monday, July 14th, just 48 hours after the event wrapped, and we’re excited to dig into the early insights. And just as Amazon has extended Prime Day into a four-day marathon, we’re expanding our post-event panel with four sharp minds to help us unpack what really happened last week. Joining us today are: Covering the operations side of things, a familiar voice on this podcast and contributor to The Retail Roundup, Armin Alispahic. Bringing the account strategy perspective: Senior Account Manager, Gavin Farnan And rounding it out on the media side, we have not one but two experts: Senior Media Managers Damiano Ciarrocchi and Rhen McLeod. The data is just starting to settle, but that’s not stopping us from diving into some early hot takes and insights. Tune in to find out more! “I don’t think that the shopper demand necessarily weakened throughout the event, as the data shows, but the budget may have simply started to run out.” Damiano Ciarrocchi KEY TAKEAWAYS In this episode, the team discusses: Prime Day Purchases & AI Features: The panel kicks off by sharing what they bought during Prime Day and their experiences with Amazon’s new AI shopping assistant, Rufus, highlighting its value for mood-based, “vibe shopping” and customer review summaries. Prime Day Performance Data: An in-depth look at sales distribution across the new four-day format, including how revenue lifts compared to past events. Operational Insights & Promo Strategies: Discussion on how the elongated event affected promotion pacing, ad budget allocation, and the shopper response to an extended sale window, along with the impact on category performance. Technical Performance & Glitches: A notably smooth Amazon ad and promo experience this year. No major outages or surprises, plus some minor issues with inventory caps and VC account eligibility. Advancement in Amazon Advertising Tools: The group explores cutting-edge ad features, especially the rollout of AMC (Amazon Marketing Cloud) audiences for sponsored product ads, offering more precise results tracking and targeting. Organic & Operational Adjustments: Implications for inventory capacity, stricter Amazon requirements, creative price strategies by brands, and shifting promo tactics to manage margin pressure and secure Prime Day badging. Post-Prime Day Lead-Out Strategies: Key recommendations for capturing post-event demand via retargeting, subscribe & save coupons, and utilizing new promo types to leverage traffic from Prime Day. Preparing for an AI-Driven Future: The episode wraps up with a forward-looking discussion on the rising role of agentic AI in online shopping, recommended optimizations for both paid and organic to better capture traffic from conversational and personalized shopping queries.
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The Retail Round-Up - Amazon Tightens Up, Walmart Catches Up, and a Post-Posts World - Episode 400
07/08/2025
The Retail Round-Up - Amazon Tightens Up, Walmart Catches Up, and a Post-Posts World - Episode 400
🎙️News Review with Armin Alispahic and Ross Walker DESCRIPTION Welcome to another edition of The Retail Round-Up: your monthly recap of the biggest headlines and developments in the retail world. Prime Day may be breathing down our necks, but that’s not stopping Armin Alispahic and Ross Walker from jumping in to help us unpack a wave of industry news, from monumental partnerships to the biggest retailer developments you’ll want to keep an eye on. Let’s get into it. If you serve ads 10 times on one DSP and 20 times on another DSP, that’s already 30 exposures. It’s way too much. But now you can cap it all in one place, and that’s incredibly helpful. Ross Walker KEY TAKEAWAYS In this episode, Jordan, Ross, and Armin discuss: Deprecation of Amazon Posts: Insights on Amazon dropping its social media-inspired Posts feature. Amazon’s Big Partnerships: Deep dive into Amazon’s new collaborations with Roku and Disney, what this means for DSP buyers, premium ad inventory, and holistic audience measurement. Operational Updates at Amazon: Stricter Seller Fulfilled Prime (SFP) requirements: New limits, minimum order volumes, and tighter appeal windows. Return rate badging tightening for vendors: Financial implications for frequently returned items and changes in how returns are processed. Introduction of the “Final Sale” badge on apparel, and what that means for consumer experience and liquidation. Walmart Retail Media Upgrades: Launch of negative keyword targeting for sponsored products and officially allowing competitor keyword conquesting. Discussion on new measurement items and how these tools help brands get better data and incrementality on Walmart Connect. Walmart Marketplace Fulfillment Update: Walmart now allows sellers to use Amazon’s Multichannel Fulfillment (MCF) to fulfill Walmart orders, a major change to how sellers can test and scale on both platforms.
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Crave-Worthy Nutrition: TRUBAR ’s Path from Concept to Shelf | Category Disruptors - Erica Groussman of TRUBAR - Episode 399
07/01/2025
Crave-Worthy Nutrition: TRUBAR ’s Path from Concept to Shelf | Category Disruptors - Erica Groussman of TRUBAR - Episode 399
🎙️Interview with Erica Groussman of TRUBAR DESCRIPTION This final Category Disruptors episode brings the series full circle in the best way. We hope you enjoyed it! In this final episode of the series spotlighting powerhouse female CEOs and founders, we’re joined by Erica Groussman, co-founder and CEO of TRUBRANDS, the company behind the fan-favorite TRUBAR and its mission to bring “Indulgent Nutrition” to the masses. It’s a high-energy, insightful conversation that captures exactly what this series is all about: bold ideas, fearless leadership, and brands rewriting the rules in their categories. A fitting finale to an inspiring lineup. Don’t miss it! It felt like a million challenges. From finances to ingredients, or packaging, we had issues along the way in every aspect. But we try to forget the hard parts. Because nothing worthwhile is ever easy. Erica Groussman KEY TAKEAWAYS In this episode, Erica, Julie, and Jordan discuss: Erica’s entrepreneurial background and what inspired her to found TRUBAR, identifying a gap in the protein bar market. The importance of developing bars that don’t sacrifice taste or make you feel bad after eating—her “indulgent nutrition” philosophy. How Erica approaches product development, drawing inspiration from popular desserts and comfort foods, and turning them into healthy snacks. Real talk on challenges during development—including flavors that didn’t work out and the persistence needed to get them right. How TRUBAR prioritizes women in leadership, pay equity, and employs organizations that support mothers and women returning to work. Erica’s methods for celebrating every win—big and small—while overcoming countless challenges in supply chain, packaging, and scaling distribution. Lessons learned along the founder journey, such as the value of redundancy and preparedness, especially in the face of supply chain disruptions. The evolution of TRUBAR e-commerce strategy—from direct-to-consumer startup struggles to explosive Amazon growth—and the ongoing importance of controlling the brand experience online. Sneak peeks at what’s next: new flavors, the launch of a kids’ collection, and hints at future product innovations for Trubrands.
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From Family Recipe to Challenger Brand | Category Disruptors - Laurel Orley of Daily Crunch - Episode 398
06/24/2025
From Family Recipe to Challenger Brand | Category Disruptors - Laurel Orley of Daily Crunch - Episode 398
DESCRIPTION The Category Disruptors Series continues! It’s time for Part 3 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories. In this episode, we spotlight Laurel Orley, co-founder and CEO of Daily Crunch—the sprouted nut snack brand shaking up what they call the “trusty but dusty” nut category. It’s a thoughtful conversation and another strong addition to the series—tune in for the full story. "There's a lot of FOMO out there. You see unicorn brands doing amazing, and it's so easy to think: how did they make $1M in 5 minutes? Why not me? But you have to stay on your path." Laurel Orley KEY TAKEAWAYS In this episode, Laurel, Julie, and Jordan discuss: Laurel Orley’s transition from a career at major brands like Unilever to founding Daily Crunch Snacks, inspired by her aunt’s unique sprouted nut process. How Daily Crunch’s sprouted, dehydrated nuts stand out for their crunch, health benefits, and clean label. The creative process behind their flavors, including collaborations with other brand and the upcycling of pickle ends for sustainability. Daily Crunch’s commitment to women-owned certification and giving back through mental health initiatives Laurel shares how her corporate background provided valuable skills, but also discusses the steep learning curve and differences when moving to a founder role. The role of accelerators like SKU, mentorship, and the Vanderbilt intern pipeline in helping Daily Crunch grow and evolve. Hard-earned lessons in supply chain, pricing, product launches, and the realities of growing a snack brand during the pandemic. Exciting updates for 2025, including a new flavor and refreshed packaging highlighting nutritional benefits. The importance of staying focused on your own brand journey, leveraging available resources, and maintaining a mindset of continual learning.
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Fueling Families, Driving Growth: The Recipe Behind the #1 Brand on Instacart | Category Disruptors - Anouck Gotlib of Belgian Boys - Episode 397
06/17/2025
Fueling Families, Driving Growth: The Recipe Behind the #1 Brand on Instacart | Category Disruptors - Anouck Gotlib of Belgian Boys - Episode 397
🎙️Interview with Anouck Gotlib of Belgian Boys The Category Disruptors Series continues! We’re excited to share Part 2 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories. This episode features Anouck Gotlib, co-founder and CEO of Belgian Boys—the company behind the high-quality, ready-to-eat Belgian waffles, pancakes, and crêpes we all know and love. Belgian Boys was recently named Instacart’s #1 Fastest-Growing Emerging Brand in 2024, a reflection of its strong momentum and growing presence in the market. Don’t miss the full story—it’s another great one in the series. "Beyond the ingredients or the packaging that evokes emotion, we found our success in solving a real problem. I'm a mom of now three kids, I get it, those mornings are stressful.” Anouck Gotlib KEY TAKEAWAYS In this episode, Anouck, Julie, and Jordan discuss: Brand Origin Story: How Anouck’s background in fashion design and her husband Greg’s experiences as Belgian expats inspired the founding of Belgian Boys and the mission to "spark a moment of joy" through food. Values & Family Influence: The importance of joy, warmth, and food in their families and how those values shaped both their business and personal lives. Navigating Partnership: Insights on co-founding and running a business with a life partner, including the keys to aligning on big-picture goals, embracing trust, role evolution, and supporting each other's strengths. Product and Retail Strategy: The decision to focus on breakfast products, the innovation of introducing refrigerated breakfast to the US market, and the challenges of discontinuing products to build a more focused core lineup. Female-Led Culture: Evolution of Belgian Boys into a female-focused brand and workplace, with women-led initiatives, a majority-female board, and organic team dynamics. Adaptation & Growth: Pivoting quickly during the pandemic, lessons learned from ecommerce expansion, and leveraging platforms like Instacart for online growth. Personal & Team Growth: Anouck’s journey of building CEO confidence without a traditional business background, the power of coaching, prioritizing strengths over weaknesses, and assembling a dynamic, diverse team. Looking Ahead: Sneak peeks into innovation in breakfast products, partnerships (including with Costco), a back-to-school focus, and what’s coming next for Belgian Boys.
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The Mission That Built a $100 Million CPG Brand | Category Disruptors - Loren Castle of Sweet Loren’s - Episode 396
06/10/2025
The Mission That Built a $100 Million CPG Brand | Category Disruptors - Loren Castle of Sweet Loren’s - Episode 396
🎙️Interview with Loren Castle of Sweet Loren’s DESCRIPTION The Category Disruptors Series is finally here! 🎉 We are releasing 4 parts spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their respective categories. We’re thrilled to kick things off with a true trailblazer—Loren Castle, founder of the wildly popular cookie brand, Sweet Loren’s. Loren's story is as bold and inspiring as the cookies she bakes. Diagnosed with cancer at just 22, she completely transformed her lifestyle and turned to clean eating. But when she couldn’t find a dessert that met her new standards, she made her own. What started as a personal health mission became a national movement in the freezer aisle. Don’t miss the full story—it’s one you’ll want to hear. Quote: “It was obvious to me I wasn't going to improve the product, sales, and the relationship with the consumer if I didn't improve the packaging. So I just kept listening, testing, and learning.” Loren Castle KEY TAKEAWAYS In this episode, Loren will share: The incredible origin story behind Loren and creating Sweet Loren’s: Surviving Hodgkin’s lymphoma and how it inspired her passion for health, wellness, and clean eating. The creation of Sweet Loren’s: Identifying a white space in the market for delicious, healthier baked goods made with simple, non-inflammatory ingredients. Product development: The journey from home kitchen experiments to national distribution, including the challenges of perfecting recipes and scaling up. Navigating growth: How Loren managed the operational demands as the company scaled, including key hires and delegating roles to focus on her strengths. Standing out in a crowded CPG category: Challenges convincing retailers to shelve Sweet Loren’s alongside traditional brands and the importance of allergen-friendly, non-GMO options. The evolving consumer: Discussion on how today’s shoppers are increasingly health-conscious and driving demand for “better for you” products. Balancing entrepreneurship with motherhood: Loren’s reflections on guilt, role modeling for her children, and the importance of building a supportive team. Future plans: Sweet Loren’s new R&D center, exciting upcoming product launches, and continued growth in both grocery and food service channels.
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The Retail Round-Up - “AI Eats My Listing” - Episode 395
06/03/2025
The Retail Round-Up - “AI Eats My Listing” - Episode 395
🎙️News Review with Armin Alispahic and Ross Walker DESCRIPTION Welcome to another edition of The Retail Round Up: your monthly recap of the biggest headlines and developments in the retail world. We're recording at the tail end of May and we’re already halfway through 2025. But the pace of change isn't slowing down. New product launches and platform updates are coming fast, and we've got a lot to cover. As always, we’ve brought back our go-to experts: Armin Alispahic and Ross Walker. Together we’re diving into a packed lineup—from product page content updates to Prime Video Ads, and yes, the continued march of AI into every corner of retail. Let’s get into it. The scary part is that Amazon seems to be keeping the scraped information in their backend. And even though that content is not live on your PDP, you may be called out on a specific compliance requirement and your listing may get affected. Armin Alispahic KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon’s Two-Part Titles Are Coming Titles will split into a short core and a dynamic highlights section personalized to the shopper. Brands should prepare structured, search-aligned titles despite limited guidance. Ads Enter Amazon’s Q&A Section New ad placements appear within PDP Q&As, but targeting and performance remain unclear. Monitor listings to ensure ad relevance and protect brand messaging. Prime Video Ads Become More Interactive Pause ads and real-time shoppable formats offer new engagement, mainly for larger brands. Early adopters should use DSP safeguards and creative built for interaction. AI Listing Tools Scale—But Scrutiny Increases Amazon’s AI tool is widely used, but external content scraping can trigger compliance issues. Keep messaging consistent across channels and maintain documentation. Instacart Expands with Uber Eats and Fizz Instacart adds restaurant delivery and launches Fizz for group alcohol/snack ordering. Brands should watch these surfaces for new ad opportunities targeting social, low-consideration moments.
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The Maturation of AMC for Sponsored Ads with Ross Walker and Carlos Sastre - Episode 394
05/26/2025
The Maturation of AMC for Sponsored Ads with Ross Walker and Carlos Sastre - Episode 394
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. In today’s episode, we’re diving into a topic that’s been heating up since Amazon unveiled it at Unboxed last October: using AMC audiences for Sponsored Products. It’s a conversation that’s gone from a slow simmer to a full-on boil in recent months, and we’ve brought in two of Acadia’s sharpest retail media minds to break it all down: Ross Walker and Carlos Sastre. We’ll be exploring where the real impact is showing up, what’s working, and what this shift means for the future of Sponsored Search. Tune in to find out more! "I don't care about winning every single eyeball for a keyword. I only care about winning the subset of eyeballs that are most likely to convert, be a high lifetime value customer, or be most likely to purchase multiple products in my assortment. That is the new game that we are moving towards in the future." Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Carlos discuss: Overview of AMC Audiences for Sponsored Ads: The distinction between using AMC audiences in DSP vs. Sponsored Ads. In Sponsored Products/Brand Ads, AMC audiences act as bid modifiers rather than strict targeting mechanisms. Limitations and Current Capabilities: Advertisers can only boost bids for specific audiences, not exclude or exclusively target them. Only one AMC audience can be applied per campaign currently, which introduces campaign complexity. The "crawl, walk, run" approach: Start simple by identifying the campaign goal (upper vs. lower funnel) before layering in AMC audiences. Recommendations to duplicate existing campaigns and layer AMC audiences for more efficient targeting. Strong results from using purchaser and subscriber lookalike audiences (doubling ROAS and improving conversion rates). Cautions against hyper-granular audience building, which may limit scale and statistical significance. Leveraging “out of the box” audiences first before building complex custom audiences. Keep initial testing straightforward, scaling complexity only if justified by results. Notable reductions in CPCs and significant increases in ROAS for test campaigns that adopted AMC audiences. Dual campaign strategy allows efficiency gains without sacrificing overall volume. The introduction of more AMC-style features directly in the Amazon Ads console (e.g., new-to-brand bid boosting). The shift from keyword/product targeting towards audience-based bidding and what that means for campaign architecture and ROI. Amazon’s continued pace of innovation in ad products enables proactive brands to gain an edge. The future of advertising on Amazon involves refining audiences beyond keywords, focusing spend on high-value customers. The importance of adapting campaign strategies to stay ahead as the platform evolves.
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A New Framework for Content Scoring with Gary Hammerschlag - Episode 393
05/20/2025
A New Framework for Content Scoring with Gary Hammerschlag - Episode 393
🎙️Interview with Gary Hammerschlag DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're joined by our in-house organic strategy expert, Gary Hammerschlag. He'll walk us through the evolution of content scoring, share how top brands are approaching content audits today, and give us a sneak peek into where the industry is headed regarding organic excellence. Tune in to find out more! Quote: Optimization never ends. There are always improvements in organic rank that can happen. I don't think it's ever set-it-and-forget-it. Gary Hammerschlag KEY TAKEAWAYS In this episode, Julie, Jordan, and Gary discuss: The Evolution of Content Scoring on Amazon: A history of content audits—starting from highly manual, page-by-page checks, moving through early automations, and now to sophisticated frameworks that combine qualitative and quantitative data. From Binary to Nuanced Scoring: The shift from basic checklists (like “Does this listing have six images?”) to systems that weigh the true quality and impact of each part of a PDP (product detail page). Modern Content Audit Methodologies: Current best practices for scoring content, including the new variables at play (like user-generated content and the role of Amazon’s AI assistant, Rufus), and why brands need to update their frameworks as the landscape evolves. PDP & Storefront Optimization: The buckets and categories considered during optimization—from images and titles to mobile formatting and SEO—and how brands should prioritize and frequently assess their catalogs. Importance of Continuous Improvement: Content optimization isn’t a one-off project, but an ongoing process. Gary emphasizes using leading indicators, A/B testing, and regular audits to keep PDPs and storefronts performing at their best. Future Trends & Technology: The rapid pace of change on Amazon, the likely rise of tech-driven and AI-assisted content evaluation, and how staying ahead is key to organic success. Real-world examples illustrating how deeper content audits can uncover hidden opportunities, even for brands that already look “optimized” on the surface.
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Why This Year’s Prime Day Ad Strategy Needs to Be Different | Part 2 with Damiano Ciarrocchi - Episode 392
05/13/2025
Why This Year’s Prime Day Ad Strategy Needs to Be Different | Part 2 with Damiano Ciarrocchi - Episode 392
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. We’re back with Part 2 of our special Prime Day series, and today we’re diving deep into Ad Strategy. Joining us today is Damiano Ciarrocchi, our Senior Retail Media Manager. With years of experience managing Prime Day ad strategies — both at Amazon and now for our clients — Damiano is a Prime Day pro who’s seen it all. Today, he’s sharing his insider insights on how this year’s Prime Day is shaping up to be different from years past. Don’t miss it — tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, and Damiano discuss: The Buzz Starts Early: Brands are already fielding Prime Day questions by late April: What’s changed this year? How should we budget? What creative assets need to be ready now? Early alignment is critical. Prime Day Is Won Before It Begins: Success isn’t defined by the deals you run during Prime Day—it’s shaped in the weeks and months leading up to it. A New Playbook for 2025 Advertising: This year demands a shift in budget planning and campaign strategy. With evolving consumer behavior, flexibility becomes your strongest advantage. Unlocking Amazon’s New Ad Tools: 2025 marks a new era for advertisers. Tools like Amazon Marketing Cloud (AMC) audiences are no longer reserved for elite brands—they're now accessible and essential for all. May & June: The Setup Phase: Your early lead-in tactics dictate your visibility and performance during the event. Use this time to build awareness, optimize recall, and prime conversions. Real-Time Agility on Prime Day: Ideally, you’re so well-prepared that surprises are minimal, but when the unexpected hits, your ability to pivot fast will set you apart. The Surge Doesn’t Stop on Prime Day: Prime Day isn’t the finish line—it’s the launchpad. Smart brands ride the demand wave into post-event momentum and longer-term growth. Navigating Tariffs and Supply Chain Disruption: With tariffs and ongoing logistics challenges, brands need tighter forecasting and contingency plans baked into their Prime Day strategy. MENTIONED IN THIS EPISODE of this Prime Day Prep series! Access this in blog format! Connect with Senior PPC Manager, Connect with our host, Connect with our host,
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The Retail Round-Up - “Agentic” Has Entered the Chat - Episode 391
05/06/2025
The Retail Round-Up - “Agentic” Has Entered the Chat - Episode 391
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. This is your April edition of the Retail Round-Up! In today’s episode, we dive into the latest trends shaking up the retail media landscape, from AI-driven shopping innovations and Walmart’s evolving media strategy to concerns about Prime Day restock limits and the ongoing impact of tariffs. The retail media space is moving fast, and there’s no sign of slowing down. We’re excited to welcome special first-time guest Shahrez Anjum, Senior Account Manager at Acadia, alongside our media expert and friend of the pod, Ross Walker, Director of Retail Media at Acadia. Tune in to stay ahead of the curve! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Shahrez discuss: Amazon recently introduced two major AI-driven features that signal a fundamental shift in how product discovery and shopping journeys will operate: Interests AI and Buy for Me. Interests AI is a product discovery tool that allows Amazon shoppers to enter detailed prompts reflecting their hobbies and passions. Buy for Me, currently in beta, uses agentic AI to place orders on third-party brand websites directly from the Amazon app. Amazon has introduced tighter control over off-site placements, which allows advertisers to manage their spend on external platforms more effectively. Walmart has made two significant updates to its media offering through Walmart Connect, adding Vizio inventory for media buying and the ability to do advanced targeting for on-site display ads. Amazon has made significant strides in simplifying and enhancing how advertisers can interact with its audience targeting capabilities, particularly by integrating AMC (Amazon Marketing Cloud) audiences into its ad console. Native Bid Boosters: Amazon is making it easier for advertisers to access and use audience segments directly within the ad console. The ongoing discussions around tariffs and their potential impact on retail prices have become a recurring topic in the e-commerce space, especially in relation to Amazon. As Prime Day approaches, concerns about restock limits and potential supply chain challenges are rising. In particular, there are indications that Amazon may reintroduce restock limits, a measure previously used to manage inventory flow.
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Looking Forward to Prime Day | Part 1 - with Joanna Otto & Predrag Vetnic - Episode 390
04/29/2025
Looking Forward to Prime Day | Part 1 - with Joanna Otto & Predrag Vetnic - Episode 390
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today kicks off a special two-part series designed to get you fully prepared for Prime Day. In this first episode, we’re diving deep into the operational, promotional, and organic strategies you should focus on as the big shopping days approach. We’re excited to be joined by Joanna Otto, an Account Manager on Acadia’s Retail team. With more than a decade of experience spanning brand-side roles, agencies, and Amazon itself, Joanna brings a seasoned perspective on how Prime Day has evolved. We’re also welcoming Predrag Vetnic, one of our lead strategists for tentpole events. He’ll be sharing key data insights and best practices for building an effective merchandising strategy, drawn from our work across a wide range of client partners. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Joanna, and Predrag discuss: Start Preparing Early: Begin your preparations by April, as deadlines and operational tasks need to be handled well before Prime Day. Important Dates & Deadlines: AWD inventory by May 15, Deal scheduling closes May 23, FBA inventory deadlines: June 9 (minimal shipment splits), June 18 (Amazon-optimized splits). Sales Velocity & Reviews: Focus on increasing sales and reviews using programs like Vine and Product Win to boost organic ranking. Organic Prep: Invest in keyword optimization, competitive scraping, and high-quality content, including images and infographics. Prime Day Duration: The event has expanded to four days, so expect consistent sales throughout. Merchandise Fees: PED fees have doubled to $100; the new coupon fee structure starts June 2. AI Search: Amazon’s AI assistant, Rufus, influences up to 35% of search traffic. Optimize your listings for this. Competitive Monitoring: Be ready to monitor competitors and pivot quickly if issues arise. Expect the Unexpected: Prepare for unexpected challenges, like account health flags and listing suspensions. Economic Pressure: Pricing strategies are more complex due to tariffs and market volatility, so be cautious with price hikes. Invest Strategically: Focus on targeted organic and paid efforts, including influencer and UGC campaigns, to drive relevance.
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Bridging Gaps and Breaking Silos - How IT Drives Growth with Lauren Livak Gilbert & Jon Harding - Episode 389
04/22/2025
Bridging Gaps and Breaking Silos - How IT Drives Growth with Lauren Livak Gilbert & Jon Harding - Episode 389
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome two fantastic guests: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Jon Harding, SVP and Global CIO at Conair. They’re here to share insights from a recent report they released in partnership with MikMak—a practical guide to managing technology change across the business, specifically how to leverage IT teams to accomplish transformational growth. Tune in to find out more! 📙 RESOURCES Download the report from the Digital Shelf Institute. KEY TAKEAWAYS In this episode, Julie, Jordan, Lauren, and Jon discuss: The Evolving Role of IT: How IT has become the “nervous system” of modern consumer brands, with technology playing a bigger role in driving business outcomes, particularly as sales and marketing become increasingly tech-reliant. Increasing Complexity and Collaboration: The rise in technology tools (especially in digital commerce), the necessity of integrating multiple systems, and how IT and commercial teams can work together more effectively. Successful Cross-Functional Partnerships: Strategies for engaging IT early in business initiatives, overcoming past tensions between IT and marketing, and why collaboration leads to faster and more successful project outcomes. Agile and Nimble Planning: Why annual planning is no longer enough—Quarterly or even monthly reviews help teams stay agile and responsive in a fast-changing industry. Showcasing IT Wins: Insights on the importance of IT teams communicating their successes and impact to the wider business, including tactics like internal newsletters. Prioritizing Technology Initiatives: How to make sure business cases for new technology are clear, prioritized, and tied to measurable business value—especially when competing with critical back-office projects. Organizational Models for IT-Business Alignment: A look at different structures (shared services, embedded partners, PMO) and the critical need for shared goals and metrics between IT and other teams. The Future with AI: Predictions around the next wave of AI adoption—both top-down from enterprise platforms and bottom-up from grassroots productivity tools—and the transformative potential for digital commerce and omnichannel organizations. MENTIONED IN THIS EPISODE Connect with , Executive Director of the Digital Shelf Institute. Connect with , SVP and Global CIO at Conair. Download the report. Connect with our host, . Connect with our host, . Learn more about .
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Moving From the 5% to the 95% - The Principles of Demand Generation With Pat Petriello - Episode 388
04/15/2025
Moving From the 5% to the 95% - The Principles of Demand Generation With Pat Petriello - Episode 388
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today we’re bringing back our very own Director of Retail Marketplace Strategy, Pat Petriello, to discuss how the savviest brands are balancing the needs of brand vs. performance marketing, how to avoid a life sentence in ROAS Jail, and the all-important 95/5 rule. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Pat discuss: Introduction to ROAS Jail: Pat Patriello explains the concept of "ROAS jail," where marketers focus solely on Return on Advertising Spend (ROAS), leading to inefficiencies and short-term growth strategies. The 95-5 Rule: Only 5% of consumers are in the market for any given product at any time. The focus should be on brand building for the 95% who are not currently shopping. 60-40 Rule: Introduced by Pat as a guideline, suggesting a budget allocation of 60% towards brand-building and 40% towards performance marketing. This ratio helps balance short-term sales goals with long-term brand equity. Brand vs. Performance Marketing: Discussion on how these strategies differ and the importance of emotional connection through branding to attract long-term customers. Amazon's Role: Insight into how Amazon is transitioning to accommodate brand building alongside its historical strength in direct sales and conversion. Practical Recommendations: Tips for business leaders on how to integrate brand marketing into existing performance-focused strategies without necessarily increasing overall spending. Examples of Effective Brand Building: Brands like Patagonia are highlighted as successfully creating emotional connections that lead consumers directly to their products, bypassing competitive marketplace auctions.
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A Primer on Optimizing for Rufus and AI-Driven Search with Julian Galindo & Predrag Vetnic - Episode 387
04/08/2025
A Primer on Optimizing for Rufus and AI-Driven Search with Julian Galindo & Predrag Vetnic - Episode 387
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re joined by two of the sharpest minds at Acadia—experts who live and breathe Amazon. Whether it’s diving deep into AI advancements, crafting and optimizing product listings, or navigating the ever-evolving customer journey, these two are on the front lines, ensuring our brands are set up for long-term organic success. First up, we have Julian Galindo, Senior Account Manager on our Retail Team—a recognized authority and proud self-proclaimed nerd when it comes to AI-driven content optimization. Joining him is Predrag Vetnic, Retail Strategist with a specialty in high-impact copywriting for ecommerce. If you’ve shopped on Amazon recently, chances are you’ve come across his work without even realizing it. We’re thrilled to have them both on the show! Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Predrag, and Julian discuss: Amazon's AI Advancements Introduction to Rufus, Amazon's AI shopping assistant, which helps customers by suggesting products based on their needs and queries. Cosmo, the AI system powering Rufus, aims to understand the "why" behind shopping behaviors to offer more personalized results. Optimization Practices for AI Transition from keyword-based search optimization to a focus on natural language and user intent. Importance of tailoring product detail pages (PDPs) for Rufus, not only using keywords but targeting customer needs and relevant questions. SEO Strategy Evolution Emphasizing human-like interaction while optimizing e-commerce content for AI. Leveraging footprint data from user interactions to inform and refine search experiences. Testing and Measuring Impact Methods for testing the effectiveness of AI-focused optimization strategies. Importance of monitoring conversion rates, organic share of voice, and search rankings. Future of AI in E-commerce Speculation on the integration of AI-driven search with traditional methods. Discussions on how AI could revolutionize personalized shopping experiences on platforms like Amazon.
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The Retail Round-Up - “You Complete Me” - Episode 386
04/01/2025
The Retail Round-Up - “You Complete Me” - Episode 386
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It’s time for another episode of the Retail Round-Up, March edition! From a new fee structure on promotions to a longer Prime Day event and expanded advertising capabilities, these updates could reshape how brands approach pricing, marketing, and overall strategy. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon’s New Fee Structure for Deals & Coupons – Amazon is introducing performance-based fees for Lightning Deals, Best Deals, Coupons, and Prime Exclusive Discounts starting June 2nd. These changes could significantly impact brands’ profitability, particularly ahead of Prime Day. Prime Day Extended to Four Days – Amazon quietly announced that Prime Day 2025 will be a four-day event, giving brands more time to compete but also raising concerns about increased promotional spending. Amazon’s Push Into TV Advertising – The launch of Complete TV aims to streamline TV ad buying, including both linear and streaming placements. This move aligns with Amazon’s broader strategy to dominate the traditional TV advertising space. Search Query Performance (SQP) API Launch – Amazon is making SQP reports available via API, allowing brands and tech providers to automate and integrate search data more efficiently. This could be a game-changer for search optimization and ad performance tracking. Steeper Discounts for Better Visibility – Amazon is incentivizing brands to offer discounts of 40% or more by promising additional deal placements, though the specifics remain unclear. However, higher promotional costs may make deep discounting unsustainable for many brands.
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Vendor P&L Proliferation - Why It’s Happening and Why It Matters with Armin Alispahic - Episode 385
03/25/2025
Vendor P&L Proliferation - Why It’s Happening and Why It Matters with Armin Alispahic - Episode 385
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome back a familiar voice on the show—operations expert Armin Alispahic. Armin is here to bring us up to speed on a recent phenomenon in the Vendor space — the availability of true channel P&L analysis. We’ll explore why this trend is only showing up now and what it means for how brands assess their business with Amazon. KEY TAKEAWAYS In this episode, Julie, Jordan, and Armin discuss: Understanding Vendor Profitability on Amazon: Two main metrics: Net PPM (Net Pure Profit Margin) and Internal Brand P&L. The hidden third factor—Amazon’s internal costs (fulfillment, packaging, and shipping expenses). Why Profitability Analysis Is Becoming Crucial: Amazon is tightening vendor margins, requiring brands to have a clear view of their own and Amazon’s profitability. Increase in CRaP (Can’t Realize a Profit) items, making it essential to assess profitability at the SKU level. Technology Driving P&L Insights for Vendors: Amazon's 2023 API improvements have enabled better data access for vendor P&L analysis. New tools now provide automated, SKU-level profitability reports. Key Factors That Influence Vendor Profitability: Fixed Costs: Vendor terms (co-op, damage allowances, freight). Variable Costs: Chargebacks, shortages, advertising, and promotional spend. Operational Efficiency: Packaging, fulfillment optimization, and inventory management. How Brands Can Leverage P&L Insights: Smarter Assortment Decisions: Identifying SKUs that drive profitability vs. those that hurt margins. Optimizing Advertising Spend: Allocating budget toward high-margin products rather than just high-volume ones. Better Negotiations with Amazon: Using data to drive conversations in annual vendor negotiations (AVNs). Cross-Team Collaboration: Breaking down silos between marketing, finance, and operations.
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The State of Lower Funnel Media + 4 Tactics to Minimize Leakage with Ross Walker - Episode 384
03/18/2025
The State of Lower Funnel Media + 4 Tactics to Minimize Leakage with Ross Walker - Episode 384
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're catching up with Ross Walker, Director of Retail Media, to discuss his recent workshop at the Commerce Media Brand Summit in Atlanta. Ross led an in-depth session on all things bottom-of-the-funnel—what's evolving, why it matters, and how brands can maximize this critical stage. Tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Ross discuss: Defining the Bottom of the Funnel (BOF) BOF focuses on conversion—turning interest into purchases or fostering brand loyalty. Includes retargeting customers who have engaged with your product or brand. Targets high-intent audiences like past visitors, brand searchers, and prior buyers. Shift in Budget Allocation Brands are moving budgets away from branded search and loyalty-based retargeting. More investment is going toward non-branded bottom-of-funnel keywords and audiences. Capturing new customers efficiently is now a bigger priority over maximizing ROAS. 4 Tactics for BOF Success Day Parting: Optimizing spend by adjusting bids based on high-conversion hours and days. Late-day bidding can be effective when competitors run out of budget. Paid & Organic Interdependency: Product listings must align with high-intent keywords to maximize visibility. Strong keyword optimization remains essential for organic rankings and paid efficiency Video Ads for BOF: Vertical video performs better for high-intent searchers. Feature-driven videos convert better than broad brand storytelling at BOF. AI & Automation in Bidding: AI is effective for optimizing bulk campaigns but still requires human oversight. Best use: Let AI handle 80% of the catalog while manually fine-tuning the top performers.
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Breaking Down Barriers: Cross-Functional Success in E-Commerce With Robert Estill - Episode 383
03/11/2025
Breaking Down Barriers: Cross-Functional Success in E-Commerce With Robert Estill - Episode 383
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome Robert Estill, Head of Global Amazon and Marketplaces for all Beauty at The Hut Group. With extensive experience leading E-commerce teams at powerhouse brands like Unilever, Prestige, Coty, and Versace, Robert offers invaluable insights into the ever-evolving world of online retail. Having collaborated with him across multiple brands, we’re excited to dive into his insights on building high-performing E-commerce teams, overcoming the challenges of international expansion, the key lessons he’s learned throughout his career, and his outlook on the industry's future. KEY TAKEAWAYS In this episode, Julie, Jordan, and Robert discuss: E-Commerce Success Requires Adaptability The industry evolves rapidly, and what works today may not work tomorrow. Being comfortable with ambiguity and continuous learning is essential. The Importance of Cross-Functional Collaboration E-commerce isn't just marketing and sales—it involves supply chain, finance, legal, and operations. Effective communication with leadership and across departments is as crucial as technical expertise. Understanding P&L is Key to Growth E-commerce leaders must think beyond top-line revenue and focus on sustainable, profitable growth. Inventory forecasting, fulfillment costs, and operational efficiencies all impact success. 1P vs. 3P on Amazon: A Strategic Choice 1P (Vendor Central): Easier operations but less control over pricing and inventory. 3P (Seller Central): More control but requires strong operational capabilities. The decision depends on a brand’s financial structure, goals, and ability to handle fulfillment. Expanding Internationally Requires a Localized Approach Each market has unique consumer behavior, dominant platforms, and regulatory requirements. Logistics and fulfillment strategies must be planned carefully, as shipping timelines and compliance vary. Partnering with local third-party logistics (3PL) providers can help navigate complexities. AI & AMC (Amazon Marketing Cloud) Are Game Changers AI tools for content creation, search optimization, and analytics will shape the future of e-commerce. AMC provides deeper insights into customer behavior, helping brands refine their advertising strategies.
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The Retail Round-Up - Slap a Plus on It - Episode 382
03/04/2025
The Retail Round-Up - Slap a Plus on It - Episode 382
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. It’s time for another episode of the Retail Round-Up, February edition! Major shifts are happening in the world of e-commerce, and this episode explores the cutting-edge developments, innovations, and the impact they are having on brands, retailers, and customers alike. Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon's New Direction: Amazon will direct customers to brand sites when products are unavailable on Amazon. Insights into potential motivations, benefits, and downsides for Amazon, brands, and consumers. Speculations on how this will impact Amazon’s relationship with brands and their existing models. Ulta Beauty and Omnichannel Integration: Ulta's integration of in-store inventory with brand D2C sites using the Lucky platform. Examination of the implications for brands, customers, and potential for other retailers to adopt similar strategies. Sponsored Content in AI Platforms: Discussion around Rufus AI containing sponsored ads in its search results. Predictions on Amazon's strategy for monetizing Rufus and parallels drawn to traditional advertising platforms like Google. AI for Catalog Management: Amazon's use of AI for filling in missing product attributes and mapping spreadsheets to ease catalog management. The challenges and benefits this presents to brands, particularly those with large catalogs. Amazon's Performance Plus and Brand Plus: Analysis of these tools for optimizing advertising on and off Amazon's platform. Examination of their effectiveness, particularly in targeting new customers vs. retargeting existing ones.
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Winning Search, Unlocking Reviews, and the ROI of Content With Profitero’s Mike Black - Episode 381
02/25/2025
Winning Search, Unlocking Reviews, and the ROI of Content With Profitero’s Mike Black - Episode 381
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re thrilled to welcome back Mike Black, former CMO and current Chief Growth Officer at Profitero. We’ll be diving into key insights from Profitero’s latest reports, exploring the ROI of improving search placement and the vital role that ratings and reviews play in driving success. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Mike discuss: Introduction and Welcome: Mike Black’s background Profitero’s Report Series Background on Profitero and its role in E-Commerce analytics. The digital shelf concept and its components. The need for factual ROI data to support digital investment. Impact of Search Placement on ROI Importance of moving from page two to page one in search results. Stats on sales increase with better organic placement. The difference in ROI between organic and paid search placements. Consumer Research and Behavior Shoppers researching product reviews online even while in-store. Importance of reviews in omni-channel influence. The challenge of internal silos in brand side teams handling reviews. Review Importance and Strategy Sales impact of moving reviews from below four stars to four stars. Review velocity significance in achieving high organic search ranking. The connection between review quality and sales. Future of Profitero Reports Upcoming updates and new benchmarks in content reports. Profitero’s focus on deeper content analytics and recommendations. Invitation to provide ideas or questions for future research.
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Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380
02/18/2025
Full Funnel Then vs. Now - A Case Study a Year in the Making - Episode 380
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome back our Director of Retail Media, Ross Walker, who will be sharing surprising insights from his work with a major beauty brand. We’ll dive into a compelling case study on full-funnel advertising, exploring the evolving role of Streaming TV in the retail media landscape. We’re also thrilled to welcome a new guest to the show! Pat Petriello, a veteran in the retail media landscape and the new Director of Retail Marketplace Strategy at Acadia, is making his podcast debut and sharing some amazing insights with us. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Pat discuss: Definition and Understanding of "Full Funnel" Advertising Discussion on what "full-funnel" means in e-commerce Different goals of advertising campaigns at various funnel stages Changes in Streaming TV Advertising (2023 vs. 2024) Year-over-year changes in streaming TV campaign tactics Supply differences: off-the-shelf vs. curated inventory Targeting enhancements using AMC Impact of different creative approaches Effects and Measurement of Streaming TV Campaigns Assessment of upper and lower funnel metrics Use of AMC for multitouch attribution and enhanced audience targeting Engagement and Retargeting Strategy of retargeting viewers of streaming TV ads Improvements in purchase and engagement rates with better-targeted campaigns Strategic Use of Streaming TV in E-Commerce Integration of streaming TV as part of a broader e-commerce strategy Expansion of brand reach and enhancement of consumer engagement The importance of a full-funnel approach and its results Challenges and Future Considerations Consideration of cost vs. reach in streaming TV campaigns Encouragement to continually test and adapt strategies
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Introducing the Women in Retail Media Collective - Episode 379
02/11/2025
Introducing the Women in Retail Media Collective - Episode 379
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we’re excited to welcome Ana Laura Zain, CMO of the retail media ad tech platform Pentaleap, and her colleague Emma Helsloot, Pentaleap’s Director of Sales. Ana and Emma are also the co-founders of the newly launched Women in Retail Media Collective. In this episode, we’ll dive into their vision for this dynamic new organization and explore the impact they hope to make in the retail media space. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Ana, and Emma discuss: Origins of the Women in Retail Media Collective: What sparked the idea of the collective How both Ana and Emma identified the need for a network to support women in retail media. Their personal experiences and networking efforts highlight the importance of women supporting women in this space. Mission and Goals: The collective's mission focuses on connecting, growing, and leading women in the retail media sector. They aim to increase women's representation as speakers at events and publish more content authored by women. Growth and Expansion: The collective has grown rapidly, reaching over 600 members worldwide within three months of its inception. Plans for local initiatives and flagship events are in place to enhance networking opportunities. Industry Trends: Hosted discussions on key industry trends such as programmatic advertising, AI agents, and the career paths of retail media leaders. Emphasized the importance of understanding the evolving landscape of retail media. Ways to Get Involved: Join the collective Support their initiatives Connect with the collective via their website and LinkedIn.
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The Retail Round Up - You Get an Ad Platform, You Get an Ad Platform…We All Get an Ad Platform? - Episode 378
02/04/2025
The Retail Round Up - You Get an Ad Platform, You Get an Ad Platform…We All Get an Ad Platform? - Episode 378
We officially closed the book on the first month of 2025 and it’s the perfect time to introduce a fresh new format we’re calling the Retail Roundup. For this inaugural edition, we’ve brought in two of our go-to experts to break down what’s really happening in the industry. Joining us today are Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead — and a walking, talking encyclopedia of Amazon knowledge since the days Bezos sold his first book. KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Armin discuss: Amazon Retail Ad Services: Announced the launch at CES. Enabling brands to create ads using Amazon’s ad stack. Compared to Critio and Citrus ads but with Amazon’s unique reach. Amazon Reimbursement Policy Change: New reimbursement based on cost of goods sold (COGS) instead of retail price. Required sellers to report their COGS. Discussions on potential privacy concerns and impact on margins. B2B-Specific Bids for Amazon Ads: Allows brands to bid specifically for business buyers. Seen as a significant feature for B2B-focused products. Five-Year Look Back for Amazon Marketing Cloud: Provides extended access to purchase signals for analysis beyond the typical 12-month period. Seen as a major development for mid-tier and enterprise brands. Amazon’s Title Character Count Requirement: Automatic AI revision of non-compliant product titles. Aim to eliminate word souping and improve title quality. Image Compliance Platform Overhaul: Streamlined approach to identifying and correcting image issues using AI. Greater automation to reduce manpower and costs for Amazon.
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Tracing the Past, Present, and Future of Conversion Rate Optimization Across DTC and Amazon - Episode 377
01/28/2025
Tracing the Past, Present, and Future of Conversion Rate Optimization Across DTC and Amazon - Episode 377
Today, we’re thrilled to have two of Acadia’s brightest minds in organic optimization join us. First, we have Brittany Flanagan, Head of CRO at Acadia, with over 15 years of growth marketing experience across brands and agencies. Joining her is Julian Galindo, Senior Account Manager on our Retail Team and a recognized expert in driving organic growth on Amazon. Together, they delve into the intricate world of Conversion Rate Optimization (CRO) and its implications for both Amazon and D2C marketplaces. From tackling data-driven decisions to leveraging AI for personalized experiences, this conversation highlights how CRO techniques are evolving and what the future holds for e-commerce. KEY TAKEAWAYS In this episode, Julie, Jordan, Brittany, and Julian discuss: The concept of Conversion Rate Optimization (CRO) as the process of using data to understand customer behavior and optimize websites to increase conversions. CRO techniques for product pages on Amazon and the importance of data-driven experimentation. How the availability of data and technology has evolved, impacting CRO strategies for both Amazon and D2C. The role of AI in modern CRO, particularly in terms of personalization and recommendation algorithms. Amazon vs. D2C in CRO: Differences in data accessibility and testing capabilities between Amazon's ecosystem and direct-to-consumer (D2C) platforms. Limitations on Amazon, where multivariate testing isn’t feasible compared to the more granular data tracking available in D2C. Addressing the complexity of coordinating across various departments like marketing, dev, and creative teams for effective CRO implementation. The importance of creating data-driven, iterative processes to understand the nuances of consumer behavior and preferences. Insights into the potential future developments in CRO, including better AI-driven personalization and enhanced data reporting on Amazon. Speculations on how CRO tools and practices will become more accessible for medium-sized and smaller businesses.
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From Zero to Retail Ready With Tim Wilson and Ken Beemer - Episode 376
01/21/2025
From Zero to Retail Ready With Tim Wilson and Ken Beemer - Episode 376
Today, we’re thrilled to welcome two exceptional guests. Tim Wilson, the Chief Revenue Officer at ProductWind — a cutting-edge retail influencer marketing platform designed to help products launch and thrive organically online. Joining him is Ken Beemer, Director of Client Growth at Acadia, where he drives partnerships that fuel business growth for our clients. Together, they’ll share insights on the evolution of ProductWind, why it’s a game-changer for retail readiness and actionable strategies to launch products on e-commerce platforms successfully. Don’t miss this exciting conversation—tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, Tim, and Ken discuss: The Origin of ProductWind: Tim Wilson shares the backstory of ProductWind, which emerged from an innovative solution during the COVID-19 pandemic. The company's founder, Jason Kowalski, leveraged his experience at Amazon to create a self-service platform that automates promotions and transforms influencer marketing. Tim Wilson’s Journey: With his vast experience at companies like Commerce IQ and Pattern, Tim joined ProductWind and embraced the challenge of solving key e-commerce problems. Impact on Clients: Ken Beemer, Acadia’s Director of Retail Client Growth, reveals the impact of ProductWind on clients. He discusses various successful campaigns, including launches of new products, revitalizing stalled hero products, and boosting holiday sales. Self-Service Innovation: ProductWind shifted from managed services to a self-service platform, making it accessible and effective for brands of all sizes. The Algorithm Advantage: The secret sauce of ProductWind — marketing to the algorithm. This innovative approach ensures relevancy and maximizes visibility for any product, regardless of brand size or category. Roadmap to Success: What's next for ProductWind, including expanding into new markets like the UK and Germany, and focusing on enhancing data insights and usability.
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Introducing the ENDCAP Awards with Chris Perry of firstmovr - Episode 375
01/14/2025
Introducing the ENDCAP Awards with Chris Perry of firstmovr - Episode 375
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplaces Services, and Jordan Ripley, Director of Retail Operations. Joining us today is none other than Chris Perry of firstmovr — a frequent guest and the industry’s go-to “CPG whisperer.” Chris is here to introduce The ENDCAPS, his innovative new industry award that debuted just a few months ago. We’ll explore key insights from the recently announced grocery category winners and get a sneak peek at what’s ahead as other categories and brands compete for ENDCAP supremacy this year. Don’t miss this exciting conversation—tune in now! KEY TAKEAWAYS In this episode, Julie, Jordan, and Chris discuss: Importance of a detailed rubric for shopper-centric content. Consistency, storytelling, and clarity in visual content to engage shoppers. Digital shelves require ongoing updates and feedback-driven enhancements. Targeting content appropriately, maintaining relevance, and engaging storytelling. Emphasis on mobile-friendly content length and visibility. Creative mobile hero images maximizing product appeal. Comparison of platform restrictions, with Amazon being more restrictive than Target and Walmart. Avoiding overlays that obscure important content through regular audits. End Cap Awards Introduction to the End Cap awards for excellence in digital merchandising. Methodology and objective assessment by industry judges. Focus on U.S. markets initially, with potential international expansion. Shopper centricity, mobile optimization, and sales growth incrementality as key factors. Future improvements include accessibility, ADA compliance, and retailer-specific tailoring. Complexity of ROI, focusing on leading metrics and actions instead of just lagging metrics. Examples of inclusive marketing approaches like razor brands attracting new and maintaining existing customers. Enhancing PDPs with User-Generated Content to boost customer confidence. Legal considerations and innovative uses of influencer content and statistical endorsements. Storytelling and Incrementality: Effective PDPs answering essential consumer questions and utilizing cross-selling strategies. Highlighting marketing occasions such as Super Bowl or back-to-school for sales driving.
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Most Popular Episodes of 2024 | Replay: Building For A Multichannel Future - Episode 374
01/07/2025
Most Popular Episodes of 2024 | Replay: Building For A Multichannel Future - Episode 374
Thank you for an incredible 2024! 🎉 We are grateful for such an engaged community of listeners. To celebrate, we’re re-releasing 2 of our most popular episodes of the year. This week we’re bringing back “Building For A Multichannel Future“ with Paul Sonneveld of MerchantSpring. We hope you enjoy it! --- Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear. Today, we are joined by two special guests: Paul Sonneveld, CEO & Co-Founder of MerchantSpring, and Acadia’s Director of Retail Operations, Jordan Ripley. We’re diving into the complex decisions behind building vs buying software at an agency and SaaS company, using customer feedback to shape what you deliver to the market, and where we see the industry headed in this multichannel e-commerce world. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Paul, and Jordan discuss: Origins and evolution of MerchantSpring: from an in-house tool for managing multiple e-commerce platforms like Amazon and eBay to a shift towards SaaS for agencies. Multi-channel support and feature parity across different platforms. Specific focus on agency needs and saving customers' time by providing a unified interface. Balancing between roadmap developments and quality of life improvements. Core focus areas: feature parity, profitability, and retail media support using agile methodology. Importance of customer lifetime value and sourcing share analysis. Challenges of overinvesting in features like eBay item specifics, driven by local market demands but limited broader interest. The evolution of the company’s approach to idea generation based on client feedback. Future developments include enhancing retail media, profitability analysis, and expanding into Southeast Asia and Japan. Homogenizing retail data across various channels. Advantages and strategies for early considerations of data homogenization. Exploration of clean room developments to unify client data. Future updates and developments to look forward to from MerchantSpring.
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Most Popular Episodes of 2024 | Replay: Escape from Retail Island - Episode 373
12/31/2024
Most Popular Episodes of 2024 | Replay: Escape from Retail Island - Episode 373
Thank you for an incredible 2024! We are grateful for such an engaged community of listeners. To celebrate, we’re re-releasing 2 of our most popular episodes of the year. This week we’re bringing back “Escape from Retail Island“ with Jared Belsky. We hope you enjoy it! --- Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear. Today we’re joined by Acadia’s CEO, Jared Belsky! This episode is all about the concept of "Retail Island”- a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy. Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie and Jared discuss: What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands. Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it’s crucial to integrate your budgets and strategies. Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes. Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency. Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement. Actionable Steps: Simplifying your performance comparison and being brave with testing. Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.
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We Asked 16 of Our Podcast Guests What’s in Store for 2025 - Here’s What They Said - Episode 372
12/17/2024
We Asked 16 of Our Podcast Guests What’s in Store for 2025 - Here’s What They Said - Episode 372
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. This will be our very last episode of 2024 and we are closing out the year with a bang. We reached out to all our podcast guests from 2024 and asked them two thought-provoking questions: What’s been the most impactful change/development in our industry from this year and why? What’s something in our industry that excites you the most for next year? Over a dozen industry experts shared their insights, highlighting the trends, challenges, and opportunities shaping the landscape. To break it all down, we’ve invited two sharp minds to join the discussion: Russ Dieringer from Stratably and our very own Ross Walker. Together, we’ll dive into the themes that emerged from these conversations and explore what they mean for the future. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Russ, and Ross discuss: AI & Personalization: Over 60% of past guests identified AI as a top trend. AI is enabling personalization at scale with negligible costs. Ross Walker observes more personalized ads, suggesting deep-level data scraping. Russ Dieringer predicts higher e-commerce conversion rates by 2025 due to personalization. AI's Impact on Retail: Amazon and Walmart are moving towards personalized sites and deals. AI-generated personalized product titles and shopper journeys are evolving. Big brands may face challenges with extensive approval processes, benefiting smaller, agile brands. Retail Media & Ad Spending: Amazon continues to dominate in retail media and gross merchandise value. Discussions on shifting ad budgets, with brands preferring Amazon’s scale. Mention of cross-channel media measurement and incrementality. Market Dynamics: Walmart's strengthening position in grocery, competing with Amazon. TikTok's transformation into a commerce platform. Retailers like Home Depot (home goods) and Chewy (pet supplies) find niche success. AI & Product Visibility: High-quality content on product pages influences AI-driven search results. Tools like Rufus can summarize reviews but pose visibility control challenges. Adoption of Omnichannel Strategies: Integration of online and in-store experiences, with Walmart leading. Amazon's gradual integration of data pipelines with Whole Foods. Future Trends: Emerging AI tools to enhance product detail page (PDP) measurement. Potential transformation of retail strategies by AI by 2025. Excitement for further discussions on retail media and marketplace trends in 2025.
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