Retail Media Breakfast Club

Kiri Masters
  • 4.0 (1)
  • MARKETING
  • UPDATED DAILY
Retail Media Breakfast Club

10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

  1. What Unilever's New CEO Isn't Saying About Retail Media

    22 HR AGO

    What Unilever's New CEO Isn't Saying About Retail Media

    In this episode, we analyze Unilever’s new CEO Fernandez's first major speech, where he surprisingly omits any mention of e-commerce or retail media. This deviation is unusual compared to industry norms, but it may indicate these elements are now considered standard. Fernandez outlines a significant increase in brand and marketing investment (BMI), notably higher than industry averages. He emphasizes a shift towards influencer marketing, targeting hyper-local and authentic brand representation, seen as more effective among younger audiences. Fernandez also underscores cost leadership, including a rigorous approach to marketing ROI through Unilever's UBS system. The implications for retail media networks and consumer brands are substantial, given the expected increase in spending and a premium product focus. Fernandez's approach suggests a transformative strategy for Unilever, blending cost-effective manufacturing and innovative marketing to adapt to evolving consumer expectations. Link to Fernandez' interview with Barclays: https://www.youtube.com/watch?v=SCh7KubuZdoLink to Keen Decision Systems' report: https://4277189.fs1.hubspotusercontent-na1.net/hubfs/4277189/MARKETING%20CONTENT/11.%20Reports/Keen%20Marketing%20Insights%20Report.pdf?utm_campaign=6657089-MADTECH.AI%20Webinar&utm_medium=email&_hsenc=p2ANqtz-_GnSBZzL_TDXg0TzZ92qpH61pwvWyWR363joPHo8HvgtYRi-BSA1mJ5k-_ZF6VSIMTnd4G5P60vDnQY5E881_rW-HAdw&_hsmi=344733623&utm_content=344733623&utm_source=hs_automation PRODUCED BY:https://aipodcast.ing CHAPTERS:(00:00) About Today's Topic(00:54) About the Show(01:16) Introduction and Initial Observations(02:58) Marketing Investment Insights(05:18) Influencer Marketing Strategy(07:11) Cost Leadership and Retail Media(08:58) Implications for Retailers and Consumer Brands(12:19) Conclusion and Future Outlook(12:45) Outro SOCIAL LINKS:Website: https://www.retailmediabreakfastclub.comLinkedIn: https://www.linkedin.com/in/kiri-masters/YouTube: https://www.youtube.com/@retailmediabreakfastclubApple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    13 min
  2. How AI affects the consumer path to purchase (AI in retail series, Part 5)

    1 DAY AGO

    How AI affects the consumer path to purchase (AI in retail series, Part 5)

    In this episode of the AI in Retail Deep Dive Series, the host Kiri Masters converses with Lauren Schiavone, founder of AI-focused consultancy, Wonder Consulting, about how AI agents and assistants are transforming the path to purchase. They discuss the shift in consumer search behavior from traditional methods to large language models like ChatGPT and its implications for brands. They note how AI tools like Amazon's Shopping Assistant Rufus and ChatGPT's live voice mode with vision are creating new ways to learn and discover products. They emphasize the importance of AI optimization for brand and retailer websites. Finally, they touch upon the future role of AI agents as primary shoppers and the need for brands and retailers to adapt to this emerging consumer landscape. Link to Lauren's post on LinkedIn about Downy Unstopables: https://www.linkedin.com/posts/lauren-schiavone_womeninai-aiinmarketing-futureofmarketing-activity-7292979484679446529-8qya/ This is part 5 of a 5-part series of using AI in a retail media context, whether you’re a brand, a retailer, or an agency. Link to Lauren's site: https://www.wonderconsultingllc.com/ PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic (00:38) About the Show(00:58) Introduction to AI in Retail(01:25) The Evolution of the Path to Purchase(02:21) Impact of Large Language Models on Consumer Behavior(03:32) Amazon's Rufus: A Glimpse into the Future(05:21) ChatGPT's Voice Mode with Vision(06:08) The Importance of AI Optimization for Brands(08:19) Addressing Consumer Feedback and Product Reviews(10:17) AI Agents as the New Shoppers(10:52) Conclusion and Final Thoughts(11:15) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    12 min
  3. Panel: How These Three E-commerce Leaders Think About Hiring Retail Media Talent

    4 DAYS AGO

    Panel: How These Three E-commerce Leaders Think About Hiring Retail Media Talent

    In this episode, we hear from industry experts Brian Dudzinski, Alicia Ponzani, and Brea Keating as they discuss the multifaceted nature of e-commerce roles. Brian emphasizes the need for versatile talent who can adapt to ever-changing platforms. Alicia shares insights on defining the balance between sales and marketing in job descriptions to attract the right candidates. Brea compares e-commerce professionals to 'roller coaster people' who thrive on unpredictability and excitement, highlighting the importance of adaptability in this dynamic field. CHAPTERS: (00:00) About Today's Topic(00:39) About the Show(01:01) Wanted:Unicorn by Brian Dudzinski(01:54) Defining the balance by Alicia Ponzani(03:04) Two types of people by Brea Keating(04:22) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    5 min
  4. Amazon's Triple Squeeze: Navigating Private Label Growth, 3P Pressure & Tougher Vendor Negotiations

    5 DAYS AGO

    Amazon's Triple Squeeze: Navigating Private Label Growth, 3P Pressure & Tougher Vendor Negotiations

    In this episode, the host Kiri Masters delves into three key research reports that collectively outline Amazon's evolving marketplace strategy as of March 2025. The analysis centers on three main fronts: the growth of Amazon's private label offerings like Amazon Basics, the pressure on third-party sellers due to rising fulfillment costs and international competition, and the tougher negotiations faced by vendor brands. Using data from tools like SmartScout, Kiri reveals how Amazon's tactics are putting a squeeze on both third-party sellers and vendors while expanding its own product lines. Strategic insights are provided for larger consumer brands to navigate these challenges successfully. PRODUCED BY: https://aipodcast.ing CHAPTERS: (00:00) About Today's Topic(00:53) About the Show(01:15) Amazon Basics: A Closer Look(03:34) Challenges for Third-Party Sellers(05:06) Tough Vendor Negotiations(06:56) Strategic Implications for Brands(08:39) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

    9 min
  5. How Autonomous AI Agents Will Transform Retail Discovery

    6 DAYS AGO

    How Autonomous AI Agents Will Transform Retail Discovery

    In this episode, we explore the transformative wave of AI in retail, focusing on agentic AI systems capable of autonomously completing tasks without human intervention. Research shows nearly a third of consumer goods companies are already leveraging generative AI, but the future lies in agentic AI—technology that can act autonomously. Michelle Grant from Salesforce discusses three waves of AI: predictive, generative, and agentic, which can handle entire shopping processes and influence retail media strategies. Salesforce's Agent force platform and its application at Saks Fifth Avenue provide compelling examples. The shift towards AI agents calls for new content strategies and altered ad investments, emphasizing structured attribute-based approaches. Despite challenges like quality outcomes and consumer trust, over half of consumer goods executives predict extensive use of generative and agentic AI by 2026. Brands and retailers must quickly adapt to this imminent AI-driven retail landscape. Link to Kiri's Forbes post discussing this in detail: https://www.forbes.com/sites/kirimasters/2025/02/25/how-autonomous-ai-shopping-agents-will-transform-retail/ CHAPTERS: (00:00) About Today's Topic(00:44) About the Show(01:06) Introduction to AI Waves(02:18) Salesforce's Agent Force Platform(03:57) Impact on Retail Media(05:51) Challenges and Concerns(06:48) Conclusion: The Autonomous AI Era(07:07) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    7 min
  6. How to select AI-enabled partner solutions (AI in retail series, Part 4)

    4 MAR

    How to select AI-enabled partner solutions (AI in retail series, Part 4)

    In this episode, Lauren Schiavone, founder of Wonder Consulting, an AI-focused consultancy, shares her expertise on how leaders in roles such as media buying, CPG, and brand management can effectively select AI-enabled partner solutions. The discussion covers key differences between AI automation, AI agents, and assisted AI technologies. Lauren provides best practices for business leaders to navigate AI vendor conversations, emphasizing the importance of assessing current technology capabilities, understanding expected outcomes, and ensuring proper training and support. She also highlights red flags to watch for and the necessity of performance-based pricing, continuous learning, and improvement for AI technologies. This is part 4 of a 5-part series of using AI in a retail media context, whether you’re a brand, a retailer, or an agency. Link to Lauren's site: https://www.wonderconsultingllc.com/ CHAPTERS: (00:00) About Today's Topic(00:38) About the Show(00:58) Introduction(03:00) Understanding AI Systems, Agents, and Automation(03:52) Best Practices for Selecting AI Partners(05:00) Evaluating AI Solutions and Vendor Claims(06:56) Training, Safety, and Implementation Considerations(08:05) Final Thoughts and Future of AI Agents(08:35) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    9 min
  7. What the heck is Agentic AI? (AI in retail series, part 3)

    3 MAR

    What the heck is Agentic AI? (AI in retail series, part 3)

    In this episode of the Deep Dive on AI series, Lauren Schiavone, founder of Wonder Consulting, an innovative AI-focused consultancy, joins the discussion to differentiate between AI assistants and agentic AI. Lauren elaborates on how agentic AI operates autonomously to achieve specific goals by taking independent actions, unlike AI assistants which require human intervention. Through practical examples in social media management, media plan development, and retail inventory management, Lauren illustrates the capabilities and future potential of agentic AI. The conversation also emphasizes the importance of aligning AI strategies with overall business strategies for better outcomes. This is part 3 of a 5-part series of using AI in a retail media context, whether you’re a brand, a retailer, or an agency. Link to Lauren's site: https://www.wonderconsultingllc.com/ CHAPTERS: (00:00) About Today's Topic(00:38) About the Show(00:58) Introduction to AI Series with Lauren Schiavone(01:50) Understanding Agentic AI vs. AI Assistants(02:38) Real-World Applications of Agentic AI(05:36) Clarifying Misconceptions and Future Potential(06:34) AI as a Strategic Resource(07:56) Future of AI in Business (08:50) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    9 min
  8. Panel: How 3 Retail Leaders Transformed Their Sales Teams’ Perspective on Retail Media

    28 FEB

    Panel: How 3 Retail Leaders Transformed Their Sales Teams’ Perspective on Retail Media

    This episode delves into impactful conversations between retail media teams and sales organizations, highlighting how perceptions of retail media networks can shift from being seen as mere lower funnel tactics to comprehensive full funnel powerhouses. Featuring insights from industry leaders Brian Dudzinski, Alicia Ponzani, and Brea Keating, the episode explores strategies for education and partnership, emphasizing the importance of search visibility and the broader capabilities of retail media networks like Amazon and Walmart Connect. CHAPTERS: (00:00) About Today's Topic(00:47) About the Show(01:09) Brian Dudzinski on Algorithmic Insights(02:00) Alicia Ponzani on Shifting Perspectives(03:25) Brea Keating on the Importance of Search and Visibility(04:25) Outro SOCIAL LINKS: Website: https://www.retailmediabreakfastclub.com LinkedIn: https://www.linkedin.com/in/kiri-masters/ YouTube: https://www.youtube.com/@retailmediabreakfastclub Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624// Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb PRODUCED BY: https://aipodcast.ing

    5 min
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10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.

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