Consumer Code

Spatial.ai
  • 5.0 (3)
  • BUSINESS
  • UPDATED BIWEEKLY

The Consumer Code podcast explores the world of retail through the lens of ethnography, cartography, demography, and the economy. On each episode, Lyden Foust, CEO of Spatial.ai, interviews industry leaders about the economic and cultural trends shaping the consumer landscape today.

  1. APR 27

    How Red Robin Is Winning More Customers Per Dollar Of Ad Spend (ft. Richard Leslie, Surface Agency)

    In this episode, Lyden Foust is joined by Richard Leslie, president of Surface Agency, to explore a new playbook for multi-unit restaurant marketing. Richard breaks down how his team blends customer segmentation, unit-level economics, and geo-targeted media to build bottom‑up strategies that reflect the reality of each trade area. They talk through using mobile location data, k-means clustering, and predictive “next best action” models to identify high-value guests, optimize media spend across channels, and tailor creative to specific neighborhood clusters—ultimately closing the loop between data, local insights, and performance. Chapters: (00:00) Introduction to Surface Agency and Richard Leslie (03:30) The Evolution of Marketing Disciplines (06:36) Understanding Niche Audiences and Cultural Marketing (09:27) The Role of Influencer Marketing in Brand Strategy (12:25) Transitioning to Client-Side Marketing (15:25) The Birth of Surface Agency and Its Unique Approach (18:25) Leveraging Mobile Location Data for Marketing (21:15) Case Study: Red Robin’s Marketing Strategy (24:25) Building a Bottom-Up Marketing System(30:59) Understanding Customer Segmentation and Engagement (32:39) Data-Driven Insights for Actionable Strategies (36:07) Leveraging K-Means Clustering for Marketing Efficiency (39:32) Next Best Actions: Predictive Analytics in Action (42:52) Achieving Marketing Efficiency Through Local Insights (46:24) Optimizing Media Spend Across Channels (48:36) Tailoring Creative Strategies for Targeted Clusters (53:57) Closing the Loop: Integrating Data with Ground Insights Learn more about Richard Leslie and Surface Agency: https://surfaceagency.co Listen to Consumer Code on:Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz |Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327 |YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA Follow Lyden Foust on:LinkedIn: https://www.linkedin.com/in/lydenfoust/ |Instagram: https://www.instagram.com/lydenfoust/ About Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more or schedule a free 30-minute demo at https://www.spatial.ai

    59 min

  2. MAR 23

    From Analytics To Owning The P&L (ft. Ryan Redus, VP of Real Estate, Hopdoddy)

    In this episode, Lyden Foust is joined by Ryan Redus, VP of Real Estate at Hopdoddy, to unpack how restaurant brands grow the right way, in the right places. Ryan walks through his path from restaurant marketing to real estate strategy, how his time at Buxton shaped his data-driven approach, and why great site selection is a mix of analytics, negotiation, and on-the-ground intuition. They discuss co-tenancy, visibility, off-premise dining, and how to evolve a brand without losing what made it special in the first place.Chapters:(00:00) Introduction to Ryan Redus and His Journey(03:28) Transitioning from Consulting to Client Side(06:16) Building Relationships and Understanding the Restaurant Industry(09:05) The Importance of Negotiation in Real Estate(11:53) Insights from Buxton: Data and Real Estate Strategy(14:58) Financial Considerations in Real Estate Decisions(17:53) Adapting to Market Changes and Brand Evolution(20:32) Choosing Locations: New vs. Second Generation(23:25) The Future of Hopdoddy and Brand Relevance(25:11) Understanding Consumer Segmentation(27:19) The Shift to Off-Premise Dining(30:07) The Role of Co-Tenancy in Restaurant Success(39:07) Balancing Data and Intuition in Site Selection(49:27) Strategic Growth: The Texas Plus ApproachLearn more about Ryan Redus Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

    51 min

  3. JAN 21

    Key Insights For Retail Real Estate Strategy in 2026 (ft. Gregg Katz)

    In this episode, Lyden interviews Gregg Katz, a seasoned expert in retail strategy and location data. Katz shares his journey from a family retail background to becoming a director and chief strategy officer in the commercial real estate sector. He discusses the importance of understanding nostalgic retail trends and how they can inform current business strategies. Katz emphasizes the lessons learned from past retail failures, such as the dangers of rapid expansion and losing sight of core values, while also highlighting the evolving landscape of competition in retail. The discussion delves into the significance of mobile data in retail analytics, the challenges posed by regulatory changes, and the need for businesses to adapt their strategies to meet the demands of an aging consumer base.Chapters:(00:30) Nostalgia in Retail: A Journey Through Time(03:24) Lessons from the Past: Retail Patterns and Insights(06:13) The Fast Expansion Trap: Sweetgreen and Beyond(09:09) The Don't Die Theory: Surviving in Retail(11:42) From Burritos to Real Estate: Greg's Career Transition(14:27) Building a Data-Driven Strategy in Retail(17:21) The Evolution of Mobile Data in Retail(20:10) Transformative Retail Insights: Case Studies(31:14) The Aging of America: A Retail Shift Ahead(32:27) The Overlooked Generation: Gen X's Role in Retail(35:21) Placemaking: Creating Community for All Generations(37:49) Understanding Customer Behavior Across Generations(40:08) Navigating the Data Deluge in Retail(48:49) The Future of Mobile Data Regulations(53:38) Retail Strategies for 2025 and Beyond Follow Gregg Katz on: LinkedIn Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

    1h 3m

  4. JAN 13

    Two Consumers, One Country: Retail in the K-Shaped Economy (ft. Thomas Paulson)

    In this episode, Thomas Paulson, head of market insights at Advan Research, shares his expertise on economic trends, retail dynamics, and consumer behavior. He discusses the K-shaped economy, the impact of private label brands, and insights from Black Friday shopping. Paulson emphasizes the importance of understanding market signals and the role of influencers in shaping consumer preferences. He also provides predictions for the retail landscape in 2026, highlighting the challenges and opportunities that lie ahead for retailers. Chapters: (00:00 Introduction (03:23) Thomas Paulson's Background and Wall Street Experience (06:11) Understanding Data Sources and Economic Trends (09:17) The K-Shaped Economy Explained (12:31) Navigating Stock Market Dynamics (15:26) Retailer Strategies in a Changing Economy (18:26) Consumer Behavior and Influencer Impact (21:30) The Future of Retail in a K-Shaped Economy (24:13) Private Label Trends and Market Dynamics (29:21) Understanding Secular and Cyclical Trends (30:22) Market Dynamics and Brand Preferences (31:33) The Shift Towards Healthier Choices (34:43) Analyzing Black Friday Trends (41:00) Post-Black Friday Insights (42:13) Retailers Adapting to Market Changes (46:20) The Impact of Influencers on Retail (50:14) Walmart's Strategic Innovations (51:35) Looking Ahead to 2026 Learn more about Advan at advanresearch.com Follow Thomas Paulson on LinkedIn. Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

    58 min

  5. JAN 7

    The Power of the Retailer Preference Index (ft. Erich Kahner)

    In this episode, Lyden interviews Erich Kahner, Senior Director of Strategy and Insights at Dunnhumby, about the Retailer Preference Index (RPI). The RPI measures the strength of a retailer's customer value proposition and its impact on market share growth. Kahner discusses the methodology behind the RPI study, which combines consumer surveys with financial metrics, and highlights the five pillars of customer value proposition: price promotions, quality, speed and convenience, digital experience, and operations. The conversation explores shifts in consumer preferences, the importance of savings in the current economic climate, and the implications of the RPI rankings for retailers. Kahner also shares insights from global RPI studies and best practices for retailers to optimize their strategies for long-term success. Chapters: (00:30) Introduction (03:20) Understanding the Retailer Preference Index (RPI) (06:16) The Five Pillars of Customer Value Proposition (09:24) Shifts in Consumer Preferences Over Time (12:13) The Impact of Economic Factors on Retail Strategies (15:25) Quantifying the Value Proposition and Financial Outcomes (18:28) Key Takeaways from the RPI Study (21:29) The Evolving Consumer Landscape (24:41) The Shift to Digital Shopping (28:12) Consumer Frustration and Control in Grocery Shopping (29:38) Top Retailers and Market Dynamics (34:24) Strategic Groupings of Retailers (37:39) Unicorns in Retail: Balancing Quality and Savings (39:58) Challenges for Quality First Non-Conventional Retailers (44:33) Comparative Insights: US vs. Global Retail Markets (47:25) Leveraging RPI for Retail Strategy Learn more about Dunnhumby Follow Erich Kahner on: LinkedIn⁠ Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

    51 min

  6. 11/17/2025

    Navigating the Retail Real Estate Landscape (ft. Bryan Chandler)

    In this conversation, Bryan Chandler, a partner and managing director at the Shopping Center Group (TSCG), discusses the intricacies of retail real estate, the importance of data analytics, and the evolving dynamics between retailers, brokers, and property owners. He shares insights on the significance of retail intelligence, the role of dark data, and how mobile and psychographic data are transforming site selection and consumer understanding. The discussion emphasizes the need for collaboration among stakeholders in the retail space to navigate the current market challenges and opportunities.Chapters(00:00) Intro(01:08) What is TSCG?(03:34) Retail Intelligence at TSCG(05:18) Bryan's Early Career in Retail(07:35) Bryan's Transition to GIS(10:27) The Spatial Retail Fabric(13:36) Dark Data & Brokers' Insider Knowledge(18:01) Understanding Property Owner Incentives(21:19) How Low Vacancy Rates Impact Retail(25:14) How to Align Retailer, Broker, and Owner(27:08) The Value of Mobile Data (Atlanta MSA Case Study)(32:00) The Value of Psychographic Data (Furniture Case Study)(38:16) Questions to Ask Data Providers(39:47) TSCG's New Dataset(43:56) Parting Advice: Bring Data Analysts to the Conversion Follow Bryan Chandler on: LinkedIn Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

    45 min

  7. 11/13/2025

    How Patagonia Builds Brand Loyalty Through Circularity (MM2)

    Welcome to Market Share Masterclass, a new Consumer Code series featuring rapid-fire, tactical interviews with retail’s boldest operators—unpacking the real strategies behind today’s fastest-growing brands.In this episode, Julian Gottlieb, Senior Analytics Lead at Patagonia, discusses the company's approach to market intelligence, emphasizing the importance of understanding customer insights and the shift towards circularity in retail. He highlights how Patagonia integrates these insights into their digital experience and the significance of mission-driven marketing in building brand integrity. The conversation also touches on the challenges and opportunities presented by the evolving consumer landscape, particularly among younger generations.Chapters(00:00) Introduction to Market Intelligence at Patagonia(03:03) Customer Insights and Circularity(10:22) Activating Insights through Digital Experience(14:39) Experiential Marketing and Brand Integrity Follow Julian Gotliebb on: LinkedIn Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

    20 min

  8. 09/29/2025

    Mobile Data 101 & The Mobility Grid (ft. Andy Moncla)

    In this episode, Andy Moncla, President of BI Spatial, discusses the development and application of the Mobility Grid, a tool designed to analyze consumer behavior and site selection in retail. He shares insights from his extensive experience in the industry, highlighting the evolution of market research, the importance of mobile data, and the challenges associated with data accuracy and privacy. The discussion emphasizes the need for businesses to adapt to technological advancements in order to make informed decisions based on consumer demographics and movement patterns.Chapters:(00:00) Introduction(02:30) Early Experiences at Lowe's and Market Research(05:50) Transition to VF Corporation and Customer Data Insights(14:50) Discovery of Mobile Data and Its Impact(17:06) Harnessing Data for Precision and Privacy(17:30) The Evolution of Mobile Data in Retail(22:17) Understanding Mobile Data Sources and Accuracy(26:21) Demographics and Mobile Data: The New Approach(30:45) Navigating the Challenges of Mobile Data Usage(33:18) Introduction to the Mobility Grid(39:11) Understanding Data Processing and Segmentation(44:52) Real-World Applications and Case Studies(47:12) Future of Mobility Data and Trade Areas Learn more about Andy Moncla and BI Spatial Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

    51 min
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5
out of 5
3 Ratings

About

The Consumer Code podcast explores the world of retail through the lens of ethnography, cartography, demography, and the economy. On each episode, Lyden Foust, CEO of Spatial.ai, interviews industry leaders about the economic and cultural trends shaping the consumer landscape today.

Information

  • Creator
    Spatial.ai
  • Years Active
    2024 - 2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © Spatial.ai
  • Show Website
    Consumer Code