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In this episode, the CPG Guys are joined by Lucas Barros, Head of Walmart Connect and Pamela Castro, Commercial Manager for Walmart Phronesis at Walmart Chile, the largest grocery retailer in Chile, operating under the "Lider" banner.

Follow Lucas on LinkedIn at: https://www.linkedin.com/in/lucas-barros-631955103/

Follow Pamela on LinkedIn at: https://www.linkedin.com/in/pamela-castro-8447bb13/

Follow Walmart Chile on LinkedIn at: https://www.linkedin.com/company/walmartchile/

Follow Walmart Chile online at: https://www.walmartchile.cl/

Lucas & Pamela answers these questions:

1. Let’s start with some background on Walmart in Chile. Lucas, would you please share with us an overview of your retail operations.
2. What is the state of omnichannel in Chile relative to the rest of Latin America and to North America? Any statistics on eCommerce penetration and mobile engagement would be great to hear.
3. How long ago did Walmart Chile decide to formally enter the retail media space and would you walk us through the different ways that your suppliers can activate through your platform?
4. Lucas, how is your team helping brands to activate through Walmart Connect? Do you offer them managed services, a self-serve platform or some combination of both?
5. Pam, retail media success is highly dependent on the ability to personalize customer experiences. In comparison to its US counterpart, Walmart Chile has a very high transaction attribution rate to its customers. What is the story behind this?
6. Pam, how do you make this customer data available to your suppliers to analyze behavior and help collaborate with the merchants at Walmart Chile?
7. So how are brands effectively using Phronesis to inform their retail media strategy at Walmart Chile? Any case study you care to use as an example?
8. Where are you focused on innovating the Walmart Connect and Walmart Phronesis offerings over the next few years?

CPG Guys Website: http://cpgguys.com

FMCG Guys Website: http://fmcgguys,com

ThinkBlue Website: https://www.linkedin.com/company/thinkbluesolutions/

Rhea Raj Website: http://rhearaj.com

Katseye Website: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
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DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program doe

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

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In this episode, the CPG Guys are joined by Mark Williamson, AVP of Retail Media at Costco, the world’s largest club format omnichannel retailer.

Follow Mark on LinkedIn at: https://www.linkedin.com/in/mkwilliamson/

Follow Costco on LinkedIn at: https://www.linkedin.com/company/costco-wholesale/

Follow Costco online at: https://www.costco.com/f/-/company-information

Mark answers these questions:

1. Mark, you have a rich professional background working at Sam’s Club, Ahold Delhaize USA and Citrus Ad recently rebranded as Epsilon. What was it about the opportunity at Costco around retail media that made you make this move and what were your objectives coming into the role?
2. Why is retail media an important mechanism for brands to engage with shoppers and what makes it so appealing compared to the last century driven by linear TV and print media? What is the promise of retail media in your opinion?
3. What do you see as the key attributes of Costco’s retail media offering that should drive brands to leverage it in engaging your members?
4. What are the core onsite ad unit offers that brands can leverage and which ones drive the most application from your suppliers?
5. How about offsite and instore ad units? How is Costco affording quality offerings to brands in these areas?
6. Why is transparent measurement of retail media performance marketing an essential component of brands moving their budgets into closed-loop measurement ecosystems and how is Costco ensuring that their platform succeeds in providing brands with the necessary omnichannel measurements?
7. How does Costco make these solutions available to brands? Is it managed service, self-serve, ad tech partnerships with agencies?
8. What are some of the industry trends that you are focused against for platform improvement and supplier adoption of Costco’s RMN?

CPG Guys Website: http://cpgguys.com

FMCG Guys Website: http://fmcgguys,com

ThinkBlue Website: https://www.linkedin.com/company/thinkbluesolutions/

Rhea Raj Website: http://rhearaj.com

Katseye Website: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

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In this episode, the CPG Guys are joined by Jeff Clark, VP of Product & Commercialization at Walmart Connect, the retail media division of Walmart.

Follow Jeff on LinkedIn at: https://www.linkedin.com/in/jeffclark/

Follow Walmart Connect on LinkedIn at: https://www.linkedin.com/company/walmart-connect/

Follow Walmart Connect online at: https://www.walmartconnect.com/

Jeff answers these questions:

1. Walmart Connect has grown from an incubator project to a full funnel media publishing business. What were the pivotal moments from a product innovation perspective that propelled this transformation?
2. How does Walmart Connect differentiate itself from other retail media networks, particularly in leveraging Walmart’s unique assets?
3. How do you approach the commercialization of new ad products while ensuring they align with Walmart’s customer-centric values?
4. How does Walmart Connect utilize first-party data to provide measurable ROI for advertisers?
5. With the rise of omnichannel shopping, how does Walmart Connect ensure consistent messaging across online and in-store touchpoints?
6. What innovations are being explored to enhance CX in retail media?
7. Can you discuss the integration between Walmart Connect and Scintilla in delivering actionable insights to brands?
8. Experience
9. What advancements have been made in closed-loop measurement, and how do they benefit advertisers?
10. How is identity resolution handled within Walmart’s advertising ecosystem to ensure effective targeting?
11. What are the biggest challenges you foresee for retail media, and how is Walmart Connect preparing to address them?

CPG Guys Website: http://cpgguys.com

FMCG Guys Website: http://fmcgguys,com

ThinkBlue Website: https://www.linkedin.com/company/thinkbluesolutions/

Rhea Raj Website: http://rhearaj.com

Katseye Website: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

In this episode, the CPG Guys are joined by Joe Davis, Managing Director of Tree Line Strategy Group which helps companies with strategic planning, customer development, digital commerce & sales strategy.

Follow Joe on LinkedIn at: https://www.linkedin.com/in/joe-davis-co/

Follow Tree Line Strategy Group on LinkedIn at: https://www.linkedin.com/company/tree-line-strategy-group/

Follow Tree Line Strategy Group online at: https://www.treelinestrategygroup.com/

Joe answers these questions:

1. Retail Media continues to grow in importance for both retailers seeking to develop profitable revenue streams and for brand advertisers seeking meaningful full funnel alternatives to linear television & print media. What’s your take on the level of challenge that is presented to CPG brands trying to navigate all of the retail media networks available to them?
2. Should brands be focused on the big marketplaces like Amazon, Walmart, Instacart etc. or do they need to develop negotiation strategies for all the places their products appear for sales and why?
3. Brand advertisers find themselves in different types of situations in which they must negotiate retail media investments. What are these situations and what types of response do they necessitate?
4. What are the essential questions brands need to ask the retailer before agreeing to anything?
5. How should brand advertisers build their teams for effective negotiation?
6. How do brands decide what they should be negotiating for in these discussions?:
7. What are the red flags of RMN negotiation and how can brand advertisers prepare for the rabbit holes that the retailer may be forcing you to go down?
8. Beyond what you’ve shared, what should brand advertisers be looking to address in helping them deliver success in their retail media activation strategy?

CPG Guys Website: http://cpgguys.com

FMCG Guys Website: http://fmcgguys,com

ThinkBlue Website: https://www.linkedin.com/company/thinkbluesolutions/

Rhea Raj Website: http://rhearaj.com

Katseye Website: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jack Shannon, Co-Founder & CEO of Recess, which helps brands drive velocity at retail with turnkey sampling partnerships that reach shoppers who frequent Target, Walmart, Kroger, and 6,000+ top retailers, and Mike Feldman, strategic advisor & former SVP Head of retail Media at VaynerMedia.

Follow Jack on LinkedIn at: https://www.linkedin.com/in/shannonjack/

Follow Mike on LinkedIn at: https://www.linkedin.com/in/mike-feldman-9962b230/

Follow Recess on LinkedIn at: https://www.linkedin.com/company/recess-inc-/

Follow Recess online at: https://www.recess.is/

Jack & Mike answer these questions:

1. Mike, tell us a bit about your background and would love to hear from you about what macro trends you are seeing in the industry and how it relates to what you all are building with Recess.
2. Tell us what led you to launch Recess, and how did the pandemic shape your model?
3. How does Recess leverage data and analytics to match brands with events and venues effectively? And how do RMNs like Dollar General tie in?
4. What does Recess actually do differently — and how does content and amplification factor into it?
5. Can you talk about the value Recess delivers across the funnel?
6. What trends are you seeing, and where does Recess go next?
7. How does Recess plug into those relationships, especially when it comes to JBPs? How can brands unlock upper-funnel budget while still getting lower-funnel accountability?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Daniël van Gool, VP of Fulfillment Strategies & Solutions at Ahold Delhaize USA.

Find Daniel on LinkedIn at: https://www.linkedin.com/in/dvangool/
Find AD USA on LinkedIn at: https://www.linkedin.com/company/ahold-delhaize-usa/
Find AD USA online at: https://www.adusa.com/

Daniël answers these questions:

1. You are an OG of ecommerce, going back as far as early 2000’s. What changes have you seen over the years?
2. The latest conversation and buzz in the industry is that ecommerce and omnichannel is taking a backseat given the volume challenges and that instore back to basics is everything. Is this what you see?
3. Another common myth is that ecommerce of any sort including click & collect is a profit negative proposition. If so, why is it such a focus and also growing nation wide?
4. Data – I have to imagine you are in the midst of all kinds of analysis and algorithms all the time. Can you give us an overview of the types of data that matter and how does POS sales data inform your decision making, especially customer loyalty?
5. Home delivery – dead or alive? Why?
6. Can you take us behind the scenes of what it takes to build a retail fulfillment network? What’s involved ? Are there DC’s, the challenges and what you face everyday to keep it running?
7. What metrics matter the most in your role? How do you optimize these metrics to deliver for your customer?
8. How do you work with the merchandising and space planning teams in your role? Do you share data with each other? Does one decision from you or them impact what either of you have to deliver for your customer?
9. You have 5 banners that operate fairly independently – both promotional and assortment. How do you manage this complexity?
10. Finally, what trends are you following in the industry? What concerns you the most?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPGGUYS are joined in this episode by Delta 181 plane crash survivor from 1985 and now founder/CEO of the nutritional wellness brand Lucky Energy. This is the story of resilience, tenacity, courage and curiosity. Laver's daughter, Kate, had cerebral palsy and couldn't eat solid foods. He created a plant-based protein shake, which led to the founding of Kate Farms and then inspired by being a survivor - Lucky Energy.

Find Richard Laver on Linkedin at : https://www.linkedin.com/in/richard-laver-38268616/

Find Lucky Energy on Linkedin at : https://www.linkedin.com/company/lucky-beverage-co/

Find Lucky Energy online at : https://luckybevco.com/

Here's what we asked him :

1. Let’s get to know you. Take us through your life story summary and why Lucky energy was founded. What leadership principles have you anchored your career on?
2. Take us through the portfolio of the company and your innovation approach. What’s new for 2025?.
3. How are you looking at Omnichannel holistically and coaching your teams on building for an always-on 360 consumer?
4. You are up against stiff larger competitors with deep media pockets - how do you match up here and become the challenger that is fast-growing?
5. Startups - fun and not so much. What challenges have you encountered, and how have you mitigated them?
6. Who is your target consumer, and how do you follow them and provide for them? Why is your brand attractive for them vs others in the crowded category?
7. What is advice you would share for others looking to start the next CPG brand?
8. What trends are you following these days?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Nicole Collida Davis, Managing Director & SVP US National Accounts and Jennie Bell Managing Director & SVP US Global Clients at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Today NIQ has operations in 95+ countries representing 97% of the world’s GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

Find Nicole on LinkedIn at: http://linkedin.com/in/nicolecollida
Find Jennie on LinkedIn at: http://linkedin.com/in/jennie-bell-a27568b
Find NielsenIQ Media online at: http://nielseniq.com

Nicole & Jennie answers these questions:

1. Let me ask the obvious - what does a day in the life of each of you look like?
2. What does the word work life balance mean to you?
3. How do you both bring a sense of balance in your lives and get some ‘me time’
4. What are day to day challenges you’ll deal with in just getting it all done?
5. How do you deal with away from home business travel?
6. What does vacation travel mean to you? Do you get away? What’s your next getaway?
7. Let’s talk the world of business leaders you two are. How do you practice wellness and balance and what you learn in your own lives - in your day job?
8. What advice would you give other CPG parents listening to this episode ?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

Subscribe to Chain Drug Review here: https://chaindrugreview.com/#/portal/signup
Subscribe to Mass Market Retailers here:
https://massmarketretailers.com/#/portal/signup

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.