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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?

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

Rhea Raj Website: http://rhearaj.com

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

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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 does not imply

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.