Championing Retail Media In An Enterprise CPG: Paras Shah, Georgia Pacific - Episode 279

INTERVIEW WITH PARAS SHAH

DESCRIPTION

In today’s episode, Kiri speaks with Paras Shah, director of omnichannel shopper marketing, retail media & consumer promotions at Georgia Pacific. They speak about retail media, how Georgia Pacific adopted RMNs, and more.

Make sure you tune in to find out more!

Georgia Pacific is a paper company that manufactures household names including Quilted Northern toilet paper, Angel Soft toilet paper, Brawny® paper towels, Sparkle® paper towels, Dixie plates & cups, and Vanity Fair napkins.

“Retail media helps us make our way to get into the shopper’s cart, then make our way into the shopper’s heart.”
— Paras Shah

KEY TAKEAWAYS

In today’s episode, Kiri and Paras discuss:

  • What is one thing their company has done well with RMNs - Evolution really started to occur in 2020 around the pandemic. Adopted retail media when they were going through this evolution

    • Prove the effectiveness of the campaigns

    • Win with the retailers 

  • 4 big drivers:

    • Driving cross-functional education internally

    • Focus on measurement, aligned across the org, KPIs for efficiency and effectiveness. 

    • The in-house retail media buying team provides more control 

    • Test & learn

  • Omnichannel shopper marketing bucket

    • Retailers are selling their media, so they are looking to media to improve their sales at retailers. 

    • This is why RM should sit within Shopper marketing, for this reason,

    • The media buyers sit between the brand and the sales team. They work closely with sales managers and brand managers. 

    • They don’t look at retail media as a trade investment - it comes out of their shopper marketing dollars. Need to include ideas from brand campaigns

  • Kiri and Paras discuss how brands should think about org structure/incentives around RMNs? My understanding is that often Retail media kind of sits in a netherworld between brand marketing and e-commerce teams, so team and budget ownership can be an issue. Would love to hear what you've seen work well or what mistakes to avoid here. 

  • Paras’s top 3 predictions for RMNs?

    • More proliferation will continue

    • Better measurement - Every company is asking for better tracking 

    • More shared data in the clean rooms that allow tracking between retailers

    • CPMs will come down. This is preventing more national media dollars from being spent on 

    • In-store media will become the next frontier. The amount of site traffic compared to foot traffic in stores - makes things interesting 

  • To learn more, listen to the full episode!

MENTIONED IN THIS EPISODE

Connect with Kiri Masters

Learn more about Acadia

Connect with Paras Shah

Learn more about Georgia Pacific

Season 2Kiri MastersComment