The Digital Shelf for CPG brands 2022 - Episode 260
INTERVIEW WITH ANDREW LIPSMAN
DESCRIPTION
In today’s podcast, we are talking with a returning guest, Andrew Lipsman, about the Insider Intelligence report he authored entitled Digital Shelf for CPG brands 2022.
Make sure you tune in to find out more!
Andrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. His recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, holiday shopping, and Amazon Prime Day.
Previously, Andrew was SVP of Marketing & Insights at comScore. He has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations including the New York Times, Wall Street Journal, and Advertising Age.
“Make sure that you have the foundation in place and make sure you’re not making critical mistakes, and once you’re at that baseline level start to think about how to take it to the next level.”
KEY TAKEAWAYS
The interest which spurred the report was the CPG and grocery components which are very unique. There’s so much leverage and value on this digital shelf that CPG brands are using as a lever for growth. He is using reporting as a way to learn via talking to people who are in the business.
What is about CPG brands which are unique compared to other categories? It's a huge industry, with a high volume and low margin. The dynamics are very unique and there’s a lot of data.
As a future of retail media, it’s all passing through what’s happening in the CPG world. The three next phases of growth are:
Streaming on TV
Offline attribution data & understanding performance
The rise of in-store retail media - the next new media channel
Kiri and Andrew discuss the next phases of growth.
They discuss Andrew’s outlook on digital vs brick & mortar CPG sales in the future. The great acceleration in ecommerce has already reverted back to the pre-pandemic trendline. There’s not a permanent acceleration. Category by category basis they analyzed the growth and the one category which showed signs of permanent acceleration is grocery. There is a multiplying impact of digital on the brick and mortar sales.
Kiri shares her impression with the Amazon mobile app and the sponsored brand video ads she has noticed.
Kiri asks what were the surprising themes that you uncovered that they weren’t expecting while writing the report. Andrew has asked different experts what's more important in terms of measurement, inventory management, product content, advertising, and pricing… the universal answer was that they are all important. Some of them are much more foundational and you have to start there first and if you don’t everything might fall apart.
Andrew is working on a Retail Media series, diving deeper into the things they discussed today on the podcast, and is also working on the Holiday 2022 coverage in this Q4.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Bobsled Marketing, an Acadia Company
Connect with Andrew Lipsman
Learn more about Insider Intelligence
Check out the Reimagining Retail podcast
