Diana Haussling

Retail media investments will soon account for 20% of global digital ad spending. To maximize ROI, integrating real-time commerce insights and personalized brand experiences is crucial. Join InMarket’s Megan Avellar and The Clorox Company’s Katherine Bailey Conlon to learn how commerce data can enhance RMN reach and engage key segments, including untapped cash shoppers and competitive private-label buyers. Register for Retail Media Summit at the following: https://lnkd.in/etqsyXDg #RetailMedia #CommerceData #DigitalAdvertising Path to Purchase Institute

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In-store retail media is expected to grow significantly by 2028, with U.S. spending expected to triple to $1 billion. Leaders in the industry, including Paul Brenner from Vibenomics, a Mood Media company, Wovenmedia CEO Susie Opare-Abetia, and Grocery TV CEO Marlow Nickell, highlight the rise in interest due to the advantages of first-party data as well as the decline in traditional media reach. Despite current challenges like organizational silos and measurement inconsistencies, the potential for targeted advertising at the point of purchase is driving investment. As the industry evolves, standardization and technological advancements will further enhance in-store retail media's impact on sales and brand experience. #RetailMedia #InStoreAdvertising #DigitalTransformation Path to Purchase Institute

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Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

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Is NielsenIQ the partner of choice for full #omnichannel retail measurement in North America? The CPG Guys will be at the annual C360 in Phoenix to bring you back that answer. Here’s what you can expect : 1. An analysis of all keynotes 2. All showcases and how they drive to the mission of full measurement 3. A post event summary with Liz Buchanan - president, NA on this mission. Calling all my fellow ‘brand sales’ leaders - in these incredibly business challenged times are you using your measurement solution providers offerings to the fullest? Are you tapping on the resources that exist? Are you delivering for the #omnichannelconsumer through the optimized #shopperjourney? I’ll be taking this head on…be ready💪💪

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Good insight from Walmart: Food and beverages companies are worried that weight loss medicine like Ozempic will reduce consumption, as consumers are becoming less hungry. What a brilliant marketing challenge for a brand manager - sell more to less hungry and thirsty user :) Ozempic Is Making People Buy Less Food, Walmart Says https://lnkd.in/dBvtFDi6

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Did you know that while pricing is important to the Hispanic Consumer, things like Brand Reputation are even more critical to them than other shoppers? Our #pepviz data and analytics proprietary practice has helped us gather interesting findings on our consumers that help us reiterate our commitment towards consumer centricity. Learn why Brand Reputation is so important to the Hispanic Shopper here: https://bit.ly/pepviz_data  

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Exciting insights from industry leaders! Meghan Howard, and Julia Miller, share their expertise on the importance of contextual commerce. They highlight why this innovative approach should be a cornerstone in today's marketing strategies. Discover how integrating contextual commerce can revolutionize consumer engagement and drive significant results.

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I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

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In hindsight, what I was trying to say in this clip is: Business Decisions = Data + Experience + Gut. Data is only 1/3. By ascribing outsized weight to it, far from becoming data-driven, organizations wind up giving themselves analysis paralysis. This also turns insights and marketing crews from being students of consumer and bold demand creators into painters-by-numbers.

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Walmart's Great Value is #1 on this year's #Snack50 Report. In fact, the top 6 brands in this year's report are store brands from the likes of Walmart, ALDI USA, Target, and Amazon. And WMT dropped their new brand, Bettergoods, the same week we released this year's report. Per Numerator, there's major stuff happening in the store brands space, and the pace is accelerating. And because we deal not only in sales data, but consumer psychology, also in the Snack50 Report is a wealth of explanation behind the WHY of consumer and shopper decision-making, a rich forecast of what lies ahead, and the moves marketers can make to address the shifting marketplace. See the overview here... https://lnkd.in/ggz6VyJg Frito-Lay, PepsiCo, Kellanova, The Hershey Company, Mars, Mondelēz International, General Mills, Campbell's, Barcel USA, Blue Diamond Growers, Conagra Brands, Jack Link's Protein Snacks, Feastables, Utz Brands, Inc., ALDI USA, Walmart, Kroger, Target, Amazon, Costco Wholesale, Sam's Club, Perfetti Van Melle, Hormel Foods https://lnkd.in/gCi7kxc3

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Innovation Elevates Our Everyday Moments 🌱 This morning's breakfast 🍽 with my family prompted me to reflect on the transformative power of innovation, particularly in creating exceptional experiences for consumers. While innovation presents its challenges, it's crucial for addressing consumer needs and enriching our lives. Successful product launches are rooted in sharp insights and deep human understanding that anticipate emerging trends and align with changing consumer desires. It requires creativity, persistence, and dedication to excellence as we iterate and fine-tune products to deliver meaningful value and positive change to consumers. The growing demand for health, sustainability, and ethical practices is driving the rise of alternative diets such as vegetarian, vegan, keto, and flexitarian. These trends are rapidly expanding across the globe—the global vegan market, for example, is forecasted to grow at a CAGR of 10.7% by 2030. Nearly half of consumers have developed new allergies since childhood, according to research, prompting them to adapt their diets and lifestyles. As someone who manages psoriasis and has a child with atopic eczema, I understand the crucial role dietary changes play in minimizing flare-ups. While not a cure, these adjustments bring significant relief. One innovative product that my family and I absolutely love is Philadelphia Plant Based. Made with almonds and oats, Philadelphia Plant Based offers the same creamy, delicious taste as the Original, but entirely plant based! We enjoy spreading it on toast with avocado—it’s one of our favorite breakfast combinations! I'm proud to have been part of the team that brought this fantastic product to life. It's so tasty, even those without dietary restrictions love it! 👨‍👩‍👧‍👦 Our passion for innovation doesn’t end here. We're continuously exploring new ways to enrich our lives and yours through groundbreaking products. This exciting product from Philadelphia is the result of the dedication, talent, and passion of an exceptional team, including Derya Seyman, Vanessa Harrer, Loreta Lenz, Heinloth Evangelia, Manuela Toson, among others. #teamMDLZ #consumercentricity #innovation #anticipatingtrends #marketingexcellence #growth

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Hey CPG Fam– If you know me, you know I love connecting and empowering members of this community. In that spirit, I will be regularly sharing resources and insights that other entrepreneurs have found valuable. My team and I have met with hundreds of CPG leaders to explore the benefits of equipment financing. This topic can be complex, and I've noticed many people share similar questions. Given that, I thought it would be helpful to use this forum to shed light on the ins and outs of equipment financing. I shot the video below during my weekly grocery shopping at Whole Foods Market. Walking through the aisles and seeing our clients' products on the shelves, knowing we played a part in getting them there, is always so rewarding! In this week's video, I discuss the two financing structures we offer (sale leaseback & drawdown funding) using WILDE CHIPS and Om Mushroom Superfood as examples. Check it out and let me know in the comments if you found it beneficial or if you have any other questions I can address. As always, feel free to reach out to me directly if you want to discuss your business needs one-on-one. Stay tuned for more! #CPGCommunity #ConsumerGoods #EquipmentFinancing101 #BusinessGrowth #FinanceSolutions  #IndustryInsights #WholeFoods #ClientSuccess  #FoodIndustry #RetailSuccess #FinanceTips

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There is a lot of pain in CPG right now. CPG sales contribution dollars, for emerging CPG brands (or new innovations for larger CPGs), could well be a bust for some brand owners in 2024. Sales contribution dollars pays for the remaining operating expenses and fixed overheads. Sales contribution dollars drives cash flow. If sales contribution dollars decline, as seems to be the case given prevailing market conditions, brand owners have some tough trade-off decisions to make in 2024. Price-pack reviews, smart promo & shopper marketing investments, SKU rationalization and some aggressive and hard cost cuts. They are all on the table. The post-COVID inflationary period allowed several CPG brands to cycle through a boom, stall and now a bust cycle. But, a bust can be platformed as a reset for 2024 and 2025. A good place to start is to ensure that the entire executive team has a thorough understanding of how the drivers of sales contribution impact each other and to what extent these drivers can be pragmatically influenced and targeted for 2024 and 2025. On Weds May 1st, I will walk through a case study that shows how post-COVID changes in velocity, distribution, pricing, trade/shopper/digital marketing, COGS and selling expenses impacted sales contribution dollars from 2021 to the current outlook for 2004. The case study (with the financial impact) will be published via my LinkedIn newsletter. A link to subscribe (free) is contained in the first comment of this post. #emergingbrands #cpg #pricing #profitability #grocery #failure #innovation

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Unlocking the Potential: The C-Suite Roadmap to Profitable Retail Media Ownership. Discover key strategies for retail executives to capitalize on the burgeoning trend of retail media. This insightful article outlines essential steps, from data optimization to customer-centric approaches, empowering C-suite leaders to transform their retail operations into lucrative media platforms. Stay ahead in the retail landscape with actionable insights and expert guidance. Emma Dean Samuel Knights SMG#RetailMedia #Csuite #RetailStrategy #Profitability #DigitalTransformation

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Modernizing legacy brands for a new generation of consumers is no easy feat. Earlier in my career, I was fortunate to work on teams that accomplished that for two legacy Kraft Heinz brands: Jell-O and Crystal Light. Critical to those successes were the same lessons Gail Hollander discusses in this article: * how to successfully update a brand by understanding its role in the culture and category without walking too far away from the brand truth and its DNA * creating winning marketing strategies by leveraging the art (creative thinking) and the science (data-driven decisions); and * breaking down silos to align the entire organization around long-term brand building I took these lessons I learned and recently wrote an article about how integral they also are for building successful CX strategies: https://lnkd.in/ecPhFpMz

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Check out the most recent episode on the Spotlight Series!

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I’m excited to share insights on in-store retail media. Brands leverage digital tools for targeted messaging, enhancing the shopping experience. In-store audiences surpass digital, offering prime engagement space. Challenges include store complexities and measurement transparency. To succeed, adopt a holistic approach, use audience data, align goals, craft creative, and implement robust measurement. Embrace in-store retail media to boost brand consideration, basket size, and navigate retail's changes. See article below #InStoreRetailMedia #MarketingStrategy #RetailInnovation Jeffrey Bustos Chris Riegel Kylie Rouse Jeremy Vianna Path to Purchase Institute https://lnkd.in/dfmkacDC

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Why is this the smartest thing Walmart has ever done in Private Label? During the pandemic, Walmart experienced unparalleled growth across demographic profiles, but as inflationary pressures entered the equation the past couple of years, Walmart has experienced nearly all or in some cases their entire growth (depending on the category and dept) from High income shoppers. And, it wasn’t from just shoppers already in the box—it was from channel shifting coming from the broader retail landscape. What makes that shopper unique is their participation in Private Brands at their former retailer of choice, more upscale Private Brands at Target, Kroger, HEB, Publix etc. With that shopper now in the Walmart stores, and the fact that these inflationary pressures won’t last forever, how do you keep them? How do you elevate the Private Brand experience for that shopper group and over-deliver on what an elevate private brand can be? And, as we continue to gain knowledge on how food can be the driver of our health, how do you also provide more access to healthy, life-giving foods to all income groups and demographics? How do we address the fact that many people experience lactose intolerance and have a dietary need for non-dairy products in their everyday lives? Or, that many children and adults suffer from dairy, egg and other food allergies that require them to access foods without these ingredients? Have a family member that are lactose intolerant or a milk allergy—why should they not have access at the best possible prices to incredible, delicious, non-dairy products that address those needs? Enter Bettergoods. It addresses so many of these questions and is just getting started. This is one more reason why Walmart is for every shopper, every income group, and every demographic profile. This launch demonstrates Walmarts strategic thought leadership, being aware of what is happening with the shopper in their box, and being willing to meet the needs of these shoppers. I can’t wait to see how far this brand goes and how many people are positively impacted by it. Kudos to Denise Wright for being the visionary leader and to her team for bringing this opportunity to life for Walmart. Well done. #Walmart #PrivateLabel #BetterGoods #NonDairy #Culinary #ChannelShifting

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