The CPG Guys are joined in this episode by Melissa Emerich, Chief of Staff + Director of Strategy & Revenue for AD Retail Media at Ahold Delhaize USA. This episode was recorded on the Techtalks Stage at Groceryshop 2024.

Follow Melissa on LinkedIn here: https://www.linkedin.com/in/melissa-emerich-25707536/
Follow AD USA Retail Media on LinkedIn here: https://www.linkedin.com/company/ad-retail-media-usa/about/
Follow AD USA Retail Media Online here: https://www.adretailmedia.com/p/1

Melissa answers these questions:

1) What are the primary objectives of AD Retail Media? What are updates since Bobby joined us back in Dec 2022?
2) What are standard KPI’s that a brand can expect with you? What does every campaign report back on for the brand to feel it got ROI in its investment?
3) IAB has begun the process of establishing some standards, but this is largely open space. How do you feel about standardization of measurement across our industry?
4) What constitutes a successful campaign with AD Retail Media - what elements are a must have from a brand/vendor perspective?
5) How developed is AD Retail Media with offsite partners?
6) What’s the latest on the digital evolution in-store?
7) There’s an inherent focus on national players, but based on ADRM’s local brand power, clearly regional networks have a lot to offer. Can you talk a little more about that?
8) How do you account for AD Retail Media with brand partners - is it JBP alone exercise or do you take another approach.
9) What trends are you following in the RMN space as it relates to the next wave of what consumers are adopting? Is it CTV or something else?

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

For the Drug Store News issues summit HBC awards : email contact@cpgguys.com or click here
For the Cornell Retail Media Strategy Executive Education program, click here

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 by Lauren Steinberg, SVP o Media, Loyalty & Digital at Loblaw Companies Limited, Canada’s food and pharmacy leader, the nation’s largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw – and its portfolio of grocery, health and beauty, financial services and apparel businesses – provides Canadians with an unparalleled mix of value, assortment and convenience, and offers Canadians two of the country’s most recognized brands – President’s Choice and no name.

Follow Lauren on LinkedIn here: https://www.linkedin.com/in/steinberglauren/
Follow Loblaw on LinkedIn here: https://www.linkedin.com/company/loblaw-companies-limited/
Follow Loblaw Advance online here: https://www.loblawadvance.ca/

Lauren answers these questions:

1. Loblaw is known by many names in Canada. Would you dimensionalize the Loblaw business and key metrics of the addressable audience you offer to brand advertisers?
2. What is Loblaw Advance? What are the component solutions that you make available to brand advertisers?
3. How does Loblaw use data from its loyalty programs to enhance customer experience?
4. What role does personalization play in Loblaw’s loyalty strategies and how do they align to merchant priorities?
5. How is Loblaw delivering meaningful retail media performance measurement to help brand advertisers be sure that their investments are effective?
6. How do you balance consumer privacy with the need for targeted retail media campaigns & how do you ensure that the personalization efforts don’t feel intrusive to customers?
7. How does Loblaw collaborate with brands to optimize retail media offerings for mutual benefit?
8. What are some of the trends in customer insights driving retail media activation that you are focused on developing the Advance platform looking forward?

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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 by RR Donnelley's Lisa Pruett, President of Packaging & Labels and Hans Fischmann, VP & General Manager of nCountR, an innovative advertising platform designed to enhance customer experiences in physical retail stores. By combining digital programmatic advertising with in-store merchandising and advanced technology, nCountR creates engaging experiences right where customers make their purchases.

Follow Lisa Pruett on LinkedIn here: https://www.linkedin.com/in/lisa-c-pruett/
Follow Hans Fischmann on LinkedIn here: https://www.linkedin.com/in/hfischmann/
Follow RR Donnelley on LinkedIn here: https://www.linkedin.com/company/rr-donnelley/
Follow nCountR online here: https://www.rrd.com/solutions/ncountr

Lisa & Hans answered these questions:

1. After going to West point, you’ve built quite the career in packaging, I’d love for you to take us through the years and tell our audience how you have seen this space change over the years?
2. It's clearly a war for attention whether retail or a brand. How do you feel about that and what message do you have on this for them?
3. Part of attention is shopping experience - clearly websites and apps still have long ways to go, but what about the store?
4. Can we look downstream? What are the implications downstream such as supply chain, stocking, and even the shelf appearance through packaging constraints?
5. With everything we have discussed so far, how does it influence innovation, especially in an inflationary environment where multi packs have a lot of attention?
6. The companies you work with at RRD have access to a significant set of data streams - how does this data stream work in your favor and eventually for the consumer?
7. What is your value proposition as RR Donnelley in this evolving consumer landscape?
8. Finally, let’s ask you to look future forward. What trends are you guys following and coaching others to follow? While retail media is obvious and so is AI, are you guys leveraging this?

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 on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en

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.