Kristi Argyilan

While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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My interview with Lowe's Companies, Inc. SVP of Marketing, Jennifer Wilson, highlights the true value of consumer data. The new MyLowe's loyalty program incentivizes and even gamifies the capture of customer preferences ahead of making purchases. Which accelerates personalization and the overall performance of the program. Listen here: https://lnkd.in/gz8A3qUa #podcast #marketing #loyalty

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BRILLIANT RESEARCH: Five 2024 Holiday Shopping Predictions https://lnkd.in/emwXStw7  Holiday shopping will look different for retailers this year.  After remaining largely resilient throughout four years of economic uncertainty, consumers are finally feeling the pinch.  Nearly a third of global shoppers (32%) reported using alternative credit services like buy now, pay later (BNPL) more frequently this year #retail Digital Commerce 360

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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I've just published a new blog on the DIGITS site, where we delve into the recent Target Circle relaunch and its significant impact on the retail landscape. In this post, we explore:   - 1M New Signups since the relaunch  - A 20% increase in weekly offers  - 2.5X higher offer utilization with auto-apply  - Key insights on promotional spend and incrementality Plus, I share strategic tips on how to leverage these changes for maximum success. https://lnkd.in/g9PwNCMx

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Albertsons Media Collective, the retail media arm for Albertsons Companies, has debuted Collective TV. According to the company, the solution unlocks the combined value of retail media and TV, providing advertisers with a modern currency for targeting, measuring and optimizing campaigns across streaming, digital video and soon linear TV. Despite the fast-paced growth of digital video ads, Albertsons Media Collective pointed out that the pathways for running connected TV (CTV) campaigns alone are varied and complex. Agencies, networks, streaming publishers, identity solutions and ad tech platforms have built silos for planning, executing and measuring CTV campaigns. | Progressive Grocer https://lnkd.in/giaREQN9 #retail #supermarkets #grocery #digital #retailmedia #video

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When it comes to product discovery, the fundamentals remain the same—get in front of your shopper's line of sight, whether that's a billboard on a highway, posters on the wall along the subway's escalators, or highlighted posts in the endless scrolling on social media. Per the study by Forbes Advisor, if #GenZ searches TikTok for gift ideas, hair and makeup, and wellbeing & fitness, then that's where you need to show your products. If GenZ searches Google for electronics, restaurants & bars, and local services for repairs/cleaners, then that's where you need to be seen. #ecommerce #customerjourney #productdiscovery

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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For the last 50 years CPG and retail brand building has been focused on chasing awareness. The theory that top-of-funnel recognition will lead to consideration. Now a distinctive new path to brand building has emerged and we will unpack it here. https://lnkd.in/eyrDFG7w #purchasefunnel #consumerinsight #brandstrategy #marketingplanning

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Dollar General is enhancing its retail media program by teaming up with solutions provider Criteo. The commerce media platform will work with the retailer's Dollar General Media Network (DGMN) arm to support onsite sponsored ad offerings. Through this arrangement, brand partners can access inventory and campaign execution and utilize Criteo’s self-service demand-side platform. Among other capabilities, brands can leverage DGMN’s inventory within their private market through Criteo’s retailer monetization platform. In addition, the technology enables brands to reach Dollar General’s digital customers who often build lists online before making their weekly in-store purchases. Omnichannel insights will be available for marketers to see if sales are taking place online or in-store. | Progressive Grocer https://lnkd.in/gATgumgr #retail #retailmedia #grocery #shoppers #media #digital

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Retail media is the fastest-growing ad channel we track in the US, driven by new innovations, inventory growth, and new players launching media networks. Here’s a look at some of the biggest retail media moves from the first six months of 2024. #retailmedia #digitalmarketing

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Retail is powered by data. The future of retail is digital. Retail success is dependent on positive customer engagement (digital and physical). If you believe the above statements, why - if you are a retailer - would you deliberately hand over to a third-party your customer engagement, a growing revenue stream, and a source of ever more important first-party data? Yet that’s just what retailers and wholesalers have done by signing on to Instacart’s retail media network. If I’m a retailer or wholesaler, I get it. Instacart is the ‘Easy Button’. A one-stop shop for outsourcing online shopping, digital shopper engagement, and retail media. Choosing a third-party like Instacart removes major headaches and resource commitments for retailers. So I don’t blame retailers and wholesalers for partnering with third-parties like Instacart. But at what cost? As Instacart and other third-party marketplaces grow their influence, traditional retailers will increasingly be delegated to simply putting products on the shelf. CPG marketing funds are rapidly evolving towards digital solutions. How long do you think it will be before traditional trade promotion dollars will be dependent on digital capabilities like sophisticated targeting, digital engagement in the store, and digital offer delivery managed across a growing number of channels? All things Instacart is able to provide. So I get it. Grocery retail is incredibly tactical, the need to obsessively control operating expenses to eke out a profit. Thinking strategically and longer-term is a luxury that many retailers and wholesalers do not have. And I have to give Instacart credit. They saw a market opportunity and went after it, pivoting along the way to provide a growing array of tech solutions to retailers in addition to creating and growing their retail media network. Yet as we accelerate up and out technology’s exponential growth curve, that historical tactical focus, putting out the brush fires to survive another day, becomes increasingly dangerous. And understanding that we now live in a world that has never before existed, a world of exponential change, is now imperative for survival. That’s why I wrote Bionic Retail, my latest book. To help the retail industry understand that it is now in a new world and many of the old rules no longer apply. Succeeding in the exponential world requires new thinking and deliberately letting go of many past practices, processes, and beliefs that increasingly constrain retail and innovation. Maybe the ‘Easy Button’ isn’t going to be so easy after all. The Shelby Report ROFDA Instacart #grocery #groceryretail #grocerystrategy #grocerytech #groceryinnovation #retail #retailtech #retailstrategy #retailinnovation #CPG #CPGinnovation #retailmedianetworks #RMN #supermarket Center for Advancing Retail & Technology (CART) https://lnkd.in/gH93nm3A

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As a consumer insights professional, you have to accept you will never understand all of your consumers' behaviors all of the time. For example, there is NEVER ANY REASON TO REACH OVER THE SNEEZE GUARD AT CHIPOTLE. EVER! Even if you are Barack Obama, I can assure you that the worker knows what "pico" or "no corn" or "yes, I know guac is extra" means without your grubby hands reaching into the food area. There is no data or research or analysis that will ever make this understandable or acceptable. #ConsumerInsights #MRX #MarketResearch #Chipotle

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Did you know Cyber 5 spending in 2023 reached $38 billion? This five-day window is a vital time for brands looking to win both online and offline. If you want to get ahead, check out The Mars Agency's latest report presenting 10 steps for optimizing retail media and omnichannel activation during this critical holiday sales window!

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In my experience as a buyer, I viewed brand-buyer relationships as collaborative, but it's crucial to recognize that not all collaborations are equal. When you seek a retail partner for growth - look for a retailer that is collaborative Understand that the retailer still operates as a for-profit business But, know that you play a role in helping them achieve their goals Here are some areas to consider when looking at collaboration with retailers Door Count Bigger does not necessarily mean better. If your original doors aren’t “ALL” that’s ok. Discuss a tiered plan for growth and expansion. Placement Every brand wants to be seen. Your shelf placement, or location in the store can determine how many consumer eyes see your product. Ask where you’re being placed. Marketing Yes, ask for support from the retailer in their advertising vehicles. But know this is the place where the brand does the heavy lifting. Be ready to shout to the rooftops where you are. Forecasts Work closely with buyers, planners, and your ops team to understand projections. Have a reserve stock to plan for overperformance. Sales Expectations Ask upfront about the retailer’s benchmarks. Consider how the category performs too. Check-Ins As a new brand, having regular check-ins with your buying teams is great. This could be quarterly, or monthly depending on the projected sales volume. A lot to cover, and I know you might not be there, yet. So save this for that future retail meeting - cheers! – 👋🏾 Hi, I’m Monique, your bridge from niche market to major retail. I’m a former retail buyer turned beauty industry advisor who helps emerging brands ready to scale. Ready to expand your reach? Book a discovery call and let’s explore how we can elevate your brand together.

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