Lauren Livak Gilbert’s Post

Our Chief Commerce Strategy Officer at Interpublic Group (IPG), Jeriad Zoghby, will join Salsify’s Digital Shelf Institute on July 18th to share insights from Interpublic's consumer behavior study, “New Pathways to Profitable Growth for Consumer Brands.” The conversation will explore trends shaping the future of consumer brands and how to capitalize on them for growth and success, including: - How to make your consumer interactions more engaging - Which channels are best for discovery versus purchase - Different demographic preferences - Category-specific consumer insights Register for the webinar here: https://lnkd.in/eVxvUrNq

Increasing competition and price-conscious consumers are driving the need for effective joint business planning to optimize advertising budgets and drive success. 📊 Both brands and retailers emphasize the importance of data sharing to understand shopper behavior and improve strategies, with finance and supply chain playing critical roles. 💸 Budget Fluidity: Brands often struggle with unclear budget allocations for retail media and JBP efforts, needing a holistic strategy across trade, shopper, and brand spend. 📌 Have a collective conversation with all budget owners to develop a flexible budget strategy. 🧩 Role Clarity: Both brands and retailers find it challenging to identify and involve the right functions in JBP conversations, leading to misalignment. 📌Start early, define roles clearly, and ensure all relevant functions are up to speed on the broader strategy. 📉 Data Standardization and Sharing: Different measurement standards and reluctance to share data create difficulties in understanding ROI and building cohesive strategies. 📌 Leverage industry standards like those from the IAB, and ensure transparent data sharing between brands and retailers to enhance collaboration 🤝 Misalignment between Merchant and #RetailMedia teams: Internal alignment between merchandising and retail media is often cited as a pain point, with merchants needing to see the value of retail media. 📌 Connect with the merchandising team to showcase the benefits of retail media for growing merchant metrics like sales and margin. Retail media teams should align with merchants around goals and tactics to help reach those goals . Download The Digital Shelf Institute and Microsoft report “Joint Business Planning (JBP) Between Retailers and Brands: Effective Optimization Strategies for Collaborative Growth” https://lnkd.in/eKXKuP9H

🚀 The Estée Lauder Companies Inc. is looking for a Director, Retailerdotcom - Clinique North America To learn more about this and other open positions in the #ecommerce space, check out our job board! 👇 #jobalert #jobposting #dsijobboard #jobopportunity #digitalcommerce #career #ecommercejobs #digitalshelf

💫 Constellation Brands is looking for a Martech Analyst, Digital Shelf To learn more about this and other open positions in the #ecommerce space, check out our job board!👇 #jobalert #jobposting #dsijobboard #jobopportunity #digitalcommerce #career #ecommercejobs #digitalshelf

💥 KraftHeinz is looking for a Director, Creative Effectiveness To learn more about this and other open positions in the #ecommerce space, check out our job board!👇 #jobalert #jobposting #dsijobboard #jobopportunity #digitalcommerce #career #ecommercejobs #digitalshelf

🎤 Listen to the newest episode of Unpacking the Digital Shelf podcast by Salsify! Host Lauren Livak Gilbert, Executive Director of The Digital Shelf Institute, sits down with Jeffrey Cohen, Principal Evangelist at Amazon Ads. They explore strategies for navigating the constantly evolving Amazon canvas and delve into the importance of leveraging Amazon Ads' comprehensive range of solutions, including Amazon Marketing Cloud (AMC) and Prime Video ads. Don't miss this insightful discussion! https://ads.amazon/3xTf9gq

🗂 Is your brand currently operating with separate joint business plans for marketing and sales? This approach can unintentionally harm your organization by creating silos within the team and making it difficult for retailers to navigate who to speak with. It can also stifle #omnichannel campaigns and brand experience cohesion. It's time to merge those conversations and align your strategies. Here are some tips to get started: ✅ Identify who is leading each joint business plan ✅ Bring those teams together to understand who to coordinate with at the retailer ✅ Educate teams on the importance of including ecommerce and retail media in the same joint business plan as brick-and-mortar plans ✅ Map out a timeline that meets both teams’ needs ✅ Loop in finance to align on the budgeting plan We've teamed up with Microsoft Advertising to release a new report featuring insights from 14 top brands and retailers on how they approach JBP. Download our report now for more tips and a practical rubric for efficient collaboration. ⤵ #JointBusinessPlanning #CollaborationIsKey #RetailSuccess #BestPractices #JBP #marketing #strategyintegration