[00:00:00] [SPEAKER_01]: Welcome to Unpacking the Digital Shelf, where we explore brand manufacturing in the digital age.
[00:00:15] [SPEAKER_01]: Hey everyone, Peter Crosby here from the Digital Shelf Institute. The crisscross journey of today's
[00:00:21] [SPEAKER_01]: Omnichannel shopper, from digital to in-store and back again, means that your retail media messages
[00:00:27] [SPEAKER_01]: of inspiration, value, and convenience must follow them wherever they go.
[00:00:32] [SPEAKER_01]: The IAB recently issued a new playbook for in-store media in this Omnichannel world.
[00:00:37] [SPEAKER_01]: It's a guide for testing, measuring, and learning in the messy and constantly evolving local store.
[00:00:44] [SPEAKER_01]: Jeffrey Bustos, VP Measurement Addressability Data at IAB, and Mike Wessel, Director of
[00:00:50] [SPEAKER_01]: In-store Media at Kroger Precision Marketing, join Lauren Lievak-Gilbert and me to walk
[00:00:54] [SPEAKER_01]: us through the playbook's takeaways. Jeffrey and Mike, thank you both for being on the podcast
[00:01:00] [SPEAKER_01]: today. Jeffrey, first of all, thank you so much for joining us again on the podcast with
[00:01:05] [SPEAKER_03]: Delight to Have You. Yeah, thank you so much for inviting me. I love this podcast.
[00:01:10] [SPEAKER_03]: You and Lauren bring really awesome guests, and I've been a huge fan ever since. And I especially
[00:01:16] [SPEAKER_03]: loved a lot of the work we've done on organizational mapping. So yeah, thanks.
[00:01:20] [SPEAKER_01]: Oh my gosh, thank you so much. We really appreciate it. And Mike Wessel,
[00:01:24] [SPEAKER_01]: really delighted to have you on as well. Thank you so much for joining us.
[00:01:28] [SPEAKER_04]: Well, thank you for the invite, Peter. Pleasure to be here.
[00:01:31] [SPEAKER_01]: Now, you're both here because there's just a, you know, the world of retail media continues to evolve.
[00:01:38] [SPEAKER_01]: And the consumer keeps reminding us that it's an omnichannel world and that they decide where
[00:01:46] [SPEAKER_01]: they go and how they spend their shopping journey. And so much more about retail media is
[00:01:54] [SPEAKER_01]: continually changing, and particularly not only online, but also in-store. So the IAB just
[00:02:02] [SPEAKER_01]: put out a new playbook on in-store retail media, really to help brands in retail was understand how
[00:02:07] [SPEAKER_01]: that fits into that overall omnichannel strategy. So love to start off, Jeffrey, with you just
[00:02:13] [SPEAKER_01]: telling us about that new playbook, that new report, and why now?
[00:02:18] [SPEAKER_03]: Yeah. So we started the year off at the NRAF writing a paper on in-store retail media,
[00:02:25] [SPEAKER_03]: and there's been a lot of interest on in-store retail media. And I think one of the things that
[00:02:30] [SPEAKER_03]: we saw was that despite the strong interest we're seeing on retail in-store, there was not
[00:02:37] [SPEAKER_03]: a lot of education, especially when it comes to merchandising and category management.
[00:02:42] [SPEAKER_03]: We were seeing a lot of media people trying to understand in-store. So the objective
[00:02:46] [SPEAKER_03]: of the playbook was to provide a step-by-step guide. It's not a standard, it's just best practices
[00:02:53] [SPEAKER_03]: on what you should do, how people are approaching it. I think everyone's still
[00:02:57] [SPEAKER_03]: evaluating and testing in-store. And it's just really supposed to help retailers and
[00:03:02] [SPEAKER_03]: brands and agencies understand the in-store environment. We were really lucky because
[00:03:07] [SPEAKER_03]: like during this full conversation, I kept saying we need merchants, we need merchants.
[00:03:11] [SPEAKER_03]: And Mike came from the merchant team. So he was like indispensable, and for those who don't know,
[00:03:16] [SPEAKER_03]: Mike leads in-store at Kroger. And he was indispensable for a lot of this playbook because
[00:03:20] [SPEAKER_03]: we try to look at not just like merchant relationships, but in-store measurement.
[00:03:25] [SPEAKER_03]: And then really the most important thing when you think about in-store is really how do you
[00:03:27] [SPEAKER_00]: create a customer-centric strategy? And I think, Jeffrey, I love that the IAB also came out
[00:03:34] [SPEAKER_00]: with an online retail media playbook. So this is like an arsenal for brands to have the understanding
[00:03:41] [SPEAKER_00]: of what happens both online and in-store, as well as how it should be measured. And that's
[00:03:46] [SPEAKER_00]: really what the full picture is around retail media. And I think the conversation is starting
[00:03:51] [SPEAKER_03]: to pivot to that. Would you agree? Yeah, retailers are going full funnel. I think
[00:03:57] [SPEAKER_03]: it's really exciting. We're seeing a lot of the retailers expand just beyond on-site. And
[00:04:02] [SPEAKER_03]: we've written a lot on CTV, and we're going to start writing much more on social commerce.
[00:04:06] [SPEAKER_03]: But in-store has huge potential just because of the significant reach and engagement consumers
[00:04:11] [SPEAKER_00]: have with their retailer. And in-store is not going away. It's just how it works together
[00:04:17] [SPEAKER_00]: with digital. So Mike, tell us, how is Kroger looking at taking a customer-centric approach
[00:04:24] [SPEAKER_00]: for in-store retail media, especially when shopper missions get more and more focused
[00:04:30] [SPEAKER_04]: about what they're trying to purchase? Yeah, absolutely. Great question. And when you
[00:04:38] [SPEAKER_04]: take a customer-centric approach, I think sometimes we just kind of jump into it. But
[00:04:43] [SPEAKER_04]: it's really critical to start with that customer problem, that customer need or want.
[00:04:48] [SPEAKER_04]: Like, it's always a good reminder to kind of ground yourself there and understand what
[00:04:53] [SPEAKER_04]: they're going through in the store. From there, like, we typically see the way we can
[00:04:58] [SPEAKER_04]: help customers in a couple of different buckets, that being inspiration, value, and convenience.
[00:05:04] [SPEAKER_04]: And shopping should be easy for customers. And our job as a retailer is really to give
[00:05:09] [SPEAKER_04]: people the selection that they want in the store. But as you think about all of the
[00:05:15] [SPEAKER_04]: different products that are coming out, things that are great innovations. yogurt is probably
[00:05:21] [SPEAKER_04]: a classic example where it used to be flavor and price, but now you've got Greek yogurt,
[00:05:26] [SPEAKER_04]: you've got dairy-free yogurt, sugar-free. The list goes on, right? And all of those are
[00:05:33] [SPEAKER_04]: wonderful things that customers tell us that they want. But with that, it becomes more
[00:05:38] [SPEAKER_04]: complex to navigate every single day. And so they have to navigate that every decision
[00:05:45] [SPEAKER_04]: for every category and every aisle. And it's our job to help make it as easy as possible.
[00:05:49] [SPEAKER_04]: And as we think about retail media and in-store retail media in particular,
[00:05:54] [SPEAKER_04]: that's where we're trying to help our customers. And really around those kind of three
[00:05:59] [SPEAKER_04]: kind of buckets, their inspiration, value, and convenience, what's really interesting is
[00:06:03] [SPEAKER_04]: as a shopper mission, as a shopper kind of completes their mission through the store,
[00:06:09] [SPEAKER_04]: where we can help them change us depending on what category they're in, how knowledgeable
[00:06:14] [SPEAKER_04]: they are about the category. And so education becomes really important, not only for like
[00:06:21] [SPEAKER_04]: what a product does, how it can help a customer, but there's new products coming out all of the time.
[00:06:27] [SPEAKER_04]: And we need to make sure that we are connecting brands as they're coming out with innovations
[00:06:32] [SPEAKER_04]: to customers who are asking for that product. And then from an inspirations perspective,
[00:06:40] [SPEAKER_04]: there's so many ways to think about inspiration. It can be as easy as probably a question we've
[00:06:46] [SPEAKER_04]: all asked ourselves, our families around what are we going to have for dinner tonight?
[00:06:51] [SPEAKER_04]: And it could be a step up, an elevating something that we've had several times before
[00:06:58] [SPEAKER_04]: as a family or as individuals. But they also could be something totally new and really
[00:07:03] [SPEAKER_04]: getting customers to branch out and try a total new product that they've never even thought about
[00:07:09] [SPEAKER_04]: before. Inspiration can come in so many forms and can, I mean variety is the spice of life,
[00:07:15] [SPEAKER_04]: right? It can always help customers in that regard.
[00:07:19] [SPEAKER_00]: And from a value perspective, I know that's a big focus for a lot of consumers, right? Because
[00:07:26] [SPEAKER_00]: of the world that we live in. So can you talk a bit about how you talk about value from an
[00:07:32] [SPEAKER_00]: in-store perspective and even how you're also coordinating with the digital team on being
[00:07:37] [SPEAKER_04]: able to keep that message across your channels? 100%. Yeah. Value is especially in these times where
[00:07:48] [SPEAKER_04]: we've seen inflation kind of take off. We really want to provide those best, the best prices for
[00:07:56] [SPEAKER_04]: our customers in every way and we work really closely with a lot of our consumer packaged
[00:08:02] [SPEAKER_04]: goods partners, our manufacturing partners to provide those deals where we can, right?
[00:08:08] [SPEAKER_04]: We have a lot of different levers, I guess is for lack of a better word to kind of communicate to
[00:08:15] [SPEAKER_04]: our customers in terms of like weekly digital deals. That's something that is digital in this
[00:08:21] [SPEAKER_04]: essence but we are starting to highlight those in-store as well with tags to say,
[00:08:27] [SPEAKER_04]: I don't know if you saw this, but this product right here that you're thinking about
[00:08:30] [SPEAKER_04]: picking up is on a weekly digital deal. So you scan this barcode real quick and kind
[00:08:35] [SPEAKER_04]: of clip back, you've got this price. So it's a really nice connection from an online space
[00:08:42] [SPEAKER_04]: into the in-store space to make sure that our in-store customers are getting all of the deals
[00:08:48] [SPEAKER_04]: that they would see if they're shopping online as well. And so I think we've started to do that but
[00:08:55] [SPEAKER_04]: this whole omnichannel approach to value is important and it's going to continue to
[00:08:59] [SPEAKER_04]: be important to make sure that no matter where a customer shops, they can get those deals
[00:09:06] [SPEAKER_04]: and be able to kind of get those products for the lowest possible price.
[00:09:12] [SPEAKER_01]: And Mike, when you're really merging those lines, when you're bringing those
[00:09:18] [SPEAKER_01]: digital deals into the in-store environment, how are your brands,
[00:09:27] [SPEAKER_01]: how are the companies that you're working with to invest in retail media,
[00:09:32] [SPEAKER_01]: how are they thinking about those experiences? Do they have that mindset coming in or is it
[00:09:37] [SPEAKER_01]: an education job that you're doing and maybe that's part of the reason for this playbook
[00:09:41] [SPEAKER_01]: is try and sort of draw some of those connections. Yeah, I think everyone is on their own journey
[00:09:48] [SPEAKER_04]: and you've got folks in manufacturers and in some spots others that are totally bought in
[00:09:55] [SPEAKER_04]: and wanting to really drive everything from both in-store and online perspective. I think
[00:10:02] [SPEAKER_04]: probably most understand the opportunity of both online and in-store working concurrently and
[00:10:07] [SPEAKER_04]: working together and the amount of synergy that we can get out of that type of coordination.
[00:10:13] [SPEAKER_04]: And so we're seeing that more and more and more. So yeah, I think everyone's kind of in
[00:10:25] [SPEAKER_04]: a responsible experience for our customers, whether it be online or in-store or in hybrid of both
[00:10:29] [SPEAKER_04]: because most of our shoppers that shop online also shop in-store.
[00:10:35] [SPEAKER_01]: And to that topic when you're thinking of it sort of all coming together,
[00:10:42] [SPEAKER_01]: at the end of the day it comes down to budget I would imagine like where are we going to
[00:10:46] [SPEAKER_01]: spend? How are we going to spend? How are you seeing brands sort of budget for the kind
[00:10:53] [SPEAKER_01]: of two sides and as they're coming together? Are you seeing the way brands are organizing their
[00:11:01] [SPEAKER_01]: teams or the way they're organizing the budget start to shift to be able to almost force this
[00:11:07] [SPEAKER_01]: thinking to be an omnichannel approach? What do you see happening here?
[00:11:12] [SPEAKER_04]: Yeah, there are or were and maybe still are in some spots. A lot of some old silos
[00:11:20] [SPEAKER_04]: across organizations, but we're starting to see them come down and we're starting to see a lot more
[00:11:26] [SPEAKER_04]: coordination across those silos. And so thinking more there's a lot more thinking around channel
[00:11:34] [SPEAKER_04]: being channel agnostic and budgeting in that way and a lot more kind of coordination and
[00:11:42] [SPEAKER_04]: cooperation across maybe different parts of manufacturers that we didn't necessarily even
[00:11:48] [SPEAKER_04]: talk to each other before or even know each other's name and we're starting to see that happen
[00:11:53] [SPEAKER_04]: more and more as we kind of progress down this journey.
[00:12:00] [SPEAKER_00]: Jeffrey are you seeing the same thing with the brands that you're working with around budget?
[00:12:03] [SPEAKER_00]: Because I know you work with brands and retailers every day.
[00:12:07] [SPEAKER_03]: Yeah, what we're seeing from brands you know to make us say is we're seeing a lot more
[00:12:10] [SPEAKER_03]: collaboration. I think there's silos everywhere and brands are kind of seeing the importance
[00:12:15] [SPEAKER_03]: of collaborating internally which is as I mentioned before why kind of the work that your team's doing
[00:12:21] [SPEAKER_03]: and organizational mapping is indispensable. And what we're seeing a lot of in terms of in store is
[00:12:27] [SPEAKER_03]: that brands are kind of looking to kind of get that alignment of like you know what is
[00:12:34] [SPEAKER_03]: merchandising, what is retail media when it comes to in store? And I think that you know
[00:12:39] [SPEAKER_03]: those are still questions that a lot of like both retailers and brands are still looking
[00:12:43] [SPEAKER_03]: to resolve. What I think that we're looking to do with the playbook is
[00:12:48] [SPEAKER_03]: I think every retailer we approach it differently and I think every brand will approach it
[00:12:53] [SPEAKER_03]: differently and I don't think there's like correct way of approaching it even you know
[00:12:57] [SPEAKER_03]: I know you guys did, it was just Prophet Charo did organizational mapping research and you know
[00:13:02] [SPEAKER_03]: there's not correct organizational mapping it's really like what works best for that brand
[00:13:07] [SPEAKER_03]: and I think kind of like what Mike said in the beginning was
[00:13:11] [SPEAKER_03]: how do you solve the customer problem and to put someone else Andy Murray who you know he's
[00:13:18] [SPEAKER_03]: one of the smartest people on in-sower that I've met and he you know he really brings up the
[00:13:22] [SPEAKER_03]: notion of you know how do we ensure that we're not just I think in third count a consumer's
[00:13:30] [SPEAKER_03]: budgetary monetary budget but they also have a frustration budget, they have a time budget.
[00:13:36] [SPEAKER_03]: So you know what Mike mentioned in the beginning in terms of solving the consumer problem and kind
[00:13:40] [SPEAKER_03]: of thinking of what the consumer is going to have for dinner tonight. If it's a Tuesday and you've had
[00:13:46] [SPEAKER_03]: a full day of the office and you have to go run through the groceries and get some food
[00:13:50] [SPEAKER_03]: it's a very different customer experience than if you know it's a Sunday, you're strolling,
[00:13:56] [SPEAKER_03]: you know you have the time you're kind of exploring new brands, you have an interaction
[00:14:00] [SPEAKER_03]: I think the biggest challenge for retailers is how do you balance those both experiences
[00:14:04] [SPEAKER_03]: at the same time because like I will do both the shopping but I'm still the same person but I have
[00:14:11] [SPEAKER_03]: two very different objectives that I'm trying to solve at the time. So I think that's kind of the
[00:14:16] [SPEAKER_03]: challenge that we've seen in store but I think it does provide a really exciting opportunity
[00:14:22] [SPEAKER_03]: especially because if you're retailing you're bringing that first party data and you know
[00:14:27] [SPEAKER_03]: 60% of sales are still influenced by digital even though 80% of sales happen in store
[00:14:32] [SPEAKER_03]: there's a huge opportunity to bring a lot of that first party data from online and in store
[00:14:38] [SPEAKER_03]: and what we're trying to do for in store for privacy perspective and everything is really
[00:14:42] [SPEAKER_03]: it's not so much about personalizing the consumer experience but localizing
[00:14:45] [SPEAKER_03]: the consumer experience which I think is much more important much more efficient
[00:14:49] [SPEAKER_00]: when you think about the in-store environment. I love that concept of localization versus
[00:14:56] [SPEAKER_00]: personalization because I do agree and actually uh Proger spoke at uh at Cannes Lions and one
[00:15:02] [SPEAKER_00]: of the personalization examples I loved the most that was on one of their panels was
[00:15:06] [SPEAKER_00]: someone was selling pasta sauce and they learned from the data that they both got online and in
[00:15:14] [SPEAKER_00]: store that people who bought this pasta sauce also bought generic beef like Kroger branded
[00:15:21] [SPEAKER_00]: beef to make lasagna and that was information that they didn't have before so they started
[00:15:26] [SPEAKER_00]: pairing the pasta sauce with the beef and they started creating recipes and targeting those
[00:15:33] [SPEAKER_00]: consumers with that information which made it more of a personalized experience online but to your
[00:15:39] [SPEAKER_00]: point Jeffrey I think from an in-store perspective you can do that in a way where the in-store
[00:15:46] [SPEAKER_00]: experience is more localized to that type of shopping if you're finding that the shoppers
[00:15:51] [SPEAKER_00]: are also having that purchase behavior in store did I get that right with the
[00:15:55] [SPEAKER_00]: difference between local versus personal?
[00:15:59] [SPEAKER_03]: Yeah 100% I think you know using that data to make that you know to solve the consumer's problem
[00:16:06] [SPEAKER_03]: you know they're looking to make lasagnas they're able to pair those two experiences together
[00:16:11] [SPEAKER_03]: and really it's really at how to make shopping as seamless as possible over the consumer
[00:16:16] [SPEAKER_03]: but also inspirational because you know it's based on the inspiration that someone wants to
[00:16:20] [SPEAKER_03]: make a lasagna it's not just like the pasta I think lasagnas are a little bit more of an
[00:16:24] [SPEAKER_03]: exciting recipe to make than a pasta so I think it really does make it much more exciting for the
[00:16:28] [SPEAKER_04]: consumer to have that option as well. Yeah and Lauren maybe even to take it a step further
[00:16:36] [SPEAKER_04]: when we think about localization like there are I go straight to maybe like a southwestern
[00:16:46] [SPEAKER_04]: kind of area within the United States where you start to get some of that more southwest
[00:16:50] [SPEAKER_04]: cuisine and that's the type of media that we want to deliver that's the sort of inspiration
[00:16:55] [SPEAKER_04]: that we want to deliver in that area because it just resonates better with the shopping behavior
[00:17:01] [SPEAKER_04]: that happens in those stores. Now if you go totally somewhere else in the country I'll call it maybe
[00:17:07] [SPEAKER_04]: Kansas City, Nashville, somewhere like that maybe that message changes the barbecue
[00:17:13] [SPEAKER_04]: and you could even see that even at a store specific level as you get into specific markets
[00:17:21] [SPEAKER_04]: there could be some areas that over index and sell more of a specific product versus another and
[00:17:27] [SPEAKER_04]: where retail media, in store retail media is going is being able to customize that language by
[00:17:32] [SPEAKER_04]: that location right so that before when we had to have to have a kind of a blanket message
[00:17:39] [SPEAKER_04]: across the enterprise or across that division like we're able to get more nuanced and connect in a more
[00:17:46] [SPEAKER_00]: localized way. So we're talking a lot about data and a big piece of that is also measuring the
[00:17:51] [SPEAKER_00]: data and measuring the effect of all of the work that's being done for retail media across all
[00:17:56] [SPEAKER_00]: channels and I know Jeffrey the IAB put out great online ROI measurement standards but from
[00:18:05] [SPEAKER_00]: an in-store perspective how Mike are you thinking about measurement especially when you're thinking
[00:18:12] [SPEAKER_00]: about in-store measurement and online measurement together? Yeah another really good question and
[00:18:19] [SPEAKER_04]: I do want to kind of I know you called attention to it Lauren but the IAB measurement playbook
[00:18:25] [SPEAKER_04]: has done a nice job kind of explaining where we are as an industry also kind of where we
[00:18:31] [SPEAKER_04]: want to go as well and as I think about like measuring in-store media like we are happy
[00:18:38] [SPEAKER_04]: like we're happy with the progress that we've made we've made a lot of progress at measuring in-store
[00:18:43] [SPEAKER_04]: I don't think we're done yet right and so as we think about measuring in-store we want to get
[00:18:49] [SPEAKER_04]: to a spot where it aligns totally with the online measurement so that we have really cohesive
[00:18:57] [SPEAKER_04]: and consistent approaches across channels the benefit of that is as a brand is looking at its
[00:19:04] [SPEAKER_04]: budget and saying like where do I want to help support my products in the store they're able to
[00:19:10] [SPEAKER_04]: make clearer better decisions depending on their objectives on each of those campaigns
[00:19:17] [SPEAKER_04]: and so really getting to that level of clarity is important and I think Jeffrey mentioned it
[00:19:21] [SPEAKER_04]: a little bit earlier around online advertising online drives in-store purchases but in-store messages
[00:19:29] [SPEAKER_04]: also drive online purchases as well and so as you kind of see that advertising both in-store
[00:19:36] [SPEAKER_04]: and out of store it should work together and we should be able to measure it that same way
[00:19:40] [SPEAKER_04]: and so our ultimate goal was really to get an understanding around that incremental return
[00:19:43] [SPEAKER_04]: that advertising drives consistently across channels and I think that consistency will help us
[00:19:51] [SPEAKER_04]: really bring together a lot of information and make choices and allow us to make better choices
[00:19:58] [SPEAKER_04]: on how to connect with customers and connect brands to customers
[00:20:03] [SPEAKER_04]: and I think that's what's exciting about in-store media right now we mentioned it a little bit
[00:20:09] [SPEAKER_04]: earlier around the localization but that greater amount of flexibility in our messages
[00:20:16] [SPEAKER_04]: will allow us to as well as partnering with that better clarity around measurement
[00:20:23] [SPEAKER_04]: is going to help us really get better all together. A fun example that I like to kind of
[00:20:30] [SPEAKER_04]: bring out is a message that tells customers that the bakery has just finished baking the
[00:20:40] [SPEAKER_04]: sweetest, best tasting fresh cinnamon rolls by coming right out of the oven
[00:20:46] [SPEAKER_04]: right as they're coming out like that's that can create a great experience in the store
[00:20:52] [SPEAKER_04]: that you just can't replicate in the online space and so that's where we want to kind of
[00:20:58] [SPEAKER_04]: go with some of this in-store messaging like if you can really take some of those
[00:21:03] [SPEAKER_04]: events that are happening in the store in real time and then inform customers about what
[00:21:10] [SPEAKER_04]: is happening in that store I think there's so much opportunity to drive some great returns there.
[00:21:17] [SPEAKER_01]: Mike, I love that idea and I'm wondering how those messages that are that instant
[00:21:26] [SPEAKER_01]: and of the moment come to life for the consumer what is that experience is it a screen that
[00:21:32] [SPEAKER_01]: flashes that up is it an announcement is it do they get something on their phone like
[00:21:37] [SPEAKER_01]: just sort of walk me through how that can be delivered efficiently and not feel
[00:21:44] [SPEAKER_04]: intrusive or overwhelming or something? Yeah, we haven't gone to I think it could come to life
[00:21:52] [SPEAKER_04]: in a variety of different ways and Jeff we mentioned it really early on we're all
[00:21:58] [SPEAKER_04]: kind of learning in this process as it evolves so I don't I can't say that we have necessarily
[00:22:04] [SPEAKER_04]: cracked the code on it yet but I could see it easily coming up on a digital screen I could see it
[00:22:10] [SPEAKER_04]: maybe coming overhead in the audio and letting customers know that hey some fresh cinnamon
[00:22:17] [SPEAKER_04]: rolls are ready for you come on stop by the bakery and grab some it could come to life in a variety
[00:22:23] [SPEAKER_04]: of different ways and what's nice about it is it's really just activities that the store is
[00:22:28] [SPEAKER_04]: doing it's not I don't we try to stay away from that from being intrusive right because that's not
[00:22:34] [SPEAKER_04]: something that a customer wants it's not a customer need it's not a desire but that information of
[00:22:38] [SPEAKER_04]: what's happening in the store I think is relevant to customers. Yeah, no that makes perfect sense
[00:22:44] [SPEAKER_01]: to me one because cinnamon rolls should always be announced when they are fresh
[00:22:48] [SPEAKER_01]: no matter what so that's never going to be an intrusion in personal weakness of my peer
[00:22:54] [SPEAKER_01]: exactly I don't think you're alone in that but but but secondly you know I think the the desire to
[00:23:03] [SPEAKER_01]: that is the joy of in-store right should be I'm in this place right now and I'm coming in with
[00:23:11] [SPEAKER_01]: the mindset you know Jeffrey talked about sort of the frustration inside the you know where
[00:23:15] [SPEAKER_01]: are they in their journey and that they can find something that you talked about earlier that
[00:23:21] [SPEAKER_01]: inspires them that picks up on what it is and can guide them towards a choice that works for them
[00:23:27] [SPEAKER_01]: I think that's the joy of the in-store environment and it being of that moment and I think the more
[00:23:33] [SPEAKER_01]: more that we're able to use that combination of data and instance to be able to drive a better
[00:23:40] [SPEAKER_01]: experience you know everyone benefits at the end of that. I agree and what you're what you're
[00:23:47] [SPEAKER_04]: out as like almost the magic of in-store is also sometimes some of the challenge right
[00:23:53] [SPEAKER_04]: like we are dealing in the physical space of retail and it can get messy very quickly and so
[00:24:02] [SPEAKER_04]: like that's the journey that we're going on as we see this opportunity to make and really
[00:24:08] [SPEAKER_04]: capitalize of the magic that is in store where we can get the sense and the flavors
[00:24:13] [SPEAKER_04]: and real-time sampling all of those things can happen in the store and you can create these like
[00:24:19] [SPEAKER_04]: wonderful moments where brands can connect with customers where but you also have these instances
[00:24:26] [SPEAKER_04]: where like if you want to have a signage in store but then all of a sudden it works really well
[00:24:31] [SPEAKER_04]: and you sell that product down it works just like a display is supposed to and then all
[00:24:36] [SPEAKER_04]: of a sudden you don't have the product to fill the end cap. What do you do then
[00:24:41] [SPEAKER_04]: and I think that's where we get really excited about where in store is moving is to be able to
[00:24:47] [SPEAKER_04]: have that flexibility in that space to allow the stores to pivot and say okay we're out of this
[00:24:54] [SPEAKER_04]: product but what about this other one and that I think inherent messiness it can
[00:25:02] [SPEAKER_04]: be a challenge but it also leads us to some magical moments as well.
[00:25:09] [SPEAKER_01]: So for all the brands that are listening to close us out here
[00:25:13] [SPEAKER_01]: you know Mike what are your tips for working with retailers around in-store media you know
[00:25:21] [SPEAKER_01]: what are the best practices that are coming to life in the in the playbook that you think
[00:25:25] [SPEAKER_01]: our listeners should hear to try to make the most of these opportunities?
[00:25:32] [SPEAKER_04]: Yeah I think where I start is like in store is in store retail media has been around a
[00:25:38] [SPEAKER_04]: long time but it is evolving quickly. It's an exciting new space and I would encourage any brand
[00:25:45] [SPEAKER_04]: listening to partner really closely with your retailers we are all on a learning journey
[00:25:54] [SPEAKER_04]: and being able to partner in that learning journey will allow us to really push each other
[00:25:59] [SPEAKER_04]: to become better so have this learning mindset be willing to test and learn
[00:26:05] [SPEAKER_04]: and then take those learnings as they are adapt to them learn how that how you how to make better
[00:26:11] [SPEAKER_04]: how to become better I just think about how the content needs can change over time as well
[00:26:16] [SPEAKER_04]: like we're going to be creating different things together and different approaches together
[00:26:23] [SPEAKER_04]: retail is messy but it's also where the magic happens so let's make sure that we test
[00:26:29] [SPEAKER_04]: and learn and figure out what the best way forward is and then the second thing I would
[00:26:33] [SPEAKER_04]: recommend is as you're partnering with your retailer always always come back to that customer
[00:26:41] [SPEAKER_04]: problem that customer desire and a customer need like that is so first and foremost if the customer
[00:26:47] [SPEAKER_01]: wins everybody truly wins. And Jeffy for you as you're bringing you know the playbook was I think
[00:26:57] [SPEAKER_01]: kind of your your brainchild as you as you bring this to market what are you hoping that
[00:27:03] [SPEAKER_01]: that our listeners will will get out of this piece. Yeah so I mean I really hope that the
[00:27:12] [SPEAKER_02]: what when folks read the playbook what they really focus is how do I ensure that I focus on
[00:27:20] [SPEAKER_02]: the customer experience and keep it really simple you know as Mike mentioned retail is messy and
[00:27:29] [SPEAKER_02]: there's a lot of really good technology that exists there but if you start with what technology
[00:27:33] [SPEAKER_02]: should I put in store kind of starting with the wrong point you should start like how do I
[00:27:38] [SPEAKER_02]: deliver the best message and experience to the consumer and then I think you can start
[00:27:42] [SPEAKER_02]: testing and iterating different technologies because it's not just within like you know
[00:27:48] [SPEAKER_02]: a home improvement store versus a grocery store you know you'll have drastically
[00:27:52] [SPEAKER_02]: different you have more DIY you have more kind of such an kind of interactive experiences
[00:27:59] [SPEAKER_02]: where versus a retailer's more about you know trying products and kind of looking at promotions
[00:28:04] [SPEAKER_02]: and it's more about you know that the purchasing cycles much the conversion windows much faster
[00:28:10] [SPEAKER_02]: people are purchasing much more often so you know I think the messaging is drastically
[00:28:14] [SPEAKER_02]: different I think even you know as Mike mentioned even geographically different consumers
[00:28:19] [SPEAKER_02]: behaving differently in different parts of the country so it's really ensuring that
[00:28:23] [SPEAKER_02]: how can you localize your in-store experience to align with that customer experience and then
[00:28:29] [SPEAKER_02]: you know I think we're still reiterating in store I think kind of like the playbook
[00:28:34] [SPEAKER_02]: the reason we say to playbook it's you know it's messy we're going to go get on the
[00:28:40] [SPEAKER_02]: playground see what works see what doesn't work and then we'll come that next year and I think
[00:28:43] [SPEAKER_02]: you know in one or two years we'll say like this is what we know as best practices
[00:28:46] [SPEAKER_02]: would it's not and the playbook is just kind of supposed to help us you know test and learn
[00:28:54] [SPEAKER_00]: throughout the process and I would encourage all brands and retailers that are listening to also
[00:29:01] [SPEAKER_00]: think about how can you incorporate this into your joint business planning conversations
[00:29:05] [SPEAKER_00]: the DSI just did a shout out some research on that on JVP that I encourage everyone to look
[00:29:10] [SPEAKER_00]: into but these are the conversations where you should be bringing the in-store team and
[00:29:15] [SPEAKER_00]: the digital team from the brand side and the retailer side together to jointly have a conversation
[00:29:21] [SPEAKER_00]: because if you're having separate retail media joint business planning from your business
[00:29:27] [SPEAKER_00]: planning conversations that don't maybe include marketing you're not going to be able to have
[00:29:32] [SPEAKER_00]: an omni-channel approach so I think using these tools and using these playbooks during your
[00:29:38] [SPEAKER_00]: joint business planning conversations and the conversations with your retailer partners
[00:29:41] [SPEAKER_00]: is really going to make a huge difference for brands moving forward
[00:29:48] [SPEAKER_01]: so I think the the next step is to close this out with where people can find the playbook and
[00:29:54] [SPEAKER_01]: Lauren I think you've managed to wrangle having it on the DSI website is that correct
[00:30:00] [SPEAKER_00]: yes you can find the link to the playbook in the partner section of the DSI
[00:30:04] [SPEAKER_00]: so if you click on that you can link out to download the playbook
[00:30:09] [SPEAKER_02]: terrific so Jeffrey what yeah go ahead why game you want to hear more about in-store conversations
[00:30:15] [SPEAKER_02]: you can join us at connect to commerce September 7th 2018 in New York City we'll actually be diving
[00:30:20] [SPEAKER_02]: into this topic uh we're really excited we will have Kroger talk about measurement standards as a
[00:30:27] [SPEAKER_02]: whole kind of one year later where are we and then Rax you can also have uh Kroger kind
[00:30:33] [SPEAKER_02]: of help us in hot conversations on ctv measurements we also have a lot of conversations on in-store
[00:30:38] [SPEAKER_02]: we're bringing experts from sands club loze um albertson and other retailers including tesco
[00:30:46] [SPEAKER_02]: and senka suit from a global perspective as well great plug jeffrey thank you so much for sharing
[00:30:52] [SPEAKER_01]: that jeffrey mike we really appreciate first of all just the investment that you are making
[00:30:58] [SPEAKER_01]: in trying to uh you know capture the moment of what's possible and keep up with it and you know
[00:31:05] [SPEAKER_01]: it like you say it's messy and it's going to keep changing but to put out these guidebooks and really
[00:31:10] [SPEAKER_01]: invest in in helping your members and and others understand the best way to test and learn in
[00:31:17] [SPEAKER_01]: this environment is really valuable and for then you to come on the podcast and share with our
[00:31:22] [SPEAKER_01]: listeners is a real honor we're grateful thank you so much no thank you peter and marin uh it's been
[00:31:28] [SPEAKER_02]: fun yeah thank you so much for having us really appreciate it thanks again to jeffrey and mike
[00:31:33] [SPEAKER_01]: for sharing the playbook with us get your copy at the partner resource center digital shelf
[00:31:38] [SPEAKER_01]: institute.org and become a member while you're there thanks for being part of our community