Victor Castro

eCommerce & CPG Strategy: $1T Global advertising & Retail Media Great visual by the EMARKETER team. Thought starters: (3) 1. Do you have a balanced media strategy? 2. Is it aligned to your priority consumer segments and path to purchase? 3. Do you have systems and capabilities to capture and measure value? Key stats: (2) 💰 +9% — Global ad spend will grow this year. 💰 +12% — Growth is driven by digital ad spend. Key Themes: (3) 🔑 Digital will account for 70% of overall media ad spend worldwide. 🔑 Nearly every country (ex. Argentina) will see its digital ad spend grow this year. 🔑 Global ad spend will pass the $1 trillion milestone next year. Ways to reach us: Pattern® The CPG View The Retail eCommerce Club #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin

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Here are some interesting stories from the world of retail for Wednesday, June 26: 🎯 Target has made C-suite changes to support profitable growth. Christina Hennington will become chief strategy and growth officer. Rick Gomez will become chief commercial officer. Both roles are new and are effective July 7. 🛍️ July is shaping up to be a hot month for shopping. Target Circle Weeks joins Amazon Prime Day and Walmart Deals as events for bargains on electronics, clothing, back to school items and more. 👩🏽‍⚖️ A class action lawsuit claims Nike CEO John Donahoe misled investors about the success of its DTC strategy. The complaint was filed on behalf of investors who bought Nike stock between March 19, 2021, and March 21, 2024. 💳 A federal judge on Tuesday rejected a $30 billion settlement that would have capped the fees Visa and Mastercard charge to merchants for credit and debit card purchases. 👖 Gap Inc. stands to gain from the back-to-school season, increasing relevance at its namesake stores, a product refresh at its Old Navy stores and early signs of improvement at its fitness brand Athleta, analysts say. 👨🏻‍💻 Hackers have been attempting to sell Neiman Marcus Group shopper data stolen in a recent database attack. The data breach impacted 64,472 people and the types of personal information affected varied by individual. 🧴 Stripes Beauty, the wellness lifestyle brand founded by actress and women’s health advocate Naomi Watts, has been acquired by private equity firm L Catterton. 🪁 Toys"R"Us premiered a short promo film at the 2024 Cannes Lions Festival in France that was created almost entirely by using OpenAI’s new text-to-video tool. 📉 US consumer confidence teetered slightly in June as Americans grew a little warier about the future, new data released Tuesday showed. The Conference Board’s latest consumer confidence index dipped to 100.4. 🥤Starbucks has launched a drink called Iced Energy, which has up to 205 milligrams of caffeine in it — the equivalent of six cans of Coke. It debuts less than two months after Panera dropped similar drink because of health dangers. 🚘 CDK Global, the retail software provider behind the massive auto dealer outage, says it doesn’t believe its systems will be back online before June 30, a major blow to car buyers and sellers. 🍟 Fast-food jobs have increased in California since the state implemented a $20 minimum wage across the industry despite claims by trade groups that say the hike has hurt franchisees and their employees, according to BLS data. 🚙 June new-car sales are expected to come in slightly higher than May, wrapping up a first half of the year that is also forecast to be a bit better than a year ago, even as interest rates and prices keep some buyers sidelined. 🚚 Grubhub has partnered with Albertsons to offer grocery delivery services. This partnership marks Grubhub's first national grocery partner.  #retail #retailnews #economy #DailyRetailNews

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Rapid grocer Gopuff launches B2B offering for DTC players, as reported by George Nott for The Grocer. In a strategic move to diversify its revenue streams and drive profitable order volume, Gopuff has unveiled "Powered by Gopuff," a groundbreaking platform enabling brands to utilize the rapid grocer's dark store and courier network for deliveries ordered through their own websites. With "Powered by Gopuff," shoppers can seamlessly make purchases on a brand's direct-to-consumer website, with orders automatically directed to the nearest Gopuff micro-fulfilment center. Here, orders are swiftly picked, packed, and delivered to customers, promising delivery times as fast as 15 minutes. Over the past six months, the platform has undergone rigorous testing with 20 FMCG brands, including industry giants like Ben & Jerry’s, Unilever, Mondelez International, and Nestlé. This initiative marks a significant shift for Gopuff, extending its proprietary fulfillment and logistics capabilities beyond its own app for the first time. Daniel Folkman, Senior Vice President of Business at Gopuff, emphasized the company's commitment to meeting customer demands for fast, reliable delivery. "With the launch of Powered by Gopuff, we're also becoming the fabric of instant commerce, empowering brands to deliver seamless experiences to their customers," Folkman stated. As part of the launch, Gopuff introduces "Storefronts," a Shopify-based online store theme integrated with Gopuff APIs. This allows brands to swiftly launch DTC sites, streamlining the process from weeks or months to a matter of days. Jay Tandan, Global Head of Digital Marketing at Ben & Jerry's, expressed enthusiasm for the partnership, highlighting the simplicity and convenience of Gopuff's micro-fulfillment centers. "Storefronts Powered by Gopuff solves that struggle for us and for Ben & Jerry’s fans across the country," Tandan remarked. Currently available across the US, Gopuff is considering a UK launch for its Powered by Gopuff offering. Additionally, the company plans to roll out "Fulfillment Powered by Gopuff" in Q2, a standalone warehousing and logistics service enabling brands to integrate and promote instant delivery on their existing DTC websites. While Gopuff is not the first to offer such services, with Deliveroo and Jiffy exploring similar models, its move signifies a significant advancement in the quick-commerce sector. As brands increasingly seek efficient delivery solutions, Gopuff's "Powered by Gopuff" platform emerges as a transformative force in the industry, poised to redefine the future of e-commerce fulfillment. Stay ahead with the latest in food delivery news from the weekly Boolanga Business Bites newsletter, brought to you by Wear Your Brand. Sign up for our LinkedIn newsletter now to receive weekly updates directly to your inbox every Monday.

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Compliance isn't sexy Quality isn't sexy We aren't superheroes But what we do drives so much value and impact in the CPG market Qualitas Executive Group helps protect you from: -demand letters -angry customers -regulatory action -product rejections -angry retail partners -class action nonsense -those gosh darn auditors And that's pretty sexy tbh #quality #compliance #consulting #qualitas #cpgindustry #dietarysupplements #food #foodandbeverage #cosmetics #beautyindustry #qualitymanagement #regulatoryaffairs

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Consumer behavior has never been more fragmented, and ROAS just doesn't work as a way to measure it. How should brands navigate that, especially mid-sized brands with limited budgets? I was lucky to get to share my thoughts at the Encore Leadership Conference by Encore Consumer Capital. A big thank you to Robert Brown for inviting me to lead this conversation. Digital marketing attribution, always a flawed methodology, has suffered a major blow since iOS 14. Up to 85% of U.S. iPhone users disabled ad tracking, according to one source, and Apple controls a majority of the U.S. mobile phone market. That means ROAS is much less accurate than it used to be. The solution is marketing mix modeling (MMM), which used to be too expensive and complex for private equity-backed brands. But Smoketown has partnered with an affordable, accurate and nimble firm called NoiseGrasp to bring those services to growth-stage companies. Here's an example of what we've learned: ➡️ For brands with a significant ecom and brick-and-mortar presence, there is a consistent halo effect, where marketing tactics focused on one channel (e.g., Amazon) also drive revenue on the other (e.g., Walmart). But that impact is hidden from ROAS measures and digital attribution. ➡️ All tactics have a point of diminishing returns and a minimum spending threshold, which ROAS misses. Overspending on the “best” tactics is common. Fragmentation amplifies the challenge. ➡️ Many brands have a tendency to overspend during their peak season when the spending is less necessary, and / or underspend during the “off-season” when the impact would be greater. ➡️ Growth brands often have no understanding of their base business (i.e., the portion of sales driven by the brand’s equity and loyalty), because it is impossible to measure without marketing mix modeling. Base weaknesses are often “covered up” by advertising or trade spend. Intrigued? DM me to learn more about whether MMM could be the right solution for your brand. #consumerbehavior #contentfragmentation #roas #digitalmarketing

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