Bryan Gildenberg Part IV of VI Brand Transformation

Peter V.S. Bond & Sri Rajagopalan are back with ep 4 of 6 with Bryan Gildenberg the industry knowledge leader on the future of retail. #amazon has anchored the playbook for retail #transformation but have brands responded?

We asked (answers in content) : (BONUS : Mystic pizza vs New Haven vs NJ tomato pies)🙀😡

1. Where are brands focusing efforts to deliver a satisfying omnichannel CX?

First, brands need to start with the basics: product descriptions, key-world population, correct product images on PDP that match what is on physical shelves, image sizes that don’t crash retailer sites. They need to do this well, at scale. If they don’t, eCommerce will relentlessly punish brands that poorly execute. Second, the syndicated nature of product reviews is getting complicated: Google rewards unique content, so syndicated content doesn’t materially help brands and the retailers carrying the brand’s products. Third, brands need to generate engaging content with purpose. Just generating images and videos without purpose or alignment to how the content will resonate with target consumers. Last, brands need to match personalization capabilities with the available content at a brand’s disposal.

1. In the new omnichannel world, how does a national brand consider private label challenges?

National brands can learn price point at which value is delivered from private label. Private label is getting better at item-level packaging design that challenges national brands. National brands should consider three things: first, win search in ecommerce/digital shelf. If consumers don’t see the PL option, then it isn’t in the consideration set. Second, find ways to make queries brand-based not category-based where brands will lose more often. This ties back to brand marketing (mental availability). When consumers reach the search bar, they are thinking brand not category. Third, consider price pack configuration so that the price perception does not get too far from private label. In ecommerce, size is harder to physically identify.

1. How will shoppers more likely engage with brands going forward?

First, there will be an acceleration of digital engagement. Second, marketers will need to consider whether brands are able to deliver content where consumers are engaging with the world in very natural moments. Personalization is about understanding context. Brands need to be aware of the context.

1. How can perishable or scaled brands build effective DTC strategies?

Back to the context or conversations that consumers are participating, brands need to hang out in consumer engagement spaces further up the funnel. DTC is an insulated safety valve in how you engage consumers outside of channels that are intentionally designed to change habits. 

1. How should brands think about internally reorganize to address omnichannel commerce?

FIrst, fewer internal silos. The actual work involved is more about changing workflows that org structures. Reorgs bring out friction and obstacles. When process is used and success occurs, everyone wants to be involved. The next step is delivering tools that accelerate the processes. Build an organization that embraces the necessary workflows. There is no correlation between ecommerce success and org restructuring. Don’t tell this to blue chip consulting companies!

1. Is digital media above (trade) or below (media mix) the line?

Who cares about the line? Stop asking the question. Absent legal restrictions, focus on retail goals. Target is about accessing its audience, a media play. At Kroger, the goal is provable lift from investment, trade spending will be important so the local sales team will have more dominion in investment.

1. Which brand CRM activities that are poised to succeed in omnichannel?

Consider programs like Disney, AmEx & Ulta. Ulta is legit mobile first, great at getting personalized value to get more relevant and is meaningful. Sephora is also great at getting meaningful. Throwing parties was a great engaging idea. Fourth is the program expansive in engaging consumers. Infant formula companies are great at this.