This episode offers a deep dive into the e-commerce strategy of a CPG giant, Mondelez, through the lens of Neil Ackerman, their Global E-Commerce Director and former Amazon insider. It provides valuable insights for brands navigating the complexities of selling on Amazon, managing channel conflict, and adapting to the evolving landscape of grocery e-commerce. Ecommerce operators will gain actionable perspectives on optimizing their presence on marketplaces and understanding consumer behavior in a digital-first world.
Key takeaways
Brands should strategically leverage Amazon's ecosystem, understanding programs like FBA and 'Small and Light' to optimize distribution and reach.
Proactive management of channel conflict is crucial for brands selling both B2B and direct-to-consumer, requiring clear strategies to maintain brand equity and pricing across different channels.
CPG brands need to innovate to capture impulse purchases online, adapting strategies like product placement, bundling, and promotions for the digital shelf.
E-commerce professionals should analyze the evolving grocery e-commerce landscape to identify new opportunities for product distribution and consumer engagement.
Understanding the nuances of operating within a major marketplace versus leading e-commerce for a global brand provides a holistic view of online retail challenges and opportunities.
EP036 - Interview with Neil Ackerman, Global E-Commerce Director at Mondelez Neil Ackerman is the GM and Global eCommerce Director at Mondelez. He joined Mondelez from Amazon where he spent 3 years in the Fulfillment Buy Amazon (FBA) program. Our conversation covered a wide range of topics including: Neil's background An overview of Mondelez and their e-commerce challenges and opportunities How Mondelez works with Amazon How Mondelez thinks about channel conflict The evolution of grocery e-commerce and impulse purchases Neil's experience at Amazon, including the development of the "Small and Light" program. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 36 of the Jason & Scot show was recorded on Tuesday, July 12th, 2016. http://retailgeek.com/podcast Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
What does this episode say about amazon & marketplaces?
Brands should strategically leverage Amazon's ecosystem, understanding programs like FBA and 'Small and Light' to optimize distribution and reach.
What does this episode say about dtc strategy?
Proactive management of channel conflict is crucial for brands selling both B2B and direct-to-consumer, requiring clear strategies to maintain brand equity and pricing across different channels.
What does this episode say about retail & omnichannel?
CPG brands need to innovate to capture impulse purchases online, adapting strategies like product placement, bundling, and promotions for the digital shelf.
What does this episode say about supply chain & operations?
E-commerce professionals should analyze the evolving grocery e-commerce landscape to identify new opportunities for product distribution and consumer engagement.
What does this episode say about amazon & marketplaces?
Understanding the nuances of operating within a major marketplace versus leading e-commerce for a global brand provides a holistic view of online retail challenges and opportunities.
