Instacart Advertising with Josh Rider

The CPG Guys are joined in this episodee by Bharat Pulgam, Founder & CEO of Buncha, a last-mile technology company that uses W2 shoppers and refrigerated vehicles
to provide best in class service. With a unique batching system, Buncha is able to work with retailers to maximize deliveries in a reliable and efficient manner. What sets Buncha apart is commitment to quality, ensuring customer satisfaction in every interaction.

This episode is sponsored by Buncha.

Follow Bharat Pulgam on LinkedIn at: https://www.linkedin.com/in/bpulgam/
Follow Buncha on LinkedIn at: https://www.linkedin.com/company/gobuncha/
Follow Buncha online at: https://www.gobuncha.com/

Bharat answered these questions:

1. Much like how the CPG Guys started, the onset of the pandemic is the catalyst for the Buncha origin story. Please share it with us and I would mention that this is not your first startup is it?
2. Many of the immediate delivery services are modeled using gig workers for the last mile delivery. Buncha took a different approach. What is that and why is it proving to be a major differentiator for Buncha? How does that value vs. urgency equation play a role here?
3. You advertise that Buncha's delivery costs are 20% cheaper than competitive offerings. At a high level, please walk us through the financial model that underpins this, especially given that you have W2 employees.
4. What is the customer experience in utilizing Buncha. Do they need to shop through your branded app, do you reside inside retailer apps as a delivery option? What's the deal?
5. What is the value proposition for retailers that might want to partner with Buncha as a delivery mechanism and how are you able to represent their real-time assortment in your app environment?
6. How are you targeting markets and through what marketing efforts are you cost-effectively acquiring new customers? 
7. Are there currently or future plans to make your platform available for brands to engage consumers.
8. What are the last mile delivery trends you see developing in tis industry over the next few years that you expect will fuel Buncha's success?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

We are partnering on today’s episode with Pricespider, who helps the world’s brands, big and small, to enrich the consumer journey and build long-lasting relationships with their shoppers, resulting in more revenue and higher profit margins. 

The CPG Guys are joined in this episode by SVP of strategy & Director of strategy for PriceSpider - Brett Banner & Rae Guimond.

Follow Brett on LinkedIn at: https://www.linkedin.com/in/brettbanner/
Follow Rae on Linkedin at : https://www.linkedin.com/in/rmguimond/
Follow Pricespider on Linkedin at : https://www.linkedin.com/company/pricespider/
Follow Pricespider on the web at : https://www.pricespider.com/

They answer these questions :

1. What is the origin story of pricespider? How and why did the company get started? What is the vision and mission behind pricespider? What problems are you trying to solve?
2. What’s happening right now in the shoppable ecosystem that brands need to be aware of? With so much change happening in the space right now, what are the “back to basics” activities that brands need to stay on top of?
3. AI is here with a bang - its loud, its everywhere and its actually been around over a decade. Seems every brand is chasing its implications and vendors are anchoring to it everywhere. Thoughts and implications for you guys?
4. Consumer shopping habits are changing rapidly, especially post-pandemic. How do you see services like PriceSpider evolving to meet changing habits around discounts/deals, buying online vs in-store, etc?
5. Measurement - how do you create a cohesive and equivalent view of the shopper ecosystem when measuring different channels side by side, whether it’s different retailer marketplaces, or even next to D2C sites or a click-to-buy experience on social media?
6. How does PriceSpider gather, validate and keep pricing data up-to-date across so many retailers? What are the challenges in keeping pricing accurate and timely
7. Why is it important to look at the digital shelf side by side with shoppable media and where to buy?
8. Can you share any insights into the future of this space? What are you guys planning for and what capabilities will you be doubling down on?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Jack Shannon - co founder and CEO of Recess.is

Follow Jack on LinkedIn at: https://www.linkedin.com/in/shannonjack/
Follow Recess online at http://recess.is

Jack answers these questions :
1. Would you walk our audience through your own experience in this space and how you got from graduating Indiana university with a finance degree into experiential marketing as CEO of Recess? Note this is about your career to date and YOU
2. How did the company get founded - what was your inspiration and what makes you feel that recess is qualified to lead in this space?
3. I’d like to double down on sampling. Over the pandemic this completely died. What are you seeing now, are brands excited on sampling, what role do you actually play in the physical sampling?
4. Take us through your software capabilities - believe you think of it as picking an affinity, then a target audience while keeping it omnichannel - explain?
5. Give us examples of categories where you have already succeeded, like case studies and what returns brands are seeing?
6. That’s a good transition to talking about retailers. Believe you recently released a research report to help marketers understand where gym goers, college students and other audiences are most likely to shop, therefore highlighting targeted sampling opportunities - give us the scoop? What did you learn?
7. Are CPG brands the only ones to benefit from recess’ capability? What other categories have you focused on and what role does the retailer play in this?
8. Here on the CPGGUYS, the last question is fast forward - Can you share any insights into the future of this experiential and out-of-store sampling space - what's your prediction and then role in shaping it?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by James H. Dickerson, PhD, former Chief Scientific Officer at Consumer Reports.

Follow James on LinkedIn at: https://www.linkedin.com/in/james-h-dickerson-phd/

James answers these questions:

1. Would you walk our audience through some of the pivotal professional experiences in your career that have led you to AMTIL?
2. Can you share your most memorable experience during your tenure as Chief Scientific Officer at Consumer Reports?
3. How did you navigate the balance between scientific rigor and communicating findings to the general public?
4. What do you consider the most significant achievement in advancing consumer awareness and safety during your time at Consumer Reports?‘
5. How did you approach incorporating emerging technologies into Consumer Reports’ testing methodologies?
6. What role do you see consumer advocacy organizations playing in shaping industry standards and regulations?
7. How did you prioritize the testing and evaluation of products to address the most pressing consumer concerns?
8. Can you share any insights into the future of consumer advocacy and the role of scientific officers in shaping it?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys welcome Daniella Harkins from LiveRamp to discuss the clean room revolution in identity - for both company-company and internal data connectivity.  We specifically focus on LiveRamp's recent acquisition of clean room specialist Habu and what that means for the future of identity-driven marketing.  LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes.

This episode is sponsored by LiveRamp.   

Follow  Daniella Harkins on LinkedIn at :https://www.linkedin.com/in/dharkins/
Follow LiveRamp on LinkedIn at: https://www.linkedin.com/company/liveramp/
Follow LiveRamp online at: https://liveramp.com/

Our conversation covered the following topics:

1) Talk a little bit about your personal journey to data identity leader - what's your background before LiveRamp?
2) Clean room technology lets you more easily collaborate with another data partner wherever your data lives, right?
3) Why does a cookieless world make this capability even more important than it was before?
4) Moving data (even temporarily) sounds like hard work – how hard or easy is this to actually do, and how will it be easier after the Habu integration?
5) So, what are some of the big ideas this type of data connection enables…this has got to make big multi-braded programs way easier, right?
6) What are some of the intra-company examples of use cases?
7) How can clean rooms help with understanding an integrated purchase journey, that often involves either cross-screen measurement or stitching together insights from a variety of walled gardens?
8) What do you think the next 12-24 months really look like as cookies begin to crumble – what will winning brands and retailers be doing better than the rest?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined by Craig Dubitsky, a serial entrepreneur who created Eis Lip Blam, Hello oral care products and now happy Coffee (along with actor Robert Downey Jr.)

Follow Craig on LinkedIn at: https://www.linkedin.com/in/craig-dubitsky
Follow happy on LinkedIn at: https://www.linkedin.com/company/we-are-happy-products/
Follow happy online at: https://www.happyproducts.com/

We ask Craig these questions:

1. Why don’t we start with when did the entrepreneurial spirit first take hold in your career and why has it become a habit for you?
2. You founded eos 16 years ago. Why did you think lip balm was the category to disrupt and how did you seek to engage consumers in terms of product and message? 
3. In 2012, you founded hello products. What about the oral care category told us you that it was ripe for delight?
4. How did you seek to create a thriving culture at hello and were you concerned about how it might transform when you decided to sell the company to CP?
5. After joining CP, you didn’t just fade into the sunset with a big bank account, you remained as Chief Innovation Strategist for nearly 3 years. What exactly were you doing and how did it help a 100+ year old company innovate for growth?
6. I remember in Orlando, you posting both your email and your direct phone number for anytone to reach out. You are an incredibly accessible and responsive person. How has this served you in your professional pursuit?
7. In the summer of 2023, you founded happy. What is happy, how are you seeking to delight people who consume coffee and why did you partner with a super hero to launch it?
8. How are you leveraging today’s media ecosystem to drive happy’s success?
9. What advice do you have for aspiring entrepreneurs based upon your vast experience to ensure that they position their business for maximum success?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys welcome Cyndi Loza, Managing Editor - Member Content at Path to Purchase Institute, which offers consumer product marketing executives and brandmanagers a holistic, 360-degree view of the shopper journey.

Follow Cyndi on LinkedIn at: https://www.linkedin.com/in/cyndiloza/
Follow Path to Purchase Institute on LinkedIn at: https://www.linkedin.com/company/the-path-to-purchase-institute/
Follow Stride consumer partners online at:  https://p2pi.com/

Here's what we asked Cyndi: 

1. Let’s start with the research behind the Retail Media Network Trends Study. How long have you been doing it, when was the research conducted, how large was the audience of participants and what was the professional makeup of the survey participants?
2. What did the participants tell you about the change in their RMN investments vs last year and how did that differ from the responses last year? And what is the breakdown of budget sources for RMN investment?
3. What is the general sentiment from participants assessing RMNs and what challenges are they facing in working with these entities?
4. What do your respondents tell you is the promise that they want RMNs to deliver and what is the next frontier for advancement in this media channel?
5. In the survey, you produced assessment on 25 RMNs across 7 attributes. Would you walk us through this part of the survey and any particular call outs you would like to make in terms of which platform)s) really stood out to your respondents?
6. What was the overall assessment of RMNs and where did your participants rank it in terms of importance relative to other marketing channels they employ?
7. What components of RMN offerings are core to brand strategies and which ones are growing vs. declining in terms of budget investments for your respondents?
8. Examining incrementality specifically as an output, how are participants defining incrementality and what challenges are they facing extracting this from all of the RMNs they employ?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys were joined for this episode by Karan Girotra, the Charles H. Dyson Family Professor of Management at Cornell University's SC Johnson School of Business, Dan Hooker, Senior Lecturer & Executive Education Program Director at the Cornell Johnson School plus Clare Galvão, Vice President of Customer & Channel Strategy at Kellanova.

This episode is sponsored by The "Omnichannel Leadership Program" being hosted June 10-13, 2024 at the Cornell Tech campus in New York City. To learn more about the program visit: http://tinyurl.com/cornellomni

Follow Karan Girotra on LinkedIn at: https://www.linkedin.com/in/karang/
Follow Dan Hooker on LinkedIn at: https://www.linkedin.com/in/hookerdaniel/
Follow Clare Galvão on LinkedIn at: https://www.linkedin.com/in/claregalvao/

Our guests answer these questions about the Omnichannel Leadership Program:

1. Dan, what was the impetus behind creating the OLP and how did CPG brands and retailers play a role in developing the curriculum?
2. Karan, how do you go about developing the academic component of the program. You and your fellow academics present a great deal of research dispersed throughout the 3 day event.  What is new for the program this year?
3. Dan, how do your Partner manufacturers and retailers also participate as presenters and participants in the program?
4. Karan, what is the outcome that you are seeking to deliver to the participants and how does that inform the program design?
5. Clare, you actually attended this course. What are some of the most valuable elements of the programs that you took away from being a participant? 
6. Clare, you work for a CPG manufacturer that has been integral in designing the program and sending participants to it. Why is this important to your organization?
7. Karan, what are you hearing from the past participants of the program as to the value that they have derived from OLP?
8. Dan, when I attended the program, the CEO of Ahold Delhaize USA, Kevin Holt,  was part of the program, who are you industry speakers this year?
9. Dan, What type of professional archetype should be interested in attending this program and what advice do you have to get them interested in learning more?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys review 11 major industry conferences & events to help our audience understand the attendee archetypes, subjects and format to help them make judicious decisions about investing in these open industry venues for collaboration.

For a more comprehensive list of industry events with descriptions, timing, location and marketing sites, visit: https://docs.google.com/spreadsheets/d/15Yr5wQlc5Luhp-3IRCjvmFYiyvCEG_wV6e_-82V1FsA/edit?usp=sharing

Events discussed:

• CES
• NRF Big Show
• FMI Midwinter
• Shoptalk
• NADCS Annual
• P2PI Retail Media Summit
• Cornell Omnichannel Leadership
• Shoptalk Europe
• Groceryshop
• Amazon unBoxed
• Advertising Week NY

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys welcome Kevin Dunn from LiveRamp to discuss the changing world f identity in personalized marketing, including LiveRamp's recent acquisition of clean room provider Habu. LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes.

This episode is sponsored by LiveRamp.   

Follow  Kevin Dunn on LinkedIn at :https://www.linkedin.com/in/kevdunn07/
Follow LiveRamp on LinkedIn at: https://www.linkedin.com/company/liveramp/
Follow LiveRamp online at: https://liveramp.com/

We asked Kevin the following questions:

1) Talk a little bit about your personal journey to data identity guru - what's your background before LiveRamp? 

2) OK, so let's get right to the data identity issue of the day - cookie degredation - what does it mean for retail media networks - it seems like it's a net positive for them right...how does this type of identity compare to cookies?

3) Within the context of that, how does RampID help?  Are you trying to be the only identity solution on the internet, or is this more a story about helping someone's existing identity solution bolt more easily into the broader data landscape?

4) When we were talking before this podcast you described the difference between identity and connectivity- what did you mean by that and what are the implications for marketers?

5) Given how important identity is to the connectivity and effectiveness RampId can provide, what advice do you have for retailers or brands trying to solve the identity issue that enables this?

6)  So, talk a little about your acquisition of Habu and what that means?

7) Talk a little about your most successful partners - as an enabler you're uniquely positioned to partner with retailers, brands and 3rd parties like Criteo and CitrusAd - what are the attributes of an entity that's really good at this?

8) OK - crystal ball time - 12 months from now what's the most different in the identity ecosystem vs. today? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.