Digital is the primary growth driver for all sales today. Brands must measure and manage the omnichannel shopping experience holistically instead of by channel. Doing so will allow them to make decisions and investments that drive overall business growth and performance.
Shift to Total Growth Accountability
New Realities of the Digital Shelf
Functional Leadership is Dysfunctional
Algorithms
Drive Pricing
Strategies meant to fuel ecommerce growth on one retailer platform can trigger an in-store purchase in another retailer. Single channel planning creates harmful silos and omits important information about what impacts the overall bottom line.
Functional Leadership is Dysfunctional
Algorithms
Drive Pricing
Everything Affects Everything
How to Adopt Total Growth Accountability
Our Mission
Focus Areas
Consumers
Pin objects or group of objects to a specific point in the viewport like this navigation menu.
Select one or more object in the layers panel. Ensure these objects exist above the fold. Next, toggle on the pin icon next to the X and Y position in the Design tab of the Inspector Panel.
Note: Pinned objects do not currently work on full-height embedded experiences; only standalone experience and scrolling embedded experiences.
Create an engaging and interactive media kit for your business or product.
Template - Media Kit
1280px x 2360px
By default when you upload a video to Ceros, the player controls will appear for the user, requiring them to interact with the video in order to play. However, in addition to this default video behavior, you can also set your videos to automatically play on load — which requires no input from the user.
To access the autoplay settings, click on a video and you’ll see your video settings populate in the Design tab.
The Show Target(s) & Hide Others interaction enables you to create an interaction that, upon click, will only show an asset (image, video, group, or folder) that you designate, while simultaneously hiding everything else in that folder or group.
Tip: Try adding a delay to animations.
Animations will only be triggered when the object is visible on the screen. By applying a delay you are saying, when the object is on screen, delay animation by x seconds. A delay of 0 will automatically trigger the animation.
Commerce is more than a single function practice. Separation of marketing and sales creates conflicting key performance indicators (KPIs), gaps in funnel activation, and improvement strategies built on an incomplete picture of the total performance.
Pricing is controlled, tracked, and matched in real-time. This can erode brand equity, retail margin, and salability on a retailer. Running a promotion on one channel may automatically reduce prices across the entire ecosystem.
In 2020, prices for MIO fluctuated by $60 on Amazon because of automatic discount matching.
Everything Affects Everything
Price-Matching Proactivity
Algorithm-driven price fluctuations require an intentional approach beyond Minimum Advertised Price (MAP) monitoring.
• Assume the lowest price somewhere will be the new price everywhere.
• Determine what constitutes “item exclusivity” to avoid matching.
• Be deliberate on assortment to protect margin and joint business planning.
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Dynamic Portfolio Management
Optimize the portfolio across product, pack, price, and profitability for both shoppers and retailers.
• Capture growth and share with retailer-specific exclusive products.
• Create digital experiences for lower volume products to niche consumer groups.
• Detect hyper-local product preferences and programmatically cue local retailers to add corresponding SKUs.
Marketing and Sales Integration
Consumers switch channels frequently. Balance short-term conversion goals with
long-term brand building.
• Centralize decision-making and use common KPIs across teams.
• Measure by share of voice and sales on important channels to compare to
competitors’ performance.
• Prioritize a seamless brand experience across all touch points for shoppers.
3.
Budget Fluidity
With constant marketplace change, gain a first-mover advantage by acting in
real-time to insights.
• Set longer term value outlooks and shorter term re-allocation budgets.
• Review and reallocate the budget frequently with sales and marketing stakeholders.
• Allow flexibility to move funds between retailers or channels to seize
moment-in-time opportunities.
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About the Research
This research was developed by The Total Value of Retailer Ad Platforms co-authors: Molly Schonthal, founder of the Digital Shelf Institute Executive Forum, and Chris Perry, digital commerce consultant and former VP and advisor at Edge by Ascential, through dozens of interviews with digital commerce executives at leading global brands.
Nerf provides key retailers exclusive items to maintain better control over pricing
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