Retail Media Thursdays: Interview with Andrew Pearl from Profitero

Introduction

• Host: Matt
• Guest: Andrew Pearl, VP of Industry Insights at Profitero
• Topics: Digital shelf, activation, case studies

Andrew Pearl's Role at Profitero

• Nearly 8 years at Profitero
• Works closely with marketing for thought leadership on digital shelf
• Engages with clients and industry events
• Focuses on digital space and e-commerce insights

Highlights of the Week

• Professional: In-person client meeting, post-COVID, refreshing collaboration
• Personal: Family's interest in football (Tottenham and Chelsea fans)

Location Highlights

• Recording at a pub near Windsor Castle
• Profitero’s office is nearby

Understanding Digital Shelf Data

• Definition: Perception of a brand online, akin to in-store visibility
• Key Areas:
  • Visibility: Brand availability, search optimization
  • Conversion: Turning traffic into purchases, content quality, ratings and reviews, pricing

Importance of Digital Shelf Data

• Daily monitoring of 1200 retailers globally
• Helps clients optimize media execution and improve sales

Digital Shelf Data and Activation

• Examples of Innovative Use:
  • Time Saving: Automation reducing manual efforts (e.g., healthcare client)
  • Market Share: Reacting to competitor stock changes (e.g., nail care brand)
  • Event Optimization: Rule-based bidding during high-traffic events (e.g., Kraft Heinz)

Challenges and Strategies in Standardization

• Organizational structural changes aren't accelerating growth
• Importance of employing the right behaviors
• Recommendations on team organization, processes, and partnerships
• Use of benchmark reports for insight

Profitero's Acquisition by Publicis

• Excited about integration with Publicis
• Retail media growth expected
• Importance of utilizing data effectively to optimize media

Future of Commerce Data

• Continued evolution of shelf intelligent media and programmatic media
• AI and neural language learning for content optimization

Personal Insights

• Football allegiance: Tottenham and Chelsea
• Favorite TV shows and holiday destinations

Conclusion

• Acknowledgements and thanks for joining the session