Exploring an Evolving Retail Landscape with Bryan Gildenberg

In this episode of It's a Customer's World, Andy is joined by long-time industry leader, Bryan Gildenberg. Bryan has decades of experience in CPG and e-commerce and currently is the SVP of Commerce at OmniCom Commerce Group. Their conversation focuses on the ever-changing retail landscape and explores the promise and reality of retail media networks.Topics and Questions:00:50 Guest Introduction 03:32 How retail media networks have blurred the lines in retail04:48 How would you describe the promise of retail media networks?07:08 How would you describe the current reality of retail media networks?09:22 How the industry is underestimating the tech investment Amazon made to get to this point11:33 Connecting paid search results to traditional retail strategy 13:00 The importance of inventory forecasting in an evolving retail space14:20 Understanding how RMNs vary across different retailers15:30 How can traditional retailers leverage their physical presence?18:30 Can the industry support the rapid emergence of countless RMNs?21:20 How will the evolution of retail impact aggregation amongst CPG companies and retailers?23:10 How will the evolution of retail impact agencies participating in this space?25:54 What challenges are media teams facing?30:45 The fundamental difference between performance marketing and shopper marketing33:47 What new challenges will young brands face in terms of discovery?37:13 How social media platforms are serving as a source of discovery 39:12 How Amazon’s removal of friction has set them apart42:37 The positive impact of relevance engineering teams 44:10 How will retailers adapt as consumers grow weary of heavy ad loads46:50 What will the future of RMNs look like in 2-3 years?49:07 Will there be more or less RMNs in 2-3 years?52:41 Wrapping up