The Commerce Collective Podcast

Mastering Metail brings you the “ShopTalk Series” recorded live from ShopTalk 2023! In this episode Mike Balabanov, VP of Agency Development at Criteo discusses how retail media networks are no longer just for sponsored products. The media ecosystem is evolving with the open web which requires nuanced approaches to media planning, and Criteo’s Commerce Max (which you’ll have to tune in to learn mo...

Omnichannel is not a new concept on Mastering Metail, but how does a large manufacturer or brand tie everything together across its teams to provide the best consumer experience possible? That’s where someone like Todd Hassenfelt, eCommerce Director, Growth Strategy & Planning at Colgate-Palmolive, can help. This episode focuses on 3 key digital shelf management elements -  PDP Content, r...

By pressing play on this episode, you’ll be entering a course led by Carolann McKay, VP of Customer Experience at MikMak who will guide you through understanding how to utilize eCommerce data to improve retailer relationships. Module 1 covers understanding what the consumer wants and where, and Module 2 covers understanding the journey to conversion via MikMak’s data to altogether help strengthen...

Social commerce isn’t just a fad - through its development it has challenged advertisers to find new ways to interact with and inspire consumers to purchase. In this episode Patrick Quaggin-Smith, Emerging Channels Lead at Perpetua teaches us about the evolution of influencer marketing and the creator economy while providing insight into the future of the transactional elements of social commerce...

Whether you want to work in eCommerce, today is your first day, or you’ve been around for a while, where to take your career can be an overwhelming thought. In this episode we flip the roles of host and guest. Mark Mannino, Chief Operating Officer at Flywheel Digital interviews Emma about starting and building an eCommerce career - what skills are needed? What does "Day 1" look like? After that, t...

When we think about finding success in eCommerce, instinct leads us to the product and where it shows up on site - but what are some of the less obvious opportunities out there that can help drive efficiency, reduce fines, and create an additional brand experience? Look no further than packaging. In this episode, Scott Erickson, Sr Account Manager, Amazon, at 3M will teach us all about the back en...

You might think that this big tech event in Las Vegas is all about smart home gadgets and self-driving cars, but that’s not all. There is quite a lot to learn about ecommerce and adtech if you attend CES - that’s why Flywheel Digital shows up in full force. In this episode, Hannah Donoghue, VP of Professional Services at Edge will share what we learned at the event across commerce marketing, the b...

3PL - third party logistics - you’ve probably heard of this. In the world of eCommerce, manufacturers need to be nimble to keep up with consumer demands and the changing dynamics of supply chain. Mike O’Donnell, VP of Client Services at Flywheel Digital, explores the ways in which a 3PL can expand beyond a capabilities extension and become a true strategic competitive advantage for selling online.

AMC (Amazon Marketing Cloud) is not just another industry buzzword. With AMC, media insights can be discovered across multiple consumer insights with accuracy like never before. Andrew Fox, Head of Campaign Tech & Automation at Flywheel Digital will guide us along the path of understanding what AMC can unlock for your brand, how to access it, and how to effectively turn these insights into act...

Retail Media…you’ve probably heard of it. And no, it’s not quite the same as our “Metail” approach to eCommerce. In this episode we have the privilege of sitting down with Elena Gulotta, Director of Account Strategy on the Retail Media team at Criteo. We cover the scope and technicalities of retail media, getting started and then scaling with Criteo, Criteo’s push towards Commerce Media, the Comme...

Mastering Metail doesn’t end with an understanding of winning on Amazon, Walmart, and Instacart - we’ll continue to explore the most relevant topics in digital commerce while educating you along the way. In this episode, Donte McCrary-McClain, Senior Manager of Client Services at Flywheel Digital, will share his journey of working across multiple brands with a focus on eCommerce to his transition...

In this episode, we talk to Russ Dieringer, founder of Stratably, about a recent newsletter he published titled ‘What do we mean by “eCommerce”?’ In it, Russ challenges retail leaders to be more precise in how they think about eCommerce, as store-based omni retailers have a different set of growth levers and future growth potential than pureplay eTailers. We’ll also learn about writing an eCommerc...

On this episode of Mastering Metail we bring back a guest from our Amazon season, Amanda Wolff, Chief Marketing Officer at OneSpace, to cover content on Instacart. We’ll learn about what type of content exists on Instacart, we’ll break down the components of the PDP, and we’ll get into how consumers and brands think about content on site when compared to Amazon and Walmart.

We’ve learned the basics of how Instacart works, and now Bernie Che, Associate Director of Omnichannel Platforms at Flywheel Digital, teaches us even more about advertising on Instacart - which is where so much of your power as a brand lies on the platform. We’ll cover strategy in more depth as well as metrics for success for brands looking to step up their game on Instacart. *In this episode we w...

In our first episode of our Instacart Masterclass, Ellie Edwards, Product Designer at Perpetua teaches us all about Instacart - how it works and how brands can get set up with an advertising account to really get things rolling. We’ll cover logistics, ad units available, how to grow your brand, and so much more.

Are you an online seller looking to enter the Walmart ecosystem? Or maybe a 1P supplier that’s considering making the jump to Walmart Marketplace? Well, this episode is for you! Corey Hammond, VP of Product Strategy at WhyteSpyder, will break down Walmart Marketplace, Walmart’s motivations for its online retail platform, and how sellers and suppliers can find success on the marketplace while under...

We’ve touched on the algorithm, but what goes into appearing on page one without the support of media dollars? This is where understanding organic search comes in, and Ryan Monigan, VP of Insights & Strategy at WhyteSpyder, will give us everything we need to know about, well, everything we know about the algorithm.

We couldn’t give you a Walmart ecommerce masterclass without touching on paid search, right? In this episode, Tim Jefferson, Director of Strategy & Insights at WhyteSpyder, will reveal what creates a successful paid search strategy on Walmart, how the rules of what works aren't set in stone, and what the term paid search really encompasses on Walmart.com.

Before you can do much of anything on Walmart.com, you’ll need to import a catalog of products. But that catalog will do you little good without best-in-class content and every product attribute the world’s largest retailer requires. That may seem like a lot to handle, but Lily Grant, VP of Account Services at WhyteSpyder, will guide us through everything we need to know about catalog management o...

Omnichannel, omnichannel, omnichannel. Are you tired of the word yet? Well, you shouldn’t be! Understanding omnichannel retail is critical to your success with Walmart, requiring a very different approach than what works on Amazon. Scott Benedict, VP of Partnerships at WhyteSpyder, will help us uncover the logistics of omnichannel retail, outline the changing consumer behaviors accelerated by the...

Walmart, as one of the largest retailers in the entire world, is home to a complex blend of the physical and digital worlds of retail. Understanding Walmart’s position in the ecommerce landscape and what suppliers need to do to find success on the platform is not an easy task, but Eric Howerton, Founder & Chief Growth Officer at WhyteSpyder, is here to help. In this episode, Eric will provide...

Should understanding Amazon’s motivations be part of your Amazon strategy? What about other industry insights, or category-level insights? The answer is yes to all of the above. In this episode with Xian Wang, VP Retail Insight at Edge Retail Insights, we’ll hear about Amazon’s positioning in the retail landscape, as well as how manufacturers can begin to understand Amazon’s motivations as well as...

Without a thorough understanding of your advertising data, you won’t be able to interpret results and make necessary changes when building efficient and incremental campaigns. In this episode with Gloria Steiner, Business Intelligence Lead at Perpetua, we’ll cover basic available media metrics, as well as Amazon’s launch of the Amazon Marketing Cloud, which gives advertisers insights into the cons...

Amazon revolutionized everything we knew about supply chain, and you might be wondering how products seem to be anywhere and everywhere at the speed of light. Maybe you want to know about the logistics of sending your products to Amazon. In this episode we’ll meet Mike O’Donnell, VP of Client Services (Retail) at Flywheel Digital, and one of Flywheel’s resident supply chain experts. We cover three...

Think about how you make decisions about what to purchase online. You rely on the content that you see to tell you what you need to know about the product because you can’t physically touch it! In this episode we talk to Amanda Wolff, Chief Marketing Officer at OneSpace, a Flywheel Digital company. Amanda will talk about the most important elements when it comes to ecommerce content, and she’ll ti...