The eCommerce Fun House: Metrics that drive eCommerce are totally different from the KPIs you use everywhere else 

Conversions, Glance Views, ROAS, Share of Virtual Shelf, Pocket Price, and more. All of these are metrics leading brands are using to manage their eCommerce channel and, in fact, are often totally different or differently prioritized than how we looked at the same metrics for brick and mortar or even paid search. Get them right and you are stealing share in the always-on world of eCommerce. Get them wrong and you are losing ground, often to digital natives that live and breathe eCommerce metrics for everything from driving sales to even developing new products. You’ll take away a list of key performance indicators that you can understand and prioritize against your own organization’s goals and targets, regardless of your preferred data platforms.

Eric Heller, Chief Knowledge Officer, WPP Center of Excellence for Amazon
Eric Heller has been working online retail since joining Amazon.com in January, 1999. During that time, he has managed critical online marketing programs for Amazon.com, Redfin, Expedia and now leads the largest strategy consultancy for brands and sellers working with online marketplaces like Amazon. The company he founded, Marketplace Ignition, now a core launch component of the WPP Center of Excellence for Amazon, has over 140 years of combined in-house Amazon experience and has helped more than 400 brands manage and maximize their Amazon channel.

eCommerce Private Label Brands: Same Game, Different Channel?

eTailers’ private label brands are changing the game for CPG manufacturers…again. But is it the same game as competing with Private Label inside of stores? This presentation will provide an understanding of why and how Private Brands are built including insight into eTailers’ short term and long-term strategies and goals. Understanding what makes private brands “tick” will help CPG companies develop plans and strategies to strengthen their own branded product and private brand offerings. This will be a great session for manufacturers that are either competing against private label offerings or working with eTailers on their private label strategies.

Kyle Gustafson, Senior Consultant, Simpactful
Kyle Gustafson is a Sr. Consultant at Simpactful, a CPG/Retail Consulting Firm and network of industry experts. Simpactful offers solutions that are proven in areas like Commercial Strategy Revenue Management, Organizational Development, Omni Channel/Seamless Shopping, Shopper and Consumer Insights, Simpactful Shopper Driven Growth, and more. Before joining Simpactful, Kyle had executive roles at Amazon Europe, Office Depot and Staples leading end to end private brands including marketing, multi-channel merchandising, operations and sourcing responsibilities.

The Evolution of Online Grocery: Key Developments & Opportunities in 2020 & Beyond

In this session, Cleveland Research Grocery eCommerce analysts Scott Bender and John Selio will dissect the online grocery market, including key developments and opportunities that are critical for branded manufacturers looking to grow their fresh food, non-perishable food, and CPG businesses. Key discussion topics will include Amazon expanding its UltraFast Fresh offering, the impact from Walmart’s online grocery pick-up expanding, and the variety of tests occurring in the battle for ship to home.

Scott Bender, Senior Retail Analyst, CRC 
Scott is the Senior Research Analyst covering the grocery, mass, club and dollar channels at Cleveland Research, in addition to Amazon. He has a background in finance/economics and leads the company’s Equity Research function for the channels described previously (catering to institutional investor clients). This includes channel research, report writing, financial modeling and client marketing. Scott also plays a role in the Market Research business, helping with product and presentations. 

He has been with Cleveland Research since the company’s founding in 2006 and is a Partner in the company. Scott holds a Bachelor’s degree in Economics from John Carroll University.

John Selio, Retail Research Associate, CRC 
John is a Research Associate at Cleveland Research, covering the grocery, mass, club, and dollar channels, as well as trends at Amazon. As an equity research associate, he has focused on gathering insights on the retail channel since joining the company in 2016. Prior to joining CRC, John held positions in corporate finance at Ernst & Young and Materion Corporation.

John holds a Bachelor’s Degree in Accounting from Miami University, and attained his CPA license in 2011. He currently lives on Cleveland’s west side with his wife Samantha.

Target's Omni Channel Evolution

How do we maximize our business with Target as they have evolved into a true omni channel player?

Target’s rapid evolution as a leader in omni channel retailing is forcing their partners to adjust their approach in a meaningful way. In this session, Chris Cummings from the Bluebird Group will share the latest updates on Target’s transformation as well as fundamental strategies to drive success with this dynamic partner. This session is invaluable for leaders across sales, marketing, and supply chain seeking to maximize their partnership, and future proof their approach for success in 2020 and beyond.

Chris Cummings, Partner, The Bluebird Group 
Chris is a seasoned merchandising executive with 22 years of proven results in the retail industry. His experience includes Dayton’s, Hudson’s, and Marshall Field’s, L’Oreal consumer goods, and Target Stores where he most recently served as a Divisional Merchandise Manager. His category expertise and experience is wide with strong concentrations in apparel, cosmetics, toys, consumer electronics, and housewares. He knows what it takes to effectively launch and scale a business in large retail formats. A graduate of the Carlson School of Management at the University of Minnesota, Chris enjoys cooking, sports, the outdoors and spending quality time with his family.