Category: Building Blocks

“Hundreds of Aisles” Better Characterizes Amazon than an “Infinite Shelf”

Article in Building Blocks

December 7, 20222 minute read You may have heard the term “infinite shelf”, which is meant to describe the unlimited number of items Amazon (and increasingly Walmart) sell.  Searching for “ice cream scoop” returns 1,000+ options on Amazon compared to the 14 results at the local Target store. But “infinite shelf” misleads digital practitioners.99% of the 1,000+ options […]

Digital Expertise on Boards Slowly Improving

Article in Building Blocks

November 21, 20222 minute read In January 2022, Stratably analyzed the digital experience of board members across 30 CPG companies finding that, on average, there was only one director per board that had digital experience. Stratably recommended consumer brands add digital expertise to their boards to help develop and execute a digital vision to maximize firm value. The […]

Incrementality X-Factors (Part 4)

Article in Building Blocks

October 8, 20222 minute read We went on an incrementality journey this week… Talking about why it’s a complicated question to askDeveloping a framework to answer it with rigorApplying it to real-world case studiesThe framework considered incremental SALES as the focal point. That largely makes sense, but it’s not necessarily the FULL picture.   There are other incremental […]

Applying the New Incrementality Framework (Part 3)

Article in Building Blocks

October 7, 20223 minute read On Monday and Wednesday, we laid out a six-question framework to help more cleanly answer the common question digital leaders get – “Is it incremental?”. To refresh, the framework included asking:Does it enable us to create net-new assortment?Does it reduce friction in the buyer journey?Does it create new consumption patterns (or dayparts)?Does […]

A New Incrementality Framework (Part 2)

Article in Building Blocks

October 5, 20224 minute read On Monday we laid out the challenges that come when asked “Is it incremental”? To refresh your memory, this question is often posed to digital leaders in the context of investing into a new retailer or new model, such as a marketplace or quick-commerce or shoppable recipes, and so on. It’s challenging because:We […]

3 case studies of brands building a digital vision despite near-term macro issues

Article in Building Blocks

September 19, 20225 minute read A digital vision goes beyond talking about the share of sales coming from eCommerce. It’s a compelling narrative that unifies the organization, recruits and retains top talent, and provides useful information to stakeholders. To help retail leaders like you develop that narrative, I analyzed commentary from 19 consumer brands at the recent Barclay’s […]

Analyzing What Brands Expect from their Retail Media Managers

Article in Building Blocks

September 7, 20227 minute read A few years ago, Amazon Advertising was essentially the only platform a brand had to focus on when it came to retail media. But the pandemic helped push digital innovation at every omnichannel retailer, including the launch and development of retail media offerings. Importantly, these retailers expect their big brand partners to […]

What do we mean by “eCommerce”?

Article in Building Blocks

August 31, 20223 minute readRetail professionals like us talk about eCommerce as if it’s one homogenous thing. eCommerce is what’s sold online. It’s what the Census Bureau reports. It’s what Amazon dominates. It’s a growing segment of Walmart and Target’s business. It’s how new brands go to market. eCommerce is a singular concept because the term is […]