Craft & Commerce reposted this
Truly successful joint business plans between brands and their retail media partners can be hard to achieve, but they don’t have to be! I had a great time onstage at the Commerce Media Brand Summit with Olivia Giaimo from Craft & Commerce sharing how our team at Chobani approaches Joint Business Planning differently, moving beyond transactional advertising to build strategic partnerships grounded in shared goals, clear success metrics, and a co-created value proposition connected to business outcomes. Because when brands and retail media partners align on priorities, JBPs become a powerful way to drive long-term growth. Thanks to everyone who joined the session! At the conference, one message kept surfacing. Retail algorithms are now part of the shopping journey itself, shaping discovery in real time as shoppers search, browse, and compare. A few takeaways that stood out: • Product pages are quickly becoming 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗱𝗮𝘁𝗮 𝗳𝗼𝗿 𝗔𝗜 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗮𝗴𝗲𝗻𝘁𝘀 • 𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗹𝗮𝘂𝗻𝗰𝗵𝗲𝘀 𝗻𝗼𝘄 𝗵𝗮𝗽𝗽𝗲𝗻 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝟯𝟬 𝗱𝗮𝘆𝘀, not 3 to 6 months • 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗯𝗲𝗮𝘁𝘀 𝘀𝗽𝗲𝗻𝗱. Strong content and conversion signals often outrank higher bids • Some brands may still be paying for sales they likely would have captured organically. 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀. Success in ecommerce increasingly requires aligning content, media, and shelf strategy because algorithms reward relevance before media can fix it. AI driven discovery (Rufus, Sparky, generative search, etc.) is already reshaping the digital shelf and changing how brands communicate through the PDP, where richer content increasingly influences how algorithms guide discovery for a digitally native generation of shoppers.