Flywheel

The next generation of commerce media leaders will run ecosystems bigger than anything built so far, and getting them ready starts now 👀 That's why it's so significant that Amie Owen has been named among the first agency leaders invited to join Media in Retail (MiR), a new advisory council powered by RETHINK Retail. MiR connects agencies, brands, retailers, and tech partners to do exactly that, learning directly from active operators to build smarter, more sustainable commerce strategies. This is exactly the kind of leadership we value at Flywheel, and we couldn't be prouder to see Amie recognized for it 💫 For those leading the future of commerce strategy, MiR offers a chance to connect, share and shape what comes next alongside a community of peers 🔗 https://lnkd.in/efnZ82zA

Forecasts through 2031 show a widening gap between store-based and eCommerce growth in food and beverage. Store-based retail still plays a critical role in reaching consumers today, but that growth is set to flatten, while eCommerce compounds fast, and not evenly. Walmart, Amazon, Albertsons and Kroger are projected to pull ahead, driven by investment in delivery speed and AI-driven shopping tools. A generic eCommerce strategy applied across retailers will likely underperform against one built around each retailer's specific growth drivers, from same-day fulfillment to conversational commerce. As these forecasts play out, retailer-specific strategy will matter more than ever. Get in touch with our experts to talk through what this means for you 🔗 https://lnkd.in/ecN8Y7hK

Getting discovered is no longer enough. Getting chosen is the challenge. Syndigo’s new State of Product Experience 2026 report explores how shoppers make decisions in an era of infinite choice and what that means for brands as AI becomes part of the buying journey. A few findings stand out ⤵️ 📊 Ratings and reviews now rank above discounts as a purchase driver 📊 83% of shoppers will leave a product page that doesn’t answer their questions 📊 25% are more likely to purchase products recommended by AI We’re also proud to see Amie Owen featured, sharing why product experiences that build confidence are becoming critical to conversion. Download to explore what’s shaping the future of product experience 🔗 https://lnkd.in/dHGjgYfq

Our 10th edition of Commerce in Focus is here 💡 Mike Feldman breaks down why unified IDs are becoming one of retail media's most important yet most misunderstood opportunities, as brands continue to treat the same shopper as five different people across channels. Explore why a disconnected identity is quietly costing brands money, how leading teams are shifting from audience targeting to predicted impact, and which question is really separating brands that connect their data from those that just collect it. Ready to stop counting the same shopper five times? Subscribe to Commerce in Focus and dive in ⤵️

Amazon’s AI-powered shopping experience is changing what it means to win on the digital shelf. In a recent Ad Age article, Mike Feldman shares his perspective on how the shift towards AI-led recommendations is creating a much more selective path to purchase. His advice is to start with the fundamentals. Richer product content, stronger organic visibility, and a connected approach across Amazon and DTC will all play a role in helping AI understand when, where, and why to recommend a product. As the AI shelf continues to evolve, visibility will depend on much more than search rankings. Read the full article for Mike’s take on what this means for the future of commerce 🔗 https://lnkd.in/ei98Tyz3

What really happens inside the Cannes Lions jury room? On the latest episode of The CPG Guys podcast, Phil Camarota, Chief Creative Officer, sat down with Peter V.S. Bond to take us behind the scenes of his experience as President of the Creative Commerce jury at Cannes Lions 2026. From defining what makes great commerce creativity to navigating AI, authenticity, different perspectives, and the pressure of choosing a Grand Prix winner, Phil shares what it takes to judge the work shaping the future of commerce. Listen to the full episode wherever you get your podcasts 🎧 https://lnkd.in/evNkRJnU

Many organizations still plan commerce investment around structures built for a different era. Brand and retail media teams often operate with separate briefs, KPIs, and incentives. But when everyone is working toward the same business outcome, those lines start to feel a lot less useful. The opportunity is to bring teams together around a shared view of the consumer, aligned KPIs and a clearer understanding of how brand, retail and commerce activity work together. Run to your favourite podcast platform to listen to the full episode of 🎧 The Commerce Collective 🎧 featuring Mike Feldman 🔗 https://lnkd.in/esdhCSDw Download our playbook via the link in our comments 👇

Building a strong social commerce strategy starts with understanding where discovery happens. A creator can spark interest. A social feed can build consideration. Retail media can reinforce intent. An AI-powered recommendation can introduce a product. And increasingly, these moments can lead directly to purchase. For brands, the opportunity lies in connecting these moments and turning them into measurable growth. We've outlined five areas to help you assess your approach ⤵️ ✓ Discovery ✓ Creators ✓ Conversion ✓ Commerce ✓ Measurement Every brand is at a different stage of building its social commerce approach. The scorecard is a quick way to identify where you're strong and where there's an opportunity to create more connected experiences. Complete the scorecard, then dive into the thinking behind this shift in our latest blog 🔗 https://lnkd.in/equFZzud

Walmart is giving advertisers more control over their search spend. Walmart Connect has introduced negative keywords for Sponsored Products, giving brands the ability to exclude specific search terms and cut spend on irrelevant or low-performing traffic. It’s a long-awaited move that gives advertisers more precision over where their media dollars go, while creating more opportunity to optimise budgets around the search terms that actually matter. Ray Easley shared his perspective on what this means for brands in Modern Retail. Read the full story below ⤵️ https://lnkd.in/eHiD7tAR

How much can efficiency really tell us about performance? Amie Owen sat down with Attain live at Cannes Lions International Festival of Creativity to unpack what we might be missing when efficiency becomes the main measure of success 👀 From what purchase data revealed about a campaign her team thought they already understood, to the marketing assumption she thinks won’t survive the next two years, Amie shares her perspective on smarter measurement, purchase behaviour and why connecting brand, retail and media will be so important to what comes next. Watch the full interview below ⤵️ https://lnkd.in/gHA7zMDx