In this session, we partnered with our client Poppi, a prebiotic soda brand, to explore what a winning strategy for scaling your digital grocery business looks like, considerations you should utilize across channels, and best practices for internal alignment that can lead to growth.

1. Scaling Growth Across
Digital Marketplaces
A Conversation with Poppi,
Prebiotic Soda Company

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
TANYA VALLE
Strategist, Marketplaces
GRAHAM GOEPPERT
VP of eCommerce

6. Agenda
● Setting Proper Business Objectives
● Channel Considerations & Strategy
● Organic Channel Use Cases
● Paid Media Objectives & Strategy
● Q&A
6

7. What platform are you focusing your
efforts on in 2022?
● Instacart
● Walmart
● GoPuff
● Amazon
● All of the above
POLL

8. Setting Proper Business
Objectives
8

9. Sizeable yet profitable growth mindset
Intimate understanding of digital
advertising impacts on sales
Translation to execs with
reporting that validates
assumptions & commitments
Multi-year financial progression
for investment & sales
9
Focus on lead indicators of high
growth like Sessions & Branded
Search
Look beyond ROAS by evaluating
ad performance per objective
Video > Static to drive a
emotional connection to your
brand (video is our #1 medium)
Amazon’s Brand Metrics & AMC
are some fun new toys!
Variety Packs & unboxing for
customer experience
4-count Starter Pack; currently
testing for new user conversion
Amazon virtual bundles as
additional PODs within Amazon
Lightning deals to spike Amazon’s
algorithm
Creative sequencing with static DSP
(personalized per audience)
Internal alignment from
executive team
Setting up proper business
objectives & measurement tools
Be disruptive!
REQUIREMENTS FOR HIGH GROWTH

10. A ROAS only mindset stunts growth opportunities
Metrics to guide tracking towards success
10
KPIs to drive conversation forward
● Driving more branded search (shows brand intent)
● Total sessions, new users, new to brand acquisition costs
- It will cost more initially to reach a new consumer
● Subscribe and Save
ROAS focused mindset results in
● Targeting the same consumers over and over again
- Poor experience in some cases
● Doesn’t help increase new to customer acquisition
● Overtime, branded loyalty will balance out upper-funnel traffic
and sustain margins

11. Channel Considerations &
Strategy
11

12. Digital Landscape for grocery is growing
Ability to meet customers through different channels & touchpoints that best meet their
needs. You need to find them, they will not find you.
12

13. Where is the next growth area?
Considerations Taken
● Volume opportunity and % of eCommerce growth
● Who does the fulfillment, brand or retailer?
● How much spend is required to grow on the platform?
● Audience fit (i.e. Weight Watchers as dropship seller)
● Retailer & Distributor relationships, agreements
● In-store economics that don’t work for eComm?
● Price matching and channel conflict
● Strength of retailer’s 1P data & retail media sophistication
● Data availability that can help drive insights
● Product pack sizes and unique offerings
- Snack boxes that drive trial, or custom variety packs
13

14. Organic Channel Use
Cases
14

15. Uniqueness of grocery in a digital space
Using a website for data collection
Do I need a website?
● YES - here’s why:
● It’s where consumers learn and educate
● Use website for 1P Email/SMS collection. Once a
consumer is in the Poppi remarketing flow, then we
can drive sales monthly during various Amazon
deals or events
○ Amazon’s algorithm loves the external traffic
and rewards you with extra earned media
placement and better organic rank
○ Brand Referral Bonus; 10% back
○ Engages your loyal contingency of super users
to become brand evangelist
● Pixels on the site can still be used for remarketing
audiences within AA campaigns
15

16. Uniqueness of grocery in a digital space
TikTok Made Me Buy It!
How Poppi leverages TikTok
● TikTok is a video medium for storytelling
and creating an emotional connection
● A percentage of your TT viewers bring
their high intent to Poppi’s website and
subscribe to Email/SMS
● Source for daily Amazon sales correlation
(short term conversion)
● Source for email/SMS capture
(longer term value)
16

17. Paid Media Objectives &
Strategy
17

18. Using media to drive product consideration & purchase
18
How to leverage media
● 1P data
-Brand data, retailer data
-Save money by using your brand data
● Full-funnel marketing
-Crawl, walk, run approach to scaling
-Search, display/programmatic
-Tentpole events, seasonality
● What is available by retailer
-Building blocks
-Test, be agile

19. Let’s talk budgets…
19
How to approach media budgets
1. Understanding spend & sales
2. Understanding categorical trends, tent poles, and seasonality
3. Parsing budget by channel to meet high level objectives (Video %, Funnel Coverage, New User Acq.)
4. Everyday tactics correlate with revenue, while other Awareness media might be flighted
5. Start with Yearly > Halves > Quarters > Months > Weeks (January NYNY or Prime Day)
6. Hard of goal setting, then monitor pacing like a hawk!
7. Debate with people smarter than you (i.e. Tinuiti)

20. Don’t be shy of testing new things
20
Test & Learn Framework
● Reserve a “Black Ops” budget that allows you to find the next great thing
● Surge spend in some months to stress test your “system” - does it respond as expected?
● Always have something “disruptive” on deck that you’re testing
○ The wins will outweigh the losses!
Poppi example: Sight. Sound. Motion to drive emotional response through streaming TV.

21. Biggest insights
Get Internal Buy-In
Spend some time planning your growth area
opportunities
Plan media (paid, non-paid) to tie back into
objectives
Be agile, test new things

23. Winning on Retail Media
today requires a whole lot
more than just advertising.
Schedule Your Consultation
with a Retail Media Expert

24. Q&A TANYA VALLE
Strategist, Marketplaces
GRAHAM GOEPPERT
VP of eCommerce

25. 25
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

26. Thank you!

27. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

28. We’re on a break!
We’re on a break!
Thanks for joining
the 2022 Amazon &
Retail Media
Virtual Summit!
We’ll be back at
11:45AM PT | 02:45PM ET