Name: Insight functions changing within E-commerce
Uploaded: 2022-09-23T12:58:04.066Z
Duration: 182.68
Description: There's a strong upward trend in e-commerce that continues its growth in 2021. We spoke with two consumer insight leaders who accept that e-commerce acceleration is here to stay and one of the main areas you should focus on now.

Insight functions changing within ecommerce.vtt

English

{{00:00:36}}
So we haven't made any kind of
structural changes, however, I

{{00:00:41}}
would say it's obviously been much
elevated across all our shopper team,

{{00:00:45}}
and then we have a person that's
dedicated to e-comm insights as well.

{{00:00:49}}
So I think one of the biggest shifts
that have happened again, it's

{{00:00:52}}
an acceleration, I think, is this
thinking of e-comm as its own thing to

{{00:00:59}}
understand that no, e-comm is just a
part of the entire retail landscape.

{{00:01:03}}
So as we go forward into next
year, it's now we have to think

{{00:01:08}}
about e-comm and every piece of
the retail business, not just

{{00:01:11}}
e-comm is its own little thing.

{{00:01:13}}
So I think what we've really
done is we've shifted to omni.

{{00:01:17}}
Right?

{{00:01:18}}
So, and realizing that almost
all of our retailers have both

{{00:01:23}}
bricks and mortar in an online
focus and a strategy for both.

{{00:01:28}}
So, I think that's been more of a
mental shift in acknowledgement.

{{00:01:32}}
And so as we go to things like
planning, instead of having like an

{{00:01:35}}
e-comm strategy that sits over here in
a little bubble, we have, you know, an

{{00:01:39}}
e-comm strategy for, you know, retail.

{{00:01:43}}
Just picking one.

{{00:01:44}}
So Kroger, so we've got Kroger,
we've got their, you know, their

{{00:01:46}}
bricks and mortar, but also what is
e-comm strategy, as we think about

{{00:01:50}}
our plans, our innovations and our
marketing things, you know, just

{{00:01:53}}
realizing that there needs to be two
sides of that activation that just

{{00:01:59}}
reflects the current market now.

{{00:02:00}}
Everyone, I think kind of across
both the companies that I've been

{{00:02:03}}
in has bought into the idea that
e-comm acceleration is here, right.

{{00:02:07}}
And so that's a trend that
will stick, like, okay.

{{00:02:09}}
I think that's pretty evident.

{{00:02:10}}
What I think is fascinating, we have
elevated it in terms of learning

{{00:02:15}}
plans, but I think what's so exciting
about e-commerce too, from an insight

{{00:02:19}}
standpoint, is it gives you such,
it can give you such a great wealth

{{00:02:24}}
of data in the path to purchase.

{{00:02:26}}
And then you supplement that with
all the why and the foundational.

{{00:02:29}}
So I would say that's the one thing
both companies have been trying to

{{00:02:32}}
tackle is like, how do you actually,
all of that great clickstream data

{{00:02:36}}
and viewability data and all that
stuff that, you know, with the

{{00:02:38}}
Amazons of the world and the Buzzfeeds
of the world probably have great

{{00:02:41}}
visibility to, you know, aren't always
evident on the manufacturer side.

{{00:02:46}}
And so I think that's, at least
on the manufacturer side has been,

{{00:02:48}}
you know, one of the things for
the insights team to help lead.

{{00:02:52}}
How do we think about sinking all
of that together, along with more

{{00:02:54}}
of the human side of the so what.

So we haven't made any kind of
structural changes, however, I

would say it's obviously been much
elevated across all our shopper team,

and then we have a person that's
dedicated to e-comm insights as well.

So I think one of the biggest shifts
that have happened again, it's

an acceleration, I think, is this
thinking of e-comm as its own thing to

understand that no, e-comm is just a
part of the entire retail landscape.

So as we go forward into next
year, it's now we have to think

about e-comm and every piece of
the retail business, not just

So I think what we've really
done is we've shifted to omni.

So, and realizing that almost
all of our retailers have both

bricks and mortar in an online
focus and a strategy for both.

So, I think that's been more of a
mental shift in acknowledgement.

And so as we go to things like
planning, instead of having like an

e-comm strategy that sits over here in
a little bubble, we have, you know, an

So Kroger, so we've got Kroger,
we've got their, you know, their

bricks and mortar, but also what is
e-comm strategy, as we think about

our plans, our innovations and our
marketing things, you know, just

realizing that there needs to be two
sides of that activation that just

Everyone, I think kind of across
both the companies that I've been

in has bought into the idea that
e-comm acceleration is here, right.

And so that's a trend that
will stick, like, okay.

What I think is fascinating, we have
elevated it in terms of learning

plans, but I think what's so exciting
about e-commerce too, from an insight

standpoint, is it gives you such,
it can give you such a great wealth

And then you supplement that with
all the why and the foundational.

So I would say that's the one thing
both companies have been trying to

tackle is like, how do you actually,
all of that great clickstream data

and viewability data and all that
stuff that, you know, with the

Amazons of the world and the Buzzfeeds
of the world probably have great

visibility to, you know, aren't always
evident on the manufacturer side.

And so I think that's, at least
on the manufacturer side has been,

you know, one of the things for
the insights team to help lead.

How do we think about sinking all
of that together, along with more

Expert Insight

There's a strong upward trend in e-commerce that continues its growth in 2021.
We spoke with two consumer insight leaders who accept that e-commerce acceleration is here to stay and one of the main areas you should focus on now.

small_Terrae Schroeder.jfif

thumbnail_Terrae Schroeder.jfif

xsmall_Terrae Schroeder.jfif

Terrae Schroeder.jfif

Terrae Schroeder

 Head of US Commercial and Shopper Insights 

small_Anna Estlund.jfif

thumbnail_Anna Estlund.jfif

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Anna Estlund.jfif

Anna Estlund

 Director of Insights 

Consumer Insight experts Terrae Schroeder and Anna Estlund share the changes they've made in their organizations and the impact it's had on e-commerce.  

Introduction

One of the main shifts in thinking is that e-commerce is part of the entire retail landscape, rather than its own thing. 
An organization that has previously based its plans, innovations, and marketing strategies on that idea, needs to start factoring in a two-sided activation: retail orders and e-commerce.

Chapter 1: Terrae Schroeder

E-commerce acceleration is here. 
From an insights standpoint, Anna Estlund says e-commerce can give you such a great wealth of data in the path to purchase.