Pacific connects with customers
Previously worked as an editor of an academic publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest contributor to Eater. Related topics Georgia-Pacific advertises its popular paper brands — including Brawny Angel Soft and others — on retail media networks. Overseeing these campaigns is Paras Shah the company’s director of digital media. In our discussion Shah offers his perspective on changing shopper behaviors and what
Brands can do
To proactively reach them through RMNs. Being proactive is key because the rapidly growing RMN landscape lacks standardization — media buyers business email list beware. This year one significant step was taken when the IAB released guidance on measurement standards which are now open for public comment. The competitive pressure for grocery brands and home products to maintain a presence at the retailer has only increased in the digital space as consumers buy more products across categories through ecommerce. The
Week alone
Lill drive 37.billion in online spending up 5.4YoY and representing 16.8of the holiday season. as defined by Adobe comes on the heels of B2C Lead another major online shopping event Amazon’s Prime Days in October. Why we care. We’re struck by the role played by groceries. Pre-lockdown who bought groceries online? It looks like we started but never stopped with food now ranking alongside traditional ecommerce rainmakers like electronics and clothes. Also perhaps to state the obvious consumers may speak about low confidence in
RMN boom is in large part a result of brands and retailers working together to find the best way to reach these customers as their habits shift B2C Lead toward delivery and pickup. (The interview has been edited for length and clarity.) Q: Why did you decide to start advertising Georgia-Pacific brands on retail media networks? A: I worked at a number of companies before but began at Georgia-Pacific in 216. I was actually leading the ecommerce sales business so basically building out our relationships with all the different grocery (digital)
