![]() Here I struggle - learning anything from a hyper-normal traffic situation seems hard - it's like taking your Super Bowl ad and putting it on The History Channel on a Tuesday night - I'm not sure learning something at Prime Day traffic levels translates to anything but other Prime Days?Ĥ) Improve organic #SEO - yes, but you're now faced with the grim reality that if you don't spend your competitor will - and that is less about learning and more about, well, a glorified endcap fee - doesn't make it less essential, but may hurt the payout since you're spending to prevent something, not achieve something? Stackline recently did a webinar on "communication follow up post Prime Day" (I'm paraphrasing) - I wish this were a bigger part of the Prime Day conversation but maybe I'm just missing it?ģ) Experimentation - the learning you get. I then found myself in the thrilling situation of being on the opposite side of an argument from someone both way smarter and better informed than I am.so I'm calling for reinforcements :).Īndrea's take which you can read below was that it's valuable beyond volume for:ġ) #Innovation - the internal hurdles you can overcome and #UGC you can generate from Prime Day's traffic is awesome - I agree with this theory, but would point out few CPG companies use it this way though :) - it's too big to promote something as risky as a new itemĢ) #Loyalty - driving Subscribe and Save or repeat purchase can be really powerful - again, I didn't see many CPG companies actually doing this but it's a great idea. And that agencies are using it to show off (love y'all :)). And that CPG companies largely stink at understanding the economics of customer acquisition, which is, theoretically, the whole point of a Prime Day promotion. ![]() Leigh on the relative virtue of Prime Day.my take was that it may have jumped the shark a bit for CPG companies - it's too big to not do since it's now part of the volume plan but there's a huge risk it's pulling forward volume or pulling it out of more profitable channels. Some good back and forth below here with Andrea K. This gives the combined entity a sizable retail footprint in all of the Top 10 DMAs except for New York.a pretty good selling story for a media network! Just because someone enjoys something different than you or I, does not make them inferior.Now that it's official I hope this series of observations on Kroger's acquisition of Albertsons Companies proves helpful - key headlines:ġ) Ignore 90% of what you hear about antitrust - the FTC has a specific and fairly well understood method of looking at grocery acquisitions that will be familiar to the team making this deal - I talk about some of the overlap and the fact that, ironically, the most logical buyer for many of the surplus stores may be AmazonĢ) Kroger runs a higher velocity lower gross margin supermarket business than Albertson's - that capability applied to Safeway's West Coast business could have significant market upsideģ) Our friends at Instacart might have cause to be a little nervous this AM - Kroger has a very different approach to eCommerce than Albertsons didĤ) For the first time we need to look at this acquisition in terms of the media markets Kroger gets more access to - Albertsons brings significant presence in the 6th, 7th and 9th largest DMAs in the US (San Francisco, Washington and Boston). Even the people who REALLY enjoy McDonalds are fine in my book. Some drop $100 a ticket for a show, some drop $500 on a great dinner. What you don't realize is we are paying for entertainment, and have plenty of money to do so. Many of us have hobbies we enjoy, even *gasp* gamblingīut you are normally the first to point out that anyone who does so is an idiot, not good at math, etc. So long as they don't complain about not having any money, it's no concern of mine. Sure, people are free to spend their money any way they want. Or I can go to Albertsons (an Idaho-based company) and pay nearly 10 times that - but I'll get a worthless game card! Woo hoo! I can go to El Super and buy a 10-pound bag of Idaho russets for $1. But I wouldn't invest in that company because they're still a losing business model - overcharging for staple goods compared to the competition. The company lost 40% of its value and their CEO was paid nearly $80 million for that. Where did all the money to build the mega resorts come from? Steve Wynn didn't build his properties out of the goodness of his heart, after all.Īs for Albertsons, their former CEO was once singled out as one of the top five most grossly overpaid CEOs in America. ![]() I can't assume that all of them are idiots or losers. ![]() If that is how people want to spend their money, that is their choice. ![]()
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