BWG Connect Archives - BWG Connect

Justin Ruiss is the SVP of the Media Sector at BWG Global, a knowledge-sharing network hosting in-person and virtual industry events. In his role, he hosts Q&A forums with executives from various sectors, including social media, advertising, connected TV, streaming, and gaming. Before joining BWG Global, Justin was the Investor Relations Activations Developer at Cision and an Equity Analyst at The Benchmark Company.

Here’s a glimpse of what you’ll learn:

[2:56] Justin Ruiss shares trends in the CTV space
[9:02] How brands are meeting multi-platform content demands
[14:52] Amazon Marketing Cloud (AMC) as a cost-effective ad tech tool
[20:22] AI Overview’s impact on search behavior and traditional CPC models
[25:39] How AI agents are enabling voice commerce and shifting the focus back to human-driven creativity and storytelling
[33:45] The uncertain future of the eCommerce space

In this episode…

Retail media, CTV advertising, and AI-powered search are evolving faster than many brands can adapt. Marketers are grappling with fragmented content strategies, fluctuating CPMs, and uncertainty around how to allocate budgets effectively across platforms. With performance expectations rising and consumer behaviors shifting, how can brands stay competitive without overspending?

According to media and eCommerce analyst Justin Ruiss, now is an ideal time to invest in CTV due to oversupply, lower CPMs, and advanced targeting capabilities. He recommends increasing production budgets to create modular, high-quality content that can be repurposed across channels like TikTok, Amazon, and streaming platforms. Brands can also adopt centralized content planning and leverage tools like Amazon Marketing Cloud to drive enhanced targeting and performance while planning for economic volatility and regulatory changes.

In this episode of The Digital Deep Dive, Aaron Conant interviews Justin Ruiss, SVP of the Media Sector at BWG Global, about the future of digital media buying and AI in eCommerce. Justin explores CTV trends, the rise of agentic AI, and how brand guidelines shape content in gaming environments.

Resources mentioned in this episode:

Quotable Moments:

“It's a great time to be a buyer for CTV — really good trajectory there from advertisers.”
“Our promotional budgets are down, but our production budgets are oddly up.”
“The left hand is starting to know what the right is doing; that’s a huge unlock.”
“Amazon is creating more tools, and I think AMC is one of those points.”
“AI is getting to scary types of effectiveness; it’s three guys or gals running three dozen agents.”

Action Steps:

Consolidate your content strategy across platforms: Aligning creative efforts under one plan helps maintain brand consistency and maximize production efficiency. This is especially critical as content is repurposed for CTV, social media, and eCommerce channels.
Leverage Amazon Marketing Cloud for targeting: AMC offers powerful tools for building custom audiences and analyzing performance across platforms. Using it effectively can drive ROI while keeping ad spend efficient.
Increase investment in production over promotion: High-quality, reusable content can stretch further across campaigns than one-time promotional efforts. This shift enables brands to stay nimble in fast-changing media landscapes.
Plan for multiple economic and regulatory scenarios: Scenario planning prepares brands to respond quickly to changing tariffs, costs, and retail behaviors. It ensures teams remain adaptable rather than reactive.
Monitor ad experience and frequency: Ensuring viewers aren’t overwhelmed with repetitive ads improves engagement and brand perception. Thoughtful frequency capping supports better campaign outcomes and user sentiment.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Kelly Goetsch is the Chief Operating Officer of Pipe17, which specializes in AI-powered composable order operations. Before joining Pipe17, he served as the Chief Strategy Officer at commercetools, where he played a pivotal role in scaling the company to over $100 million in annual recurring revenue. Kelly also co-founded MACH Alliance, a nonprofit industry organization advocating for Microservices, APIs, Cloud-native, and Headless (MACH) technologies.

Here’s a glimpse of what you’ll learn:

[1:18] Kelly Goetsch shares his career path and vision for transforming order management
[4:47] Why brands must meet customers where they discover products
[7:16] How Pipe17 integrates with legacy systems and uses AI-based routing to streamline order management
[14:05] Kelly’s use of AI tools like ChatGPT for shopping and product discovery
[17:40] The future of voice commerce and conversational shopping experiences

In this episode…

Customers expect fast fulfillment and delivery across various selling channels, including social media and marketplaces. Traditional systems struggle to keep pace, leaving companies tangled in connectivity issues between their sales, inventory, and fulfillment networks. How can brands deliver seamless, cost-effective experiences while scaling across these fragmented digital touchpoints?

With experience in AI-driven order management, Kelly Goetsch advises brands to adopt a connectivity-first model. This requires integrating a flexible routing layer that connects selling channels, back-office systems, and fulfillment partners, enabling dynamic order flow based on cost, speed, and product needs. Kelly also recommends embracing emerging sales platforms like TikTok and leveraging AI tools to align with how customers discover products, noting that companies must modernize their operations or risk falling behind in today’s competitive landscape.

In today’s episode of The Digital Deep Dive, Aaron Conant speaks with Kelly Goetsch, COO of Pipe17, about reshaping order management for AI-driven shopping. Kelly explains how selling channels have evolved, marketing gaps in midsize brands, and how voice commerce has shaped emerging conversational shopping experiences.

Resources mentioned in this episode:

Quotable Moments:

“You have to be where your customers’ eyeballs are, and that's not a novel concept.”
“Discovery is happening elsewhere, and I think that's where you see this big proliferation.”
“Our customer success team does onboarding, and it's typically a couple-week engagement with one person.”
“We allow connectivity between these different systems, so we'll take the order from capture.”
“I really think this is going to completely blow up how people shop today.”

Action Steps:

Embrace a connectivity-first order management approach: Linking selling channels, back-office systems, and fulfillment partners ensures seamless order flow and improves customer satisfaction. This foundational integration reduces manual errors and allows brands to scale efficiently across multiple sales platforms.
Expand into emerging sales channels: Selling on platforms like TikTok or Temu helps brands meet consumers where they discover products. Ignoring these fast-growing channels risks falling behind competitors who capture new audiences early.
Leverage AI for smarter product discovery: Using tools like ChatGPT can streamline research, comparisons, and recommendations for brands and consumers. This improves decision-making speed and positions brands at the forefront of shopping innovation.
Simplify onboarding through plug-and-play integrations: Opt for solutions that offer fast setup without heavy custom development or maintenance requirements. This approach reduces internal resource strain and accelerates time-to-value for new technologies.
Prepare for voice and conversational commerce: Investing early in voice-enabled and conversational shopping capabilities can future-proof the customer experience. As adoption grows, brands equipped with these tools will lead in convenience and engagement.

About BWG Connect...

Denis Dyli is the Founder and Principal of Uncap, a Shopify B2B eCommerce agency. He has led the company to become a Shopify Premier Partner, delivering over 350 eCommerce projects and replatforming more than 100 Shopify Plus stores. With over 15 years of experience in eCommerce development and strategy, Denis helps B2B and B2C sellers optimize their eCommerce platforms.

Here’s a glimpse of what you’ll learn:

[1:36] How Uncap supports B2B and hybrid eCommerce brands through Shopify
[6:13] Shopify’s shift into the B2B space
[11:21] Ideal B2B companies for Shopify
[16:52] Early adopters of B2B eCommerce
[21:40] How DTC brands can activate B2B capabilities on Shopify
[24:15] Why Denis Dyli shifted from Magento to Shopify
[29:35] The impact of tariffs and AI on DTC commerce

In this episode…

For DTC brands expanding into B2B, legacy platforms can create significant friction. Outdated technology, slow feature deployment, and mounting maintenance costs often hinder growth, especially when buyers expect seamless, digital-first experiences. How can companies modernize their B2B operations to stay competitive and meet evolving customer expectations?

According to digital commerce expert Denis Dyli, DTC brands with Shopify Plus stores can activate B2B capabilities by enabling features like custom pricing, net terms, and B2B storefront templates. He recommends updating themes to support new Shopify accounts and tailoring the logged-in buyer experience to streamline ordering. By leveraging native functionality and apps like Gorgias and Klaviyo, DTC brands can create polished, scalable B2B portals without a complete replatform.

In today’s episode of The Digital Deep Dive, Aaron Conant hosts Denis Dyli, the Founder and Principal of Upcap, to discuss the future of B2B eCommerce on Shopify. Denis talks about digital transformation in the B2B space, B2B companies that would benefit from Shopify’s capabilities, and the impact of tariffs on the digital commerce landscape.

Resources mentioned in this episode:

Quotable Moments:

“Shopify is a platform for the community to build on; it’s more than just a tool.”
“Shopify has the ecosystem to drive that innovation with the community of app developers and agencies.”
“You cannot resist innovation just because you have a group of customers that are just pulling back.”
“It's not just replatforming to Shopify. It's rethinking how they are operating the whole business.”
“There is an innovation wave coming in this industry, and I just want to be part of it.”

Action Steps:

Audit your current B2B platform for complexity and cost inefficiencies: Legacy systems often incur high maintenance costs and slow feature deployment, which can hinder growth. Identifying these gaps is the first step toward modernizing your tech stack and improving operational efficiency.
Enable Shopify's native B2B features: Features like price lists, net terms, and custom storefronts are built-in and require minimal customization. Leveraging these tools helps brands quickly create tailored buying experiences for wholesale customers.
Segment buyer experiences by customer type: Use Shopify’s B2B templates to differentiate between DTC and wholesale users once logged in. This ensures each audience has a relevant, frictionless experience that meets their expectations.
Integrate automation tools like Gorgias and Klaviyo: These apps streamline customer service and marketing, allowing your team to focus on growth and personalization. Automation helps scale your operations without adding unnecessary headcount.
Refresh outdated themes to unlock newer capabilities: Many Shopify stores use legacy themes that limit access to B2B enhancements. Updating themes enables compatibility with modern features, improving performance and user experience.

About BWG Connect...

Danny Silverman is the Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting. As a digital commerce executive, he has over two decades of experience in eCommerce, marketing, and general management consulting. Throughout his career, Danny has scaled a digital commerce agency 10x in three years, led marketing efforts for a global SaaS platform, and navigated Amazon’s landscape since 2006.

Here’s a glimpse of what you’ll learn:

[1:36] Danny Silverman shares his background in eCommerce
[5:22] How Danny diagnoses business issues through stakeholder interviews and data analysis
[8:38] Considerations for structuring organizations of various sizes
[19:16] The emergence of Chief AI Officers in IT and digital structures
[23:14] How AI is changing on-site search behavior
[32:15] Profitability as the top challenge for Amazon sellers

In this episode…

Recently, eCommerce teams have faced intense pressure from all sides, including organizational flattening, budget cuts, and mandatory AI integrations. Many leaders find themselves stuck in reactive mode, unable to assess strategy, structure, or performance. How can brands stay agile and make informed decisions without getting overwhelmed?

Brands face three common barriers: misaligned go-to-market strategies, outdated marketing tactics, and fragmented organizational design. To regain control and drive profitable growth, seasoned eCommerce strategist Danny Silverman recommends beginning with candid, cross-level interviews to identify hidden challenges before conducting deep data analyses to reveal underlying trends. For mid-sized brands especially, he stresses the importance of empowering decision-makers with budget control and executive sponsorships while leveraging AI tools for content creation and operational efficiency.

In this week’s episode of The Digital Deep Dive, Aaron Conant chats with Danny Silverman, Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting, about adapting organizational structures to an evolving digital landscape. Danny explains how Chief AI Officers are gaining traction amid AI integrations, how Amazon sellers can maintain profitability in a volatile economy, and how he diagnoses structural issues in an organization.

Resources mentioned in this episode:

Quotable Moments:

"You have someone who's their so-called VP or head of eCommerce, but they don't actually control the budget."
"You really do need an outside person who can come in objectively without a narrative."
"eCommerce was a decision of committee, and they didn’t have a single owner who could make decisions."
"All of a sudden, the whole model gets blown up. And what’s the right structure internally?"
"AI and ChatGPT was interesting to do things with information it sourced before."

Action Steps:

Start with stakeholder interviews and data deep dives: Gaining insights from executives and front-line team members uncovers gaps between perception and reality. This dual approach helps identify hidden problems and aligns strategies with actual organizational needs.
Ensure decision-makers have budget authority: Empowering leaders to make strategic decisions and financial commitments accelerates execution and accountability. Without control over resources, even strong plans can stall or fail entirely.
Reevaluate your go-to-market strategy regularly: Market dynamics, pricing, and distribution landscapes shift rapidly, especially in eCommerce. Frequent reassessment ensures your strategy aligns with current consumer behavior and competitive pressures.
Consolidate eCommerce leadership under a single owner: Avoid decision paralysis by assigning one accountable leader for all eCommerce efforts. This streamlines execution and prevents internal conflicts that slow progress.
Adopt AI tools to streamline content creation: Generative AI can deliver high-quality content at scale and significantly reduce costs. Embracing these tools frees up resources for strategic work while maintaining content effectiveness.

About BWG Connect...

Jon Harding is the Senior Vice President and Global Chief Information Officer at Conair LLC, a multibillion-dollar consumer products company. In his role, he has driven major initiatives, including implementing a global SAP system and other eCommerce platforms. Before joining Conair, Jon held senior leadership IT roles at Kellogg Company, where he spearheaded enterprise system transformations across Europe and the US. In 2023, he was recognized as the New York CIO of the Year in the enterprise category.

Here’s a glimpse of what you’ll learn:

[1:39] Jon Harding discusses his background in enterprise IT at Conair and Kellogg’s
[4:20] Why IT achievements often go unnoticed and how to integrate IT with other C-suite business functions
[7:04] The importance of change management and collaboration for technology adoption
[16:04] How Jon governs and prioritizes AI initiatives at Conair
[23:08] Strategies for maintaining executive support and alignment during major organizational changes
[27:13] Technology integrations that will drive down costs in 2025
[31:05] Jon shares his excitement about future advisory roles and bridging tech vendor gaps

In this episode…

Enterprise IT leaders are often expected to maintain flawless systems while simultaneously driving innovation. As digital tools evolve, companies must adopt new technologies while avoiding disruption and risk. How can organizations balance innovation with stability and strategic alignment?

When managing IT transformation at the enterprise level, veteran technology executive Jon Harding recommends aligning tech initiatives with clear business outcomes rather than chasing the latest trends. This requires initiating early cross-functional collaboration in tech planning, focusing on change management, stakeholder buy-in, and long-term thinking. To integrate AI efficiently, Jon suggests prioritizing high-ROI use cases like customer support automation and content creation while maintaining governance and budget control.

In this week’s episode of The Digital Deep Dive, Aaron Conant talks with Jon Harding, the Senior Vice President and Global CIO at Conair, about enterprise-level tech stack innovation and digital transformation. Jon shares change management strategies, vendor selection considerations, and the future of enterprise advisory work.

Resources mentioned in this episode:

Quotable Moments:

“You need to make a decision at a point in time with the facts available.”
“It's important to collaborate first and produce it together… that creates a lot more ownership.”
“We're doing it because it's the latest cool technology? I'll stop there.”
“We can't keep changing the same thing year after year after year. It creates chaos.”
“Technology leapfrogs all the time… the vendor you selected last month hasn’t got the coolest thing.”

Action Steps:

Collaborate early on tech initiatives: Engaging both IT and business stakeholders at the outset ensures alignment and shared ownership of outcomes. This collaborative approach increases project success rates and minimizes wasted resources on misaligned priorities.
Focus on business-driven technology decisions: Prioritize projects that directly support measurable business outcomes like efficiency, revenue, or customer experience. This keeps technology investments purposeful and justifiable to all stakeholders.
Choose AI use cases with clear ROI: Start with targeted implementations like customer service automation or content generation that offer tangible returns. Focusing on ROI helps build organizational confidence in AI and ensures sustainable investment.
Maintain transparency during change initiatives: Discussing challenges openly in meetings fosters trust and keeps leaders engaged in the process. It also prevents surprises and improves cross-functional decision-making.
Avoid constant tech stack turnover: Make informed decisions and allow time for systems to mature before reevaluating. Frequent changes can overwhelm teams, reduce productivity, and increase long-term costs.

About BWG Connect...

Hannah Blackburn is the Co-founder and Director of The Hawkers Club, a company that helps vendors and sellers solve their most pressing challenges and navigate eCommerce marketplaces, including Amazon and Target. In her role, Hannah advises online sellers and vendors on how to directly position their brands and value offerings as Amazon partners to increase profitability and revenue.

Before co-founding The Hawkers Club, she joined Amazon as a brand specialist with an initial focus on vendor excellence and marketing before transitioning to stock management and profitability. Since she’s written the business logic powering some of the algorithms that run Amazon, Hannah knows how you can systematically make profitable decisions that Amazon’s algorithms reward.

Here’s a glimpse of what you’ll learn:

[2:07] Hannah Blackburn shares her background and how she founded The Hawkers Club
[3:40] How Amazon’s overbilling calculations have shifted and what it means for brands
[13:08] The aged shortage updates in Vendor Central
[18:25] Advice for managing aged shortage disputes
[22:51] How Amazon’s packaging reclassification has increased chargebacks
[25:47] Hannah’s perspectives on Amazon Vendor Central updates
[29:31] Why brands must adapt to new tech integrations

In this episode…

Recent sweeping changes to how Amazon Vendor Central calculates and processes chargebacks, shortages, and overbilling have left many brands scrambling to adjust their internal processes and preserve cash flow. What do these updates entail, and how can vendors stay ahead of the curve?

Former Amazon insider Hannah Blackburn explains that overbilling calculations have shifted from “distributor shipment” to “Amazon payables,” potentially reducing double billing and improving predictability if brands adapt quickly. Brands must now track and forecast co-op charges based on expected payments rather than shipments. Additionally, Amazon no longer accepts bulk aged shortages, so brands should track aging internally and file disputes for shortages immediately. Hannah maintains that staying proactive prevents long-term revenue loss under Amazon’s new conditions.

In this episode of the Digital Deep Dive, Aaron Conant welcomes Hannah Blackburn, the Co-founder and Director of The Hawkers Club, back to the show to discuss Amazon’s evolving Vendor Central policies. Hannah talks about rising packaging chargebacks, updated dispute workflows, and how to protect future chargeback recoveries.

Resources mentioned in this episode:

Quotable Moments:

“The overbilling change is the most significant change I've seen on the Amazon platform in over a decade.”
“It's almost like Amazon has created a secret window into what they're thinking.”
“You cannot really dispute a shortage if it was not disputed in the first place.”
“If you do not see co-op-related audits reducing, something is really up with your account.”
“Right now, you're pretty much seeing that squeeze where your older overbilling is starting to time out.”

Action Steps:

Update co-op forecasting models to reflect Amazon payables: Shifting from shipment to payment-based co-op calculations means your forecasts must now align with when Amazon pays you, not when they receive goods. Adjusting for this improves cash flow planning and prevents surprise deductions.
Dispute current shortages immediately: Amazon’s new process requires initial disputes to be filed when the shortage is still considered current. Failing to do so can permanently eliminate your ability to recover those funds once the shortage becomes aged.
Submit shortage claims one PO at a time: Although Amazon allows multiple POs per dispute, one error often causes all to be rejected. Submitting claims individually increases your chances of successful resolution and reduces wasted effort.
Monitor and track Amazon ticket responses closely: Amazon frequently auto-closes open disputes within a few days, even if unresolved. Keeping tickets open requires ongoing attention but prevents your claims from being dismissed.
Watch for rising packaging chargebacks under new SHIP rules: Amazon’s January 2025 shift from SIOC to SHIP includes tiered penalty increases based on weight class. Brands must reevaluate margins and compliance strategies to avoid unexpected cost spikes.

About BWG Connect...

Charlie Cole is the President of XGEN AI, a composable AI platform for eCommerce. As a seasoned eCommerce executive, he has over two decades of experience leading digital transformations for global brands. Before XGEN AI, Charlie served as the CEO at Tribute Technology and FTD and held leadership positions at Samsonite and TUMI, where he drove significant digital growth.

Here’s a glimpse of what you’ll learn:

[1:02] Charlie Cole’s career trajectory from digital marketing to becoming President of XGEN AI
[8:07] The rapid evolution of marketing — from Yahoo Mail ads to TikTok
[11:40] Charlie talks about XGEN AI’s platform for eCommerce search
[19:57] How generative AI overcomes traditional search limitations
[25:22] The potential for a conversational, AI-powered shopping assistant
[29:59] Charlie shares his favorite moments from the Shoptalk convention
[33:01] How to make the most out of Shoptalk and other industry events

In this episode…

Online commerce search has long frustrated both brands and consumers. Whether it's typing in a detailed query and getting zero results or sifting through hundreds of irrelevant products, traditional search engines can’t keep up with consumers’ evolving shopping habits. As search behavior evolves and expectations rise, how can brands deliver a shopping experience that feels intuitive, personal, and helpful?

According to digital executive and eCommerce operator Charlie Cole, generative AI presents unique opportunities for search personalization. These tools can understand natural language, learn from user behavior, and surface relevant results — even for complex, descriptive queries. Charlie urges companies to invest in technologies that apply AI image recognition, contextual search, and predictive merchandising. By focusing on genuine customer needs and creating frictionless, conversational experiences, brands can drive loyalty and revenue.

In the latest episode of The Digital Deep Dive, Aaron Conant speaks with Charlie Cole, the President of XGEN AI, about revolutionizing eCommerce search with generative AI. Charlie discusses the future of search marketing, how to capitalize on industry events like Shoptalk, and how XGEN AI’s platform powers innovative search solutions.

Resources mentioned in this episode:

Quotable Moments:

“I really want to create a business where the only reason I joined is because I know the tech kicks ass.”
“Generative AI can actually fulfill the promise of improving your customer experience on a one-to-one basis.”
“No one just wants jeans… we've all been extensively trained to use these site searches.”
“I want XGEN to be the best applier of generative AI to the eCommerce front end.”
“We've been talking to websites like we've been talking to six-year-olds for about 20 years.”

Action Steps:

Invest in AI-powered search and recommendation tools: Upgrading your eCommerce stack with generative AI can drastically improve the customer experience and conversion rates. Traditional search engines miss nuanced queries, while AI tools understand intent and deliver relevant results.
Encourage natural, descriptive customer search behavior: Prompting users to search the way they speak unlocks deeper buying intent and higher engagement. Generative AI thrives on longer, more specific queries that signal stronger purchase readiness.
Evaluate tech through an operator’s lens: Choose software that solves real-world problems you’ve experienced as a user or operator. This practical approach ensures your investment delivers measurable outcomes instead of empty promises.
Use data to guide predictive merchandising: Combine customer history with contextual and image-based AI to surface fresh, relevant products. This expands cart size and deepens brand relationships without relying solely on past behavior.
Stay open to emerging vendors and tech solutions: Exploring new tools, even from lesser-known companies, helps you stay ahead of innovation curves. Many transformative technologies begin at the edges of industry events and grow through early adoption.

About BWG Connect...

Eric Sheinkop is the CEO of The Desire Company, a platform that connects brands with industry experts to create high-quality, conversion-focused video content. With a background in entertainment marketing, Eric co-founded Music Dealers, a pioneering music licensing platform that partnered with global brands like Coca-Cola, McDonald’s, and Disney. He is also an author, speaker, and thought leader in content strategy, recognized in Billboard’s 30 Under 30 and Crain’s Tech 50 list.

Here’s a glimpse of what you’ll learn:

[01:44] Eric Sheinkop’s background in music and brand partnerships
[6:08] The types of content for driving conversions and FTC regulations on influencer content
[13:53] How to create cohesive and high-quality content
[19:53] Leveraging video content for retail media networks
[24:13] The challenges of AI-driven shopping experiences
[28:16] How AI shopping assistants will disrupt brand-consumer relationships

In this episode…

In today’s fast-moving digital landscape, brands face the challenge of creating high-quality, scalable content that converts. While influencer marketing and UGC once seemed like the answer, new FTC regulations and diminishing returns have left brands searching for a more effective approach. How can businesses generate content that builds trust and drives sales — without constantly reinventing the wheel?

According to brand partnerships and content strategy thought leader Eric Sheinkop, expert-driven content — featuring real professionals who use the brand’s product in their field — builds consumer trust and confidence at the point of sale. By investing in evergreen, professionally produced videos optimized for various digital platforms, brands can increase conversion rates, reduce returns, and enhance the customer experience. Eric also emphasizes the importance of aligning content strategy with new FTC regulations to ensure compliance and credibility while maximizing digital marketing efforts.

Tune in to this week’s episode of The Digital Deep Dive as Aaron Conant chats with Eric Sheinkop, CEO of The Desire Company, about the next evolution of digital content. Eric shares how AI-driven shopping assistants can reshape brand loyalty, how to create cohesive, story-driven content, and the new FTC regulations on influencer and UGC content.

Resources mentioned in this episode:

Quotable Moments:

"Brands are spending millions; retailers are spending hundreds of millions on their site experience. So they don’t want to flood it with garbage."
"Influencer content disappears in 24 hours, but brands need evergreen content that continuously works across multiple channels."
"The FTC put out all new laws — not recommendations, laws — against UGC and influencer endorsements. Brands have to be incredibly careful."
"Not all videos are created equal. You need to understand what type of content is right for your shopper at various parts of the funnel."
"At what point is it just going to be AI talking to AI, and the consumer is completely out of the retail equation?"

Action Steps:

Reevaluate your content strategy: Ensure your brand’s content is designed for conversion, not just awareness. Influencer and UGC content can drive traffic, but expert-driven content increases sales.
Stay compliant with FTC regulations: The new laws around influencer marketing require transparency. Review your brand’s content to avoid costly violations.
Invest in evergreen content: Unlike influencer content that quickly disappears, high-quality video assets can be repurposed across platforms for long-term ROI.
Optimize video for different platforms: Create variations of content tailored for Amazon, direct-to-consumer websites, social media, and retail media networks.
Prepare for AI-driven shopping experiences: As AI shopping assistants become more common, brands must focus on creating content that builds consumer trust and stands out in algorithm-driven searches.

About BWG Connect...

Andrea Leigh is the Founder and CEO of Allume Group, an eCommerce knowledge-sharing network. She is also the co-host of The CPG Guys podcast. With over 20 years of eCommerce experience working with thousands of brands, she is an educator, speaker, and writer involved with various organizations, including The Digital Shelf Institute and Path to Purchase Institute. Andrea spent 10 years as a Senior Executive at Amazon, where she led over 15 categories, helped launch Amazon’s automated pricing system and other programs, and managed Amazon Prime in Canada.

Here’s a glimpse of what you’ll learn:

[4:32] Andrea Leigh shares how she helps brands navigate Amazon vendor negotiations
[9:39] The four-step FIRM framework for winning Amazon negotiations
[15:25] How to prepare for Amazon vendor negotiations
[25:51] Can paid media spend be used as a negotiation tool?
[29:27] Tips for negotiating with Amazon’s AI chatbots
[32:58] How potential tariffs will impact Amazon negotiations

In this episode…

Amazon vendor negotiations differ from standard, relationship-based retailer negotiations. With Amazon prioritizing data, algorithms, and automation, brands often feel overwhelmed and unsure of how to approach the process. How can you leverage your strengths to arrange favorable trade terms?

As an early Amazon adopter, Andrea Leigh has developed the FIRM framework — find your data, isolate your leverage, relax and go slow, and make requests — to help brands take a strategic, data-driven approach. After discovering and harnessing your data sources, you should identify the unique value you bring to Amazon, leverage delaying tactics to strategize further, and request concessions in areas that benefit the retailer. Andrea also recommends aligning trade terms with retail media planning to communicate your investments.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Andrea Leigh, the Founder and CEO of Allume Group, to talk about navigating Amazon vendor negotiations. Andrea shares common mistakes brands make in the process, what to expect from Amazon’s evolving negotiation process, and how to mitigate tariff-related cost increases.

Resources mentioned in this episode:

Quotable Moments:

"Amazon subscribes to interest-based negotiation; aligning with that approach can lead to better outcomes."
"The more interests you put on the table, the higher your likelihood of mutual success in negotiations."
"Most brands struggle in the preparation phase; without data, you’re negotiating blind."
"Slowing down the negotiation process can prevent costly mistakes and give you leverage."
"Your negotiation with Amazon isn’t just about trade terms; it’s your joint business plan for the year."

Action Steps:

Prepare your data early: Gathering insights on trade terms, profitability, and operational efficiencies before negotiations begin will give you a stronger position and reduce stress. Keeping a well-organized record of past negotiations ensures continuity, especially if team members change.
Identify your leverage points: Understanding what value you bring to Amazon — whether it’s growth potential, retail media investment, or supply chain efficiency — can help you push back on unfavorable terms. Using competitive benchmarking can strengthen your case further by showing how your brand stacks up in the marketplace.
Slow down the negotiation process: Avoid agreeing to terms too quickly. Take time to assess Amazon’s requests, ask for clarification, and propose counter-offers. If needed, use strategic delays like requesting additional data or breaking negotiations into smaller steps to stay in control.
Make strategic asks: Negotiation is a two-way street; brands should push for operational improvements, additional data access, or co-op relief alongside financial discussions. Finding "easy gifts" that Amazon values but cost you little can help build goodwill without major concessions.
Align trade terms with broader business goals: Don’t view Amazon negotiations in isolation. Consider how they fit into your overall strategy, including media spend, supply chain investments, and long-term profitability. Ensuring alignment across internal teams like finance and marketing will create a unified approach to negotiations.

About BWG Connect...

Tim Wilson is the Chief Revenue Officer at ProductWind, which offers influencer-as-a-service products to help brands win online. He’s an experienced sales and business development professional focused on helping the world’s largest advertisers understand how eCommerce and digital marketing impact their brands. Before ProductWind, Tim was an Affiliate Partner at Pattern, guiding partnerships and driving global eCommerce sales for brands.

Here’s a glimpse of what you’ll learn:

[3:27] The problem with modern industry conferences: why most speakers don’t share valuable insights
[6:22] Tim Wilson shares the leading eCommerce trade shows and how to maximize their value
[11:42] Tim’s observations on AI-powered tools at industry events
[14:52] How the current financial landscape will impact eCommerce brands
[18:36] The risks of haphazard AI adoption
[26:47] Strategies for launching products during times of economic hesitation
[31:11] Why brands should train platform algorithms and data strategically

In this episode…

Navigating eCommerce conferences can be a frustrating experience. While networking opportunities are abundant, many presentations fail to provide authentic, actionable insights, leaving attendees wondering if these events are worth the investment. How can professionals maximize their time at these gatherings and extract real value beyond surface-level discussions?

Digital commerce expert Tim Wilson believes in building strong relationships and strategically leveraging AI-driven tools. He suggests that professionals should focus on unstructured networking opportunities, such as impromptu meetups and informal discussions, rather than relying on scripted presentations. Additionally, he emphasizes the importance of training retail algorithms well in advance of major sales events to ensure optimal product visibility.

In this episode of The Digital Deep Dive, Tim Wilson, the Chief Revenue Officer at ProductWind, joins Aaron Conant to discuss maximizing networking opportunities in the eCommerce space. Tim shares product launch strategies, the importance of data security in AI, and how the financial landscape will impact eCommerce brands in the future.

Resources mentioned in this episode:

Quotable Moments:

“Getting to know somebody and talking to somebody has infinite upside. And really, the downside is quite small.”
“The best way to win Prime Day isn’t to load up on Prime Day.”
“When you go to a lot of these conferences, the information that’s shared is generally pretty well available.”
“If you’re there to sell or pitch, first of all, the presentation usually sucks.”
“Most people won’t admit that they’re confused, so it’s important to speak in a way they understand.”

Action Steps:

Maximize networking at conferences: Prioritize informal conversations and spontaneous meetups over scripted presentations to gain deeper industry insights. Building relationships with peers can provide long-term value and open doors to unexpected opportunities.
Train retail algorithms ahead of key sales events: Increasing engagement on product listings before Prime Day or Black Friday helps establish momentum with the algorithm. This ensures stronger organic rankings and higher visibility when competition peaks.
Be cautious with AI tools and data privacy: Avoid inputting proprietary company information into AI models that may use or share the data externally. Understanding AI’s limitations can help prevent security risks and unintended data exposure.
Adapt to evolving product launch strategies: Economic uncertainty and tariff fluctuations require brands to be flexible with their go-to-market plans. Monitoring cost structures and market conditions closely can help mitigate risks and optimize timing.
Position yourself as an educator in leadership discussions: Senior executives may not fully grasp the intricacies of digital commerce, making it crucial to explain concepts clearly. Framing insights as opportunities rather than challenges can make decision-making more effective.