The CPG Guys

This is a crossover episode with Wendy Liebmann, CEO and Chief Shopper at WSL Strategic and host of the Future Shop podcast.
Follow Wendy on LinkedIn at: https://www.linkedin.com/in/wendyliebmann
Follow WSL Strategic Retail online at: https://wslstrategicretail.com/
Follow Future Shop on Apple Podcasts at: https://podcasts.apple.com/us/podcast/future-shop-podcast-with-wsl/id1498794016
Follow Future Shop on Spotify at: https://open.spotify.com/show/5147LMxl6Y1duhPahtPOnr?si=BBEYheSMR3K27zZ_7JNrZQ
In this episode of Future Shop, Wendy Liebmann sits down with the industry’s most plugged-in duo, Peter V.S. Bond and Sri Rajagopalan (The CPG Guys), to dissect a retail landscape currently in the throes of a "hot mess" transformation. They navigate the complex collision of agentic AI, the shifting power of retail media, and a growing leadership talent crisis. From why Target is struggling to the "intransigence" of Trader Joe's e-commerce stance, this conversation reveals why the old rules of retail no longer apply in a world where 100% of purchases are digitally influenced. 
Highlights:
The AI Pivot: Why brand websites are shifting from consumer journeys to LLM data repositories. 
The Retail Media Paradox: How budget silos are making retail media counterproductive for merchants. 
Talent Gaps: The urgent need for C-suite leaders to understand TikTok and social trends, not just P&L management. 
Store Evolution: Why the physical store must pivot to "high discovery" perimeter experiences while center-store moves online. 
Who’s Winning & Not:  Retailers and brands who recognize why old rules don’t apply.
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea byRaj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Sammi Zola and Pete Fox from Haleon plus Andrew Butz from Kroger Precision Marketing.
This episode was recorded at 84.51 in Cincinnati, Ohio.
Follow Sammi on LinkedIn at: https://www.linkedin.com/in/samanthakliff/
Follow Pete on Linkedin at: https://www.linkedin.com/in/pete-fox-91b57/
Follow Andrew on LinkedIn at: https://www.linkedin.com/in/andrewbutz/
Follow Haleon online at: http://haleon.com
Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing
Follow KPM online at: http://www.krogerprecisionmarketing.com
They answer these questions:
Tell us who you are, what your role is, and what ‘turning insights into action’ means in practical terms from where you sit.
From a category strategy standpoint, what’s driving that? And Sammi, how is changing media consumption behavior adding fuel to that fire?
How has the job of category insights actually changed in the last year at Haleon? 
As your team builds out activation plans, what separates purchase data that is genuinely actionable from data that is merely informative? 
How is AI specifically changing your ability to deliver faster, more relevant insights to your brand partners — and what does that look like in practice?
What are the most surprising shopper insights your team has surfaced in the past year? 
Can you share a real moment where faster insights directly changed a media decision mid-flight? 
Beyond data delivery, how are retail media networks like KPM evolving their role to help brand partners optimize in real time?
How are you modernizing your approach to how you leverage retail data in your planning and activation process? 
What does the gap look like between where most CPG brands are today in terms of insight-to-action speed, and where the leaders are? What separates the two?
How are you building the connective tissue between Pete’s world and Sammi’s world at Haleon — and what does that collaboration unlock?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 
This week’s topics:
Grocery Inflation
Quarterly Earnings
Starbucks Layoffs
Target Board Battles
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Barbara Connors VP of Strategy & Activation and Brian Downey, Senior Director at Kroger Precision Marketing (KPM), the retail media business of Kroger designed to make brand advertising more effective by closing the loop between media exposure and store sales. Powered by 84.51˚ data science, and Kroger’s popular loyalty card program, KPM connects consumers to brands through engaging moments that inspire purchasing online or in-store.
Follow Barbara on LinkedIn at: https://www.linkedin.com/in/barbara-connors-10312810
Follow Brian on LinkedIn at: https://www.linkedin.com/in/brian-dowey-079b018
Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing
Follow KPM online at: http://www.krogerprecisionmarketing.com
They answer these questions:
Please introduce yourselves and your roles at KPM
What does genuine alignment between a CPG brand and a retailer actually look like in practice — versus the version of alignment that’s mostly just a slide in a JBP deck?
How does that reframe the way you think a brand team should walk into a retailer conversation, and what do most brands still get wrong?
How do you help brands build a singular strategic framework that still gives each team the flexibility it needs — without creating chaos?
Where do you see the biggest mindset shifts still required — on the brand side and on the retailer side — to make that evolution real?
What are the most sophisticated users doing with it that the average user isn’t — and what does ‘near real-time’ insight access actually change about how brands plan?
What are the two or three decisions that have to be locked in early for a joint brand-retailer strategy to actually deliver?
How can brands use retailer insights to anticipate where preferences are going—not just report where they’ve been?
In practical terms, what does true integration across data, insights, activation, and measurement look like — and where do you see brand teams still getting stuck?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys recap their attendance at the 2026 Amazon Upfront event which took place in New York City at the Beacon Theatre on May 11.
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.