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What if the way your brand operates on Amazon today is exactly what’s holding you back? The platform is shifting faster than most suppliers are prepared for. AI-powered shopping, evolving algorithms, new ad tools, and hybrid selling models are all reshaping the playing field. The brands adjusting quickly? They’re not just surviving—they’re thriving, accelerating growth, pulling ahead, and locking in long-term gains in a more complex, high-stakes marketplace. Amazon isn’t just a place to list products anymore. It’s an ecosystem—and to scale profitably, you need to evolve with it. This goes beyond just keeping pace. It’s about rethinking how your brand shows up, competes, and wins. We’ve worked closely with dozens of brands through this evolution, and the ones making real progress aren’t always the biggest names—they’re the ones willing to challenge their status quo and reshape how they operate on the platform. So what should you be watching right now? And more importantly, how should you be shifting your strategy to stay competitive? Let’s start with the biggest disruptor: AI. For years, Amazon’s content strategy revolved around the A9 algorithm. Now, with the introduction of Rufus and Cosmo, the landscape has fundamentally changed. Rufus acts as a digital shopper’s assistant, interpreting intent and suggesting products. Cosmo works behind the scenes, aggregating and weighting detailed product information to optimize discovery. Together, they’re rewriting the rules of how shoppers search, compare, and convert. These patented AI models are reshaping how shoppers discover, evaluate, and purchase products, leveraging Amazon’s vast shopper data to power smarter decisions with fewer returns and higher conversion rates. For brands, that means content now has to work for AI, not just the shopper. To win in this new environment, focus on: Visual SEO : Rufus uses Optical Character Recognition (OCR) to extract data from images. Use high-quality, zoomable visuals with text overlays that highlight benefits. Backend Attributes : Often overlooked but crucial. Cosmo gives high weight to detailed product info, including benefits, use cases, and certifications. Natural Language Copy : Keyword stuffing is yesterday’s game. Use conversational, benefit-led phrasing that mirrors how people actually search. Strategic Content Refreshes : AI thrives on updated data. Use review insights and seasonal shifts to keep product pages fresh. One clean beauty brand partner saw a 101% sales increase on a hero bundle by applying these AI-forward practices—upgrading imagery, refining backend data, rewriting copy, and updating content regularly. Then there’s media—an area where many still leave value on the table. Amazon DSP has rolled out Brand+ and Performance+ at scale, offering stronger performance, controlled campaign setups, and transparent reporting. Amazon DSP’s Brand+ and Performance+ tools offer tighter performance, AI-powered setups, and clearer reporting. They combine first-party signals with machine learning to drive precision. Amazon has also expanded Amazon Marketing Cloud (AMC) to include Sponsored Products and Sponsored Brands, enabling precise bid adjustments for specific customer segments. Enhanced targeting allows advertisers to optimize based on behaviors like clicks without purchases and sharpen keyword strategies to retarget effectively. Additionally, Amazon’s media planning APIs help brands create outcome-driven, customer-centric plans—solving for needs like historical reach, forecasting, and deeper audience insights. And the impact? Significant. We horsepowered one client to eliminate over $1 million in non-working media annually by consolidating ownership of full-funnel media, while driving a 29% YOY increase in total return on ad spend. Centralized media management clearly enables more strategic, efficient use of budget—and stronger performance across the board. But all of that means nothing without operational excellence. Whether you’re running a 1P, 3P, or hybrid model, success depends on the basics—owning your supply chain, managing profitability, and controlling the buy box. But the complexity has grown. Deciding on a model can be challenging. Consider: 1P—Predictability, but Less Control. In 1P, Amazon’s your buyer. You need to plan inventory like a wholesaler and get clear on margins from Amazon’s perspective. 3P—Flexibility, but Higher Complexity. In 3P, you’re in control—of pricing, fulfillment, and customer experience. That brings agility, but also more moving parts. Hybrid—Opportunity…with Strings. A hybrid approach offers volume from 1P and control from 3P—if inventory forecasting and profit levers are tightly managed. Regardless of model, brands that win are relentless about SKU-level clarity, media efficiency, and supply chain control. One 3P partner we worked with faced significant operational challenges, operating at a -20% net profit margin. By conducting SKU-level diagnostics and analyzing key operational and marketing KPIs, they quickly turned things around—reaching a +5% NPM in under 90 days. In the end, Amazon's evolution demands brands continuously adapt to new technologies and shifting dynamics. Whether it’s AI-powered tools like Rufus and Cosmo, strategic DSP and AMC integration, or tighter operational execution—success comes from agility and data-driven thinking. Now’s the time to ask yourself: Is my brand optimized for where Amazon is going—or stuck where it’s been? Amazon isn’t waiting—and neither should you. Brands that evolve now will own the edge later. Let’s get out of autopilot and reshape how we operate on the platform. The opportunity is massive—for those ready to move.

HOLMDEL, June 2025 —Market Performance Group (MPG), a leading omnichannel commerce agency, today announced the retirement of Bill Bergin, Executive Vice President, Client Engagement | Client Lead. His departure marks the close of an extraordinary career spanning more than four decades of leadership, innovation, and impact across the CPG supplier and retail landscape. Since joining MPG in 2018, Bergin played an instrumental role in shaping the agency. He initially led MPG’s Retail and Wholesale Drug Channel Sales Strategy & Services team before transitioning to Business Development and, most recently, the Client Engagement team. In every capacity, he consistently drove success by drawing upon his extensive industry knowledge, unmatched relationships, and unwavering passion for executional excellence.    Bergin began his retail career with American Stores, where he rose through the ranks over 20 years at Osco Drug, Sav-On Drug, and Jewel, Lucky, and Acme food stores. In 1999, he joined Rite Aid as Category Manager for OTC, eventually becoming Group Vice President of Health Care, with the Beauty category later added to his scope. Throughout his tenure, Bergin was recognized for his strong leadership and successful merchandising innovations that made many of the retailer’s key health and beauty categories significantly easier to shop. His contributions also earned him well-deserved industry recognition, including Drug Store News’ Market Maker Award in 2004 and MMR’s “7 Who Made a Difference” honors in both 2009 and 2014. Says MPG Chief Executive Officer Jason Reiser, “Bill’s unique background in both Operations and Category Management meant he was always deeply attuned to the importance of flawless execution in the retail sector. He brought that same mindset to MPG. He’s been a trusted advisor to clients, a valued mentor to colleagues, and a steady force in every business development engagement he touched. He leaves behind a track record of success and standard of excellence that MPG will continue to build upon.”

When you think of independent pharmacies, do you think of dusty mom-and-pop stores from your grandparents’ day? If so, forget it! Today’s independent drugstores are thriving, modern healthcare hubs—offering personalized service, trusted pharmacist recommendations, and an enviable level of consumer influence. Independent pharmacies account for 35% of all retail pharmacies in the U.S., with 20,000 locations nationwide, and continue to play a critical role in consumer health decisions. Wholesale partners like McKesson, Cencora (formerly AmerisourceBergen), and Cardinal Health, among many others, are fueling their reach, making it easier than ever for brands to tap into this space. And they’re only one piece of the overall drug wholesaler sector. Yet, many OTC health and wellness brands still are overlooking the massive potential in this channel. Megan Palmer, VP Drug Wholesale Could this be the strategic opportunity your brand has been missing? Megan Palmer, MPG Vice President, Drug Wholesale, unpacks why independent pharmacies are gaining momentum, how brands can carve out their space, and what it takes to win in this channel. Why should OTC brands prioritize this channel? From my experience over the years, I can tell you that focusing on this segment can be a definite game-changer for certain brands. It offers a number of benefits that consumer brand suppliers may not realize, including: Wider distribution Drug wholesalers play a key role in this channel and they have extensive networks that allow OTC suppliers to access a broader range of independent pharmacies, hospitals, and other healthcare providers. This ensures your products are available in more places, setting the stage for increased sales opportunities. Greater efficiency Wholesalers take care of distribution logistics like warehousing, transportation, and inventory management. This means OTC suppliers can worry less about the heavy lifting of distribution and focus more on what they do best—producing great products and building strong marketing campaigns. Market access Wholesalers often have established relationships with various retail chains, like Walgreens, Walmart, and Costco, and buying groups like CPA and APCI. Tapping into these relationships can give OTC suppliers quicker, more dependable access to these crucial markets. Cost savings By consolidating shipments and using the wholesaler's infrastructure, OTC suppliers can often reduce their distribution costs. This can lead to better pricing strategies as well as improved profit margins. Regulatory compliance Distributing health-related products involves navigating a maze of complex regulations, and wholesalers are typically well-versed in these requirements. By partnering with them, OTC brands can better avoid the pitfalls and reduce legal risks, all while ensuring the distribution process runs smoothly. Are there specific types of OTC brands that perform best here?   Absolutely. Independent Pharmacies are often owned by the pharmacist and typically have smaller front ends, so space plays a key factor. The categories that typically perform the best are Pain, First Aid, Digestive Health, Cough/Cold/Allergy, and Oral Care. The main reason a person chooses to shop at an Independent pharmacy is because they trust their pharmacist. At the same time, the pharmacist goes out of their way to make sure they are providing the best care – part of that is having OTC products on the shelf that are complementary to prescriptions they are filling.   Many brands assume it’s hard to scale in independent pharmacies. How do they get started?   If you’re a new supplier, scaling in this channel can be challenging without the right approach. When developing your strategy, it’s important to consider that independent pharmacies often have fewer resources compared to large chain pharmacies. This includes limited shelf space, smaller budgets for stocking new products, and less sophisticated inventory management systems. At the same time, they rely on the manufacturer to market and create brand loyalty. They typically prefer stocking well-known brands that have established consumer trust. New or lesser-known OTC manufacturers might struggle to convince these pharmacies to carry their products. Independent pharmacies may not have the same marketing and promotional capabilities as larger chains, making it harder for OTC manufacturers to drive consumer awareness and demand for their products.   The key to scale is wholesale distribution. Instead of working with thousands of individual stores, brands partner with drug wholesalers like McKesson, Cencora, and Cardinal Health, which supply tens of thousands of independent pharmacies across the U.S. That’s how you get in the door.   But you need to show there’s demand. If pharmacists are asking for your product and consumers are looking for it, wholesalers will take notice. The brands that do best in this space don’t just “get listed” with wholesalers; they build demand from the ground up—starting with pharmacist engagement and smart retail support. Educating the pharmacist is one of the most important things we stress to manufacturers when we start working with them in this channel. You have to have a promotional budget set aside to lean in.   How do brands ensure their products actually sell in pharmacies once they’re on the shelf?   This is where a lot of brands make mistakes. Just because a wholesaler stocks your product doesn’t mean it will sell. Again, you need to activate pharmacist advocacy—because pharmacists are the real drivers in this channel. Brands that succeed invest in pharmacist education by:   Providing samples so pharmacists can test the product themselves Offering quick, easy-to-understand clinical data that supports the product’s effectiveness Partnering with pharmacy buying groups to get bulk adoption   From the work we’ve done for both established and emerging brands in this space, we know this works. If pharmacists know and trust your product, they’ll recommend it over competitors—that’s how you drive long-term growth in this channel. What’s the biggest mistake brands make in this channel? First, not setting aside a promotional budget – inclusive of purchasing data from the wholesalers, as well as participating in wholesalers’ toolkits and trade shows. Second, trying to activate your entire portfolio with the wholesaler without the rationale to back it up. Suppliers should identify the needs of independent pharmacy shoppers and understand the pharmacist's priorities. When crafting a sell in story, it's crucial to address the “why” and “how”– why should pharmacists carry your item or your portfolio and how can they positively impact their patients and shoppers in store.  The brands that treat independent pharmacies as a strategic growth channel, not an afterthought, are the ones that succeed. If an OTC  brand wants to enter the independent pharmacy and drug wholesaler channel, what’s the right approach? Entering the independent pharmacy and drug wholesaler space requires more than just distribution; it calls for a strategic, channel-specific approach that builds trust, drives demand at the shelf level, and aligns with how decisions are made locally and regionally. Unlike national retail chains, this channel is highly relationship-driven, fragmented, and influenced by a mix of wholesalers, buying groups, and pharmacists themselves — all of whom play a critical role in product access and recommendation. Success here starts with understanding the nuances: who the gatekeepers are, what motivates them, and how to tailor your value proposition for both distribution and in-store execution. It’s about showing up in the right places, with the right message, and supporting sell-through as well as sell-in. That’s where we come in. Our MPG team has deep experience in this space and specializes in helping brands navigate every stage of the journey — from market entry strategy and sell-in to trade marketing, pharmacist engagement, and data tracking to optimize performance. We’re happy to share our insights with MPG clients, to help you determine if this is the right place to drive incremental growth for your brand. More and more brands are starting to recognize the value of this channel, and the ones that move now will lock in the best wholesaler partnerships, the strongest pharmacist relationships, and premium shelf space. Interested in learning more about the opportunities for your brand to grow in independent pharmacies? Reach out to Megan Palmer at megan.palmer@mpgllc.com  for more insights and tailored strategies that can help you get in, stand out, and scale successfully in this channel.

As Walgreens Boots Alliance (WBA) navigates a rapidly evolving retail and healthcare landscape, a significant turning point has emerged: the pending acquisition of Walgreens by Sycamore Partners. This deal signals a strategic shift that could redefine Walgreens’ future, bringing both near-term, customer-focused  operational changes and long-term business transformations. Mike Parkis, VP Walgreen's team Mike Parkis, a former pharmacy retail executive and Market Performance Group (MPG)’s VP—Walgreens Team Lead, shares his insights on what’s coming next—and how suppliers can position themselves for success.   A positive strategic reset In our view, this transition is a positive strategic reset—one that can have positive implications for consumer brand suppliers. With Sycamore Partners stepping in, Walgreens is gaining a partner with deep retail expertise and a track record of reinvigorating major brands. That means new energy, sharper focus, and fresh opportunities to grow together. Here’s why we believe now is the right time for suppliers to lean in: Proven expertise : Sycamore Partners has a track record of turning around retail brands, bringing financial discipline and strategic execution. Think Staples, Hot Topic, Ann Taylor, LOFT, and Chico’s FAS, to name just a few. Brand recognition & customer loyalty : Despite recent challenges, Walgreens remains a highly trusted name in pharmacy and retail healthcare in the United States. Healthcare industry growth : Walgreens is well-positioned to benefit from the expanding healthcare and wellness market with its critical role in the US Healthcare ecosystem. Technology & digital investments : Walgreens’ ongoing investments in digital platforms and telehealth services align with evolving consumer preferences. We fully expect continued focus on these areas under Sycamore Partners’ watch.   Key strategies to partner for success As Walgreens embarks on its transformation under Sycamore Partners, suppliers should focus on these key actions: Collaborate on retail strategy : Suppliers of front-of-store products should align with Walgreens’ evolving focus, emphasizing innovation, competitive pricing, and customer-centric assortments. Explore value-driven offerings : Suppliers should explore opportunities to provide greater value through multi-pack options, loyalty program tie-ins, and strategic pricing to meet consumers’ evolving needs. Focus on exclusive & high-margin products : Manufacturers offering unique, high-margin products or exclusive brand partnerships tailored to Walgreens’ retail vision will be well-positioned for success. Lean into eCommerce & omnichannel engagement : Partners that enhance Walgreens’ online experience, fulfillment capabilities, and digital marketing strategies will gain a competitive advantage. Offer merchandising & promotions : Vendors should generate new thinking on in-store and digital promotions to drive traffic, increase basket size, and improve shopper engagement.   As Walgreens transitions under Sycamore Partners, suppliers have a unique opportunity to bring solutions that align with its evolving retail strategy. Market Performance Group is here to provide expert guidance on how to maximize supplier engagement, strengthen partnerships, and drive growth within Walgreens' front-of-store business. By leveraging MPG’s expertise in insights, supply chain logistics, marketing, and merchandising, suppliers can position themselves for long-term success. For more information on how MPG can help you navigate and optimize your partnership with Walgreens, contact: Mike Parkis, VP Walgreens Team Lead, at mike.parkis@mpgllc.com .

Just read MMR’s recent article on Walmart culture and it really hit home. (Did you see it? Great piece. ) Sam Walton famously referred to it as the "Walmart chemistry.” Walmart's chief talent officer, Lorraine Stomski, described it as “the magic of Walmart.” Call it what you will, it’s about the incredible ability of Walmart to empower its people through an exceptionally strong, values-driven culture. As Ms. Stomski explained, “At Walmart, strategy is important, but it’s our culture that differentiates us.” Who can argue with that? In this fast-moving world of omnicommerce, where algorithms shift, supply chains get disrupted, and consumer behavior evolves, culture is your ultimate competitive advantage. It’s what keeps your team aligned, motivated, and ready to tackle industry challenges. Companies that get culture right? They’re leading the pack.                                                                                                                                     Take Trader Joe’s, for example. In a crowded grocery landscape dominated by scale and efficiency, Trader Joe’s has built a cult-like following—not by competing on price alone, but through a culture rooted in employee empowerment and customer connection. Store associates are given real autonomy to engage with shoppers, solve problems on the spot, and create a welcoming, informal environment that feels anything but corporate. Behind the scenes, they invest heavily in training and internal communication, ensuring that every team member—from the cashier to the category buyer—understands and embodies the company’s values. The result? Strong loyalty, low turnover, and a brand that consistently punches above its weight.   That kind of success doesn’t happen by accident. It happens when culture drives the business—not the other way around.   And listen up, it’s not just true for big players, but for start-ups, too. Consider Cheers, now the #1 alcohol supplement brand in the U.S. It’s a brand with a mission—and a backbone. Founder Brooks Powell credits Cheers’ success to a team that believes in the mission as much as he does. Culture isn’t just a talking point here—it drives everything they do. Built on scientific integrity and customer obsession, Cheers shapes everything—from product development to branding—around customer feedback and a simple goal: helping people enjoy alcohol while feeling their best. Which brings us to a core element of their culture: Resilience. That’s been key from day one. Skeptics don’t always “get” their brand purpose, but instead of backing down, the team doubles down. Brooks believes great brands don’t aim to please everyone. They focus on building a loyal base who truly connect with their purpose. As he says, “Not everyone will like you, and that’s okay. You don’t want to be everything to everyone…”   To build a culture that can stand firm in an unpredictable retail landscape, purpose must come first. People gravitate toward companies that represent something meaningful. And companies with strong cultures are three times more likely to outperform  their peers. Purpose-driven cultures boost employee engagement and retention, but also foster innovation and resilience. When teams understand the “why” behind their work, they bring unparalleled energy and creativity to the table.   Whether you're an established supplier or an emerging start-up, cultivating a purpose-driven culture isn’t optional. To get started: Define and Reinforce Your Purpose. A strong culture starts with a clear mission and values. Companies that ingrain purpose into their DNA see higher loyalty rates and 23% higher profitability .   Ensure leadership consistently connects day-to-day efforts to company goals. Foster Cross-Functional Collaboration. Break down silos. Omnicommerce success requires seamless teamwork and shared problem-solving across sales, marketing, operations, and analytics. Collaborative organizations are twice as likely to exceed revenue goals . Shared KPIs can drive alignment and encourage joint problem-solving. Empower Teams with Data and Technology. A culture embracing data-driven decision-making and a test-and-learn mindset can better navigate complexities. High-performing brands prioritize upskilling employees and democratizing access to analytical tools. Create an Environment for Innovation.   Teams excel in environments where employees feel safe to take risks and challenge ideas. Reward innovative thinking, foster open dialogues, and treat failures as learning opportunities. In our organization, we’ve come to understand the profound role culture plays in driving success. By becoming an extension of our clients’ teams, we gain deep insight into their challenges and goals, enabling us to deliver tailored solutions with real results. Our people are our “special sauce”—bringing expertise, curiosity, and diverse perspectives. We prioritize their growth and engagement because motivated teams create better outcomes. Through our OneMPG culture, we’ve broken down silos, aligned under shared goals, and empowered our team to think bigger and act faster. With this approach, we’ve delivered greater success for our clients. In the end, culture is your company’s ultimate differentiator. Strategy, technology, and execution matter—but culture is the glue that holds everything together . In a business landscape where change is constant, a robust culture ensures your team remains aligned, innovative, and resilient . Whether you’re a start-up just laying your foundation or an established business navigating market complexity, there’s no better time to ask: Is your culture driving growth, or holding you back?

The eCommerce world is being reshaped at an incredible pace, and Amazon’s dynamic AI-powered innovations—Rufus and Cosmo—are leading this transformation. These groundbreaking tools aren’t just redefining how consumers search, shop, and engage online; they are opening incredible new opportunities for brands to boost visibility, drive conversions, and redefine their digital strategies. But what exactly are Rufus and Cosmo AI, and how can brands leverage them to maximize visibility, conversion, and sales? Today, we share insights from Rachel Tetreault , General Manager. A former eCommerce and Marketing executive with Procter and Gamble, Ferrero USA, and Eastport Sports, Rachel is passionate about helping CPG brands captivate and convert consumers, ensuring they win both in-store and on key retailer platforms. Always on the lookout for the latest tech innovations, Rachel adds significant value for brands through retail media tech, digital shelf strategies, shopper marketing, and compelling content. To learn more about COSMO AI, Rufus, and other tools and strategies that can help optimize your digital shelf, reach out to Rachel at Rachel.tetreault@mpgllc.com . As a proud Amazon Advance partner, our experienced MPG team has the deep experience and expertise needed to accelerate your platform growth. Rufus AI – Amazon’s AI Shopping Assistant Let’s start with Rufus AI. How does it work? Rufus is Amazon’s AI-powered shopping assistant designed to deliver a seamless and hyper-personalized shopping experience. Think of Rufus as Amazon’s version of ChatGPT, but tailored specifically for eCommerce. Rufus processes natural language queries and provides real-time, conversational responses that guide users through the shopping process. Rufus engages directly with customers via natural language processing (NLP), responding to queries and guiding users through a dynamic and conversational shopping experience. Whether shoppers ask for recommendations, compare products, or seek answers to common questions, Rufus provides contextual and relevant guidance at various touchpoints across the shopping platform. What makes it a game-changer? A number of things stand out, from a brand perspective: Conversational Search . Shoppers no longer have to rely on keyword-dense searches like "best headphones under $100." Instead, Rufus enables queries with a more human touch, such as "What headphones are best for working out and noise cancellation?" Product Comparisons . Rufus helps consumers make better buying decisions by presenting side-by-side product comparisons, complete with key specifications, reviews, and pricing. This allows customers to pinpoint what product meets their unique requirements the best. Personalized Guidance. Beyond answers, Rufus refines product discovery by learning from customer preferences, browsing history, and live actions on site. Looking for a laptop but need one with extra battery life? Rufus can zero in on recommendations based on feedback in real time. Why is Rufus such a big deal for brands? Rufus represents a massive leap forward in how products are discovered and evaluated. It unlocks three critical advantages:   Improved discoverability . Engaging and customer-focused product recommendations reduce buyer hesitation, turning browsers into buyers. Products optimized for Rufus queries show up more prominently in search, bringing your brand to the forefront of shopper exploration. Higher conversion rates . Detailed, conversational product information provided by Rufus effectively reduces buyer hesitation, translating into more completed purchases. High-quality traffic . Because Rufus interacts with customers during the decision phase, it brings ready-to-buy traffic directly to product listings. What do you advise brands looking to optimize for Rufus AI? Brands aiming to leverage Rufus AI must rethink their content blueprint. Here’s a checklist to get started: Write for natural language queries.  Expand your product descriptions to include phrases that reflect how customers are likely to search. Move beyond technical jargon. Mirror natural conversational phrases in your copy, focusing on customer intent. Include phrases like, "Can these shoes handle long-distance running?" instead of generic descriptions like "durable." Quick tip: Walk through your product listings on Amazon using conversational queries. Check how well your content aligns with real-world customer queries and adjust accordingly. Revamp visual content. So important! Rufus doesn’t just pull text data—It analyzes visuals—images, infographics, and more—to provide enriched search results. Make use of contextual images (e.g., a product in real-life usage) and high-resolution media to compel potential buyers. Evaluate your product images by uploading them to tools like Amazon’s “Generate Listings” feature or platforms such as ChatGPT to understand exactly how AI interprets each image. Add context-heavy visuals, like images of the product being used, to bridge the gap between features and real-life utility. Leverage enhanced content.  Refine your Product Detail Pages (PDP) to include engaging elements such as FAQs, comparison charts, and detailed narratives. Keep in mind, Rufus extracts insights from your product A+ pages, so make sure these pages provide comprehensive answers to customer pain points. Include FAQs, comparison charts, and compelling brand storytelling to enhance engagement. Let’s turn our attention to Cosmo AI. Why has it attracted so much attention since its introduction? Well-deserved attention! While Rufus focuses on shopper conversations, Cosmo AI represents a fundamental shift in Amazon’s search algorithms. Cosmo AI is a semantic search engine that focuses on understanding the context and intent behind search queries. Unlike traditional searches that depend heavily on keywords, Cosmo learns what shoppers really mean  when they submit a query and generates customer-centric recommendations that match those needs. Simply put, Cosmo goes beyond answering "what" to understanding "why," ensuring every result is relevant and intuitive. Its ability to analyze behavior and past interactions allows it to deliver results that feel effortless and satisfying. How does Cosmo AI work? Cosmo analyzes context, behavior, and previous shopping patterns to provide highly personalized and relevant results. For instance, if a user searches for “lightweight stroller for city living,” Cosmo will tailor results based on specific attributes like size, weight, and maneuverability. This level of contextual relevance ensures shoppers spend less time filtering through irrelevant products while brands with well-optimized listings enjoy greater visibility. To accomplish this, Cosmo uses a multi-modal approach with three primary functions: Contextual awareness . Understanding the who, what, when, and why  a user is searching. For instance, searching "lightweight jackets for winter" would prioritize products that account for warmth, style, and practicality specific to cold weather conditions. Semantic understanding . Cosmo ensures different word meanings or synonyms are applied in the right context to provide more precise search results. For example, "smart shoes" could mean "elegant" or "tech-integrated," and Cosmo tailors results accordingly. Ongoing learning.  By analyzing user interactions and continuously optimizing based on search trends, Cosmo becomes smarter over time, predicting shopper needs more accurately during future visits. How has Cosmo changed the game for brands on Amazon? It’s no longer just about generating content, content, content. You’ve got to have the right context and keep the consumer at the center. Focus on answering the why  and how  behind a purchase decision. Why is your product the best fit? How does it solve the customer’s problem? Importantly, Cosmo goes beyond keywords. Traditional SEO strategies alone cannot drive the same success. Brands now need to focus on aligning product attributes with shopper intent to rank prominently on the evolving Amazon search platform. Shift focus to natural, conversational queries versus rigid keywords. Refine product attributes, metadata, and backend data to align with how shoppers think. The other thing to remember: Cosmo extracts insights from product images as well as text, turning images into powerful SEO tools. Attributes like product features visible in an image (e.g., materials, branding, and accessories) are extracted and indexed for better discoverability. Cosmo ensures that brands with well-curated images and structured metadata are prioritized in results. So brands need to use visuals strategically, ensuring they capture both the functionality and  lifestyle appeal of your product. From descriptive overlays to contextual infographics, ensure your images and videos meet today’s high standards for optical recognition and engagement. How is your team helping brands adapt their approaches to fully leverage Cosmo AI? To succeed in this new search paradigm, it’s really critical to create listings that tell a story—not just list features. To get started, we focus on three key areas:   Elevate Product Detail Pages (PDPs). Go beyond listing features—focus on storytelling. How does the product solve a consumer’s problem? Why is it the ideal option for their particular need? Pair this with relatable lifestyle imagery to amplify your message.   Ensure complete attributes. A lot of brands miss this one, and it’s so important. Ensure all product attributes—like size, dimensions, material, and specific use cases—are filled out. Cosmo uses backend attributes to filter and recommend products. Without optimizing these overlooked details, brands risk losing opportunities to be featured. Make reviews work hard for the brand. I think we all know that customer reviews are important, but they are absolutely vital inputs for AI systems like Cosmo. Customer reviews aligned with common queries aid AI-driven relevance. Create ways to encourage detailed reviews while addressing recurring issues to improve product sentiment. One quick tip: Search for your products on Amazon using conversational queries, and test how well the results align with your target shopper’s preferences. The feedback can guide improvements in your descriptions and attributes. Keep it dynamic. Cosmo thrives on dynamic data. Regularly A/B test and optimize product content to meet seasonal trends, emerging patterns, and social changes. How do you see Gen AI’s impact on performance metrics and ad costs? There’s no doubt that with AI proliferating, traditional metrics like share of digital shelf or keyword rankings may become less relevant. Success will depend on product narratives that drive contextually relevant search results and boost engagement. As for cost impacts, while algorithms like Cosmo improve relevancy, they tend to level the playing field, making ad placements more competitive. This means brands that don’t meet relevancy benchmarks may find themselves relying on more expensive paid promotions to stay visible. P owering a New Era of Online Shopping Together, Rufus and Cosmo function as a seamless duo to elevate the entire shopping experience. While Rufus bridges the gap between customer intent and product discovery, Cosmo refines the process by prioritizing relevance through semantics, patterns, and visual data. Rufus helps shoppers refine their search journeys by learning from their intent and behavior. Cosmo ensures optimized content, relevant results, and meaningful connections between products and customers. For brands, adapting to these tools with hyper-personalized content and refreshed strategies will be the key to unlocking higher sales and fewer returns. Need help getting there? Our team of experts can guide your brand in optimizing for Amazon’s AI tools. Reach out to Rachel at Rachel.tetreault@mpgllc.com  for a conversation.

You’ve heard the phrase “retail apocalypse” thrown around, right?  It suggests that brick-and-mortar stores are on their way out, eclipsed by e-commerce and shifting consumer habits. While the retail landscape has undoubtedly evolved, the “apocalypse” narrative is highly exaggerated. Physical stores still account for nearly 83% of U.S. retail sales —a testament to their enduring relevance. But there’s no denying that economic uncertainty has ramped up the pressure on retailers and suppliers alike. Retailers today are laser-focused on creating seamless omnichannel experiences to stay competitive, putting pressure on suppliers to help drive foot traffic and in-store purchases. Here’s the catch—not all retailers are working from the same playbook. Deeply understanding and aligning with each partner’s priorities is essential for success. Each major retailer emphasizes distinct strategies based on their customer base and market positioning. With this in mind, I wanted to share some key insights and strategies we consider to help our brand partners excel in today’s uncertain economic climate: Full-Funnel Strategy: Mission Critical I can’t say this enough: To connect meaningfully with consumers, you need a full-funnel marketing strategy. Full-funnel encompasses every touchpoint along the shopping experience—from product discovery to repeat purchases. Think of it as creating a map of connection points, both online and offline, that ensures your brand remains top of mind and instantly purchasable. Geo-Targeted Promotions for On-the-Spot Purchase Geo-targeted promotions can act as effective “digital nudges” to encourage impulse buys, especially when paired with seasonal or location-based campaigns. For example, CVS leverages its app to highlight exclusive in-store deals through geo-targeted promotions, guiding shoppers to the nearest CVS location. A geo-targeted marketing push around in-store promotion can enhance customer engagement; pair this with tailored social media ads, and you have a powerful tool to drive to specific locations. Influencer Seeding Programs to Drive Engagement Influencers aren’t just for online campaigns—they can boost in-store visits, promoting exclusive events, limited-time discounts, or product launches. Targeted Influencer Seeding programs can definitely drive store traffic while taking your sales to another level. We’ve had great success “planting the seed of interest” through influencers sharing their positive product experiences. Most recently, for a mature OTC product, we used influencer seeding to reverse declining trends, dramatically increasing velocity, conversion, and visibility. Pricing & Promotions for Inflation-Conscious Consumers With inflation making consumers more price-sensitive, it’s absolutely critical that your pricing strategy is on point. Offering value-based pricing—without undercutting the perceived quality of your products—can increase conversion. Loyalty strategies are also vital—think tiered rewards or discounts for repeat customers to build a sense of long-term value. Tailor promotions to meet customers where they are, whether it’s first-time buyer discounts or offers tied to seasonal milestones like holidays or back-to-school events.   Personalization is Non-Negotiable Consumers demand low-effort, personalized experiences tailored to their preferences and schedules. Walmart’s research shows that nearly 48% of customers want hyper-specific recommendations. Use shopper behavior data to create offers that feel targeted and relevant, like personalized discounts based on past purchases or curated product recommendations online and in-store. By doing so, you increase the likelihood of repeat business and customer loyalty. Leveraging Data to Deliver Smarter Experiences Data is a goldmine for better shopper engagement. Building detailed customer profiles can help drive personalized recommendations, promotions, and timely alerts for repurchases. Strategies like first-time purchase discounts or tiered loyalty program perks can go a long way in creating lasting engagement. Retailer loyalty programs, like Target’s Circle, offer deep insights into purchase behavior. Similarly, insights from Walmart Connect can help fine-tune full-funnel strategies. By carefully mining retailer data, you can tailor advertising to capture attention at every stage—from initial discovery to checkout. Enhance your Online Presence With more consumers researching and shopping online, ensuring a strong digital presence is critical. It’s not just about a mobile-friendly website; digital-first strategies should complement in-store experiences. By highlighting your product’s unique selling points on .com and optimizing product pages, you can drive more customers to both your digital storefront and physical locations. Offer Value and Incentives Now more than ever, promotions, loyalty programs, and exclusive deals can motivate purchases and build brand loyalty. For instance, offering a discount for first-time shoppers or a loyalty program that rewards repeat buyers encourages more frequent purchases. Think seasonal offers tied to events like holidays or back-to-school can be effective, as is partnering with a targeted retailer to launch larger value packs to drive basket size and attract budget-conscious shoppers. Key Takeaway: Don’t let the overblown “retail apocalypse” narrative distract you. Is your business ready to evolve its strategy to meet shifting consumer demands and become a retail partner of choice? Now’s the time to rethink and reset to drive greater traffic and success this year.

HOLMDEL, NJ – March 18, 2025  – Market Performance Group (MPG), a leading omnichannel commerce agency, announced today that Jason Reiser will succeed George Cleary as Chief Executive Officer (CEO), effective April 1, 2025. Cleary will transition to the role of Executive Chair on the MPG Board. Over eight years, Cleary played a pivotal role in transforming MPG into a world-class agency serving top brands across multiple retail channels. During his tenure, the agency continued to grow its capabilities, talent, and category reach to keep brand suppliers ahead and drive market-leading growth in a rapidly evolving retail landscape. “It has been an honor to lead MPG and work with our remarkable team. I am proud of what we have built and confident that Jason is the right leader to propel MPG and its clients forward into the next phase of success,” he said. Reiser, who has served as MPG President, Omnichannel Commerce, for the past four years, brings more than 30 years of experience in retail leadership at Walmart, Sam's Club, Dollar General, and the Vitamin Shoppe. His customer-centric approach, combined with his extensive retailer insights, makes him an invaluable guide for brands navigating today's dynamic retail landscape. "I am thrilled to take on this role and build upon the strong foundation George has laid. MPG’s future is bright, and I look forward to leading the team in delivering innovative, results-driven solutions." About Market Performance Group Market Performance Group (MPG) is a leading omnichannel commerce agency providing integrated strategy, execution, and analytics solutions that accelerate profitable growth for consumer goods (CPG) manufacturers. MPG’s highly experienced team—comprising industry veterans from top retailers, CPG brands, digital commerce platforms, and specialized agencies—delivers tailored, results-driven strategies that help brands win across all channels. By combining deep category expertise, strategic insight, and executional excellence, MPG enables clients to navigate complexity, unlock opportunities, and drive sustained market leadership. MPG offers a full suite of best-in-class services across three core practice areas: Growth Strategy & Commercialization Solutions – A comprehensive approach integrating Business Consulting, Full Funnel Marketing, Social Commerce, Media Buying, and FleXforce® interim talent solutions, to develop and execute high-impact strategies that connect brands with consumers—from search algorithms to store shelves. Omnichannel Commerce – Custom, scalable solutions ranging from full-service brand representation and category management to retail advisory services, data-driven insights, and back-office operational support. MPG leverages its deep industry relationships to drive results across mass, grocery, drug, club, and specialty retail, as well as eCommerce. Strategic Intelligence & Analytics  – Advanced market, consumer, and category analytics powered by proprietary retail tools, AI-driven insights, and customized reporting, helping brands anticipate trends and make data-backed business decisions. Additionally, MPG offers turnkey Order Management & Retail Logistics Services , ensuring seamless execution across 100+ leading retail partners, including Walmart, Target, Amazon, and major grocery and drug retailers. For more information, visit: https://www.marketperformancegroup.com .

Exciting news! We’re thrilled to announce that Market Performance Group has been recognized as a Walmart Connect Premium Partner! 🎉 What does this partnership mean for our MPG brand clients? Greater value and more innovative advertising solutions designed to maximize impact through Walmart Connect! Interested in learning how our fully managed unified commerce services for Walmart are helping brands win at every touchpoint? 🛒Contact  Pamela Gaik  at  pam.gaik@mpgllc.com  to tap into our deep expertise to drive your business growth!  See all the amazing ways to partner with us at Walmart > #WalmartConnect   #AdvertisingSolutions   #Omnichannel  # FullFunnel  # RetailSuccess  # MarketPerformanceGroup   #MPG

Let's talk SMARKETING . (No, it’s not a typo.) For years, businesses have wrestled with one big challenge—bridging the gap between sales and marketing teams. But here's the truth: Aligning these two functions isn’t just a "nice-to-have" anymore; it’s essential. Why? Because the way consumers interact with brands has fundamentally changed. Forget about the traditional marketing funnel—it no longer matches how people shop or make decisions today. Instead of following a linear path to purchase, consumers now jump across touchpoints, engaging with brands that deliver value when and where they need it. The result? Success depends on creating a continuous, connected customer experience, not on isolated strategies. Enter SMARKETING—a unified, strategic approach where sales and marketing operate as one, and full-funnel marketing and commerce merge seamlessly. True alignment fuels the  Infinity Loop, a dynamic model in an always-on marketplace, where traditionally upper-funnel tactics can drive commerce for accelerated growth. But pulling it off takes more than good intentions. It requires real integration, close cross-functional planning and collaboration, and a holistic view of the entire customer journey. Think that sounds ambitious? It is. But the rewards speak for themselves—better customer experiences, stronger brand loyalty, and business results you can measure. Today, the sheer volume of media and content has exploded. And technology has turned virtually everything into a “shoppable” moment. Traditional upper funnel tactics like social platforms, streaming services, and influencer marketing now drive commerce across all demographics. These shifts create opportunities but also heighten the competition. Start-ups with lower barriers to entry crowd the marketplace, while subscription models shrink potential customer pools. To adapt, full-funnel marketing and commerce must work hand-in-glove to build value across the entire customer engagement cycle. Every interaction—from influencers to retail media to product pages—is an opportunity to connect meaningfully and drive commerce. This brings us to the longstanding debate over brand building vs. performance marketing —it’s now settled, with both essential for growth. Brand equity drives long-term growth; if you focus solely on performance marketing, you erode your foundation. The good news? A well-managed Infinity Loop blends these approaches to deliver measurable results. When helping our clients evolve to the SMARKETING approach, we start by uncovering brand-building moments that drive conversion.  So, consider when and where consumers are spending the most time with your brand, and revisit how to engage more effectively. A purposeful, connected map of moments  can ensure every interaction—from browsing to buying—becomes an opportunity to connect and sell. Also, avoid pigeonholing tactics into funnel stages.  Take retail media; it’s now a powerful tool for both branding and performance, thanks to its first-party data. And Connected TV, which combines the broad appeal of TV with targeting and measurability, seamlessly converts viewers into customers. Picture a consumer watching your ad while streaming, clicking to a product page, and purchasing—no friction, no missed opportunities.   Does an Infinity Loop approach really work?   Absolutely. Take the case of a wellness-focused functional food client struggling to grow by solely relying on conversion-driven tactics. By adopting a true SMARKETING approach, they refined their value proposition, built a truly integrated full-funnel marketing and commerce strategy, and fostered stronger retailer collaboration. The result? A successful national retail relaunch, delivering a remarkable 61% YOY growth and doubling new customer acquisition. To thrive today, brands must rethink traditional playbooks . Every digital shelf, product detail page, social media post, and influencer program should double as a brand-building and consumer-driving opportunity. Make sure your team has moved from “talking at consumers” to building relationships. Brands now co-write their stories with consumers through user-generated content, reviews, experiences, and beyond—at every moment within the Infinity Loop. And remember, deeper collaboration between brands and retailers  is an essential part of the equation. Improve the shopping experience through enhanced discovery, streamlined education, a clear value proposition, and relevant communication, and you create significant value for both the retailer and your brand. Ultimately, it all boils down to ensuring your commerce and full-funnel marketing efforts are truly integrated, whether done in-house or with external strategic partners. If they’re not integrated, you better find a solution fast, or you’ll struggle in today’s rapidly changing environment. I tell you, nothing good can happen by staying stuck in a siloed approach. (Shameless plug: This is our sweet spot; it goes to the heart of our business. If you need help, don’t be afraid to reach out for some advice.) So let’s break down the wall between sales and marketing, and abandon the old marketing funnel  once and for all. An integrated, full-funnel Infinity Loop strategy and a true SMARKETING approach are the certain path to deeper brand connections, greater conversion opportunities, and sustained growth. What are you waiting for?

If you’re searching for fresh ways to expand your market reach—especially in the consumer health category—you’re in luck. The healthcare landscape is shifting faster than a Google search turns into an ad takeover of your social media feed, and this shake-up has opened up some unexpected opportunities. Two avenues that should be on your radar? Group Purchasing Organizations (GPOs) and Medicare Advantage (MA) plans. Consumer preferences can shift overnight. Consumer and market data continue to build. Each week seems to bring fresh twists in global and regional issues, potentially impacting supply. And our economic conditions? Well, I don’t have to tell you about that. With all this unpredictability, one thing is for sure…..an advanced forecasting and planning process is an absolute necessity. Forecasting errors can lead to stockouts, lost sales, increased costs, excess inventory, and revenue loss. If you’re knee-deep in demand planning, you’re probably nodding your head right now, wondering how to make sense of the chaos around you. I get it—these might not be the first buzzwords that come to mind when you think "exciting growth opportunities." But trust me, these areas are like hidden gold mines for boosting incremental revenues for OTC and medical device suppliers. Let’s dive in. GPOs: The Buying Powerhouses You Didn't Know You Needed Group Purchasing Organizations—GPOs for short—are the unsung heroes controlling over 70% of healthcare spending in the U.S.   These giants pool the purchasing power of hospitals, pharmacies, and healthcare providers to negotiate exceptional deals and keep supply chains humming. For OTC and medical device suppliers, partnering with a GPO isn’t just smart—it’s transformative. Why team up with a GPO? Access to a wider customer base . Imagine plugging into a network so vast that it makes Amazon’s distribution look quaint. GPOs connect you to thousands of healthcare providers, giving you a single point of entry to markets you’d struggle to penetrate alone. Scaling up faster than your Wi-Fi signal drops . One of our clients went from working with a single small distributor to partnerships with seven GPOs in under a year. These deals now span government, military, hospitals—you name it. Their revenue chart for next year looks like it's gearing up for a vertical climb. Streamlined operations = fewer headaches . Negotiating separate contracts with individual hospitals is the business equivalent of watching paint dry. GPOs let you bypass that hassle, offering a one-and-done approach to contractual negotiations. Volume, volume, volume . Think about this: Sign one contract, and you’ve got access to thousands of members. Vizient, the biggest GPO in the U.S., represents over 31,000 organizations. That’s like landing a deal with an entire small country. Medicare Advantage: An OTC Goldmine Switching gears to Medicare Advantage (MA)—this might just be the sleeper hit of the consumer health market. These private insurance plans are a favorite among Medicare enrollees, with around 33 million members this year. Many of these plans cover OTC products and medical devices, making them prime territory for suppliers. Why MA is worth the hustle: Targeted access to a booming demographic . The MA population includes many people managing multiple chronic conditions. Translation? They need your OTC products and devices, and they need them regularly. Distribution channels that do the heavy lifting. MA plans distribute products via online and mail-order pharmacies, as well as through OTC benefits cards that are accepted at retail heavyweights like Walmart, CVS, and Walgreens. It’s like having a direct line to your customers’ shopping carts. Formulary acceptance: Your ticket to entry. Here’s the catch—your products need to meet strict quality parameters and be listed on the plan’s formulary. Getting there can be a journey, but the payoff is huge. Having a sharp, experienced team to guide you through the process can make all the difference. Cracking the Code on GPOs and MA Plans can feel like tackling calculus after a long weekend. The good news? With the right strategy and team, it’s totally doable—and highly rewarding. Here’s what you’ll need to succeed: Experts who know the ropes. You’ll need pros who’ve mastered the art of negotiating GPO contracts, clearing regulatory hurdles, and securing formulary acceptance. Strategic market analysis . Knowing where to focus your efforts is half the battle. Market insights can help you identify the best opportunities to maximize ROI. Performance tracking to stay on course . Once you’re in, monitor outcomes closely to make necessary adjustments and keep your growth trajectory on track. Bottom line, breaking into GPOs and MA plans isn’t exactly a cakewalk—but let’s be real, neither was figuring out how to mute (or unmute) yourself on Zoom, and you nailed it eventually. The effort pays off in spades for companies looking to boost sales volumes and secure a bigger slice of the healthcare pie. So, what are you waiting for? It’s time to stop circling the same old growth strategies and start exploring these untapped avenues. Who knows—you might just find yourself at the forefront of the next big healthcare boom.

It was a truly inspiring evening at the Drug Store News (DSN) Top Women in Health, Wellness & Beauty Awards, as leaders from across the industry gathered to honor the extraordinary women driving innovation and change. Among this year’s honorees: 10 accomplished leaders and rising stars from MPG, each recognized for their outstanding achievements and commitment to excellence. We are immensely proud of these talented team members; their dedication, exceptional contributions, and relentless focus on delivering impactful results for our clients make them true standouts in their field. Please join us in applauding these remarkable women, along with all of this year’s honorees, for their invaluable role in shaping the industry! Business Excellence Award Winners Liz Bakken, SVP Sales | CPG by MPG Susan Celentano, Director of Sales | Walmart Jennifer Day, VP | Client Engagement Rachel Tetreault, EVP | eCommerce & Omnichannel Rising Stars Award Winners Kate Dingley, Sales Manager | Drug Jillayne Tompkins, Business Insights Manager | Walmart