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Would you believe some of your most overlooked growth opportunities are in the aisles of Farm & Ranch stores? I was skeptical at first, too. But the more I dug in, the more I realized these retailers are quietly becoming a surprising growth engine for CPG brands. In today’s environment, where inflation has reshaped consumer behavior and private label continues to pressure volume, brands are rethinking where incremental growth will come from. Increasingly, they’re finding it in unexpected places. It’s no secret dollar stores are gaining share and becoming a go-to for food, health, and household staples. But they’re not the only high-growth channel making room for everyday CPG. In recent years, brands have been testing new paths to growth across the home improvement channel—from Home Depot and Lowe’s to regional hardware leaders like Ace Hardware. But one vertical within this space has quietly emerged as a high-potential contender: Farm & Ranch. Often viewed as niche or rural, this channel is far more dynamic than it gets credit for. Today, it serves a broadening consumer base, offers evolving assortments, and represents significant whitespace for CPG expansion. From bottled water and snacks to pet treats, OTCs, and seasonal décor, these retailers have evolved to become much more than feed and farm supply stops. Altogether, the channel spans close to 3,300 stores and drives $25+ billion in annual retail sales. Some of the standouts, with strong regional presence and loyal followings? Midstates Group, Rural King, Fleet Farm, and Blain’s Farm & Fleet, to name just a few. And while not always grouped with traditional Farm & Ranch, Menards deserves a callout. Think of it as a Farm & Ranch store on steroids. With its massive Midwest footprint, aggressive pricing, and wide assortment, Menards appeals to DIYers, homeowners, and rural shoppers alike. Its scale and cross-category reach make it a natural fit for brands looking to test and scale everyday essentials beyond mass. And then there’s the incredibly important network of independent farm and ranch retailers. In our experience working closely with this segment, independents are a powerful path to drive awareness, trial, and long-term loyalty. With deep community roots and fiercely loyal shoppers, these are trusted, relationship-driven destinations where personal recommendations still carry real weight. Across the country, independents source their products through distributors like Orgill and Tennessee Co-Op., which serve over 13,000 independent locations. For suppliers, this means access to scalable distribution without the complexities of dealing with each location individually. And because these stores are nimble, they’re open to creative programs, curated assortments, and promotional tests that larger chains might shy away from. What really sets this channel apart, though, is how the customer shops here. These aren’t quick convenience trips. They’re purposeful visits tied to real life: picking up dog food, refilling propane, restocking cleaning supplies, or prepping for weekend projects. That lifestyle-driven behavior creates sticky moments for brands to become part of the rhythm. Retailers see the opportunity, and they’re responding. From assortment expansion and digital infrastructure to loyalty programs and targeted promotions, we’re seeing more of them lean in—creating stronger platforms for brands to connect with shoppers. Importantly, this isn’t a one-size-fits-all channel. Every retailer has its own footprint, shopper mindset, and path to success. Winning here depends on understanding each retailer’s unique dynamics and knowing if your brand has the right portfolio for this landscape. Ask yourself: Are you a category leader with strong brand equity? Is your product a basket builder or tied to a seasonal or lifestyle project? Can it support home, outdoor, or DIY activities? Is it impulse-friendly—ideal for checkouts or seasonal endcaps? What’s already in the set? Where’s the white space? Does your message resonate with traits like practicality, quality, and durability? Can your supply chain support large orders, custom pallets, or special packaging? Are you able to localize marketing and meet regional expectations? I’ll admit, when I first started digging into this channel, I underestimated just how much volume was there for the taking. I’ve since learned (the humbling way) that Farm & Ranch is anything but niche. Fortunately, we’ve got people on our team who were way ahead of me. E.A. Langenfeld , now part of the MPG family, has been in these aisles for decades. They’ve helped brands find the right assortment, the right tone, and the right strategy to succeed here, and I’ve seen how quickly the impact can add up when those pieces click into place. Just recently, they worked with a household paper goods brand looking for fresh opportunity. They developed and executed a strategy tailored for the Farm & Ranch channel. Now in its second year, that brand holds a strong inline position and runs a robust promotional calendar—delivering consistent, profitable growth. Farm & Ranch retailers are evolving fast, blending everyday essentials with lifestyle-driven merchandising to become the new general store. The loyalty is there. The traffic is steady. And the consumer is open to discovery—especially from brands that speak to their way of life. So I encourage you: Rethink where your product belongs. If you’re looking for smart, scalable growth beyond the usual suspects, Farm & Ranch might just be the white space you didn’t know you were missing. And if you’re even slightly curious, I’d love to compare notes because the brands leaning in now are already seeing the upside. Are you missing yours?

Amazon Prime Day turns 10 this year—and all signs point to it being the biggest one yet. In 2024, shoppers spent over $14.2 billion globally in just two days. But this year, Amazon is expanding the event window, which means even more opportunities for your brand to shine. At the same time, Walmart, Target, and other retailers are doubling down on competing promotions, making it critical to stand out across the board. Prime Day isn’t just a flash sale—it’s a strategic moment to drive long-term momentum, lift organic rank, and pull new-to-brand customers into your funnel ahead of Q4. Now is the time to pressure-test your strategy and fine-tune what’s already in motion. As we enter the final stretch, Jason Omenn, Vice President, eCommerce, offers these tips to help brands of all sizes win big on Prime Day and beyond. Think Inventory First—be in stock, on time With Prime Day demand peaking, out-of-stocks can mean more than just missed revenue—they hurt your organic rank and limit future visibility. Make sure your inventory has now been fully received in Amazon’s fulfillment network. For 1P sellers, we recommend that brands have multiple channels as back up including 1P Direct Fulfillment and third party distribution. For 3P sellers, shipping in products by small parcel can still get products into FBA, in addition to including FBM offers. Revisit Pricing—shoppers want value, not just discounts With everyday costs still top-of-mind for many households—and the potential for price shifts from tariffs later this year—consumers are shopping more intentionally. Many are likely to use Prime Day to stock up ahead of the holidays, trying to lock in prices before they rise. Instead of racing to the bottom, offer differentiated value: create bundles, highlight exclusive SKUs, or promote loyalty-driving offers that protect your margin while driving urgency. Be Smart With Promotions—go beyond just the deal Deep discounts still drive clicks, but smart promotions drive conversions. Coupons and Prime Exclusive Discounts can provide a huge visibility lift—especially if you’ve got strong ratings, inventory, and a competitive offer. Aim for at least 20% off to maximize deal placement. Maximize Visibility Success starts before Prime Day kicks off. Launch your PPC and DSP campaigns early to warm up your audiences and position your products for maximum exposure. Focus on bestsellers and high-intent search terms—and increase bids in the final 10–14 days leading up to the event. For brands looking to build awareness and drive conversion, Sponsored Brands and Sponsored Brand Video can be highly effective—especially for challenger brands trying to boost visibility and bring in new-to-brand shoppers. Strengthen Your Off-Amazon Strategy Now’s the time to turn up the volume outside the Amazon ecosystem. Email, paid social, influencers, and owned media should all drive targeted traffic to your Amazon listings. Set clear KPIs for offsite traffic, monitor performance closely throughout the event, and don’t be afraid to pivot. If something isn’t landing, be agile—shift spend, refine targeting, and double down where you're seeing traction. Make sure your offsite efforts are tracked through Amazon Attribution, so you can measure effectiveness and apply learnings in real time. Think Bigger Than Amazon Retail media spend is growing across the board, and consumers aren’t shopping in silos. Brands without a multi-channel presence are missing out—especially during tentpole events like Prime Day, when competitors are everywhere. Ensure your messaging, pricing, and promotions are coordinated across platforms —whether it’s Amazon, Walmart, Target, or others. Consumers will be comparing, and consistency is key to winning the cart. Deliver a Seamless Experience Getting the sale is only half the battle—keeping that customer is where the long-term value lives. Make sure you’re set up for fast, Prime-eligible shipping, low-friction returns, and timely post-purchase engagement . First-time customers gained during Prime Day can become repeat buyers with the right experience. Use follow-up campaigns and remarketing efforts to keep the momentum going into Q4. Wrapping Up: Prime Day Is More Than Just a Flash Sale The brands that win on Prime Day aren't just chasing day-of conversions—they're building brand equity, generating full-funnel performance, and setting themselves up for strong Q3 and Q4 momentum. Now’s the moment to refine what’s in motion and close any gaps. Need help dialing in your strategy, creative, or media execution? Reach out to Jason Omenn at Jason.omenn@mpgllc.com  or any member of our team—we’re here to help you maximize every opportunity and turn Prime Day into a growth catalyst for your business.

Remember when launching a Direct to Consumer (DTC) brand just meant setting up a Shopify site, plugging into a few ad platforms, and watching orders roll in? That era is over. Not because DTC is broken—far from it—but because it’s matured. In 2025, thriving brands are redefining what DTC means . Today, DTC is no longer a single-channel model. To win, brands must unify Amazon, retail, and wholesale into one connected strategy. Why? Because CAC is rising. Shipping is pricier. Viral TikTok brands can crowd a category overnight. And customer expectations? Higher than ever.    To optimize your connected commerce strategy, brands need full-funnel omnichannel approaches , integrating Amazon, retail, and wholesale to meet customers where they are and drive sales. Social commerce on platforms like TikTok Shop is accelerating category disruption, forcing brands to diversify and amplify their approach. Building a true omnichannel ecosystem allows for more touchpoints and better customer engagement, creating a holistic strategy that’s built for long-term DTC growth.  So what are the remedies in   the new DTC Prescription? (You remember I’m a Pharmacist, right?)  Here are eight strategies to scale sustainably and stand out in a crowded market:    Build on platforms like Shopify, with tighter feedback loops powered by first-party data tools . This isn’t about just  the platform, but the stack around it. AI-driven insights help brands understand customer behavior and lifetime value (LTV). These tools provide real-time feedback to inform smarter ad spend and enable highly targeted campaigns that boost short-term sales and long-term growth. The result? An enhanced customer journey and a more sustainable business model producing better ROI and margin.    Remember, retail partnerships play a bigger role than ever . Leading DTC brands drive retailer.com and in-store sales through highly targeted DSP, Meta, Google, and CTV ad buys. Aligning paid media strategies across retail and direct channels increases exposure, captures high-intent shoppers, and boosts both online and offline sales—creating a seamless omnichannel experience from discovery to purchase.    The halo effect isn’t a bonus…it’s a strategy. Winning brands have designed campaigns that intentionally create a halo effect and drive strong performance across platforms and channels. TikTok Shop campaigns, in particular, have driven measurable lifts in Amazon sales. Quick example: MPG recently helped a challenger beauty brand grow retail sales by +26%, boost Amazon conversions by +29%, and improve overall ROAS through a carefully integrated TikTok Shop campaign as part of a full-funnel strategy. The key takeaway? When channels are aligned, performance multiplies.    Defensibility is non-negotiable . With TikTok Shop entries going viral overnight, brands must move fast and engage communities where their customers already are—Reddit, organic social, and beyond. Community management is essential to retain and attract customers. And authentic creative—like UGC and modular landing pages using real customer language—is critical to driving conversions.  Holistic media strategies and MMM tools optimize spend and drive growth . With CAC and shipping costs rising, brands need to ensure their media mix delivers. Retail media is booming and algorithms keep changing. AI-powered MMM tools help you accurately attribute performance, reallocating spend in real time to the channels that drive results—whether that’s Meta, Google, TikTok, or a CTV campaign tied to a big-box retail push.    Performance creative is pivotal to driving conversions and loyalty . Authentic UGC, paired with branded video and static ads, builds consumer trust. Creative must align with brand identity, ensuring landing pages reflect ad angles and messaging. Ensure to speak to your audience in an authentic way, helping them feel more connected to the brand.   Shift to LTV, Loyalty, and Owned Data. More brands are leaning in here to drive sustainable growth—especially as tariffs and rising costs squeeze margins. Subscriptions, product bundles, and smarter business model tweaks are boosting LTV, lowering blended CAC, and improving marketing efficiency.   Work smarter with AI.   Consider how AI can support efficiency. When used thoughtfully, AI can be a helpful tool for streamlining certain processes. In our experience and that of our clients, automation can lighten the load on repetitive tasks, creating more space for creative work like campaign development, voice refinement, and deeper customer engagement.   In today’s fast-moving landscape, it’s about connecting the dots faster, and confidently navigating what’s ahead. That’s never been truer for the DTC landscape. The next generation of DTC brands won’t just sell. They’ll build ecosystems. Are you ready to lead one?

Advances in technology and science are ushering in an unprecedented new era of conscious consumer behavior focused on proactive self-care and natural health management  Fueled by these trends, the supplement industry remains dynamic, shaped by evolving consumer expectations, technological innovation, and an increasingly digital retail landscape. The latest data from the VMS (Vitamins, Minerals, and Supplements) sector reveals a resilient market, where consumer demand remains strong despite economic uncertainties. With wellness trends expanding beyond traditional health concerns to encompass mental well-being, personalization, and alternative delivery formats, the opportunities for innovation have never been greater, says Kristine Urea, Market Performance Group General Manager, Strategic Intelligence. Kristine shares her insights on the six macro trends reshaping this industry, critical areas of innovation and acceleration, the future of supplementation, and what’s needed for suppliers to succeed in this evolving environment. Consumer Trends: The Expanding Role of Nutrition in Holistic Health Consumer attitudes towards health and wellness have undergone a seismic shift post-pandemic. While traditional concerns like immunity and overall physical health remain paramount, there is a growing focus on mental well-being. Over 40% of consumers report paying more attention to mental health which includes not only cognitive health but also stress and sleep support, and 22% of the U.S. population—equivalent to fifty-five million adults —expresses willingness to purchase supplements specifically for mental wellness. This marks a turning point for VMS brands, as the stigma around mental health declines, particularly among younger generations. Both Millennials and Generation Z are highly focused and open to the idea of supplementation to support their mental wellbeing, in addition to overall health, including energy metabolism, muscle recovery, and immune function.  Given this increase in demand, ingredients like Magnesium, recognized for its benefits in relaxation and sleep, is now used by 27% of U.S. adults and has notably increased its share within VMS, posting an impressive +28% 4-year CAGR within the Nielsen US AOC market.   Market Performance: Strong Fundamentals with Areas of Acceleration Household penetration of VMS products remains high at 91%, supported by increased consumer spending per household (+7.8% vs YAG) and high repeat purchase rates (88% of consumers buying repeatedly).8 This solid performance underlines the integral role supplements play in daily routines across diverse consumer groups. The retail landscape for VMS is undergoing a profound transformation and now FDMe sales total more than $34.55B including Amazon and TikTok Shop. Amazon's influence continues to expand, while mass-market and natural/specialty retailers maintain steady, albeit slower, growth. Direct to Consumer/E-commerce channels, particularly Amazon, have emerged as a dominant force in the industry. Holding a 42.5% market share9, Amazon drives category growth through its "Subscribe & Save" programs, extensive product assortments, and aggressive digital marketing. Notably, the top-selling VMS products on Amazon boast over 100,000 reviews, highlighting the platform’s ability to influence purchasing decisions at scale. According to the latest Kalodata, TikTok Shop Nutritional Supplements sales have grown to more than $285MM in the latest six months and, based on current growth rates, are expected to reach more than $500MM annually this year, as the role of personal recommendation continues to have a direct influence in driving consumer conversion in the space. Interestingly, given this direct correlation of social influence to consumer conversion, digital media spending on VMS has outpaced comparable personal care categories, with brands ramping up marketing efforts in January to capitalize on New Year’s wellness resolutions. This underscores the importance of omnichannel engagement, as consumers increasingly rely on online resources for health education and product discovery. Innovation in Supplement Formulation and Delivery One of the most notable developments in the VMS industry is the rise of alternative supplement formats. Traditional supplement formats, including capsules and tablets, retain dominance at 52% market share11, yet alternative forms such as powders, chewables, liquids, and even novel offerings like shots are rapidly gaining consumer interest in enjoyable, convenient, and experience-driven solutions. Gummies remain particularly appealing, accounting for 22% of the market11 and significantly favored by consumers under 555, highlighting the increasing preference for formats that are both functional and offering unique consumer experiences to building regimens through pill formats only. Moreover, emerging ingredient trends showcase a strong consumer preference for clinically effective, natural, and transparent formulations. Products utilizing probiotic kombucha powders, bioavailable plant-based ingredients, and targeted mood supplements like mushrooms, adaptogens and saffron extracts are gaining traction. Additionally, the "Ozempic Effect" is driving increased demand for protein supplements and probiotics, as GLP-1 users seek supportive nutritional solutions. Consumer preferences for more natural approaches to GLP-1 supplementation are also propelling the growth of ingredients like Berberine, recently recognized as a top-performing ingredient on platforms like Amazon. The Future: Personalization, Digital Growth, and the Next Frontier of Wellness Looking ahead, the VMS industry is positioned for continued expansion, albeit at a moderated pace. Market growth is expected to continue at a steady pace in the long term as consumers seek more personalized and targeted solutions, fueled by advancements in technology and AI-driven health assessments. With direct to consumer/e-commerce channels set to lead category growth through 2026, brands must embrace digital-first strategies. Investment in social media influence, targeted advertising, and education-based marketing will be key drivers in capturing consumer trust and loyalty. Brands that embrace the changing landscape and focus on innovation, transparency, and consumer-centric marketing will be best positioned to thrive. To succeed in this evolving environment, brands should focus on three key areas: 1) Prioritizing Meaningful and Differentiated Innovation in Delivery Formats and Experiences The days of a one-size-fits-all approach to supplementation is fading. Consumers, especially younger generations, are looking for products that seamlessly fit into their daily routines, provide convenience, and offer a superior user experience. While capsules and tablets still hold the majority share, the growth in powders, chewables, and liquid-based solutions indicates a shift toward more engaging and enjoyable consumption formats. To stand out in a crowded market, brands must focus on truly differentiated innovation. The next phase of growth will come from products that not only deliver health benefits but also elevate the overall supplement experience—making it more convenient, effective, and enjoyable. 2) Emphasizing Transparency in Product Sourcing and Ingredient Integrity Consumers are more educated than ever and are actively seeking out products that align with their values and expectations. The demand for cleaner, responsibly sourced, and clinically backed ingredients continues to grow. However, trust remains a critical factor in purchasing decisions, with consumers prioritizing familiar brands over newer entrants in the space. To build and maintain trust, brands must be forthright about their ingredient sourcing, manufacturing processes, and scientific backing. Clear and accessible labeling, third-party certifications, and transparent sustainability initiatives will play a crucial role in strengthening consumer confidence. Additionally, the rise of plant-based alternatives and sustainable packaging solutions presents opportunities for brands to align with consumer demand for environmentally responsible products. Those that proactively communicate their sustainability efforts and ethical sourcing practices will foster deeper connections with their audience. 3) Marketing with Solution-Forward Benefits and Consumer Education As the supplement aisle becomes increasingly crowded, brands must shift their marketing approach from simply highlighting ingredients to clearly communicating the tangible benefits of their products. Consumers don’t just want to know what’s in their supplements; they want to know why  it matters to them and how it fits into their personal wellness journey. This requires a shift toward solution-based messaging—helping consumers easily identify products that address their specific needs, whether it is stress management, gut health, cognitive support, or athletic recovery. Instead of overwhelming shoppers with scientific jargon, brands should invest in education-driven marketing that simplifies complex information and provides clear guidance on product selection, increasingly from a peer group with whom they identify.  Thus, digital platforms, particularly social media sites and influencer-driven content, have become powerful tools for consumer education. Short-form videos, interactive quizzes, and personalized recommendation engines can help guide consumers toward the right solutions for their health goals. A Call to Action for the Industry We are now at an inflection point. Consumers are demanding more—more innovation, more transparency, and more personalized solutions. Brands that take an initiative in these three areas will be the ones that lead the industry forward. The future of supplementation is not just about selling products—it’s about delivering holistic wellness experiences that are convenient, trustworthy, and tailored to individual needs. Those that embrace this shift will not only drive category growth but also forge deeper, more meaningful relationships with consumers in the years to come as they undoubtedly look to expand their regimen as new health benefits naturally come into focus as we age. Now is the time for brands to step up, rethink their strategies, and create the next generation of nutrition products that truly make a difference. MPG’s Strategic Intelligence & Analytics solutions help CPG brands anticipate trends, optimize performance, and make data-backed decisions with confidence. Using proprietary retail tools, AI-powered insights, and customized reporting, we transform complex data into actionable strategies that drive real growth. Unlock the power of data. Reach out to Kristine Urea at Kristine.urea@mpgllc.com for curated insights and solutions to accelerate your business growth in this area. References: MIntel, 2025 Global Consumer Trends; Mintel, Managing Stress and Mental Wellbeing - US – 2023; Jama Network; Trends in Public Stigma of Mental Illness in the US, 1996-2018; Mintel, Millennials and Health – US – 2024; Mintel, Vitamins, Minerals & Supplements – US – July 2024; Mintel Ingredient Watch: Magnesium – US – February 2024; Nielsen NIQ, Total US xAOC; 260 Weeks Ending 12/28/2024; Numerator Panel, Total US All Outlets; 5-Year Data Ending 12/28/2024; Stackline, Amazon – VMS, 52 Weeks Ending 12/28/2024; Kalodata, TikTok Shop, Nutritional Supplements, 6 Months thru 1/2025; Nielsen NIQ, Total US xAOC, 52 Weeks Ending 1/25/25; FDMe defined by combining: Nielsen NIQ Scan Food, Drug, Mass retailers, Nielsen NIQ Homescan Panel Club Channel; SPINS: Natural Channel; Stackline: Amazon; Kalodata, TikTok Shop Annual Projection; Data synthesized thru 52 Weeks Ending 12/28/2024

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 .