Presentation: The Age of Omni-Commerce & What It Means for Marketing Strategies Welcome to the age of omni-commerce. From Google to Amazon, and from Instagram to Instacart, commerce is happening all around us. It is ubiquitous and omni-present. What does this mean for brands? It means that omni-channel strategies are more critical than ever. Join this presentation as we size up the omni-channel opportunity and share tips for planning and activating an effective omni-channel program. You’ll discover how to capitalize on commerce opportunities across search, social, retail media, and emerging programmatic channels like connected TV, audio, digital out-of-home, and more. Panel: Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales Many marketers take separate and siloed approaches to in-store and ecommerce marketing. It’s time to rethink this approach. As the digital ecosystem continues to drive purchase behavior across in-store and ecommerce, brands must identify and capitalize on synergies across online and in-store. Join our panel discussion to learn how to get started. You’ll hear from commerce experts as they discuss their omni-channel journeys and share how they’ve broken down silos to drive better performance both online and in-store.

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Session 3: The Omni-Channel Imperative
THE NEW COMMERCE
CONFERENCE
WELCOME TO

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https://bit.ly/2H7HCVi
THIS PRESENTATION ORIGINALLY
AIRED AS A WEBINAR. THE
RECORDING IS AVAILABLE HERE:

3. Agenda
3
Kerry Curran,
GroupM Services /
Catalyst, US
PRESENTATION: The Age of
Omni-Commerce & What It Means
for Marketing Strategies
1:00pm
PANEL: Less Silos, More
Symbiosis: Omni-Channel
Strategies to Drive In-Store &
Ecomm Sales
1:20pm
Sherry Smith,
Criteo
Joniece Hinds,
Georgia-Pacific
Amanda Knappman,
Urban Skin Rx
Paula Hunsche,
Catalyst Commerce
MODERATOR PANELISTS

4. What is the New Commerce Conference?
• Digital commerce thought-leadership to
prepare marketers for the changing world of
commerce.
• Insights, tips, & recommendations to better
understand today’s consumer and maximize
online & in-store sales.
• Expert perspective from industry trailblazers.
The New Commerce Conference
4
Coming Soon: Women in Ecommerce
November 12th, 4pm – 6pm ET
A night of conversations, connections, & more:
• Panel discussions featuring Pacvue, General
Mills, Walmart Media Group, Walker Edison
Furniture, & more
• Virtual networking
Register: https://www.catalystdigital.com/women-
in-ecommerce/

5. Hosted By
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CatalystDigital.com

6. Housekeeping & FAQs
6
Will recording be shared?
Yes!
Will slides be shared?
Yes!
How do I ask a question?
Type your question in the "[Enter question for staff]"
field. Only the presenters see the question. Questions
will be addressed at the end of each session.
Other questions?
Email info@catalystdigital.com.

7. 7
Kerry Curran, Executive Director, Marketing & Growth
GroupM Services / Catalyst, US
THE AGE OF OMNI-COMMERCE
What It Means for Marketing Strategies

8. The State of Ecommerce 2021 is a landmark
study based on two quantitative surveys with 500
online purchasers and 209 marketers, sales
professionals and advertising professionals.
It is also informed by numerous interviews with
industry professionals to help make sense of the
rapidly evolving omni-channel commerce
landscape in the US.
StateofEcomm2021.com
Original Research
8

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Watch CTV
ad
Purchase on
marketplace
View print ad
Search
for product
(search engine)
Purchase on
brand site
Purchase
in store
Reed reviews
Like on
Facebook
Watch
YouTube ad
Browse / shop on
mobile
Purchase on
e-retailer
Compare prices
Blog
Hear audio ad
View banner ad
Social Ads /
Content
View
banner ad
Product
Search
Omni-commerce: Omni-channel and Non-Linear
Consumer Journey

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While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes

11. 11
While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes

12. 12
While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes

13. 13
While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes

14. 14
While retailers lead in terms of site visits, social platforms and traditional
search sites are paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes

15. Planning Tip 1
STRUCTURE YOURSELF FOR
SUCCESS
15

16. Structure yourself for success
16
• Ground-up & top-down:
• Define clear vision & strategy – paddle in the same direction
• Get leadership buy-in for omni-channel approaches
• Empower teams to be agile & make decisions quickly
• Encourage progress vs. perfection
• Build culture of curiosity & experimentation
• Collaborate. Collaborate. Collaborate.
• Internally: Sales, trade, web dev, shopper, etc.
• Externally: Retailers, agency partners, tech & data solutions

17. Planning Tip 2
BE WHERE YOUR CONSUMER IS –
WHICH IS EVERYWHERE
17

18. Be where your consumer is, which is everywhere
18
50%
of online purchasers search
for inspiration on
Instagram*
63%
of online purchasers do
initial product research on
Amazon*
63%
of online purchasers do
product & price
comparison on Walmart*
50%
of online purchasers
discover new brands &
products on Google*
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
*Among those who visited these specific sites; note small base sizes
Think of digital as the new storefront spanning retailer websites, search engines, and social outlets,
circulating brand information and influencing purchases.

19. When it comes to omni-channel shopping,
advertising is helpful, not a hindrance
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54%say advertising either helps
remind them of something they
need, or it prompts an idea for
something they want*
*among those online purchasers who saw an ad or promo while shopping for a product prior to purchase
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

20. Planning Tip 3
GET SEARCH & RETAIL MEDIA
A SEAT AT THE PLANNING TABLE
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21. Retail Media: A seat at the table
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“Retail media increasingly can help brand
managers build awareness and consideration
for their brands. It’s no longer just a tool for
driving sales at the end of the media funnel. It
deserves to be at the seat of every single
media plan out there.”
Steve Kinsey, Director of Commerce Marketing, GSK
Catalyst & Kantar: State of Ecommerce 2021, Original Research

22. Search: A seat at the table
22
Search is the largest unbiased consumer panel in the world. Leverage
search insights to inform strategy for:
PRODUCT NOMENCLATURE
• Mouthwash vs. mouth
rinse
• Dish soap vs. dish liquid
• Sneakers vs. trainers vs.
running shoes
PDPS
• PDP strategy, creation, &
optimization
• PDP language & content
AD MESSAGING
• Cross-channel ad
messaging
• Rewards vs. loyalty card in
TV ads

23. Planning Tip 4
DIFFERENT PLATFORMS REQUIRE
DIFFERENT STRATEGIES
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You can leverage insights
from different channels to
inform your strategy, but you
cannot copy/paste strategies
across retailers.

25. Lean into partners to help scale & manage
25
• Lean into experts to take advantage of
their specialty skills across specific
platforms
• Each channel or retailer has different
requirements, options, fields, and
audiences
• Emerging eCommerce AdTech platforms
offer unique and overlapping capabilities
“You need to find the best
agencies leveraging the
best tech in order to
compete.”
John Denny, VP Ecommerce & Digital Marketing, CAVU Venture Partners
Catalyst & Kantar: State of Ecommerce 2021, Original Research

26. Planning Tip 5
ACQUIRE NEW CUSTOMERS WITH
NEW APPROACHS
26

27. Acquire new customers with new approaches
27
Instacart offers opportunities beyond pantry
staples (beauty & haircare, beer/alcohol,
wellness, etc.)
Explore Amazon DSP for untapped
opportunities
Evaluate Pinterest for opportunities for
financial services, technology, telecom, &
more.
Plan to test new and different platforms (even if they don’t seem intuitive to
your vertical):

28. Acquire new customers with new approaches
28
Increase awareness among
cord-cutters, cord-nevers,
OTT audiences, & digital
streamers.
66% of advertisers investing
in CTV/OTT plan to increase
their budgets for the channel.
Incorporate emerging programmatic channels into your omni-channel plan:
CTV DOOH
Reach consumers while
they’re on the go: screens at
doctors’ offices, ATMs, gas
stations, & more.
53% of advertisers investing
in DOOH plan to increase
their budgets for DOOH.
PODCASTS & AUDIO
Find users on digital who
are no longer listening to
terrestrial radio​.
60% of advertisers investing
in podcasts plan to increase
their budgets for podcasts.
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020

29. Planning Tip 6
LOOK AT THE BIG PICTURE
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30. Thinking beyond ROAS
30
ROAS can be easy to measure
and is not without value, but it
is not the be-all end-all of
reporting for ecommerce or
other performance marketing
channels.
“If brands aren’t careful, they are
going to ROAS themselves into
a corner.”
Kristina Smith, VP, Digital Marketing, The RiveterKristina Smith, VP, Digital Marketing, The Riveter
Catalyst & Kantar: State of Ecommerce 2021

31. Better data & analytics is key to growth
56% of brands are allocating
ecommerce budget to data &
analytics services
When investing in data, reporting, and analytics,
ensure side-by-side views to directly compare
channels like search, social, retail media, etc. to
better understand how to shift/allocate budget.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020

32. Planning Tip 7
ENSURE BUDGET FLUIDITY
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33. Ensure budget fluidity
33
Be able to shift investment across channels
and platforms to quickly capitalize on market
changes and opportunities.
Dedicate budget to testing
unplanned/unforeseen opportunities.

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IN SUMMARY:
1. Structure yourself for success from the top-down & bottom-up
2. Be where your consumers are, which is everywhere
3. Get search & retail media a seat at the table
4. Different platforms require different strategies. Don’t copy/paste.
5. Acquire new customers with new approaches
6. Look at the big picture, prioritize cross-channel reporting
7. Ensure budget fluidity

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Q&AINFO@CATALYSTDIGITAL.COM

36. QUESTIONS FOR OUR PANELISTS?
Enter them in the question box on your
GoToWebinar screen.
36
PANEL: Less Silos, More Symbiosis: Omni-Channel Strategies to
Drive In-Store & Ecomm Sales
SHERRY SMITH
Managing Director of Retail Media, Americas
Criteo
JONIECE HINDS
Retail Media Lead
Georgia-Pacific
AMANDA KNAPPMAN
Director of Marketing
Urban Skin Rx
PAULA HUNSCHE
SVP, Client Engagement
Catalyst Commerce
MODERATOR
PANELISTS

37. Coming Up:
37
Women in Ecommerce
November 12th, 4pm – 6pm ET
Uniting ecomm’s movers & shakers for a night
of conversations, connections, & more
• Panel discussions featuring Pacvue, General
Mills, Kimberly-Clark, Walmart Media Group,
Walker Edison Furniture, & more
• Virtual networking
Register: https://www.catalystdigital.com/women-
in-ecommerce/