Data-Driven Growth in Grocery: MikMak’s Strategies and Success Stories

00:00:00:07 - 00:00:18:22
Michael Rosenfeld, MikMak
I'd like to welcome everyone to our second in our Industry webinar series. Last quarter we took a deep dive into the alcohol industry. Today we're going to be focusing on the other items I buy when I visit my local Mariano's. We’re going to be talking about the grocery industry. We have some great speakers lined up to you to share some insights and best practices.

00:00:18:27 - 00:00:38:40
Michael Rosenfeld, MikMak
Aside from myself, who's been here at MikMak for about four years, we have our Founder and CEO, Rachel Tipograph. You'll recognize her from previous webinars, speaking engagements, the BRAVE COMMERCE podcast. I will also be joined by Sam Getty, the Director of Digital Commerce at Lindt Chocolates. Sam will be joining us later on to talk through some of the successful campaigns and activations.

00:00:38:45 - 00:00:58:28
Michael Rosenfeld, MikMak
They've had recently with MikMak Very excited for him to join. A quick preview, what's on the docket today? We're going to do a quick MikMak overview just to refresh and remind everyone of who we are. We'll hear from Rachel on the current state of the grocery industry, and then we'll be joined by Sam from Lindt to hear how they leverage MikMak insights to optimize their marketing campaigns.

00:00:58:35 - 00:01:17:07
Michael Rosenfeld, MikMak
We'll take a look at how MikMak data granularity is helping brands uncover the variables driving growth within their marketing. And finally, we'll highlight some recent roadmap releases, as well as offer a sneak peek into some of our upcoming initiatives. So let's start with who we are. MikMak works with over 1,900 consumer brands to help them grow commerce.

00:01:17:07 - 00:01:36:10
Michael Rosenfeld, MikMak
First. We believe if brands put themselves in the driver's seat to connect directly with shoppers, you won't need consultants. You won't need panel data companies because consumers are showing you how they want to shop your brand, your competitors. That's how we can help the biggest brands in the world drive success. We drive that success through the MikMak platform.

00:01:36:19 - 00:02:06:25
Michael Rosenfeld, MikMak
The MikMak platform is two components: Commerce and Insights. Commerce enables conversion. Every touchpoint digital and social media, organic content, retail media networks, paid search, your brand, websites and everything else. I always say if you can put a link there, it could be MikMak. So the way I think about it. But more importantly, this unlocks powerful and granular insights from the impression all the way down to basket level sales data to answer your biggest business questions and drive your biggest business decisions.

00:02:06:30 - 00:02:28:05
Michael Rosenfeld, MikMak
And we could drive those conversions or capture and share such valuable insights if we didn't have a retailer network featuring the location that your consumers want to shop at, both online and in store. MikMak is a true global enterprise now, with a global retailer network of 7,000 plus retailers including big box retailers, mom and pop shops, marketplaces and last mile players.

00:02:28:10 - 00:02:51:19
Michael Rosenfeld, MikMak
At MikMak, we know our solutions only increase in value. We are deeply connected to your partner ecosystem. Through our strategic partnerships, you can incorporate many of your key tech stack partners into MikMak, like Nielsen IQ for brick and mortar and store inventory data. You can turn recipe content shoppable with MikMak inside chef easily connect to your PIM providers to get up and running on MikMak faster.

00:02:51:32 - 00:03:10:30
Michael Rosenfeld, MikMak
And of course, all the media platforms you invest to drive demand. We will continue to innovate and build partnerships with top companies to help our brand partners evolve at the speed of their shoppers. I'm now happy to pass the webinar over to Rachel to share some of the trends and insights our data is identifying within the grocery industry, both us and globally.

00:03:10:35 - 00:03:37:57
Rachel Tipograph, MikMak
Thanks, Michael. Good morning. Good afternoon everyone. My favorite thing is to talk about what's happening in the global consumer economy, leveraging MikMak data. I'm going to take you through what we're seeing in the grocery industry right now. And as I go through our data, what I want you to understand is in 2020, for 1.9 billion shoppers went through MikMak system.

00:03:38:02 - 00:04:02:42
Rachel Tipograph, MikMak
We were appended to $3 billion of global ad spend. To put those two numbers into a frame of reference. 1.9 billion shoppers would actually make MikMak the 12th biggest retailer, a marketplace in the world, and 3 billion of global ad spend would make MikMak the size of Walmart connects business. So as I take you through this data, it is truly, statistically significant at the highest level.

00:04:02:47 - 00:04:31:50
Rachel Tipograph, MikMak
I think we all know it's tough times in grocery, especially if you're working at a company that would be considered a center of store brand. There was a gold rush. We all know it. It was the pandemic. The flip side of the pandemic was that it obviously created positive tailwinds for many of the grocery brands, who are probably on this call today and ones that work with MikMak every single day because of that surge in demand.

00:04:31:55 - 00:05:01:34
Rachel Tipograph, MikMak
What did the industry do? The industry collectively raised prices. And then fast forward to essentially this past year globally, we really saw consumers fight back with their wallets. They either decided to trade down maybe to private label, or they were willing to pay the premium because they consider that product really valuable to them. An example you might have a gluten allergy, so you're willing to pay the premium for Tate’s gluten free cookies.

00:05:01:39 - 00:05:27:25
Rachel Tipograph, MikMak
Or maybe you really care about your skin because you're entering your 40s like me, and you'll pay a boatload of money on skincare, but then nothing on food. It's really wild what we're seeing within basket level sales data. The second big one is very near and dear to my heart. So as an industry, we've seen massive shifts in where brands are allocating their advertising dollars.

00:05:27:30 - 00:05:50:19
Rachel Tipograph, MikMak
What happened in 2020 was not just the pandemic. It was also changes in data privacy. Apple woke up and realized companies like Meta and Alphabet were building multi-billion dollar businesses in their hardware, and they weren't seeing a cent of it. And they decided to change the whole backbone of advertising as we know it from automatically opting in for our data to be monetized to now automatically opt out.

00:05:50:24 - 00:06:16:34
Rachel Tipograph, MikMak
What did that do? It created the rise of retail media because retailers had all this first party data they wanted to monetize. But as you know, your relationship with retailers is very different than your relationships with folks like Meta and Google because it's also your distribution channel. And so as brands have continued to increase their retail media investments, what's very interesting is that most of you have volumes sales that are down.

00:06:16:39 - 00:06:38:57
Rachel Tipograph, MikMak
Which begs the question, does retail media actually drive volume sales? If you want to drive volume sales, you need to bring new consumers into the funnel, meaning you need to go to the places where they spend time. Places like Meta and Pinterest and CTV. You don't need to keep reaching the same Walmart customer that was going to buy your product anyway.

00:06:39:01 - 00:07:03:00
Rachel Tipograph, MikMak
So there's massive changes right now in how to generate demand to drive volume sales. And then finally, as if that wasn't enough, there's another big change that's probably impacting a lot of your categories right now. If you're in food, beverage, even alcohol. And that's GLP-1 in the US right now, around 8% of Americans are taking GLP-1.

00:07:03:05 - 00:07:27:15
Rachel Tipograph, MikMak
It is suspected over the next five years that 30% of Americans and probably 20% of people globally in the Western world are going to be on GLP-1. Walmart has already publicly come out and seen massive changes in how consumers shop if they're on GLP-1, instead of buying sugary snacks or salty snacks or soda, they're now buying fresh produce.

00:07:27:19 - 00:07:51:00
Rachel Tipograph, MikMak
It's going to have massive implications on the grocery landscape as we know it. So with all of that in mind, let's dive into MikMak data, which is first party real time consumer data from 1.9 billion shoppers around the world to see what's happening. So first we talked about how consumers are fighting back with their wallets. MikMak collects basket level sales data.

00:07:51:09 - 00:08:24:20
Rachel Tipograph, MikMak
And so what we've seen between 2022 and then last year is nearly a 45% reduction in basket sizes. In 2022, we saw 11 items in the cart when people checked out at the grocery store. Last year, in 2024, we saw six. And then that coincides with conversion rates using the same media, meaning doing an upper funnel media campaign in a place like meta in 2021 because the natural demand was already there, because people needed your products.

00:08:24:25 - 00:08:50:13
Rachel Tipograph, MikMak
Average conversion rate in grocery was 4% last year, 1.8%. So it's very clear that people are buying less and they're being more choosy where in demand exist. How do you drive growth? How do you find those pockets of demand? When we look at all of the grocery brands globally at MikMak in 2024, where were they investing their dollars to drive demand?

00:08:50:18 - 00:09:16:16
Rachel Tipograph, MikMak
Number one place was social. Number two place was their websites. Websites have taken on a new meaning in this pandemic post-pandemic world because of continued supply chain issues. Number three display. Think of environments like the Trade Desk. Number four is video. So think of environments like streaming video. Hulu, CTV, Roku and then number five is search. So think of Google.

00:09:16:21 - 00:09:44:24
Rachel Tipograph, MikMak
But you can see nearly 40% of demand generation is currently happening in social. So let's get more granular on what's happening within social. So when we start to look at conversion rates within social, the number one place to invest your dollars to drive demand and then convert it into sales is YouTube and then Pinterest and then meta and then TikTok.

00:09:44:29 - 00:10:19:14
Rachel Tipograph, MikMak
Now I'm going to pause here for a second, because we're living in a real time news story with the TikTok ban that may happen in the US come Sunday. I just posted on LinkedIn sharing real time data from January 1st to January 15th. We've already seen a 19% reduction in TikTok traffic from advertisers. We've also seen an 11% reduction in meta traffic from advertisers because if you recall, last week, Zuckerberg had some very interesting rhetoric around free speech.

00:10:19:19 - 00:10:44:16
Rachel Tipograph, MikMak
No more fact checking. And as we all know, the number one thing that's actually most important to your brand that actually trumps sales is brand equity. And where are brands reallocating their dollars right now? Alphabet, which is search and YouTube and Pinterest brand safe places that are proven to drive conversion. And this was so everything I just said has nothing to do with the slide here.

00:10:44:24 - 00:11:10:54
Rachel Tipograph, MikMak
That's real time data. And when we look at last year, the data supports that. If you want to drive demand in sales, go to YouTube, go to Pinterest. So I talked about GLP-1. At MikMak we work with all different types of grocery brands. We sell cookies, we sell popcorn, we sell chips, we sell soda, we sell produce, we sell mayonnaise, we sell probiotic, we sell yogurt.

00:11:10:58 - 00:11:36:38
Rachel Tipograph, MikMak
I share this with you because when we look at our grocery, at data, we actually can separate it as grocery as a whole. And then better for you. And the reason why I want to do this is I already want to show you what we believe GLP-1 is going to do to the overall grocery category. If we're going to start to live in a world where 20 to 30% of people are actually taking GLP-1.

00:11:36:43 - 00:12:14:49
Rachel Tipograph, MikMak
So you can start to understand, likelihood of conversion. So you can see, for example, and better for you, YouTube and Pinterest are the clear winners versus grocery where it's YouTube and meta. But in both places it's YouTube and then in grocery. And better for you. You can also see that if you want to drive conversion at a high level by channel, it's pretty similar for the first one and two, you got brand, website and search as the key drivers, but then it switches for number three.

00:12:14:56 - 00:12:37:34
Rachel Tipograph, MikMak
Where social's number three and display is number four. What I think is very interesting looking at this data is actually the raw conversion numbers. Because what you can also understand is that better for you as an emerging category more research has to be done. You essentially have to fight harder to get someone to convert because there's lower brand equity right now.

00:12:37:39 - 00:13:00:36
Rachel Tipograph, MikMak
I truly believe over the next two years I'm not even waiting five years, you're actually going to start to see better for you. Conversion rates start to look a lot more like grocery conversion rates, as many of these challenger brands. And the category grows in terms of awareness. And then finally just going back to retailers at a whole, what are the retailers that are driving conversion.

00:13:00:41 - 00:13:34:05
Rachel Tipograph, MikMak
So what you can see between 2023 and 2024 is that the top five retailers in marketplaces are still exactly the same. It's Amazon, it's Walmart, it's Target, it's Instacart, it's Kroger. But you can start to see in 2024 a shift in traffic where Amazon, Instacart and Kroger actually took a little bit of Walmart and Target's share. Now, to be very clear, Amazon and Walmart are still the top one and two, with Walmart being number one.

00:13:34:10 - 00:14:03:43
Rachel Tipograph, MikMak
But people are coming for Walmart and it's Amazon, it's Instacart and it's Kroger that's in the US. Now I'm going to look to Europe in the next slide. So in Europe the top five retailers that we essentially see are Tesco, Asda, Sainsbury, Morrisons and Amazon. And that's in the UK. When we drill down into a market like France, where obviously click and collect has been really prevalent for a long time.

00:14:03:48 - 00:14:28:14
Rachel Tipograph, MikMak
Intermarché, Carrefour, Amazon again. E.Leclerc, Franprix. And you can see in terms of conversion rates both in the UK and in France, the conversion rates by retailers are actually higher than you see in the US. It's a more developed behavior. Click and collect has been around for a lot longer across the pond than it has been in the US.

00:14:28:19 - 00:14:38:53
Rachel Tipograph, MikMak
And on that note, I think I'm now turning it over to, Sam and Michael to talk about a partnership between MikMak and Lindt.

00:14:38:58 - 00:14:55:41
Michael Rosenfeld, MikMak
Yeah. Thank you. Rachel. And for everyone, don't worry. Rachel will be back to talk about the product roadmap, in a little bit. But, yeah, we do have Sam here, so I want to welcome him. And, we're going to discuss some of the recent success Lindt has had in leveraging MikMak. Welcome, Sam.

00:14:55:46 - 00:15:21:04
Sam Getty, Lindt
Hey, Michael, everyone. So, Sam Getty here, the Director to Digital Commerce at Lindt USA and, I'm actually here representing the, brilliantly collaborative work, that was done by the digital commerce team and, our marketing team who work really closely with us, on how we drive effective sales through our digital commerce, activations.

00:15:21:09 - 00:15:47:13
Sam Getty, Lindt
Now, this is, essentially a developing relationship between Lindt and MikMak. We have done a series of campaigns, over the course of the year. Actually, a lot of those have been focused on, awareness. Now, with this one, with advent calendars being very specific to a time of year. We shifted gears a little bit, and we actually wanted to make sure that we could start to drive more purchase intent and conversion.

00:15:47:18 - 00:16:16:36
Sam Getty, Lindt
So what we had to do is review our content. We had to be clear on the communication and actually get people to take an action. So with this, we developed this campaign which went live over, Meta. Over the course of the campaign, we, changed the way in which we laid our retailers out. And all the time we were looking back at the data to see what was actually, driving consumers to to go through to retailer landing pages and ultimately convert and the results themselves, but were really strong.

00:16:16:37 - 00:16:45:49
Sam Getty, Lindt
So we saw a 40% higher purchase intent, rate versus our previous campaigns. That led to 182,000 in, attributable sales. And one of the other key learnings that we had was actually a lot of customers were preferring to go to Amazon when buying their advent calendars is very, very strong in that direction. But we also had a second test that we were running, and we were testing whether or not static performed better versus video.

00:16:45:54 - 00:17:10:16
Sam Getty, Lindt
And the results were actually, quite clear. We actually got a better result from static. And you can see an example here of, of the activation where we have the clear call to action. We've also called out the what's in the box, essentially. We know that's something that we consumers, want and all in all, I know this was a just a very, strong campaign activation for us, leveraging the technology.

00:17:10:20 - 00:17:27:31
Michael Rosenfeld, MikMak
Awesome. Yeah. I was, happy to, partner with you guys on this one. Sam. I think I do have a couple of follow up questions just off the bat here. One being. Have you, how have the learnings from this campaign kind of carried over into your approach for your future marketing activations at Lindt?

00:17:27:35 - 00:17:57:06
Sam Getty, Lindt
Yeah. So it's just a couple of things here. Firstly, the way in which we set our objectives of making sure our content is relative to those objectives. So we will be looking at doing more, campaigns and activations all in line with our kind of integrated, go to market approach. But having these clear calls to action, making sure that relative to the, the content itself, and making sure that that's got a seamless experience, that that was really important to us.

00:17:57:10 - 00:18:10:32
Michael Rosenfeld, MikMak
Awesome. Thank you. And then I think, I know we tested out, you know, CTA, no CTA static versus animated here. Are there any other variables you kind of planned? AB test in the coming year? With MikMak.

00:18:10:37 - 00:18:38:49
Sam Getty, Lindt
Yeah. So going forward on, future campaigns, we would really like to understand, the product mixes when they go live. Is it better to show a range of products? Is it ready? Better just to have a one product to approach. And then understanding, the different content versus different sources. So we've done some tests where we've leveraged this in PR, and just try to understand how we can actually leverage that data to understand, consumer journeys.

00:18:38:54 - 00:18:49:50
Michael Rosenfeld, MikMak
Awesome. And then a final question here. For now, we'll definitely welcome you back during the Q&A. But, I was just curious, is Lindt set in a unique use cases recently incorporating MikMak?

00:18:49:55 - 00:19:17:57
Sam Getty, Lindt
Yes. So that the, the PR piece, I'm talking about is actually how we, we go after, PR approaches online to get our products mentioned. But this one is a really interesting one. And again, this is testament to the, the brilliant, marketing teams that we have, especially the, the seasonal, holiday team. They actually, had an in airport activation, and a big sampling campaign giving away, Lindor truffles.

00:19:18:01 - 00:19:46:48
Sam Getty, Lindt
Those Lindor truffles actually came with a backing card. That led to a MikMak experience because we wanted to understand a couple of things. One, do shoppers actually, or do consumers actually then go on to retailer websites to, to investigate, the product further and then ultimately buy? But also could we actually start to understand, the power of the campaign itself and, how many shoppers we can, lean into conversion?

00:19:46:53 - 00:20:06:38
Michael Rosenfeld, MikMak
Awesome. Well, I don't usually wish I was traveling during the holidays, but I do wish I was flying out of, Ronald Reagan in D.C., to have gotten some free chocolates, but, yeah, thank you for, pop in and sharing that success story with us again. We'll have you back for sure during the Q&A portion a little later.

00:20:06:43 - 00:20:11:06
Michael Rosenfeld, MikMak
But thank you for hopping on for now. And we'll check in in a little bit.

00:20:11:28 - 00:20:16:19
Sam Getty, Lindt
Thank you.

00:20:16:24 - 00:20:26:57
Michael Rosenfeld, MikMak
Next we're going to be diving in here to some additional ways. You can leverage MikMak data granularity to better identify what's driving growth in your marketing campaigns.

00:20:27:01 - 00:20:50:40
Michael Rosenfeld, MikMak
MikMak allows brands to leverage up to 19 different UTM on each commerce experience we create. With these, UTM brands can more accurately measure, test, and optimize the performance of their campaigns, creatives, influencers, and more. For example, through our placement UTM, we can provide insight on where within a platform like Instagram, your campaign sees greater engagement in feed or reels.

00:20:50:45 - 00:21:14:28
Michael Rosenfeld, MikMak
Many shoppable media vendors will simply tell you your overall performance on a platform. But all placements are not created equal. With these advanced UTM is available within our reporting and benchmarking data, we can help provide insights into optimizing your media spend within each platform. The examples shown here display the purchase intent rates across common placements on both meta and YouTube.

00:21:14:33 - 00:21:38:37
Michael Rosenfeld, MikMak
While it's all the same platform brands running ads linking to MikMak through in feed placements or streams on meta are seeing a much higher purchase intent rate than those on carousel ads or stories. Both platforms benchmarks show the value in placing MikMak links within your bio. Not only do these links see a high purchase intent rate, they're also organic placements costing you and your brand nothing.

00:21:38:42 - 00:22:01:41
Michael Rosenfeld, MikMak
If a consumer is on your Instagram page and has click through your LinkTree in your bio, chances are they're pretty interested in your products. Using MikMak provides that shortened, frictionless path to purchase, helping create a seamless shopping experience for them. We talked about AB testing with Sam. Our UTM and real time insights give you a greater ability to conduct AB testing.

00:22:01:46 - 00:22:25:34
Michael Rosenfeld, MikMak
These learnings don't have to come at the end of your campaign run. Set up variables to test upfront, monitor the data in real time, and you can optimize your future ads. Then based on those results, you can test things like which platforms are performing better, the placements within those platforms. You can test audience segments including retargeting and lookalike audiences built with MikMak from previous campaigns.

00:22:25:39 - 00:22:48:16
Michael Rosenfeld, MikMak
The creative asset within your MikMak experience. The creative content of the ad preceding the MikMak experience, including the CTA or not like we did with lint, coupons. How they have an effect on click through rate, the order of the retailers themselves, and so much more. I encourage all the brands I work with to conduct AB test, and I'm going to have the same recommendation for everyone here today.

00:22:48:21 - 00:23:13:57
Michael Rosenfeld, MikMak
If you're ever deciding between 2 or 3 options, my recommendation is always to simply test them some additional ways. Some of our new features and solutions can help you drive greater, insights. Our insights API, is another great way to get those expanded insights. With this new feature, users can automate the flow of data from MikMak with to their BI tools, analytics platforms, or data lakes, often to be MikMak with other sources of data.

00:23:14:04 - 00:23:37:10
Michael Rosenfeld, MikMak
And this example this for insights API brand participant in their beta for the insights API was combining their MikMak data with their spend data and creating that new metrics like cost per purchase click with the ability to easily marry MikMak data granularity, their media spend, they're able to lower their cost per purchase and click over time and have more efficient media.

00:23:37:15 - 00:24:02:49
Michael Rosenfeld, MikMak
Our shoppable recipe solution also uncovers new insights and learnings. As a quick reminder, this solution turns recipe content into conversion opportunities by enabling consumers to add the entire ingredient list to a nearby available retailer basket based on their location. Not only can these recipe pages help you drive incremental sales and uncover a retailer preferences, but you'll gain a better understanding of how consumers prefer to use your products based on the recipe and products.

00:24:02:49 - 00:24:26:01
Michael Rosenfeld, MikMak
Within those recipes that are being purchased. A brand like Bertolli highlighted here. We'll see not only the performance of those recipes, but they can take that data. What recipes are most popular, what products within those recipes, and use that to help inform how they order the list of products on their own site or on retailer sites? It's not just about having more data, but about the insights we can extract from that data.

00:24:26:06 - 00:24:37:45
Michael Rosenfeld, MikMak
As excited as I am to talk to about everything I can do for you today, I'm even more excited about, where we're heading and everything we're developing. So I'm welcoming, welcoming back Rachel to walk us through the MikMak roadmap.

00:24:38:09 - 00:24:58:45
Rachel Tipograph, MikMak
Thanks, Michael. So I'm going to do the roadmap. Just a little plug after that we're going to do a Q&A. So if you guys have questions please use the Q&A function. And then we'll get to your questions in just a few minutes. So September marked ten years of MikMak history, which is wild for me to think about.

00:24:58:49 - 00:25:22:48
Rachel Tipograph, MikMak
And the mission of the company is really simple. We want to grow your brands commerce first, and the day that we can really say mission accomplished is when I can look you in the eye. If all of your faces were here right now and tell you that all commerce impressions, all GMV is going through MikMak’s platform, which means that we are truly the number one enabler to convert global consumers.

00:25:22:53 - 00:25:52:01
Rachel Tipograph, MikMak
As I said earlier last year, 1.9 billion shoppers went through our system and MikMak moved 12 billion of GMV. So while it's amazing what we accomplished, we still got a ways to go. And when we started the company ten years ago, we started it in what I would describe as the social media, self-serve commerce era. This is when every darling direct to consumer brand was coming to market, built on the backbone of Shopify and Facebook ads.

00:25:52:06 - 00:26:18:13
Rachel Tipograph, MikMak
That playbook stopped working and it stopped working. In the year 2020. And it has nothing to do with the pandemic and has everything to do with what I talked about earlier. Changes in data privacy. And because of the changes in data privacy, the retailers became the place for advertising. And from 2020 to 2024, we all just lived through what I would describe as the commerce, media, commerce data as a service era.

00:26:18:18 - 00:26:41:31
Rachel Tipograph, MikMak
And we at MikMak believe that the world is going to change again, and we're pegging it to this year, 2025. Why? Because Gen Z starts to turn 30. And what happens in your 30s? You become the next great buying power. You get married, you have a baby, you buy a house. How Gen Z sees themselves is so drastically different than prior generations.

00:26:41:45 - 00:27:09:25
Rachel Tipograph, MikMak
They're more racially diverse. They're more sexually diverse. They're the loneliest generation. And I share all of this because if that is the next great shopper, how dynamic they are needs to be reflected in your tech stack and your go to market approach. And so we are calling this the Commerce intelligence era. We believe that the next billion dollar brands to be built will be built on top of media data, meaning the places where consumers spend time layered with commerce data.

00:27:09:25 - 00:27:39:37
Rachel Tipograph, MikMak
We believe the most valuable data there is inventory and basket level sales data layered with psychographic and demographic data. So if I identify as Gen Z Hispanic household income of $150,000, I should have a totally different commerce experience. And someone who's white, heterosexual, male, 55 plus household income of a €500,000. And for this to be true, we believe that from a technology standpoint, we are going to be entering the composable commerce era.

00:27:39:50 - 00:28:05:46
Rachel Tipograph, MikMak
That's going to be predicated on two things APIs and AI. And so if you buy into what I'm saying, will then advance to the next slide so I can take you through the investments that we'll be making in product innovation this year. So very similar to how we talk about our platform today. There's the enablement side of what we do, which is MikMak commerce and the APIs that now accompany it.

00:28:05:51 - 00:28:30:40
Rachel Tipograph, MikMak
And then MikMak Insight, which is the data and analytics side also now with APIs that accompany it. So I'm not going to go through everything, but I'm going to highlight a few things that I truly believe are going to fundamentally change the industry. The first thing is what I talked about earlier in grocery volume sales are down. How are you going to drive growth by bringing new consumers into the funnel?

00:28:30:45 - 00:28:59:21
Rachel Tipograph, MikMak
Where does that happen? That happens in upper funnel media. At the media impression level, if you think about MikMak today, today it lives after the click. We are now going to be bringing MikMak to the impression level. So imagine you're buying media on the Trade Desk and right there and a beautiful whether it's static video ad, the add to cart buttons live right there capturing demand at the moment of inspiration.

00:28:59:25 - 00:29:23:57
Rachel Tipograph, MikMak
The second thing is, in these times where margins are being squeezed for all the post-pandemic reasons that we all know, your margins are being squeezed, the retailers margins are being squeezed. In grocery, one of the best things that we can do for you and for your retail partners is drive bigger basket sizes, help a consumer shop across your entire portfolio.

00:29:24:01 - 00:29:59:39
Rachel Tipograph, MikMak
So MikMak is now going to be bringing forward bundling technology. So if you wanted to encourage someone to shop all of your entire portfolio in one click, a recipe, a meal routine, we can do that together. The next major investment is something that I truly believe is going to be a fundamental step change for the industry. We've been building MikMak for ten years, and many of the reasons why someone comes into MikMak like some of you, is because you either want to make your media shoppable, or you want to make your website shoppable.

00:29:59:43 - 00:30:17:48
Rachel Tipograph, MikMak
But I can tell you that's not why you stay with MikMak And we have brands who've been with us for ten years, and the reasons why brands stay with MikMak is for our data and insights. What they tell me every single day is Rachel, “MikMak gives us more insight to the commerce customer journey than we've ever had before. ”

00:30:17:52 - 00:30:45:58
Rachel Tipograph, MikMak
Rachel, “MikMak augments our media mix modeling.” Why? Because you're making massive $100 million investment decisions on a model that looks backwards instead of sorts. It's out of date from the moment you look at it with your finance team. This year towards the end of the year, MikMak is going to be bringing real time to the heartbeat of our data and insights.

00:30:46:03 - 00:31:12:51
Rachel Tipograph, MikMak
This is going to allow us to capture all commerce impressions in all GMV, meaning we're not going to be able to pull in your retail media investments. We're going to be able to pull in your organic sales. You're going to be able to see the total impact of your business in MikMak So when you're asking yourself, should I put a dollar in Meta or the Trade Desk or the Trade Desk against Walmart cover up at Walmart Connect Audiences or Carrefour, we will be able to give you that answer.

00:31:12:55 - 00:31:32:58
Rachel Tipograph, MikMak
And then, of course, throughout this entire presentation here you can see we'll be leveraging AI. AI is going to be like water. It needs to be applied to everything that we do. We already have applied it on the way that we acquire retail data. And this year we're now going to be bringing it to where you actually can experience it.

00:31:33:10 - 00:31:56:39
Rachel Tipograph, MikMak
So on the front end, we'll be optimizing our eCommerce experiences in real time based on our historical and real time data. So for example, you want to sell mascara at Tesco. We already know the exact way to drive conversion. The experience should auto optimize when you log into MikMak insights, you should see real time insights, predictive analytics. That's all coming.

00:31:56:43 - 00:32:20:17
Rachel Tipograph, MikMak
And then finally, the last thing that I'll leave you with is around pricing. So it's actually really interesting. MikMak for the last ten years we've actually sat on all of this pricing data, every single skew that's ever entered our system. We know the exact price that it was marketed at, and it was inevitably sold at MikMak. It's in a very unique part in the ecosystem.

00:32:20:22 - 00:32:45:46
Rachel Tipograph, MikMak
We can actually tell you the exact price point architecture that converts in every single channel. Meaning if you want to sell products on Pinterest or TikTok, in Meta, we can tell you the exact price and packaging that actually drives conversion. So picture revenue growth management brought to digital and social marketing with our pricing intelligence. For me, 2025 is going to be historical at MikMak.

00:32:45:57 - 00:33:05:53
Rachel Tipograph, MikMak
It's the most amount of innovation that I truly believe is going to advance the industry in ways that you can't even imagine today. So come along for us on the journey. A lot is in store, and the account management and customer success teams that you work with will be spending a lot more time with you, taking you through our product roadmap.

00:33:05:58 - 00:33:31:25
Rachel Tipograph, MikMak
And then finally, nothing happens without our retail partners. We have 7,000 retailers and marketplaces in the network. A big part of what we do is continuing to strengthen those integrations. And so we already came out with super strong integrations around DoorDash and GoPuff, and what you're about to see, yeah, is much deeper integrations with Uber Eats and Instacart and way more to come.

00:33:31:30 - 00:33:36:36
Rachel Tipograph, MikMak
So, Michael, I think we're now going to do some Q&A together and even invite Sam up.

00:33:36:41 - 00:33:51:25
Michael Rosenfeld, MikMak
I think first, Rachel, I'll ask you a question here. Kind of touched on the TikTok ban in general earlier, just kind of getting your perspectives. And I know it's really hot in the news right now. The impact specifically on kind of U.S. food and beverage brands and, ways they can stay ahead.

00:33:51:30 - 00:34:21:00
Rachel Tipograph, MikMak
So, I think the most important thing is how dynamic the industry currently is. If we just talk about TikTok ban and Mark Zuckerberg's announcement last week, you can already see the massive swings that we're seeing in media reallocation investment. So I think the cultural thing that I encourage all of you to bring to your organizations is you can't just say you did annual strategic planning, and then you go execute every single day.

00:34:21:00 - 00:34:42:22
Rachel Tipograph, MikMak
You need to be looking at real time data because the market is changing on an hour by hour basis, and the strategic plans that you created over the summer are already irrelevant. So I think from a cultural standpoint within your organizations is how do you all become more adept at bringing real time data into the heartbeat of your organization to drive growth?

00:34:42:26 - 00:34:56:57
Michael Rosenfeld, MikMak
Thank you. To a mix up kind of our answers here. I'm going to ask one to Sam. Now, Sam, this is a question about the role. What role does seasonality play in your category and how do you plan for it in your marketing strategies?

00:34:57:01 - 00:35:22:27
Sam Getty, Lindt
Seasonality is huge. Obviously we've got Easter, Christmas, you know, and even Halloween is a huge drive periods, for us. So a lot of that's just, in planning, we have specific seasonal teams that will build, strong go to market plans that normally, very seamless and very integrated across lots of different, platforms.

00:35:22:31 - 00:35:23:06
Michael Rosenfeld, MikMak
Awesome.

00:35:23:11 - 00:35:43:36
Michael Rosenfeld, MikMak
Thank you. And then to fully mix it up and not excuse myself from having to be on the hot seat, I'll answer one really quick here. We had a question come in about, when it comes to rising cost, how can grocery brands continue to end up in, shopping carts, over cheaper alternatives and private label products, was the question.

00:35:43:40 - 00:36:05:20
Michael Rosenfeld, MikMak
I think we talked about it some earlier, but it's really finding that right. Messaging and positioning that resonates with you consumers that can be buy channel by platform. Again, I'll plug for AB testing. So you find that right messaging. We highlighted some of the recent grocery category trends, where we shared which platforms were more likely to convert better for you products if you fit into that category.

00:36:05:20 - 00:36:28:00
Michael Rosenfeld, MikMak
It's just finding, you know, those channels, that messaging that's going to resonate. If you're selling a different type of product, it's the same kind of methodology. You're finding what's working from you, where it's going to convert. And then MikMak, at the end of the day, it's going to have those insights to show you where that is, and we're going to have the solutions to kind of give your shoppers that frictionless path to purchase.

00:36:28:04 - 00:36:34:45
Michael Rosenfeld, MikMak
I think we're at 8:40. Do we have time for a couple more to I think there's certainly some coming in.

00:36:34:49 - 00:37:03:02
Rachel Tipograph, MikMak
Yeah. Let's so I'll just take Carolina's questions. Can MikMak track conversions once you sent people to the retailer sites? The answer is absolutely. We have over 7000 retailers in marketplaces, in the network. And for the majority of them, we collect, real time sales data. So, Carolina, please, absolutely. Get in touch with your rep and they can show you where to find all that data in the dashboard, because it's a huge part of what we do.

00:37:03:07 - 00:37:29:11
Rachel Tipograph, MikMak
And then there's another question. Can you explain a bit more what Purchase Intent Click means. Absolutely. So when a MikMak Commerce experience loads, no matter where it might exist, whether it's TikTok or Meta, your brand website purchase intent click means someone saw our retailer buttons divided by the amount of times those buttons were clicked. So that's the metric of purchase intent.

00:37:29:11 - 00:37:30:11
Rachel Tipograph, MikMak
Click.

00:37:30:16 - 00:37:46:16
Michael Rosenfeld, MikMak
Awesome, and I'll toss this one up to the, whole panel here. We can all kind of provide our feedback, but it's around, how do you incorporate learning from your digital marketing activations into the physical grocery store? So I don't know if Rachel or Sam wants to take this one first, but, I imagine we all have perspectives here.

00:37:46:21 - 00:37:49:10
Rachel Tipograph, MikMak
Well, let's let's turn to Sam. Who's the real operator?

00:37:49:15 - 00:38:15:39
Sam Getty, Lindt
Okay. Yeah. So, I think we've had access to more and more data, not just for free, but also through, the advancement of retail media, and how we could actually get to some live activation testing. We can take things like the calls to action, the different content and the different, way in which we've gone live of campaigns and then start to think about how that can exist in physical display in-store, for example.

00:38:15:39 - 00:38:37:27
Sam Getty, Lindt
It's still a call to action that drove a, an action with the, with the shopper, so we can start to really understand that and leverage that in, in our in-store activations as well. But really, we do try to integrate everything into, into a more seamless experience. So we review the whole, of the campaign both in-store and online.

00:38:37:31 - 00:38:44:57
Sam Getty, Lindt
And then try to with the metrics when we move into the, the new year and how we continue to grow our business.

00:38:45:01 - 00:39:11:34
Rachel Tipograph, MikMak
I'll just tell a quick, customer story noncompetitive to Sam that I think, is pretty amazing what they've done, with MikMak data and just overall online sales and digital marketing data. So, Sabra, hummus is a micmac customer, and they used MikMak to ab test what creative would drive conversion. And it's you all know, Sabra hummus.

00:39:11:34 - 00:39:38:12
Rachel Tipograph, MikMak
One of the products that they have is, to go hummus with pretzels. So it's like it's a snack. And for a long time, the organization was marketing that product to kids. They thought it was a kid's snack with MikMak, what they learned is that the highest converting creative was when they positioned it around 20g of protein. And it was really the adults that were gravitating towards it.

00:39:38:16 - 00:39:57:22
Rachel Tipograph, MikMak
What did they then do? They redid all of their packaging. What Sam was talking about their on shelf messaging, they saw a 17% lift in omnichannel sales. So I think that's an amazing example of leveraging what's happening within the digital and social world and then bring into the physical world.

00:39:57:27 - 00:40:24:32
Michael Rosenfeld, MikMak
Awesome. Thank you. And anyone else on here today, whether you're watching live or recording later, if you have any additional questions, you can always reach out to your MikMak team. We're happy to get them answered for you. But it does kind of bring us to the end of the 45 minutes here. I feel like I'm at the end of, like, hosting SNL, and there should be, like, saxophone music playing and our musical guest, Sam Getty, thank you for joining us from Lente hopping on, the webinar today.

00:40:24:32 - 00:40:36:45
Michael Rosenfeld, MikMak
Rachel. Everyone behind the scenes, I know Marni and Tony have been back there helping us kind of facilitate these questions and everything else. It was a lot of fun talking grocery with all of you today. And, we'll see you on the next one.

00:40:36:50 - 00:40:39:46
Rachel Tipograph, MikMak
Thank you. Thank you for being partners to MikMak. Have a great day.