Episode 80: AI agents in retail media with Kiri Masters

您现在收听的是《零售声音碎片》。

You're listening to Retail Sound Bites.

大家好，欢迎收听凯度零售声音碎片播客，本期是3月3日那一周的节目。

Hello, everyone, and welcome to the Kantar Retail Sound Bites podcast for the week of March 3.

我是巴里·托马斯，凯度全球高级思想领袖，主要为客户提供全球商业、营销及未来趋势方面的咨询。

I'm Barry Thomas, our senior global thought leader serving clients on global commerce, marketing, and future tense topics.

非常感谢您收听本期节目。

Thank you so much for tuning in.

每期节目我们都会邀请我的搭档道尔顿一起参与。

And joining us on every show is my pod partner, Dalton.

大家好。

Hi, everyone.

我是拉切尔·道尔顿，凯度北美零售洞察部门负责人。

I'm Rachel Dalton, head of retail insights for North America at Kantar.

我们的播客旨在分享北美及全球零售和餐饮行业的最新洞察与实用信息。

Our podcast is intended to share knowledge and insights on both North America and international retail and restaurant verticals.

我们每期节目都会从‘新闻与动态’环节开始，分享过去两周内一些富有创新性和影响力的行业故事。

We kick off each podcast with the news and notes section to share innovative and impactful stories from the past two weeks.

接着我们会邀请凯antar的专家或特邀嘉宾，深入探讨当前商业领域的重要议题。

And then we introduce our Kantar experts, or guest speakers to share insights on critical topics in commerce today.

今天，我们非常高兴再次邀请到朱莉·克雷格，来做我们每月的‘购物者洞察’环节，聊聊我们最新的购物者数据。

And today, we're really excited to welcome back Julie Craig, for our monthly shopper corner, to talk about some of our recent shopper data.

我也很高兴欢迎基里·马斯特斯的到来。

And I'm really pleased to welcome Kiri Masters.

基里是零售媒体领域的权威专家，她于2022年将自己的公司Bobsled Marketing卖给了Acadia。

Kiri is a leading expert in Retail Media, who, sold her agency, Bobsled Marketing, to Acadia, back in 2022.

我真的很期待接下来和基里进一步交流。

And can't wait to talk further with Kiri.

不过在那之前，还是把话筒交回给巴里，让他带我们进入新闻与动态环节。

But first, back over to you, Barry, to kick us off with news and notes.

新闻与动态。

News and notes.

我们马上开始。

We're gonna get to it.

好的。

Alright.

个人方面，有三个小更新，拉切尔，我快速说一下。

On the personal front, three updates, Rachel, very quickly.

我这一周几乎都在奥兰多的华尔道夫酒店参加CAGNY活动。

One, I was down at CAGNY pretty much all week in Orlando at the Wardorf Hotel.

二月去佛罗里达，时机真是再好不过了。

That's the perfect time to be in Florida, you know, in February.

所以那地方是

So it was

挺有意思的。

just kind of fun.

对吧？

Right?

很多家庭都在那儿

Lots of families and

天气很暖和。

Warm weather.

是啊。

Yes.

对。

Yes.

不太热。

Not too hot.

那时候挺好的。

So that was a good time.

然后我去参加了Kantar的一个活动。

Then I was with the Kantar, sort of event.

我去了北卡罗来纳州的达勒姆。

I was down in Durham, or I should say up in Durham, North Carolina.

我从来没去过那儿，蕾切尔。

Never been there, Rachel.

特别棒，你知道吧，那是个正在崛起的城市，医疗行业特别兴旺，还有那三所大学，全都蓬勃发展。

Super cool, you know, sort of a growing city, very vibrant health care jobs industry just exploding there, sort of, you know, the three universities up there.

所以那地方确实需要这样的发展。

So that was needed.

最后，蕾切尔，你一定会喜欢这个。

And then lastly, Rachel, you'll you'll appreciate this.

上周末我和莱斯利开车去了蓝岭山脉，两个多小时的路程，去看了看瓦尔哈拉度假村里一家特别棒的水疗中心。

I took Leslie and I last weekend up to Blue Ridge Mountains, two two hour drive, to kinda check out this really cool spa at the Valhalla Resort.

那地方挺有名的。

It's kinda well known.

蕾切尔，你别笑啊，我们在那儿做了整整六个小时的水疗项目，学了不少东西，特别享受。

So, Rachel, don't laugh, but we did about six hours spa treatments there and learned a lot, and it was very enjoyable.

哦，听起来太棒了。

Oh, that sounds incredible.

天哪。

Oh my gosh.

听起来真像做梦一样。

That sounds like a dream.

太棒了。

Amazing.

你能去那里真是太好了。

Well, wonderful that you were able to to do that.

真不错。

That's great.

算不上做梦吧，瑞秋，但确实过得很愉快。

I don't know about a dream, Rachel, but it was a good time.

过得很愉快。

It was a good time.

听起来真舒服。

Sounds lovely.

太梦幻了。

Dreamy.

嗯，真不错。

Well, cool.

我当时还在康涅狄格州，那儿的冬天冷得不得了。

Well, I was in cold weather still, cold cold weather Connecticut.

我记得我提过，因为我儿子和丈夫都是滑雪高手，我想跟他们一起滑雪，所以就开始学了。

You know, I think I mentioned that I was taking up skiing because my boys and my husband are really great skiers, and I really wanna be skiing with them.

我一直在坚持这条路。

And so I continue along that journey.

上周五晚上我上了第三次课，还陪着我儿子的初中滑雪队，尽量抓住每一个学习的机会。

I had my third lesson on Friday night, chaperoned my middle school kids ski club, and and really trying to take advantage of just learning.

现在我能慢慢从初级道滑下来了，能转弯，也能稳稳地停下来。

So I'm able to get down the bunny hill very slowly, but I'm doing it and turning a bit and stopping pretty well.

我得继续练，但也很享受冬天的这种乐趣。

And so I just have to keep working on it, but enjoying kind of that aspect of winter.

不过与此同时，我也在期待春天，马上就来了。

Although at the same time, looking forward to spring, which is around the corner.

这真让人兴奋。

So that's that's exciting.

我真为你感到骄傲。

Well, I'm proud of you.

看看你现在。

Look at you.

你已经取得实实在在的进步了。

You're making real progress.

你以后会和你的两个儿子一起滑雪很久很久。

You're gonna be skiing for most of your life with the with those young sons of yours.

我觉得这太棒了。

I think that's awesome.

谢谢你，巴里。

Thank you, Barry.

你完全对。

You're absolutely.

好，走吧。

Alright.

我们出发。

Let's go.

CAGNY。

CAGNY.

所以我会在接下来这三部分内容的新闻和点评里，时不时提到CAGNY。

So I'm gonna, you know, I'm just gonna reference CAGNY in my news and notes during our sort of three pieces here.

从大方向来看，大家最关心的问题，成百上千的金融分析师都在问：用户增长到底怎么样了？

And big picture, you know, on CAGNY is the question that everyone was asking, you know, hundreds of financial analysts is, what's going on with volume growth?

现在价格不再支撑收入数字了，这才是真正关键的问题。

And with price no longer propping up, you know, top line numbers, that's sort of the the real question there.

我为此写了一篇博客。

And I wrote a blog on this.

我们会在总结里提到，但我只想重点讲三个方面。

We'll include it in the in the recap, but, you know, I just want to speak on three areas.

先说一个新闻动态里的事，就是高端化，拉切尔，这确实是推动利润增长的关键。

Just one right now from news and notes, and that's, you know, premiumization, Rachel, is really driving growth in margin.

可口可乐也提到了，他们家的Fairlife，简直了。

Coca Cola talked about this, you know, as they have Fairlife, which is just oh my goodness.

这真是成功典范。

Talk about success.

他们根本供不应求，明显是个高端、有附加价值的乳制品品牌，表现太亮眼了。

They they can barely make enough, and that's clearly, you know, a very premium value added dairy brand that's crushing it.

接下来他们还要推出Simply Pop。

And then soon they're coming out with Simply Pop.

这是他们主打肠道健康的高端苏打水系列。

That'll be their sort of premium, gut health soda brand.

亿滋国际也是个绝佳的例子。

Mondelez was another fantastic example.

他们正在向更高档的蛋糕和糕点方向拓展。

They're moving more premium, with cakes and pastries.

这方面做得太成功了。

So much success with that.

最后是帝亚吉欧。

And then lastly, Diageo.

天哪。

Goodness.

帝亚吉欧不只是有高端品牌。

Diageo was just they don't just have premium brands.

他们还有超高端品牌，这方面简直是个绝佳的成功案例。

They have super premium brands and, was a fantastic success story there.

当然，现在健康养生和GLP-1药物这些趋势，让整个行业都挺有挑战的。

Of course, that's a challenging industry now with health and wellness and GLP one drugs, etcetera.

但你知道吗？帝亚吉欧将近60%的净销售额都来自高端和超高端品牌，这可是行业平均水平的两倍。

But, you know, they have about 60% of Diageo's net sales come from premium and ultra premium brands, and that's, like, double the industry standard.

所以，高端化是我们实现销量和利润增长的一个重要途径，蕾切尔。

So premiumization is one way we can get to certainly volume growth and margin growth, Rachel.

没错。

Yeah.

我特别喜欢聊这个话题。

It's so and I always love this discussion.

我觉得最有意思的讨论之一，就是价值和价值观之间的区别。

It's one of my I think it's one of the most interesting discussions is the whole value versus values.

尤其是现在，你会觉得人们越来越渴望被启发，想探索新东西，特别是在社交媒体上，愿意尝试新品牌。

And especially today, you you wonder, you know, people I think just people are in this, like, environment of wanting to be inspired and discover new things, especially in social and and trying new new brands.

这种趋势背后确实有一种精神在推动。

And and so there's a kind of a spirit towards that.

但与此同时，大家的口袋也没那么松了。

But at the same time, you know, wallets are tight.

所以，我们该怎么权衡？在高端化的趋势下，为某样东西多花一点钱，到底值不值？

And so balancing that that whole, you know, is is it worth paying a little more for x with this with trend of premiumization?

我觉得这特别有意思。

I just find very fascinating.

我能理解为什么人们会在自己能负担得起的领域稍微放纵一下，以前大家总说化妆品是这样，但现在连食品领域也越来越多地出现这种趋势。

But I can see why people wanna indulge a little bit in areas that they're able to indulge in, whether that's you know, traditionally, you talk about cosmetics in in that kind of conversation, but now it's really expanded into into food products as well.

真的很有趣，你在CAGNY上收获了这么多宝贵的见解。

So super interesting, and you had so many great learnings from CAGNY.

巴里，我们一定要把你的博客链接到播客里，让大家都能去看看。

Barry, we should we should definitely link your blog to the podcast for for everyone to to take a look at that.

我们会做的。

We'll do it.

而且你说的完全正确，我觉得每一点都说到点上了。

And that's the right I think everything you said is correct.

我准备了几条最近引起我注意的新闻。

I so I I prepared a couple piece of news that kind of caught my eye.

第一条来自《零售洞察》，讲的是沃尔玛在部署AI价格预测工具。

The first is out of Retail Dive, and it's about Walmart deploying AI AI price forecasting tool.

现在有很多讨论都在说，怎么用技术提升效率、推动创新，还有改善客户体验。

So a lot of conversations around using technology to to drive efficiencies and innovation and customer experiences.

但这次，沃尔玛跟一家叫Helios AI的软件公司合作，想更准确地预测气候异常对农产品价格的影响，从而优化他们的可持续采购模式，调整食品供应链。

But in this case, Walmart is partnering with the software company called Helios AI to better predict climate disruptions and corresponding agricultural product prices to improve its overall sustainable sourcing models and adjust its food supply chain.

Helios AI的软件能提前一年预测价格、供货情况，还有天气变化趋势。

The Helios AI software predicts prices and availability as well as weather patterns up to a year ahead.

有意思的是，美国农业部指出，天气异常是导致食品损耗的最主要原因。

And interestingly, the USDA points to weather disruptions as the primary reason for food loss.

值得一提的是，Helios AI正是去年沃尔玛第十一届创业者开放日竞赛的获奖企业之一，我觉得这挺厉害的。

Interestingly, Helios AI was one of the companies that won the eleventh annual Walmart open call competition for entrepreneur preneurs, which I thought was pretty cool.

另外，沃尔玛还跟一家叫AgriTask的公司合作，这家公司专做农作物供应链智能分析，通过遥感技术和数据分析，在美国和墨西哥的部分地区，精准追踪特定供应商种植的黑莓、樱桃等作物的生长情况。

And then Walmart also has another partnership with a company called AgriTask, which is a it's a crop supply intelligence company, and it uses remote sensing and data analytics tools in select regions in The US and Mexico to get specific location data on crops like blackberry crops and cherry crops, for example, grown at specific suppliers.

现在这些软件工具能让我们深入到非常细致的数据层面，实时获取信息，沃尔玛和其他企业正是靠这些来优化采购决策的。

So the there's a lot of that, you know, getting down to that granular nuance level of data, which you can do now with, with these software products and sort of this real time information is what Walmart and others, you know, are leveraging, to improve sourcing decisions.

这个故事真不错，Rachel。

Great story, Rachel.

沃尔玛在数据和人工智能方面确实领先，我很喜欢他们推出的那个新工具WALL E。

Walmart's just best in class with so much, certainly data and AI, and I like how they also have rolled out that new WALL E tool.

我从本顿维尔那边听到一些人说，这个工具对商家来说真的很有帮助。

I'm hearing from a few folks in Bentonville that that's a real value add for merchants.

如果你是供应商，我们肯定都想更深入了解这个工具。

And if you're a supplier, we're all gonna wanna understand that a little better.

我们可能会发一篇相关的博客。

May we may have a blog on that.

我不确定。

I don't know.

是的。

Yep.

也许吧。

Maybe.

是的。

Yep.

谁知道呢。

Never know.

好的。

Alright.

我们回到CAGNY会议吧。

Back to CAGNY.

我第二个想提到的是功能性和健康导向的产品。

My second sort of call out is just around functional and wellness focused products.

增长几乎都集中在这里。

That's really where so much of the growth is.

确实，几乎每家公司都在往这个方向调整。

I mean, nearly every company was pivoting here for sure.

对健康有益的产品需求，正在重塑每一个快消品组合。

So the the demand for better for you products is just reshaping every FMCG portfolio.

我看了31场演讲，每一场的产品组合都在向更现代的健康策略靠拢。

I mean, I watched 31 presentations, and I watched 31 portfolios move to more, basically, modern health is a term being used, sort of strategies.

每个品牌，尤其是食品和饮料公司，都在努力减少糖分和钠含量，同时希望能提升口感，推出更健康的食品。

And every brand, certainly food and beverage, is trying to reduce sugar, trying to reduce sodium while also hopefully improving taste and just having a better nutritional, product.

举几个例子，比如Freshpet。

Couple of examples, Freshpet.

天哪，真是太棒了。

Oh my goodness.

我对Freshpet特别兴奋。

I'm so I'm so excited about Freshpet.

他们做冷藏高端宠物食品做得特别出色，这跟健康和养生的理念完全契合。

I mean, they are doing such a great job with refrigerated sort of premium pet food, you know, which all ties into health and wellness.

Rachel，现在Freshpet已经进驻了全美两万八千家商店，还拥有专属的冷藏展示柜，曝光度非常高。

Rachel, that's now in 28,000 US stores with unparalleled in store visibility with their own owned cooler space.

这跟饮料公司自建冷藏柜的做法很像。

I mean, it's a lot like what the beverage companies do with their own coolers.

在宠物健康和养生这件事上，真是做得太出色了。

Just incredible move around health and wellness with your pet.

康尼格拉和雀巢在GLP-1相关的品牌、宣传和解决方案上走在了前面。

Conagra and Nestle, really led with the GLP one branding, messaging, and solutions there.

虽然我们听到越来越多的快消品公司谈论GLP-1药物带来的肥胖问题，但整体来看，这个话题还是显得有点低调。

And while we heard many more, the most ever in terms of CPGs talking about the growing obesity issue in GLP one drugs, the topic overall still seemed a bit, you know, understated.

不过，跟其他分析师聊了之后，我发现很多快消品公司还没想清楚该怎么应对。

But, you know, talking to these other analysts there, it's because so many CPGs, you know, just just haven't figured it out yet.

他们的故事线是什么？

What's their narrative?

他们打算怎么利用这个巨大的趋势来推动增长？

How are they gonna leverage this, you know, monumental trend for growth?

所以，情况就是这样。

So there you go.

是的。

Yeah.

真的很棒。

Very cool.

我觉得健康养生这个趋势简直就是一个超级大趋势。

I think the wellness trend is just a you know, it's almost a it's a super trend.

它已经存在了几十年，而且未来还会继续延续几十年，因为它的形式总在不断更新。

It's been around it's been here for, you know, decades and decades and will continue, I think, for decades and decades to come because there's always iterations of of what that looks like.

对我来说，真希望那些大型快消品公司，尤其是食品行业的，能更进一步，用更纯净的原料，给消费者提供更多选择。

And for me, gosh, I would love to see the big CPG players, the FMCGs in food to even go bigger with, you know, really clean ingredients so that there's just more options.

比如用牛油果油代替大豆油，这些基础配料的升级，我特别希望有更多选择。我觉得这种趋势正在抬头，未来超市的货架可能会慢慢调整，为健康、优质的食品腾出更多空间。

You know, swapping avocado oil for soybean oil, like, just sort of the basic ingredients of I'd I'd love to have more options available, and I think that that that you're starting to see this this trend tick upward where where perhaps you'll start seeing center sore stores shift in ways where there's just more more opportunities for kind of wellness and food good food products.

食物就是良药，这是最根本的核心。

Food is medicine, the core of the core of everything.

你说得太对了。

You're so right.

顺便说一句，在问答环节里，RFK Jr. 提到了‘让美国重新健康起来’这个口号。

And by the way, in the q and a sessions, make America healthy again, RFK junior was coming up.

所以你看，政府那边的动向会让这件事推进得更快，你讲得一点都没错。

So what you know, this is going to, you know, move faster just because of what's going on with the government, and you're you're absolutely right.

我接下来要分享一条来自CNBC的新闻，是关于亚马逊的。

So my next piece of news is out of CNBC, and it's about Amazon.

亚马逊总在做一些有意思的事。

Amazon's always doing something interesting.

每周都有新鲜事关于亚马逊。

Every week, there's there's some interesting news about Amazon.

这次是关于他们打算推出一个低价平台，叫Amazon Hall。

And in this this one, it's about its plans to launch its low price price platform, which is Amazon Hall.

这个低价平台只在手机App上运行，跟Timu、Shein和TikTok Shop这些平台竞争。

This is the, low price platform just available on the mobile app that competes with marketplaces like Timu and Sheehan and TikTok TikTok shop.

文章提到，亚马逊今年晚些时候计划把Amazon Hall扩展到欧洲，不过亚马逊还没正式确认。

And the article points to the fact that it's going to expand Amazon Hall into Europe later this year, but the news hasn't been confirmed by Amazon.

据说，网上出现了一些招聘信息，隐约暗示了这项扩展计划。

Apparently, there were some job listing posted that potentially pointed to this potential expansion.

我们拭目以待吧，但不管怎样，这个想法确实很有意思。

So we'll see if it happens, but certainly, it's a really interesting proposition.

低价电商平台Amazon Hall今年11月才在美国上线，才几个月时间。

The low price marketplace, Amazon Hall, launched only a few months ago in The US back in November.

上面大部分商品价格都在20美元以下，全是便宜货。

And this is where most products on hauler $20 or less, so lots of low price items.

目前在美国还处于测试阶段，但我觉得它未来有可能成为App里重要的一部分。

It's still in beta in The US market, but I think there's a potential likelihood it could become a bigger piece of the app.

比如，亚马逊刚刚开始在首页推广付费商品、搜索结果，还和生活方式网红合作开设精选店铺。

Amazon, for instance, just started enabling sponsored products and haul search results and also curated storefronts with lifestyle influencers on its homepage.

他们现在就是在不断试水，看看能往哪个方向发展。

So they're experimenting and and kinda seeing seeing where they can take it.

这个模式真不错，Rachel。

Really like it, Rachel.

考虑到中国平台的发展，他们确实得这么干，不过这中间的平衡很难把握。

I think they have to do that given what's happened with the China platforms, although it's a very delicate balance.

我听说几家快消品公司提到，亚马逊其实不太想往下走，不想让太多高端的第三方甚至第一方品牌跟着降级。

I've heard from a few CPGs that, you know, Amazon just doesn't wanna sort of trade down, you know, more of the premium three p suppliers, the one p, you know, product categories.

你当然不希望把这些品牌降到这些低价商品的档次。

You don't wanna trade them down to, you know, to these haul products necessarily.

他们也在摸索中前进，但这显然是个必要的策略。

So they're they're learning as well, but it was obviously a necessary strategy.

明白了。

Alright.

我最后想提一下CAGNY会上关于电商和全渠道策略的讨论。

My last sort of, look here from CAGNY is just on ecommerce and omnichannel strategies.

那些表现最突出的快消品公司，靠的正是这一点。

That's really what seemed to be winning for the CPGs that were the star performers.

如今，线上购买流程顺畅、直接面向消费者的模式，已经成了基本要求。

And so seamless online purchasing and direct to consumer strategies are essentially now table stakes.

顺便说一句，US Foods凭借他们的Moxie数字交易平台表现非常亮眼。

By the way, US Foods was a star performer with their Moxie digital commerce platform.

大家都一直在讨论这个。

Everyone was talking about it.

这太成功了。

It's so successful.

它提升了订单金额，也增强了客户留存。

It's driving higher order values, customer retention.

虽然更偏向B2B平台，但确实令人印象深刻。

You know, it's more of a b to b platform, but that was so impressive.

还有Church & Dwight。

And then you had Church into White.

Church & Dwight，你可能想不到，但他们现在有21%的全球营收来自电商，这是一家顶尖供应商，明确提出要以数字为先。

Church into White, I mean, you wouldn't think about that maybe, but now they have 21% of global revenue coming from ecommerce, another sort of best in class supplier talking about their digital first, you know, ambitions.

而且他们真真切切做到了，不只是嘴上说说。

And and, clearly, they have the results, not just the talk track like they're actually doing it.

雀巢也取得了很大进展，展示了他们AI驱动的电商能力，线上转化率提升了10%以上。

And then Nestle had a lot of success showing its AI powered ecommerce capabilities and how that's driving on on line conversion rates by 10% or more.

最后我想说，CAGNY大会上表现最突出的几家公司，不仅业绩亮眼，策略也非常扎实，比如高露洁和宝洁。

So lastly, I would just say three of the standout companies on CAGNY in terms of overall growth, they have the results, and their strategies are just really sound, certainly be Colgate, Palmolive.

天啊。

Gosh.

我的天，这么多成就集中在这儿了。

I mean, just a lot right there.

肯定有可口可乐，还有E。

Certainly Coca Cola, and then also e.

L。

L.

F。

F.

E。

E.

L。

L.

F这家公司，大家都知道，彻底重塑了美妆行业，他们也有很多值得学习的实践经验。

F, as we know, has reinvented beauty, and they had a lot of best practices as well.

这些公司都在提升销量和利润，股价也跟着涨，你知道的。

And they're doing kind of you know, they're all these companies are sort of growing volume and margin and, you know, also, like, stock price.

所以。

So

是的。

Yeah.

我觉得在整合线上和线下业务、打造完整的购物体验方面，还有很大空间可以突破。

I think there's so much more to push the envelope on as it relates to, like, integrating your digital efforts and your physical store efforts, your total storefront.

加上现在这么多新兴技术，尤其是生成式AI，其实有更多机会能以更大的规模来做这件事，同时还能提升消费者的购物体验。

And and and with so many of the emerging technologies and generative AI, there's there's a lot more potential there to do that in a in a kind of a bigger way that's actually also making the consumer shopper experience better at the same time.

卡尼会议上的这些见解真有意思，巴里。

So really interesting CAGNY CAGNY learnings, Barry.

最后再简单说说我们的新闻和动态。

So just finishing up with our news and notes.

我刚看到这条，挺吸引我的。

I just this caught my eye.

这个我觉得特别有意思。

This was really interesting to me.

《Women's Wear Daily》上报道了欧莱雅美国将品牌Carol's Daughter出售给一位独立创业者。

In Women's Wear Daily, it's about L'Oreal USA divesting the brand Carol's Daughter to an independent entrepreneur.

我觉得挺有意思的，因为很少看到有品牌被欧莱雅这样的大公司收购后，又重新放回独立市场的情况。

And I thought this was interesting because I haven't read a lot of stories of of brands that were acquired by such a a big brands, you know, leading organization like L'Oreal and then put back out sort of into the independent world.

这真是个很棒的故事。

It's very cool story.

Carol's Daughter 是一个专为有色女性设计的护发产品线，过去十年一直属于欧莱雅旗下。

So Carol's Daughter is a line of of hair care products for women of color that has been part of the L'Oreal portfolio for the last ten years.

最近，欧莱雅宣布将这个品牌出售给一位独立美容创业者。

And just recently, L'Oreal announced it was divesting the brand to an independent beauty entrepreneur.

这个品牌的创始人叫丽莎·普莱斯，她将成为这家新独立公司的总裁。

The brand's founder is a woman by the name of Lisa Price, and she will serve as the president of this new newly kind of independent brand company.

丽莎这十年来一直跟着品牌在欧莱雅，她在那里经历得非常棒。

Lisa's been with L'Oreal this this time this whole time with her brand, and she had a fantastic experience there.

她在文章里提到，会非常想念在欧莱雅一起共事的团队。

She talks about in this article how much she'll miss L'Oreal and the team that she was working with there.

但同时，我也很期待她能独立闯荡，毕竟已经深耕品牌十年，积累了这么多经验和洞见。

And at the same time, I was excited to go out on her own, especially after a decade of brand building, learning, and all the insights that she gleaned while she was at L'Oreal.

Lisa 早在1993年就在布鲁克林的厨房里创立了Carol's Daughter，2014年被欧莱雅美国收购，现在又重新回归独立运营。

So Lisa founded Carol's Daughter in her kitchen in Brooklyn back in 1993, and then L'Oreal USA acquired it in 2014, and now it's going back up to be independent again.

我觉得这个品牌的故事特别棒，一直在成长，感觉后面还有更多精彩等着发生。

So I just thought that was kind of a really cool cool story of of a brand that continues to to grow, and and it sounds like there's there's a lot more to come there.

确实如此。

Sounds like it.

你时不时会看到，快消品公司总是有太多别的事情要操心，太多其他战略要推进。

You you see this from time to time where CPG, they just have so many distractions, so many other strategies.

但她自己来带的话，就不会有这些问题了。

And, you know, that's not gonna happen when she's running it.

所以我们得半年后、年底再回头看一眼，看看情况怎么样。

So, like, we had to check back, you know, six months at the end of year and see where that is.

不过这个故事我很喜欢，Rachel。

But I like the story, Rachel.

讲得真好。

Good one.

好的，Barry。

Alright, Barry.

很高兴能再次请到Julie Craig来做我们的播客嘉宾。

Well, super excited to have Julie Craig back on the podcast.

Julie是凯度消费者洞察部的副总裁。

Julie's our VP of shopper insights at Kantar.

我很期待听听她分享最新的研究发现。

I'm excited to hear some of the latest research.

欢迎回来，Julie。

Welcome back to the podcast, Julie.

谢谢，Rachel。

Thanks, Rachel.

谢谢，巴里。

Thanks, Barry.

能回来和你们聊聊购物者相关的话题，真的很开心。

It's great to be back with you guys, being all things shopper.

购物者相关的话题。

All things shopper.

没错。

Yes.

每次聊购物者，尤其是美国购物者的态度和想法，都特别有意思。

It's always fun to talk about the shopper and The US shopper and their attitudes and what they're thinking.

我们在凯度做的一项研究叫《购物者洞察》。

And and, you know, we do a piece of research at Kantar called shopper sightlines.

这项研究主要探讨购物者对经济形势的看法，以及他们在价格承受能力等问题上的心态。

And it talks about shoppers' views of the economy and sort of how they're feeling on issues around affordability and things like that.

想请你分享一下，基于当前的经济环境，还有关于关税的这些讨论，购物者现在的想法有什么最新变化？

And wondered if you can give us the latest scoop on sort of this current shopper thinking in light of the economy, in light of some of the conversations that are happening around tariffs and sort of where do shoppers stand now?

当然。

Absolutely.

过去这几年，消费者的经历可真是一波三折，尤其是从疫情开始就一直这样。

So it's been it's been a wild ride for shoppers over the last, I would say well, it's been a wild ride since COVID.

但最近这六个月尤其明显，随着选举季接近尾声，新政府上台，消费者终于慢慢找到了新的节奏。

But particularly over the last, you know, six months as the election cycle comes to a close and shoppers kind of figure out they get their footing now that the new administration has come in.

我们做的‘消费者洞察’研究，就是为了理清这些宏观因素如何影响消费者——比如经济、医疗、就业稳定、房价等等，然后把这些和购物行为联系起来。

And our shopper sight line study, as you mentioned, is really designed to try to unpack all of the, you know, all the different layers of macro impacts that affect shoppers, whether that's the economy, as you said, or health care, or job security, home values, all of these things, and tries to tie it to shopping.

当这些高层级的变化发生时，对普通消费者来说到底意味着什么？

And and what does it mean for shoppers when things change kinda up in that 30,000 foot level?

我们在第四季度的调研中发现，消费者似乎松了一口气，感觉稍微稳住了。

And what we've seen, we saw back in our q four wave, shoppers kinda took a breath, and we're like, okay.

至少我们觉得，大家的情绪没那么紧张了。

We were feeling at least a little settled.

也许选举结果没达到我们个人的期待，但大家还是慢慢接受了。

We might not you know, the elections may not have gone the way we wanted them to.

我们可能有点担心，但至少心里有个方向。

We may be a little, you know, concerned, but at least we had a direction.

所以 shoppers 开始放慢脚步，没那么紧绷了，也不再死死盯着预算和购物清单了。

So we saw shoppers kinda take their foot off the gas and kind of relax a little bit and not do as much of the super strict budgeting and sticking to a, you know, a set spending list.

他们放松了一些，愿意多花点钱了。

They we saw them kind of relax a little bit and and be willing to to spend a little more.

现在我们也发现，他们更倾向于说，未来几年自己在消费上会感觉好一点。

Now and we also saw that they're they were more likely to say, I feel a little bit better about affordability over the next few years.

但我们最新的数据却显示，情况正好相反。

The latest data that we've got back is showing kind of an the opposite impact.

现在关税已经实施，新闻里满是股市和食品价格的讨论， shoppers 的担忧比上个季度更明显了。

So now that we have tariffs enacted and we're hearing all the conversations in the news about stock market and price of groceries, shoppers are feeling a little concerned more so than they were last quarter.

我们最新的数据显示， shoppers 重新回到了谨慎乐观的状态，觉得得更小心地管好自己的开销。

So our latest data does show shoppers really with that renewed sense of cautious optimism, saying they're gonna have to watch their spending more.

他们特别担心食品的价格。

They're really concerned about the price of groceries.

他们觉得未来几年情况不太可能好转。

They don't see that going in a a positive direction for them over the next several years.

所以又回到了那种节俭模式，只买必需品，对日常开销的负担更敏感了。

So kinda going back a little bit into this austerity mode of, like, buying only what we need, re being a little more concerned about affordability of of the things we buy every day.

这算是一个小高峰吧。

So that's that's a little bit of a peak.

是的。

Yeah.

这种谨慎的乐观态度真有意思。

Really interesting, this cautious optimism.

朱莉，我想知道你是怎么看待高端化这个趋势的？

Julie, curious how you approach the discussion around premiumization as as still a trend.

shoppers 虽然谨慎，但会不会在整体预算有限的情况下，愿意为一些能打动他们的产品多花点钱？

Is it, you know, is it that shoppers, they're cautiously optimistic, but they might be willing to spend on a product that inspires them in some way when they're looking at their overall budget?

你怎么解释这种矛盾：消费者觉得必须精打细算，但整个行业又明显在向高端化发展？

Or how do you how do you rectify the two of of shoppers feeling they need to be very cautious, but yet there is a kind of larger trend of around premiumization in the industry?

那你怎么看这个问题？

And and how do you think about that?

我们经常谈到消费者的两极分化。

So it's we talk a lot about this bifurcation of shoppers.

对吧？

Right?

有一部分消费者会过得很节俭，把钱存起来，一心一意省钱、还债，严格控制开支。

So there are shoppers who are gonna be, you know, really bare bones, stash their money away, really focused on saving, paying down debt, and and being very strict about that.

但有趣的是，尽管过去一个季度里，人们对食品、房价和医疗费用的负担感明显上升，这种担忧确实在加剧。

But what is interesting is that while we've seen concerns growing over the last quarter about the affordability of groceries, about the prices of homes, about the prices of health care, we've seen that growing over the last quarter.

然而，消费者并不觉得自己在缩水储蓄。

But we've also seen shoppers don't feel like they're they're losing savings.

大概仍有相同比例的人觉得自己的储蓄还算充裕，而且他们觉得自己有能力花钱。

They still the same percentage, roughly, feels like they've got a comfortable amount of savings, and those shoppers feel like they're able to spend.

所以，尽管很多人对未来的趋势感到担忧，仍有一部分消费者手头有积蓄，愿意花在更优质的产品上，囤一些让自己心动的东西，适当犒劳一下自己。

So even though there is this sense of being really concerned about the way things might be going, there is still that pocket of shoppers that has savings and are spending it on higher quality products, stocking up on things that really speak to them, treating themselves a little bit.

所以我们确实看到这种明显的分化。

So we we really do see this sort of separation.

确实有一类消费者仍然愿意花钱，而且愿意花在对的地方。

So there's definitely a shopper that is still very much willing to spend and willing to spend on the right thing.

当产品能达到他们对高品质的期待，真正打动他们的时候。

Like, when it when it kind of meets that expectation level that they have for high quality product that really speaks to them.

当然，有些品类在这方面特别重要。

Of course, there are certain categories where that becomes super, super important.

但我认为，依然有一部分消费者手头有积蓄，在这种环境下感到安心消费，这一点很重要。

But I think it's important that there there is still a shopper with with savings that feels comfortable spending in this environment.

朱莉，一如既往，真是很有意思。

Well, really interesting as always, Julie.

非常感谢你和我聊这些。

Thanks so much for for the conversation.

谢谢。

Thank you.

好的，巴里。

Alright, Barry.

今天非常高兴能邀请到我们的嘉宾参加这期播客。

Well, I am so excited to welcome our guest to the podcast today.

我们有幸请到了基里·马斯特斯。

We have Kiri Masters joining us.

基里是零售媒体和电商平台领域的权威专家，她既是作者，又是《福布斯》专栏作家，还是Bobsled Marketing公司的创始人，这家公司于2022年被Acadia收购。

Kiri is a leading expert in retail media and marketplaces, known for her work as an author, a Forbes columnist, and the founder of the agency Bobsled Marketing, which was acquired by Acadia in 2022.

现在基里主持着《零售媒体早餐俱乐部》这个每日播客，为电商和零售媒体从业者提供直接、干货满满的洞察。

Kiri now hosts Retail Media Breakfast Club, which is a daily podcast delivering sharp, no fluff insights for ecommerce and retail media professionals.

她还通过思想领导力和咨询服务，帮助品牌和高管应对不断变化的零售环境。

And she helps brands and executives navigate the evolving retail landscape through thought leadership and advisory work.

我最近一直在听你的播客，基里。

And I just followed your podcast, Kiri.

每天都很期待收听，今天能邀请你来真是太棒了。

Super excited to to listen in every day and really happy to welcome you to the podcast today.

非常感谢你，蕾切尔。

Thank you so much, Rachel.

很高兴能来到这里。

It's great to be here.

我想先聊聊人工智能和零售媒体这个话题。

So I'd love to just kind of kick off with the conversation just on the theme of AI and retail media.

基里，你在品牌如何推动数字商业增长方面是顶尖专家之一。

And, Kiri, you're one of the foremost experts in how brands can drive growth across the digital commerce landscape.

其中一个重要手段就是零售媒体。

And one of these levers is retail media.

最近，一些极具变革性的AI代理工具上线了，彻底改变了零售媒体的格局。

And, you know, recently, there's been powerfully transformative AI agents that have launched that have really the potential that changed the game in retail media.

其中一个就是OpenAI的Operator。

One of these being OpenAI's operator.

你能不能详细说说，这对零售媒体网络的未来意味着什么？

And wondered if you can talk more about this and, you know, what it means for the future of retail media networks.

是的

Yeah.

当然

Absolutely.

我觉得我们才刚刚开始踏上这段旅程。

I think it it is we're we're very early on in in in this journey.

OpenAI Operator 今年才刚推出，我简直等不及了。

OpenAI Operator really it just came out this year, and I I can't wait.

我们现在录制的时间是二月。

We're recording this in February.

真不敢相信，今年已经发生了这么多大事，现在居然还只是二月。

I can't believe we're just still in February with all the crazy stuff that's happened this year.

当我们谈论AI代理时，可以从几个不同角度来看。

So when when we talk about AI agents, there's a couple of different perspectives to take.

AI代理和生成式AI不同，它能代替你执行操作，而生成式AI呢，你给个提示，它就生成内容。

So an agent as opposed to generative AI is an AI that will perform actions on your behalf rather than generative generative AI will you know, you do a prompt and it will produce something.

你得亲自去决定怎么处理它。

You have to go and decide what to do with it.

而智能代理型AI则会自动执行一系列操作。

Whereas with agentic AI, it will take a series of actions.

你只要设定目标，它就会自己去完成这些事。

You'll give it an objective, and it will go and do those things.

在大多数情况下，它会分好几步来完成。

It will take multiple steps in most in most instances.

我们可以从企业端来看看，现在已经有代理在帮你实现营销目标了。

So we can look at that from you know, we've got agents now on the b to b side helping you with your marketing objectives.

比如我正在合作的一家公司叫Xnerta，他们做的是亚马逊和沃尔玛广告的智能技术解决方案。

Like, for example, there's a company I'm working with, Xnerta, who that they're an Amazon and Walmart ads ad tech solution that's agentic.

你告诉它想要达成的结果，系统就会自动分析数据、采取多个步骤，并执行相应操作。

You give it the outcome that you to to achieve, and the technology will go and, like, take multiple steps and interpret the data and and take actions based on that.

而在消费者端，这正是OpenAI的Operator所做的事情——它是个面向普通用户的AI代理。

And then on the consumer side and this is what OpenAI's operator is, is it's a sort of a a consumer AI agent.

你可以让它帮你打电话订餐厅座位。

And so you can get it to call restaurants and make bookings for you.

它还能帮你买菜。

It can go shop your groceries for you.

当我第一次看到‘帮你买菜’这个应用场景时，

And this is a use case that as soon as I saw the, you know, the go and shop your grocery list for you.

叮叮叮，灵感全来了。

Ding ding ding.

各种想法一下子全冒出来了。

Everything's going off.

这到底意味着什么？

What what this mean?

想想看，这真的很有趣。

And it is it's very interesting to think about look.

不过现在这技术还显得有点粗糙。

It's the it's a little janky.

操作员每月收费200美元。

It's $200 a month for operator.

我们还处在这项技术创新者阶段的非常非常早期。

We are at the very, very early stages of the innovators of the, you know, maturity curve of this technology.

不过，单看现在就能做到的事，我就能告诉OpenAI操作员：这周我想做这四顿饭，帮我列个购物清单，然后去附近几家超市比比价，凑齐一篮子商品，看看哪家的总价最划算，最后帮我结账。

That said, just looking at what is possible right now today, I can tell OpenAI operator, here are the four meals that I wanna make this week, create a grocery list, and then go do some comparison shopping at these, you know, different retailers near me and build a basket, find out which grocer has the best sort of basket total, and check out for me.

它今天就能去把这些事办了。

And it will go and do that today.

我觉得我们正迎来一个时代，人们会把智能代理当作工具，来处理那些耗时、麻烦或者特别费劲的工作。

So I think we're looking at a world where we're using agents as a tool for our work and to automate things that are time consuming or difficult or, like, you know, take take a lot of work to do.

同时，我们还会拥有个人AI助手，帮我们搞定日常生活中那些琐碎的杂事，购物就是其中之一。

And then we're also gonna have our personal AI agents that are going to facilitate some of the grunt work in our in our daily lives, and some of that will be shopping behaviors as well.

是的。

Yeah.

这真的很有意思。

That's really interesting.