The CPG Guys

Advertising to Luxury Shoppers with Nordstrom's Aaron Dunford

June 21, 2023 Peter V.S. Bond, Sri Rajagopalan & Bryan Gildenberg Season 1 Episode 293
The CPG Guys
Advertising to Luxury Shoppers with Nordstrom's Aaron Dunford
Show Notes

The CPG Guys are joined in this episode by Aaron Dunford, Senior Director of the Nordstrom Media Network, an advertising program enabling brands to share their stories with Nordstrom and Nordstrom Rack customers via on- and off-site media campaigns.

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Aaron answers these questions:

1) Please walk us through your professional experience, highlighting key points which you believe prepared you for your current role at Nordstrom
2) What is the origin story of retail media at Nordstrom? Our understanding is that the first offerings involved offsite advertising? Why did you start offsite when it seems most retailers start onsite and how did you go about resourcing the efforts?
3) How did you go about connecting with the suppliers to invest in your retail media offering? How did the merchants get involved?
4) You met with some great success in your first year? Would you share with us some of the highlights of this performance?
5) After launching offsite, you recently introduced onsite advertising. Would you please walk us through exactly what suppliers are able to invest against onsite?
6) Measurement is what suppliers are increasingly seeking to justify their investment in retail media. What measurement solutions are you offering and how are suppliers responding to your analytics?
7) What are you looking forward to in terms of retail media transformation in the next few years and how are you preparing Nordstrom for this journey? Does in-store play a significant role here?

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