{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retailgentic | Consumer Behavior & Retail Trend","title":"The Shelf Is a Zero-Sum Game: Wilde Brands Senior Director Justin Bomberowitz on Growing Challenger CPGs in the Agentic Commerce Era","html":"","width":"100%","height":180,"duration":1762,"description":"This episode was recorded live at the RetailClub AI Festival in Huntington Beach (Sept 22–24), where Jason Goldberg and I set up shop to record with retail and e-commerce leaders between sessions. You’ll hear a few nods to the festival in the conversation, and if there’s a little extra crunch in the audio, blame the snacks.\nWe start with a quick tour of every CPG brand Justin has worked for, and the very scientific method he uses to pick the next one. From there it turns into a crash course in how challenger brands actually grow: the brutal economics of the physical shelf, why big brand houses are reshuffling their portfolios, and what it really takes to get into Costco and stay there.\n\nThere’s also a snack reveal and a crunch our audio engineer will never forget. Hit play.\nHighlights \n𝗧𝗵𝗲 𝘀𝗵𝗲𝗹𝗳 𝗶𝘀 𝘇𝗲𝗿𝗼-𝘀𝘂𝗺: “We haven’t added any square footage into a shelf.” When an emerging brand earns its way in from the innovation aisle, something else has to come out.\n“𝗜 𝘄𝗮𝘀 𝘄𝗿𝗼𝗻𝗴”: A year ago Justin would have said TikTok Shop would never be a main part of his job. Then came “a tsunami of interest,” and today Wilde runs live selling on TikTok Shop and Whatnot.\n𝗧𝗵𝗲 𝗖𝗼𝘀𝘁𝗰𝗼 𝘁𝗵𝗿𝗲𝘀𝗵𝗼𝗹𝗱: Landing a Costco rotation is the moment brands post the hype video. If you miss the sales threshold, you don’t get a repeat, and the regional buyers talk to each other.\n𝗦𝗽𝗲𝗲𝗱 𝘀𝗲𝗹𝗹𝘀: “Conversions go up the faster you get delivery.” Justin says ship-from-store is the fastest-growing part of Walmart digital, and if your product isn’t in that store, the conversion you paid Walmart Connect for disappears.\n𝗘𝘃𝗲𝗿𝘆 𝘀𝗮𝗹𝗲, 𝗲𝘃𝗲𝗿𝘆 𝗭𝗜𝗣 𝗰𝗼𝗱𝗲: With two years of Amazon sales mapped by ZIP code, Justin can see that barbecue over-indexes in the Southeast and sea salt and vinegar in the Northeast. With AI, building creative for those regions is now quick.\n𝗢𝗻𝗲 𝗰𝗲𝗻𝘁𝗿𝗮𝗹 𝗻𝗲𝗿𝘃𝗼𝘂𝘀 𝘀𝘆𝘀𝘁𝗲𝗺: Instead of building agents on top of separate data silos, Wilde built a data lake. Target store data, Roundel media, Shipt, Instacart,...","thumbnail_url":"https://img.transistorcdn.com/jyq4gzL8GtJPwkKazAV0YqDIJx5HXtdIt_4jcLqe_8A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNThm/NDdlNDU0ODM5MTMx/YmM5NDcyYjM5YTNh/YjEzYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}