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The CPG Guys are joined in this episode by Claudia Johnson, Technical Advisor to the CEO of Flywheel Commerce Network, the commerce acceleration division of Omnicom.
Follow Claudia on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel Next online at: https://www.flywheeldigital.com/
Claudia answers the following questions :
- How has your role at Flywheel evolved, especially since Flywheel's acquisition by Omnicom? What new opportunities or challenges has this created?
- Your work emphasizes capability building in digital commerce. How are ecommerce strategies evolving today, and how does Flywheel help brands stay ahead in a rapidly changing landscape?
- In a recent podcast episode, you described retail media as advertising that occurs “close to or at the point of sale.” Could you walk us through how that concept fits into broader brand strategy and which brands are using it most effectively right now?
- Flywheel’s research shows that the most impactful drivers of sales on Amazon are media spend and organic shelf ranking, ahead of price and inventory. How should brands prioritize investments given these insights?
- What are the biggest roadblocks brands face when trying to scale digital commerce capabilities? How do you approach "connecting the dots" across teams and markets?
- With Flywheel now within Omnicom’s ecosystem, what new tools or data synergies have emerged to help your clients achieve growth in commerce?
- You’ve recently discussed how unified ecosystems and AI-driven insights are transforming retail. How are you leveraging AI and ecosystem integration to deliver more relevant consumer experiences?
- At the 2025 Syndigo Connect event, you spoke about optimizing product and commerce experiences for long-term success. What storytelling techniques or content strategies are driving retention and loyalty beyond the initial purchase?
- Are there emerging trends in retail media, ecommerce infrastructure, or omnichannel tech that you're watching closely—and that CPG brands should be paying attention to?
- On a more personal note: What first drew you into digital commerce, and what advice would you give someone aspiring to lead capability-building in this fast-evolving space?
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