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Why Every Retailer Needs a Marketplace Strategy With Kroger's Brooke Chambers | 5IM · Omni Talk Retail

• 0:05
  Joining
• 0:05
  us
• 0:05
  now
• 0:06
  for
• 0:06
  five
• 0:06
  insightful
• 0:07
  minutes
• 0:07
  is
• 0:07
  Brooke
• 0:08
  Chambers,
• 0:08
  the
• 0:08
  director
• 0:09
  of
• 0:09
  digital
• 0:09
  marketplaces
• 0:10
  at
• 0:10
  Kroger,
• 0:11
  to
• 0:11
  share
• 0:11
  her
• 0:12
  expertise
• 0:12
  on
• 0:12
  just
• 0:13
  that
• 0:13
  topic,
• 0:14
  marketplaces.
• 0:15
  Brooke,
• 0:16
  your
• 0:16
  background
• 0:17
  is
• 0:17
  very
• 0:17
  interesting,
• 0:18
  so
• 0:18
  let's
• 0:18
  start
• 0:18
  off
• 0:18
  by
• 0:18
  having
• 0:19
  you
• 0:19
  share
• 0:19
  a
• 0:19
  little
• 0:19
  bit
• 0:19
  about
• 0:20
  yourself.
• 0:20
  I
• 0:21
  have
• 0:21
  been
• 0:21
  in
• 0:21
  marketplaces
• 0:22
  since
• 0:22
  2013.
• 0:23
  It's
• 0:24
  an
• 0:24
  exciting
• 0:25
  time
• 0:25
  for
• 0:26
  me.
• 0:26
  It's
• 0:27
  over
• 0:27
  a
• 0:27
  decade.
• 0:28
  Um,
• 0:29
  you
• 0:29
  know,
• 0:29
  I
• 0:29
  started
• 0:29
  my
• 0:30
  retail
• 0:30
  career
• 0:31
  at
• 0:31
  Sears
• 0:32
  and
• 0:32
  spent
• 0:33
  some
• 0:33
  time
• 0:33
  at
• 0:33
  Walmart
• 0:34
  and
• 0:35
  at
• 0:35
  Kroger
• 0:36
  now.
• 0:36
  So
• 0:37
  it's
• 0:37
  really
• 0:37
  exciting.
• 0:38
  That's,
• 0:38
  you
• 0:38
  know,
• 0:38
  a
• 0:38
  little
• 0:39
  bit
• 0:39
  about
• 0:39
  the
• 0:40
  journey
• 0:40
  from
• 0:41
  a
• 0:41
  company
• 0:41
  perspective
• 0:42
  and,
• 0:43
  you
• 0:43
  know,
• 0:44
  managed
• 0:45
  and,
• 0:45
  you
• 0:45
  know,
• 0:46
  worked
• 0:46
  in
• 0:46
  a
• 0:46
  variety
• 0:47
  of
• 0:47
  different
• 0:47
  facets
• 0:47
  in
• 0:48
  marketplaces,
• 0:48
  which
• 0:49
  is
• 0:49
  exciting.
• 0:49
  So
• 0:49
  that
• 0:50
  depth
• 0:50
  of
• 0:50
  knowledge
• 0:51
  and
• 0:51
  experience
• 0:51
  is
• 0:52
  there.
• 0:52
  And
• 0:53
  I'm
• 0:53
  also
• 0:53
  a
• 0:53
  student
• 0:54
  of
• 0:54
  retail,
• 0:54
  so
• 0:55
  I
• 0:55
  appreciate
• 0:56
  marketplaces
• 0:57
  and
• 0:58
  the
• 0:58
  representation
• 0:59
  that
• 0:59
  it
• 0:59
  gives
• 1:00
  in
• 1:00
  the
• 1:00
  space
• 1:00
  of
• 1:01
  retail,
• 1:01
  both
• 1:01
  online
• 1:02
  and
• 1:02
  in
• 1:03
  stores.
• 1:03
  Brooke,
• 1:03
  let's
• 1:04
  get
• 1:04
  started
• 1:04
  with
• 1:04
  this.
• 1:05
  Give
• 1:05
  us
• 1:05
  the
• 1:05
  lay
• 1:05
  of
• 1:06
  the
• 1:06
  land.
• 1:06
  What's
• 1:06
  the
• 1:06
  current
• 1:07
  state
• 1:07
  of
• 1:08
  platforms
• 1:09
  and
• 1:09
  marketplaces?
• 1:10
  We
• 1:10
  are
• 1:11
  now
• 1:11
  at
• 1:11
  a
• 1:11
  space
• 1:12
  where
• 1:13
  platforms
• 1:14
  and
• 1:14
  marketplaces
• 1:15
  are
• 1:15
  partners.
• 1:16
  And
• 1:16
  it's
• 1:16
  so
• 1:16
  synergy.
• 1:17
  It's
• 1:18
  so
• 1:18
  much
• 1:18
  synergy
• 1:18
  between
• 1:19
  the
• 1:19
  two
• 1:19
  of
• 1:19
  them.
• 1:20
  If
• 1:21
  you
• 1:21
  go
• 1:21
  back
• 1:22
  to
• 1:22
  2013,
• 1:24
  when
• 1:25
  I
• 1:25
  started
• 1:25
  in
• 1:25
  marketplaces,
• 1:26
  it
• 1:26
  was
• 1:26
  a
• 1:26
  seller
• 1:27
  acquisition
• 1:27
  and
• 1:28
  business
• 1:28
  development,
• 1:29
  really
• 1:29
  funnel.
• 1:30
  And
• 1:30
  now
• 1:30
  it's
• 1:31
  so
• 1:31
  much
• 1:31
  more
• 1:31
  than
• 1:32
  that.
• 1:32
  You
• 1:32
  have
• 1:33
  a
• 1:33
  partner,
• 1:34
  a
• 1:34
  consultant,
• 1:35
  someone
• 1:35
  to
• 1:35
  walk
• 1:35
  you
• 1:36
  through
• 1:36
  that
• 1:36
  journey,
• 1:36
  both
• 1:37
  from
• 1:37
  a
• 1:37
  technical
• 1:38
  standpoint,
• 1:38
  but
• 1:39
  it's
• 1:39
  also
• 1:39
  helping
• 1:40
  usher
• 1:40
  in
• 1:40
  that
• 1:41
  seller
• 1:41
  experience
• 1:42
  component
• 1:43
  at
• 1:43
  the
• 1:43
  same
• 1:43
  time.
• 1:44
  That's
• 1:44
  why
• 1:45
  you
• 1:45
  see
• 1:45
  so
• 1:45
  many
• 1:46
  new
• 1:46
  marketplaces
• 1:47
  going
• 1:47
  the
• 1:47
  route
• 1:47
  of
• 1:48
  a
• 1:48
  platform.
• 1:49
  And
• 1:49
  Miracle
• 1:50
  has
• 1:50
  done
• 1:50
  a
• 1:51
  phenomenal
• 1:51
  job,
• 1:52
  Adrian,
• 1:53
  and
• 1:53
  team
• 1:53
  with
• 1:54
  how
• 1:54
  they're
• 1:54
  articulating
• 1:55
  that
• 1:55
  message
• 1:56
  with
• 1:57
  Miracle.
• 1:57
  Right.
• 1:57
  It's
• 1:58
  other,
• 1:58
  you
• 1:58
  know,
• 1:59
  platforms
• 2:00
  in
• 2:00
  the
• 2:00
  space,
• 2:01
  but
• 2:01
  they're
• 2:01
  doing
• 2:02
  such
• 2:02
  a
• 2:02
  phenomenal
• 2:03
  job.
• 2:03
  But
• 2:03
  it's
• 2:04
  going
• 2:04
  to
• 2:04
  continue
• 2:04
  to
• 2:05
  get
• 2:05
  interesting.
• 2:05
  And
• 2:06
  I
• 2:06
  think
• 2:06
  that's
• 2:06
  why
• 2:06
  you've
• 2:07
  seen
• 2:07
  the
• 2:07
  shift
• 2:07
  of
• 2:08
  so
• 2:08
  many
• 2:09
  of
• 2:09
  the
• 2:09
  more
• 2:09
  new
• 2:10
  emerging
• 2:10
  marketplaces
• 2:11
  in
• 2:11
  the
• 2:12
  United
• 2:12
  States,
• 2:13
  specifically
• 2:13
  and
• 2:14
  globally
• 2:14
  have
• 2:15
  been
• 2:15
  going
• 2:15
  the
• 2:15
  platform
• 2:16
  route
• 2:16
  for
• 2:17
  that
• 2:17
  reason.
• 2:17
  So,
• 2:17
  yeah.
• 2:17
  And
• 2:18
  Adrian,
• 2:18
  the
• 2:18
  CEO
• 2:18
  of
• 2:19
  Miracle.
• 2:19
  So
• 2:19
  I'm
• 2:20
  curious
• 2:20
  because,
• 2:21
  you
• 2:21
  know,
• 2:21
  you've
• 2:21
  been
• 2:21
  in.
• 2:21
  You've
• 2:22
  been
• 2:22
  in
• 2:22
  retail
• 2:22
  a
• 2:22
  long
• 2:22
  time.
• 2:22
  You've
• 2:23
  been
• 2:23
  in
• 2:23
  digital
• 2:23
  commerce
• 2:23
  a
• 2:24
  long
• 2:24
  time.
• 2:24
  You
• 2:25
  know,
• 2:25
  retailers
• 2:25
  can.
• 2:25
  There's
• 2:26
  a
• 2:26
  lot
• 2:26
  of
• 2:26
  different
• 2:26
  investment
• 2:27
  opportunities
• 2:28
  in
• 2:28
  digital
• 2:28
  commerce,
• 2:29
  particularly.
• 2:29
  So
• 2:30
  when
• 2:30
  you
• 2:30
  think
• 2:30
  about
• 2:30
  it,
• 2:31
  why,
• 2:31
  compared
• 2:31
  to
• 2:32
  other
• 2:32
  investments
• 2:33
  in
• 2:33
  digital
• 2:33
  commerce,
• 2:34
  what
• 2:34
  is
• 2:34
  the
• 2:34
  value
• 2:34
  that
• 2:35
  a
• 2:35
  marketplace
• 2:35
  brings?
• 2:36
  Why
• 2:36
  should
• 2:36
  retailers
• 2:36
  invest
• 2:37
  there?
• 2:37
  You
• 2:37
  think,
• 2:38
  one,
• 2:38
  it's
• 2:39
  customer
• 2:39
  retention.
• 2:41
  It
• 2:41
  is
• 2:41
  the
• 2:42
  Stickiness,
• 2:42
  both
• 2:43
  offline
• 2:44
  and
• 2:46
  online.
• 2:47
  And
• 2:47
  when
• 2:48
  you
• 2:48
  think
• 2:48
  about
• 2:48
  it,
• 2:48
  that
• 2:49
  offline
• 2:49
  component
• 2:50
  isn't
• 2:50
  talked
• 2:50
  about
• 2:51
  enough
• 2:51
  about,
• 2:52
  you
• 2:52
  know,
• 2:53
  the
• 2:53
  marketplaces
• 2:54
  who
• 2:54
  have
• 2:55
  fully
• 2:56
  scaled
• 2:56
  and
• 2:56
  said,
• 2:57
  hey,
• 2:57
  we're
• 2:57
  going
• 2:57
  to
• 2:58
  bring
• 2:58
  the
• 2:58
  customer
• 2:58
  to
• 2:58
  the
• 2:59
  store
• 2:59
  to
• 2:59
  keep
• 2:59
  that
• 3:00
  experience
• 3:00
  tight
• 3:01
  with
• 3:01
  returns.
• 3:03
  Just
• 3:03
  as
• 3:03
  an
• 3:04
  example,
• 3:04
  think
• 3:04
  about
• 3:05
  it.
• 3:05
  You
• 3:05
  have
• 3:05
  a
• 3:05
  customer
• 3:06
  walking
• 3:06
  in
• 3:06
  the
• 3:06
  door
• 3:07
  and
• 3:07
  they
• 3:07
  may
• 3:08
  do
• 3:08
  a
• 3:08
  return,
• 3:09
  but
• 3:09
  they're
• 3:09
  going
• 3:09
  to
• 3:10
  walk
• 3:10
  back
• 3:10
  and
• 3:11
  figure
• 3:11
  out,
• 3:12
  man,
• 3:12
  I
• 3:12
  may
• 3:13
  need
• 3:13
  to
• 3:13
  get
• 3:13
  X
• 3:14
  item
• 3:14
  for
• 3:14
  my
• 3:15
  home
• 3:15
  or
• 3:15
  whatever
• 3:16
  that
• 3:16
  is.
• 3:16
  So
• 3:17
  that
• 3:17
  whole
• 3:17
  synergy
• 3:18
  is
• 3:19
  there
• 3:19
  and
• 3:20
  really
• 3:20
  it's
• 3:21
  a
• 3:21
  fight
• 3:21
  for
• 3:21
  the
• 3:21
  customer
• 3:22
  right
• 3:22
  now.
• 3:22
  Right.
• 3:23
  Everyone
• 3:23
  going
• 3:24
  in
• 3:24
  to
• 3:24
  marketplaces
• 3:25
  is
• 3:25
  how
• 3:25
  do
• 3:25
  I
• 3:26
  keep
• 3:26
  my
• 3:26
  customer,
• 3:27
  how
• 3:27
  do
• 3:27
  I
• 3:27
  expand
• 3:28
  my
• 3:28
  offering?
• 3:28
  Right?
• 3:29
  And
• 3:30
  that
• 3:30
  is
• 3:30
  the
• 3:30
  key.
• 3:31
  And
• 3:31
  that's
• 3:31
  why
• 3:32
  it's
• 3:32
  such
• 3:32
  an
• 3:32
  important
• 3:33
  component
• 3:34
  to
• 3:34
  any
• 3:34
  online
• 3:35
  strategy
• 3:36
  right
• 3:36
  now.
• 3:36
  And
• 3:36
  anyone
• 3:37
  in
• 3:37
  retail
• 3:38
  entering
• 3:39
  that
• 3:39
  space
• 3:40
  understands
• 3:40
  that.
• 3:41
  Well,
• 3:42
  Brooke,
• 3:42
  with
• 3:42
  the
• 3:42
  fight
• 3:42
  for
• 3:43
  the
• 3:43
  customer
• 3:43
  going
• 3:43
  on
• 3:43
  right
• 3:44
  now,
• 3:44
  what
• 3:44
  advice
• 3:45
  do
• 3:45
  you
• 3:45
  have
• 3:45
  for
• 3:46
  other
• 3:46
  e
• 3:46
  commerce
• 3:46
  leaders
• 3:47
  who
• 3:47
  are
• 3:47
  kind
• 3:47
  of
• 3:47
  considering
• 3:48
  a
• 3:48
  marketplace
• 3:49
  platform
• 3:49
  model
• 3:50
  right
• 3:50
  now
• 3:50
  to
• 3:51
  accelerate
• 3:51
  their
• 3:51
  growth
• 3:52
  and
• 3:52
  reach
• 3:52
  those
• 3:52
  customers?
• 3:53
  Do
• 3:53
  it,
• 3:56
  do
• 3:56
  it.
• 3:57
  There's
• 3:57
  no
• 3:58
  question
• 3:58
  it's
• 3:59
  such
• 3:59
  an
• 3:59
  important
• 4:01
  facet
• 4:02
  of
• 4:02
  any
• 4:02
  retailer
• 4:03
  strategy
• 4:04
  right
• 4:04
  now
• 4:04
  because
• 4:04
  it
• 4:05
  is
• 4:05
  low
• 4:05
  investment,
• 4:07
  high
• 4:07
  profit,
• 4:08
  and
• 4:09
  the
• 4:09
  fight
• 4:09
  for
• 4:09
  the
• 4:09
  customer
• 4:10
  is
• 4:10
  going
• 4:10
  to
• 4:10
  win
• 4:11
  as
• 4:11
  long
• 4:11
  as
• 4:11
  you're
• 4:11
  keeping
• 4:12
  that
• 4:12
  customer
• 4:12
  experience
• 4:13
  tight
• 4:14
  and
• 4:14
  really
• 4:16
  understanding
• 4:16
  the
• 4:17
  ethos
• 4:17
  of
• 4:17
  your
• 4:17
  customer
• 4:18
  while
• 4:18
  you're
• 4:18
  going
• 4:18
  down
• 4:19
  that
• 4:19
  path.
• 4:19
  Um,
• 4:20
  so
• 4:20
  it's,
• 4:20
  it's
• 4:21
  not
• 4:21
  really
• 4:21
  a
• 4:21
  question
• 4:22
  about
• 4:23
  should
• 4:23
  you
• 4:23
  do
• 4:24
  it,
• 4:24
  you
• 4:24
  should
• 4:24
  do
• 4:24
  it.
• 4:25
  Um,
• 4:25
  and
• 4:25
  I
• 4:26
  think
• 4:26
  a
• 4:26
  lot
• 4:26
  you.
• 4:26
  We're
• 4:27
  starting
• 4:27
  to
• 4:27
  see
• 4:27
  that
• 4:27
  in
• 4:27
  the.
• 4:28
  Space
• 4:28
  and
• 4:28
  there's
• 4:28
  so
• 4:28
  many,
• 4:29
  so
• 4:29
  many
• 4:29
  areas
• 4:29
  it's
• 4:30
  still
• 4:30
  expanding
• 4:30
  into.
• 4:30
  Like,
• 4:30
  we
• 4:31
  haven't
• 4:31
  even
• 4:31
  touched
• 4:31
  on
• 4:31
  the
• 4:31
  retail
• 4:32
  media
• 4:32
  aspect
• 4:32
  as
• 4:33
  well.
• 4:33
  So.
• 4:33
  So
• 4:33
  I
• 4:33
  want
• 4:34
  to
• 4:34
  get
• 4:34
  you
• 4:34
  out
• 4:34
  here
• 4:34
  on
• 4:34
  this.
• 4:35
  What
• 4:35
  are
• 4:36
  your
• 4:36
  thoughts
• 4:36
  on
• 4:36
  the
• 4:36
  future?
• 4:36
  Like,
• 4:37
  how
• 4:37
  do
• 4:37
  you
• 4:37
  think
• 4:37
  marketplaces
• 4:38
  are
• 4:38
  going
• 4:38
  to
• 4:39
  continue
• 4:39
  to
• 4:39
  evolve?
• 4:40
  I
• 4:40
  think
• 4:40
  about
• 4:41
  social
• 4:41
  selling,
• 4:42
  um,
• 4:42
  you
• 4:42
  think
• 4:42
  about
• 4:43
  TikTok
• 4:43
  and
• 4:43
  what
• 4:44
  they're
• 4:44
  doing
• 4:44
  right
• 4:45
  now
• 4:45
  is
• 4:45
  really
• 4:46
  interesting.
• 4:47
  I
• 4:47
  think
• 4:47
  the
• 4:47
  interesting
• 4:48
  debate
• 4:48
  between
• 4:49
  Temu
• 4:50
  and
• 4:50
  what
• 4:50
  Amazon
• 4:51
  is
• 4:51
  doing
• 4:51
  to
• 4:51
  fight
• 4:51
  for
• 4:51
  that
• 4:52
  lower
• 4:53
  price
• 4:54
  point
• 4:54
  apparel
• 4:55
  customer
• 4:55
  is
• 4:56
  really
• 4:56
  interesting
• 4:57
  as
• 4:57
  well.
• 4:58
  But
• 4:58
  I
• 4:59
  also
• 4:59
  think
• 4:59
  that
• 4:59
  it's
• 5:00
  going
• 5:00
  to
• 5:00
  continue
• 5:01
  to
• 5:01
  evolve
• 5:01
  into
• 5:02
  new
• 5:02
  categories,
• 5:04
  specifically
• 5:05
  with
• 5:06
  retailers
• 5:07
  who
• 5:07
  are
• 5:08
  online
• 5:08
  and
• 5:09
  offline,
• 5:09
  with
• 5:09
  brick
• 5:09
  and
• 5:09
  mortar
• 5:10
  presence
• 5:11
  that
• 5:11
  could
• 5:11
  expand
• 5:12
  and
• 5:12
  do
• 5:12
  so
• 5:12
  much
• 5:13
  more.
• 5:14
  Like
• 5:14
  David.
• 5:14
  David's
• 5:15
  Bridal
• 5:15
  is
• 5:15
  a
• 5:16
  great
• 5:16
  example.
• 5:16
  I
• 5:16
  just
• 5:17
  think
• 5:17
  that's
• 5:17
  a
• 5:17
  really
• 5:17
  interesting
• 5:18
  space.
• 5:18
  It
• 5:19
  would
• 5:19
  be
• 5:19
  really
• 5:20
  interesting
• 5:21
  to
• 5:21
  see
• 5:21
  if
• 5:21
  they
• 5:21
  were
• 5:21
  to
• 5:22
  go
• 5:22
  into
• 5:22
  the
• 5:22
  marketplace
• 5:23
  space
• 5:24
  because
• 5:24
  I
• 5:24
  think
• 5:24
  it
• 5:24
  would
• 5:25
  be
• 5:25
  amazing.
• 5:26
  And
• 5:26
  then
• 5:28
  it's
• 5:28
  going
• 5:28
  to
• 5:28
  continue
• 5:29
  to
• 5:29
  evolve,
• 5:29
  just
• 5:29
  using
• 5:29
  them
• 5:30
  as
• 5:30
  an
• 5:30
  example,
• 5:30
  because
• 5:30
  bridal
• 5:31
  is
• 5:31
  so
• 5:32
  specific.
• 5:33
  But
• 5:34
  I
• 5:34
  think
• 5:34
  it's
• 5:34
  going
• 5:34
  to
• 5:35
  continue
• 5:35
  to
• 5:35
  bridge
• 5:36
  the
• 5:36
  gap
• 5:36
  with
• 5:38
  online,
• 5:39
  offline,
• 5:40
  social
• 5:40
  selling.
• 5:41
  And
• 5:41
  listen,
• 5:42
  the
• 5:42
  United
• 5:42
  States
• 5:43
  specifically,
• 5:43
  we
• 5:43
  have
• 5:44
  a
• 5:44
  new
• 5:44
  generation
• 5:45
  that's
• 5:45
  about
• 5:45
  to
• 5:46
  evolve
• 5:46
  into
• 5:47
  a
• 5:47
  more
• 5:48
  mature
• 5:48
  spender
• 5:49
  and
• 5:49
  their
• 5:50
  whole
• 5:50
  mindset
• 5:50
  is,
• 5:51
  is
• 5:51
  really
• 5:51
  different
• 5:52
  towards
• 5:52
  shopping.
• 5:53
  So
• 5:53
  it's
• 5:54
  going
• 5:54
  to
• 5:54
  continue
• 5:54
  to
• 5:55
  evolve
• 5:55
  as
• 5:55
  retail
• 5:56
  evolves,
• 5:56
  but
• 5:57
  it
• 5:57
  will
• 5:57
  be
• 5:57
  a
• 5:57
  staple
• 5:58
  in
• 5:59
  retail
• 5:59
  strategies
• 6:00
  for
• 6:00
  the
• 6:01
  very
• 6:01
  long
• 6:01
  term.
• 6:02
  Brooke,
• 6:02
  that
• 6:02
  was
• 6:02
  great.
• 6:03
  Thanks
• 6:03
  so
• 6:03
  much.