Beyond the Shelf
An open exploration of the people and process behind eCommerce. Host David Feinleib sits down with innovators across CPG, retail media, and the digital shelf to unpack the strategies driving eCommerce success.
Latest conversations from the digital shelf
From Customer Data to Customer Context - with MetaRouter & Women in Commerce Media's Ana Laura Zain
Ana shares how her background in analytics, ad tech, and commerce media shaped her approach to marketing, customer data, and community. The conversation covers real-time customer context, AI’s role in personalization and creative workflows, and why strong relationships still matter in B2B marketing.
No-Regret Work" for the AI Shopping Era - with Syndigo's Leah Allen
Leah shares insights from Syndigo’s recently-published report, “The State of Product Experience 2026” – including how AI agents, reviews, product data, and PDP content are changing the way products get discovered and chosen. The conversation covers why brands need complete, structured, and consistent product content for both human shoppers and AI-driven discovery – and why Leah describes this as “no regret work.”
Building a Smarter Beverage Business - with Waiākea's Daniel Kleinkopf (30 min)
Daniel shares how Waiākea is growing across ecommerce, retail, Amazon, international expansion, and brand marketing — while staying grounded in its core pillars of health, sustainability, and ethical impact. The conversation covers how Waiākea thinks about content by channel, why the brand leans on authentic Hawaiian creators and athlete ambassadors, and how the team is using AI across the organization — from everyday productivity to supply chain and inventory decisions.
Always Be Optimizing - with Ferrero's Helen Makri (26 min)
This week, Dave speaks with Helen Makri, Sr. Manager of eCommerce Digital Content at Ferrero. Helen shares how Ferrero has evolved its ecommerce content capabilities — from repurposing brand assets for digital to building a more strategic, optimized approach across a large and growing portfolio of brands.
The New In-Store Media Playbook — with LG's Tom Bingham (29 min)
Tom Bingham shares how digital display technology is evolving from reliable screens into broader customer experience platforms across retail, QSR, grocery, C-store, stadiums, venues, and transportation. He breaks down why in-store retail media is moving so quickly and how AI, analytics, and attribution are shaping the next phase of in-store content and advertising….
Why Complex Categories Need Smarter Content — with Dean McElwee (31 min)
Dean McElwee shares what he’s learned working across global brands and complex categories — including why DIY and home improvement require a different ecommerce content playbook. He digs into SKU complexity, spec data, mobile legibility, and why analytics should help teams understand not just what to fix but why those fixes matter in the shopper decision process…
The New Rules of Retail Media Creative — with Walmart Connect's Garima Ahuja (26 min)
Garima Ahuja shares how Walmart Connect is helping brands connect with shoppers across the full funnel using Walmart’s scale, solutions, and first-party signals. She breaks down why creative has become both the biggest opportunity and the biggest operational challenge in retail media, and how the Walmart Connect + It’sRapid partnership streamlines creative production…