The CPG Guys are joined in this episode by Austin Leonard, VP/GM of Dollar General Media Network, the retail media division of Dollar General.

This episode was recorded in cannes France at teh Cannes Lions International Festival of Creativity.

Follow Austin on LinkedIn at: https://www.linkedin.com/in/austinleonard/

Follow DG Media Network online at: https://www.dgmedianetwork.com/

Austin answered these questions:

1. How is this massive traffic surge fundamentally shifting your product roadmap from an offsite performance focus to high-margin onsite real estate?
2. What are the backend ad-product transformations required to support this shift, and how can brands ensure their SKUs win that automated, AI-mediated prompt?
3. From a media network perspective, how are you building exclusive, high-impact ad packages or specialized audience segments to let brands target this locked-in subscription cohort early on?
4. How does this hyper-rural, often sole-retailer geographic footprint allow DGMN to provide clean, deterministic attribution that completely avoids the audience overlap and data duplication that plagues traditional programmatic buying?
5. When a skeptical agency media buyer challenges you on incrementality, how does DGMN use its closed-loop loop data to mathematically prove that you are driving net-new volume rather than just claiming credit for an unavoidable register ring?
6. How is DGMN turning this into a highly dynamic, programmatically addressable ad product? Can a CPG brand sync their offsite streaming digital audio flight directly with a real-time audio trigger inside the physical aisles where the shopper is holding the basket?
7. How does DGMN let a brand dynamically flex its creative assets across your self-serve platforms so they can serve value-based, coupon-stacking messaging to one cohort, and convenience/premium-tier messaging to the other?
8. In most legacy retail environments, these are separate fiefdoms that fight for control. How does this unified layout give you a speed-to-market advantage when a brand wants to pair their national enterprise marketing dollars directly with targeted retail media networks to create a 1+1=3 effect?
9. As programmatic buyers demand more self-serve execution, how are you ensuring that your software integrations maintain the necessary governance, clean room privacy, and simplicity that makes the platform accessible to smaller, emerging challenger brands?
10. To close us out, what is your forward-looking vision for how machine learning and AI execution will let DGMN automate the generation of millions of distinct creative variations so brands can scale personal consumer conversion down to the individual household?

CPG Guys Website: http://CPGguys.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

1. THE WEEK THE CRACKS IN THE AI TRADE GREW DEEPER
2. WALMART BUILDS INFRASTRUCTURE FOR AGENTIC COMMERCE
3. COLGATE-PALMOLIVE GROWS SALES AS NORTH AMERICA STAYS WEAK
4. DOORDASH TO BUY INSTACART FOR ABOUT $17 BILLION

CPG Guys Website: http://CPGguys.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this crossover with the Digita Fix Podcast by hosts Sean Halter CEO of MiOS Intelligence and Steven Moy, Founder & CEO of MoY.

Follow Sean on LinkedIn at: https://www.linkedin.com/in/seanhalter/

Follow MiOS Intelligence online at: http://miomarketplace.com

Follow Steven on LinkedIn at: https://www.linkedin.com/in/stevenmoy/

Follow MoY online at: https://www.stevenmoy.co/

Follow the Digital Fix podcast on Apple at:

This conversation was recorded in New York City at Advertising Week New York 2026.

CPG Guys Website: http://CPGguys.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Nicole Collida Davis, Managing Director & SVP US National Retail Accounts & Agencies at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Today NIQ has operations in 95+ countries representing 97% of the world’s GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

Find Nicole on LinkedIn at: http://linkedin.com/in/nicolecollida
Find NielsenIQ Media online at: http://nielseniq.com

This episode is sponsored by NielsenIQ

Nicole answers these questions:

1. Set the scene for us: what just happened up there, and what's the one-line thesis you want our listeners to walk away with about the 2027 consumer?
2. Let's start with what's actually keeping consumer attention in this new data. What's newly topping the list of consumer concerns, and why has the picture shifted so much from a year ago?
3. You're also tracking what NIQ is calling the 2026 economic divide — this K-shaped split between financially secure and financially insecure consumers, with the US diverging faster than the global average. Walk us through that gap, and why 'average consumer' planning is losing relevance for brands.
4. You're seeing broad-based growth across nearly every savings tactic out there — couponing, loyalty, bulk buying, private label. Is this just belt-tightening, or is something deeper going on in how consumers are defining value?
5. Talk to us about the 2027 spending map — what's getting cut versus what's holding steady or protected, and why are you framing this shift as 'justification rather than habit'?
6. Let's talk channel. Club keeps pulling away on structural value, while Grocery and Dollar are struggling on trips per buyer — with real dollars attached to that decline. What's driving that shakeup, and what should traditional grocery be doing about it?
7. Better-for-you products and private label are both surging even through this tougher economic backdrop. How do those two trends connect, and what does it mean for national brands trying to defend their share?
8. Online, consumers are clearly paying a premium for convenience and speed — but in-store, promotions are working less even as retailers run more of them. What's driving that disconnect, and which basket metric should brands be watching most closely right now?
9. Of everything we've covered today, what do you see as a fad, what's a real trend, and what's an enduring shift? And as you look ahead, what are the forces you think will define the next chapter of how people shop?
10. As brands and retailers start digesting the full Consumer Outlook 2027 report, what's the one action you'd tell them to take right now — and where should people follow you and NielsenIQ to catch the rest of it?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

1. Coca-Cola Selects Omnicom for NA Media Agency
2. Kroger's Plan for "America's favorite Grocer"
3. Salesforce to Purchase Braze for $5.7 Billion
4. Boston beer Logs Lower Profit and Revenue as Beer Demand Slides

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Devin Kunysz, Senior Director of Physical Goods Industries, Retail, Consumer Goods, and Manufacturing at Salesforce, the #1 AI CRM—where humans with agents drive customer success together with AI, data, and Customer 360 apps on one platform.

This episode is sponsored by Saleforce

Follow Devin on LinkedIn at: https://www.linkedin.com/in/devinkunysz/

Follow Salesforce online at: https://www.salesforce.com/consumer-goods/cloud/

Devin answers these questions:

1. Tech Fueled Sales: Why is CPG selling, still operating the way it did in 2010? So much has changed, but the process looks very much the same. What are some of the leaders doing with “tech-fueled sales” that our listeners should be thinking about?
2. We talk a lot about 'the cloud' and real-time data, but any field rep will tell you that the back of a grocery store usually has zero cell service. How critical is it for a modern commercial hub to function fully offline, and how does that change the day-to-day life of a field seller?
3. Let’s make the unified commercial hub concrete. What does it actually mean to connect trade promotion management, CRM, and retail execution — and how does that change the quality of joint business planning and value-creation conversations with key accounts?
4. There’s this catch-22 we see a lot in CPG right now. Growth slows down, so brands freeze hiring or cut budgets—which means they don’t have the resources to actually chase the channels where the growth is happening. What does this vicious cycle actually look like on the ground, and how can the right tech snap a brand out of it?
5. Focus on the Consumer: Moving to the consumer side, why should CPG brands be thinking about agentic shopping, and what should they be doing about it?
6. AI is inserting a new discovery layer between brands and consumers, and a shopper agent can shrink the digital shelf down to just three to five items. How should CPGs operate in that world so both B2C and B2B revenue don’t suffer?
7. Why does a data flywheel matter? CPG data strategy tends to be siloed — consumer insights in one tool, retailer insights in sales notes and spreadsheets. What changes when data is created at every step and flows from consumer engagement to promotion choices to in-store execution?
8. One growth pocket is reaching customers that were previously unprofitable to serve, like the long tail of accounts. How does a connected commercial platform make it possible to serve those customers profitably?
9. Beyond the traditional channels, we’re seeing market leaders explore enhanced direct channels — not just D2C sites, but using that data to power personalized, breakthrough products at the front of store. How should CPGs think about that opportunity?
10. To wrap us up: if you’re a CPG leader listening today, what is the first step you should take to start building a connected front office, and what should they realistically expect success to look like a year from now?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

1. Amazon Closes Its Grocery Partner Storefronts
2. Albertsons Media Collective Taps a Former Walmart Connect Exec
3. KFC Ditches Pepsi for Coke
4. Kimberly-Clark Forecasts a Sales Decline After a Social-Media Firestorm in China

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.