{"podcast":{"title":"Unpacking the Digital Shelf","slug":"unpacking-the-digital-shelf-256460","podcast_index_feed_id":256460,"rss_url":"https://feeds.simplecast.com/DdZHgFDt","website_url":"https://salsify.simplecast.com","image_url":"https://image.simplecastcdn.com/images/89603709-4e77-4006-97ab-97607a00fa68/85649ba3-844f-437a-93b5-cf1e17c38c48/3000x3000/final-platform-tile-blue.jpg?aid=rss_feed","author":"Digital Shelf Institute","episode_count":380,"summary":"Let’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org","last_synced_at":"2026-07-13T22:20:16.225514+00:00","page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460"},"episode":{"title":"Owning the Experience Without Owning the Transaction, with Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries (Ryobi)","slug":"owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi","published_at":"2026-03-31T20:00:00+00:00","page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi","show_page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460","url":"https://salsify.simplecast.com/episodes/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi-XNVRZWw6","audio_url":"https://cdn.simplecast.com/audio/5847aebd-e31e-4be3-adcb-ef42570bf04f/episodes/b2c6ab4a-26ce-4125-b38a-764636ab9e3e/audio/0754a31b-1022-4b43-a136-2b5b8831b87a/default_tc.mp3?aid=rss_feed&feed=DdZHgFDt","summary":"What happens when your brand doesn’t own the transaction, but still needs to influence the path to purchase and build a direct customer relationship? Ryobi is sold exclusively through Bunnings, which means the retailer owns the checkout. Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries, shares how Ryobi has built the right to play across the full customer lifecycle, from pre-purchase consideration to post-purchase onboarding and maintenance. We unpack how extended warranty became a powerful value exchange to grow first-party data, how lifecycle journeys and maintenance nudges extend the experience beyond the PDP, and how intent signals like wishlists, product comparison tools and add-to-cart integration help qualify demand and drive higher-converting traffic into Bunnings. Vera also walks through the foundational stack underpinning this work and explains why she’s taking a cautious approach to CDPs in an increasingly composable, AI-shaped landscape. If you’re a brand operating in a retailer-led ecosystem and looking to use data to strengthen customer experience and drive commercial outcomes, this episode is packed with practical insights.","meta_description":"What happens when your brand doesn’t own the transaction, but still needs to influence the path to purchase and build a direct customer relationship? Ryob…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2897,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/unpacking-the-digital-shelf-256460/episodes/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}