Todd Hassenfelt is the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, an innovative growth company that reimagines a healthier future for people, pets, and the planet. He has extensive leadership experience in brick-and-mortar and eCommerce channels, serving as a leader on both sales and marketing teams.
Todd has also sold some of the top brands in the US to multiple channels, including C-store, mass merchandisers, wholesale clubs, supermarkets, and eCommerce. As an eCommerce and content contributor, his articles appear in publications, including BRAVE Commerce, Ecommerce Braintrust, and The Digital Shelf Cast.
Creating engaging content for the digital shelf is more demanding than ever as it requires refining strategies consistently to maintain relevancy and drive conversions. Generative and other AI tools allow content creators to test various approaches and gain actionable insights from the results. How can you optimize your digital shelf content using AI?
According to digital strategist Todd Hassenfelt, private, beta, generative AI tools like Ask Profitero allow you to integrate KPI data from the digital shelf, including availability, retailers, search terms, ratings, reviews, pricing, and promotions. Additionally, you can input prompts to enhance and iterate variations of PDP content with descriptions, bullet points, images, and videos. With in-store and online shopping experiences becoming increasingly centralized and brands losing consumers to competitors, optimizing your PDPs for physical screens and leveraging an AI-driven scoring system to rank content is imperative.
Join Aaron Conant in today’s episode of The Digital Deep Dive as he welcomes Todd Hassenfelt, the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, back to the show to discuss AI content optimization for the digital shelf. Todd shares how to create content prompts for the digital shelf, the difference between generative and traditional AI, and how to leverage generative AI to summarize product reviews and ratings.
BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.
We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.
If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.
