In this episode, Tom and Todd sit down with Claudia Johnson, Tech Advisor to the CEO at Flywheel Commerce Network, for a candid and insightful conversation about the new superpower brands need: retail fluency. Claudia shares her journey from early e-commerce days at Target and Kimberly Clark to her current role at Flywheel, illustrating how the lines between shopper marketing, retail media, and marketplaces have blurred—and why brands must now be fluent in all three to stay competitive. The discussion dives into the shifting power dynamics between brands and retailers, the challenges of measurement and attribution in retail media, and the importance of understanding the unique “language” and systems of each retailer. Claudia also offers practical advice for brands: invest in retail fluency, demand better measurement, and stay curious in the face of constant change. For anyone looking to understand the future of commerce, this episode is a masterclass in how to connect the dots across the modern retail ecosystem.

Connect with Claudia Johnson on LinkedIn: https://linkedin.com/in/claudia-johnson-b133436 ↗

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