209. Stop Wasting Trade Spend: Find Your Ideal Shopper With Jessica Malach, Social Nature

209. You're wasting money marketing to the wrong shopper—and it's costing you distribution, velocity, and survival. In this episode, I sit down with Jessica from Social Nature to unpack why most CPG brands target the wrong consumer and rely on cookie-cutter trade marketing that destroys ROI. Retail shelves are tighter. Demos are disappearing. Online is accelerating. If you don't know exactly who your ideal shopper is—and why they buy—you're throwing good money after bad. We break down how to identify your ideal customer, capture real-time shopper insights, validate innovation before launch, and turn occasional buyers into loyal evangelists. You'll learn how to blend syndicated data with real consumer feedback to build retailer-ready selling stories that drive traffic, differentiation, and profit. Listen to related episodes to go deeper into trade marketing, shopper insights, and category leadership. Get instant access on the show webpage: RetailSolved.com/session209