The Infinite Loop of E-Commerce – with Russell Stover's Celia Van Wickel

This week we’re joined by Celia Van Wickel, Director of Digital Commerce at Russell Stover Chocolates. With a background spanning media, data, neuroscience, and digital commerce, Celia brings a rare and well-rounded perspective to the fast-evolving world of retail media and e-commerce.She and Dave cover everything from aligning marketing and sales for seasonal campaigns to how neuroscience influences creative performance. Celia shares how Russell Stover is modernizing a 100-year-old brand across Amazon, Instacart, and other digital platforms, while also offering a thought-provoking look at the future of AI-powered discovery and what she calls “the infinite loop” of commerce.This episode is packed with strategic and tactical insights for marketers navigating today’s fragmented, fast-moving digital landscape.Episode HighlightsHow Russell Stover aligns retail media strategy across departments to drive consistency and performance during key seasonal moments like Valentine’s Day and Christmas.What it takes to modernize creative while staying true to brand identity—and why being product-focused still wins in retail media.Why AI will reshape the entire path to purchase, creating a more immersive and seamless shopping experience that blends discovery, content, and commerce.How neuroscience and shopper behavior inform Celia’s approach to content design, ad testing, and retail media optimization.The origin of Russell Stover’s partnership with It’s Rapid, and how a need for faster retail media asset development turned into a streamlined creative production workflow.Rapid Rundown AnswersWhich ancient civilization first used cacao beans? The OlmecsWhich country consumes the most chocolate per capita? SwitzerlandWho invented milk chocolate in 1875? Daniel PeterWhat was the first mass-produced chocolate bar? Fry’s Chocolate CreamWhat birthday did Russell Stover celebrate in 2023? 100!Celia’s favorite ways to decompress: long walks, brunch, and industry podcastsConnect with Celia: https://www.linkedin.com/in/celiavanwickelFollow Beyond the Shelf: https://www.linkedin.com/showcase/beyond-the-shelf-podcast Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvdEmail us at [email protected] with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker