What's Happening?
Matt Taylor, vice president of digital at Scotts Miracle-Gro, discusses the impact of generative search and retail media on the Lawn & Garden category. Scotts has consolidated digital and retail media under one leader, using machine-learning models to
guide in-season investment. These models incorporate weather, point of sale, macroeconomic signals, and media data. Taylor emphasizes the importance of aligning brand, sales, and media teams, and the need for patience and iteration in building data science capabilities.
Why It's Important?
Scotts Miracle-Gro's approach to integrating AI and retail media reflects a broader trend in the industry towards data-driven decision-making. By leveraging machine-learning models, Scotts can optimize investments and improve customer experiences. This strategy highlights the growing importance of digital transformation in retail, as companies seek to enhance efficiency and competitiveness. The use of AI and real-time data allows Scotts to make faster, more informed decisions, potentially leading to increased market share and profitability.
