Share

cover art for Horses Are Better Than Unicorns: The CitrusAd Story | #164

Add To Cart

Horses Are Better Than Unicorns: The CitrusAd Story | #164

Season 1, Ep. 164

n this episode of Add To Cart, we are joined by the guy who used to play in Wayne Carey’s number 18 jersey at the North Melbourne Kangaroos.  Nowadays, he is better known for having recently sold his retail media business, CitrusAd, to Publicis for $200m. Brad Moran is the CEO and Founder of CitrusAd - they monetize the digital shelf of eCommerce retailing sites. Or to put it simply, they take the old school grocery shelf buying and make it accessible for online retailers so they can generate  additional revenue from the eyeballs they attract.  And no doubt they were a healthy acquisition target - CitrusAd powers media sales and ad-serving for more than half of the top 20 retailers in the world. This includes Tesco, Sainsbury’s, Argos, Bed Bath & Beyond and here in Australia, The Iconic, Woolworths and Coles. As you’ll hear from Brad, retailers can earn anywhere from an additional $5K a month to $10m a month in revenue by making their website real estate available for bidding. Apart from getting a great overview on how CitrusAd works, we go into depth on the emergence of Amazon in Australia, why category terms are more powerful than brand terms and the “chasm of death” when it comes to selling the business that you have founded. 


Links from the episode:

Woolworths

Dan Murphys

Moet Hennessy

Coke

Coles

Officeworks

Amazon 

Ebay

Target

Tesco

Sainsburys

Bed Bath & Beyond

Shopify Plus (sponsored)

Signet and Liquor Loot (sponsored)


Questions answered:

  • How does CitrusAd work?
  • What client results have stood out for you?
  • How did you pick your timing for exiting the business?




More episodes

View all episodes

  • 411. Chris Clark from Milton & King: Reinventing Wallpaper For The Digital Age | #411

    36:50
    In this episode of Add To Cart, we are joined by Chris Clark, Marketing and Ecommerce Director at Milton and King.  Chris built and ran his own successful design agency, but after it took multiple hits… first through COVID and then the Brisbane floods, he decided to take up an offer from an old friend and joined the luxury wallpaper company.  Launched in Brisbane in 2012, Milton and King has expanded into the UK and the US, recently opening its headquarters in Dallas.  In this chat Chris shares the unique on demand printing process MIlton and King has developed, his web design dos and don’ts and how they have managed the huge growth explosion in the US market.Links from the episode:Deliver In Person (sponsored)Shopify Plus (sponsored)Questions answered:How does MIlton and King do wallpaper differently?What do you need to do differently for a print-on-demand model?How do you find and collaborate with designers? This episode was brought to you by…  Deliver In PersonShopify PlusAbout your host: Nathan Bush from Add to Cart Nathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.About your co-host: Chris Clark from Milton and KingWith over 25 years of experience in graphic and digital design, Chris currently serves as the Marketing & Ecommerce Director at Milton & King, a global leader in wallpaper production spanning Australia, the United States and Europe.You can contact Chris at LinkedInPlease contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 410. Alexandra McNab from Bared Footwear | Checkout #410

    06:29
    In this episode of Add To Cart, we checkout Alexandra McNab, Chief Operating Officer of Bared Footwear. Founded in 2008, Bared has grown into one of Australia’s most respected and successful retail brands with a focus on quality products, sustainable practices and a new level of customer delight Links from the episode:Bared FootwearFrom In-Store Excellence to Global Expansion: A Conversation with Alex McNab from Bared & Jordy Heis of Shopify | #393Questions answered in the podcast: What is the weirdest thing you’ve ever bought online? Who is your favourite retailer? Which retail fad do you wish was history?Can you recommend a book or podcast that our listeners should immediately get into? Finish this sentence.  The future of retail is… About your co-host:  Alexandra McNab from BaredAlexandra McNab is Chief Operating Officer of Bared Footwear, a Melbourne-based brand making shoes that feel as good as they look. Alex joined Bared in 2015 and has worked across all areas of business operations, with particular emphasis on team development, and enabling the brand’s online growth.You can contact Alex McNab on LinkedIn  About your host: Nathan Bush from Add to CartNathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on. LinkedIn, Twitter or via email.Please contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 409. Unleashing the Power of Personalisation and AI with Justin Bausch from Ryderwear & Thomas Harris from Emarsys | #409

    01:03:48
    Today’s special episode is brought to you by Emarsys and we have two stellar guests for you.  First up is Justin Bausch, CRM Manager at Ryderwear, the fitness apparel brand. Founded in 2009, the brand’s range is specifically designed to mould to the muscular physique of athletes and bodybuilders of any size to ensure comfort and style.  In recent years, Ryderwear has developed four gym locations in South Australia.  Justin has alot to say about his no nonsense approach to marketing and how he leverages the Emarsys tools to better serve the Ryderwear customer. Joining Justin is Thomas Harris, Chief Revenue Officer at Emarsys.  Tom supports leading global brands to realise their greatest personalisation and omni-channel aspirations and he loves it so much, he’s been doing it at Emarsys for ten years!   He’s based in London and we are very lucky to have caught him on a trip over here in Aus.  This episode has probably the most practical tips of any exclusive we’ve recorded and Justin has a way with words, so entertainment value is also high.  We discuss alot!  Cross channel personalisation, behaviour-based audience targeting and savvy automation. Tom shares his favourite treatment-led customer journey triggers and how predictive and generative AI is changing the engagement game.  Justin walks us through what’s on his AB testing calendar and how to bring back unsubscribers.  Links from the episode:EmarsysRyderwearPower to the Marketer: Omnichannel & AI MasterclassAbout your co-hosts: Justin Bausch from RyderwearExperienced & reliable marketing professional, qualified with a Master of Marketing & Bachelor of IT/Multimedia.  Analytically minded with the ability to construct highly engaging digital strategies, customer journeys, marketing automation & content across digital communication channels such as mobile, web, social media & email.  Specialised in the digital sector with a specific focus in CRM, email marketing, automation, customer journey mapping, lead nurturing/generation and life-cycle management.You can contact Justin on LinkedInThomas Harris from Emarsys  For over a decade, Thomas Harris has scaled high-performing teams from regional to a global level. He has a proven track record of driving triple-digit growth and supported leading global brands to realise their greatest personalisation and omni-channel aspirations. In his current role as CRO of Emarsys, Tom is responsible for over 220 Emartians (an internal term referring to Emarsys employees) globally, which make up the commercially driven GTM teams.You can contact Tom on LinkedIn
  • 407. Brendan Gillen from Fight Gear Direct | Checkout #398

    06:19
    In this episode of Add To Cart, we checkout Brendan Gillen, Chief Ecommerce Officer at Fight Gear Direct and CEO and Founder of The Ecommerce Factory, delivering advice and coaching to help store owners, ecommerce businesses and founders grow, optimise and scale their ecommerce businesses. You might recognise him from his black hat and outrageous facial expressions in his YouTube clips.  His client list includes The Horse and Superdry and he’s been in the Top 50 people in Ecommerce list for the last three years running.Links from the episode:Brendan Gillen from Fight Gear Direct: A Practical Ecommerce Training Workout | #398Fight Gear DirectQuestions answered in the podcast:What is the weirdest thing you’ve ever bought online? Who is your favourite retailer? Which retail fad do you wish was history?Can you recommend a book or podcast that our listeners should immediately get into? Finish this sentence.  The future of retail is… About your host: Nathan Bush from Add to Cart Nathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.About your co-host: Brendan Gillen from Fight Gear DirectWorking with some of the world's leading and most iconic brands, Brendan strives to help them lead the way in innovation and best practice digital marketing and ecommerce.  As a digital professional,  he has a strong background in technical project delivery, creative marketing concepts and hands on digital design.  Throughout his business career Brendan has worked in, led, started, built, invested in and successfully sold a number of businesses both online and offline which has given him real world, tangible learning that he can now apply in my everyday work.You can contact Brendan at LinkedInPlease contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 406. William On and Rob Hango-Zada from Shippit: Building a Last-Mile Delivery Powerhouse | #406

    54:41
    In this episode of Add To Cart, we are joined by William On and Rob Hango-Zada, Co founders and Co CEO’s of Shippit, a multi carrier shipping software specifically for Ecommerce.  After seeing eye to eye at uni (quite literally) and watching their Attlassian mates do well, the friends decided to get in on the action and launch their own logistics solution. Now, millions of packages are sent with the help of Shippit every month, and the company has expanded beyond Australia and New Zealand to Singapore and Malaysia with revenue of more than $66 million.  In this chat, Will and Rob share how they use data to optimise delivery performance, the pros and cons of brands owning their own fleets and a surprising shipping paradox which has led to the pioneering codeshare solution they have in development.Links from the episode:ShippitDeliver in PersonShopify Plus (sponsored)Questions answered:Tell me about the moment you decided to pivot the business from being a 3-hour delivery provider to a multi-carrier logistics platform?How long does it take for retailers to connect to Shippit and start offering new fulfilment partners?What do you think is coming in fulfilment that retailers need to plan for?About your co-hosts: William On from ShippitWill On is the Co-Founder and CEO of Shippit, APAC’s fast-growing shipping technology company founded in Australia. Hailing from management consultancies Deloitte and PWC, Will spearheaded the platform’s 300% year-on-year growth across Australia and New Zealand and now oversees Shippit’s expansion into SouthEast Asia. Shippit currently handles over 100 million shipments annually, looking after some of the world’s largest retailers such as Sephora, Nike, Cotton On and Harvey Norman. In his spare time Will plays competitive basketball, enjoys a run and a glass of red!You can contact Will at LinkedInRob Hango-Zada from ShippitRob Hango-Zada is the Co-Founder & Joint CEO of APAC’s fast-growing shipping platform, Shippit. He brings a common-sense & customer-centric approach to Australian retailing. Having spent a decade working for the world’s leading FMCG businesses (Procter & Gamble, Unilever) across Asia, Rob has vast experience in converting customer insight and analytics into growth driving strategies for retailers such as Woolworths, Coles, Tesco & Priceline and numerous global brands. Rob’s frustration as an online shopper drove him to co-found Shippit with William On to enhance the post-purchase experience from cart to doorstep and back again. Shippit now powers delivery for leading Australian retailers such as Target, Cotton On, Big W, Nike and more. Outside of work, Rob is a big fan of bold red wine, fancy socks and good design.You can contact Rob at LinkedIn
  • 405. Anthony Seymour-Walsh from Cashrewards | Checkout #405

    07:00
    In this episode of Add To Cart, we checkout Anthony Seymour-Walsh is CEO of Cashrewards, an Australian cashback website with over 2 million members and partners like Apple, Amazon, Myer and Liquorland. The scary thing is, Australia is around 3% in cashback purchases - compared to 15% in the UK - we are only at the start. For those who don’t know, cashback sites act as a kind of marketplace for bargain hunters where shoppers access shopfronts via the store and claim a percentage of cash back - from 1% to 20% on every purchase.Links from the episode:CashrewardsAnthony Seymour-Walsh from Cashrewards: How to drive new customers with targeted discounts | #395Questions answered in the podcast:What is the weirdest thing you’ve ever bought online? Who is your favourite retailer? Which retail fad do you wish was history?Can you recommend a book or podcast that our listeners should immediately get into? Finish this sentence.  The future of retail is… About your host: Nathan Bush from Add to Cart Nathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.About your co-host: Anthony Seymour-Walsh from CashrewardsAn experienced commercial leader with a passion for building high performing teams and delivering great customer outcomes. Anthony has extensive experience across several industries, including loyalty, retail, telecommunications, mining and professional services.  A finance background (Chartered Accountant) supports Anthony’s consistent focus on adding value, from initial strategy development, business case development and approval through to execution and delivery of outstanding results.You can contact Anthony  at LinkedInPlease contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 404. Eric Siu from Single Grain: Marketing School Masterclass | #404

    45:08
    We have a rule on Add to Cart, that our guests should be very much about Australia and Australian ecommerce.  Today, we’re breaking that rule…the rebels that we are…but with very good reason.  My guest is Eric Siu, Founder of growth marketing agency Single Grain, based in San Francisco.  You will also no doubt know Eric as the host of the hugely successful Marketing School and Leveling Up podcasts which have amassed over 2.1 million downloads every month.  In this chat, Eric shares the tools he uses to get maximum value out of his content, the channels he sees as the ones to watch - we talk Reddit and You Tube - and as well as breaking down programmatic SEO, he gives us his take on the future of search.Links from the episode:Leveling UpMarketing SchoolShopify Plus (sponsored)Deliver In PersonQuestions answered:How do you get the maximum value out of the content you create?What is programmatic SEO? Where do you go to learn about marketing these days? This episode was brought to you by…Deliver In PersonShopify PlusAbout your host: Nathan Bush from Add to Cart Nathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.About your co-host: Eric Siu from Single GrainEric Siu is the founder of ad agency Single Grain and hosts the Marketing School and Leveling Up podcasts. He’s also a YPO member based in Los Angeles.You can contact Eric at LinkedInPlease contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 403. Sonia Friedrich, Behavioural Science Strategist | Checkout #403

    09:22
    In this episode of Add To Cart, we checkout Sonia Friedrich, a behavioural science strategist with a background in business marketing.  She works with academics, data scientists and tech experts to harness the power of behavioural economics for business and brands and works with clients such as NewsCorp, AstraZeneca, Volvo and Nespresso. Links from the episode:Sonia FriedrichProfitable Nudges: A Guide to Behavioural Economics with Sonia Friedrich | #392Questions answered in the podcast:What is the weirdest thing you’ve ever bought online? Who is your favourite retailer? Which retail fad do you wish was history?Can you recommend a book or podcast that our listeners should immediately get into? Finish this sentence.  The future of retail is… About your co-host: Sonia FriedrichSonia is a behavioural strategist and Global Keynote Speaker. She has been called a ‘Revenue Rockstar’ and Growth Hacker. She works with Fortune 500 companies and start ups to add the edge with behavioural science for immediate impact to the bottom line. Sonia is also the Global Strategic Partner for behamics -leaders in AI + BeSci for eCommerce and on the Faculty for KPMG Upside Founders Program.You can contact Sonia at LinkedInAbout your host: Nathan Bush from Add To CartNathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.Please contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!
  • 402. Catherine Dix from Waterdrop: Dealing with Djokovic at The Aussie Open | #402

    51:59
    Did you carry a water bottle around when you were a kid? Of  course you didn’t.  Unless of course, we have some zoomers listening.  Well, times have changed and whether you prefer a fluoro Frank Green or a pastel Stanley Quencher, most people carry a water bottle these days.  My guest today has taken the hydration trend one step further, adding flavour and nutrients to the mix.  Catherine Dix is Director of Waterdrop Australia, a brand originally started in Europe that came via the US to Aussie shores just last year, selling water bottles plus a range of microdrops to encourage everyone to drink more water.  In this chat Catherine shares how she went from running an agency to running Waterdrop, why being a dealer at The Australian Open was such a good idea and how Australia Day saved the company from a warehouse catastrophe.Links from the episode:WaterdropShopify Plus (sponsored)Deliver In Person (sponsored)Questions answered:How did you end up partnering with Novak Djokovic?What are the main ecomm differences for Waterdrop taking an international brand into Australia?What’s been the biggest learning for you coming from agency side to running a brand?This episode was brought to you by…  Deliver In PersonShopify PlusAbout your host: Nathan Bush from Add to Cart Nathan Bush is a director, strategist and advisor. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.About your co-host: Catherine Dix from WaterdropCatherine Dix is the AU and NZ Director of global hydration company waterdrop. In 2023, Catherine orchestrated the brand’s Australian launch, where it achieved over $2 million in revenue in its first 12 months in market. Alongside her work with waterdrop, Catherine is also the Chief Operating Officer at digital marketing agency Webprofits, which has afforded her a wealth of experience in the ecommerce space.You can contact Catherine at LinkedInPlease contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart betterEmail hello@addtocart.com.au We look forward to hearing from you!