Matt Krueger
SVP of Digital Commerce, Analytics & Technology
Buffalo Holding Corporation
Undergraduate Class on Retail Marketing
University at Buffalo-New York
Retail. Is. Hard.
The consumer journey has evolved from linear to increasingly fragmented, creating both opportunities and challenges for modern retailers, but more importantly, brands.
Sports x Business is My Passion… I found my way there?
University of Wisconsin-La Crosse
Sports Management
2008-2011
Regional Marketing Coordinator
2011-2013
Started selling internet at trade shows…
Category Marketing Manager
2013-2016
Began "merchandising" product in catalogs, emails, websites, etc.
VP of Marketplaces & Pure Play
2017-2022
Initially started building new POS display for mom and pop stores
University of Concordia-Portland
MBA
2017-2019
SVP of Digital Commerce, Analytics & Tech
2022-Present
Started by rebuilding our Sporting Goods digital commerce strategy
Who is Buffalo Games?
Buffalo Holding Corp is a portfolio of 10+ brands
We lead the industry in designing puzzles, games, arts & crafts, and educational toys. A private-equity organization with offices spanning from NY to Asia, we ensure our products reach homes globally, thanks to our fiscal responsibility, robust manufacturing, sourcing and distribution network.
Key Company Milestones & Reach
Years in Business
Puzzles Manufactured in Buffalo, NY
North America Sales
Countries Served
Our Top Valued Retail Partners
Our Diverse Product Categories
Puzzles
Engaging designs for all ages and skill levels.
Preschool
Educational and fun toys for early childhood development.
Games
Family-friendly and strategic games for endless entertainment.
Sporting Goods
Quality equipment for active play and sports enthusiasts.
Activities
Creative kits and crafts to inspire imagination.
The Rise of Omnichannel Commerce and Beyond
Traditional Shopping
- Linear customer journeys
- Single-channel focus
- Basic product discovery
Modern Commerce
- Fragmented, complex journeys
- Smarter browsing with AI
- Personalization expectations
Agentic Commerce
AI agents are transforming product discovery and purchase decisions with a 1,200% surge in GenAI-originated traffic
Amazon's 'Buy for Me'
Enabling seamless purchases directly from brand websites while scraping DTC sites to validate product data
Channel-Led Strategy
Brands shifting to channel-specific product strategies, optimizing content for conversion at every touchpoint
Shopper Marketing in an Omni World
Traditional Tactics
Channel-specific approaches: Mass retail, Club stores, Farm & Fleet, Specialty retail
Modern Integration
Influencer affiliate marketing and live commerce driving seamless customer experiences
AI-Driven Discovery
Content hubs and high-authority sites like Reddit and Wikipedia influencing AI recommendation engines
Retail media networks are creating unprecedented integration opportunities between brands and retailers.
Measurement & ROI Challenges
Retail Media Networks
Operating in the US, each with unique terminology and reporting structures
Daily Datasets
Brands manage hundreds of datasets with daily granularity requiring SQL-heavy skillsets
Data Complexity Crisis
Managing massive data volumes while ensuring accuracy across multiple platforms and reporting standards
Profitability Focus
Strategic shift from revenue-driving to profitability-driven marketing requires sophisticated attribution modeling
Cross-Functional Collaboration
Success demands seamless coordination between marketing, analytics, technology, and finance teams
Connecting Marketing Channels has proven Challenging for Us…
3 Companies * 14 Channels = 42 Disparate Datasets
Repeatable Strategic Frameworks for Success… This Marketing "Funnel" hasn't changed all that much.
Crawl
Basic channel presence and foundational data collection
Walk
Cross-channel coordination and improved measurement capabilities
Run
Advanced automation and personalized customer experiences
Fly
AI-driven optimization and predictive commerce strategies
Awareness
Brand discovery across channels
Engagement
Content interaction and consideration
Conversion
Purchase decision and completion
Loyalty
Retention and advocacy
The Funnel is "Repeatable", but not Copy and Paste
Amazon
Awareness
- Sponsored Brands
- Sponsored Display
Consideration
- Sponsored Products
- Sponsored Display
Conversion
- Sponsored Products
- Coupons & Promotions
Loyalty
- Retargeting with Sponsored Display
- Amazon Attribution
Walmart
Awareness
- Sponsored Products
- Display Ads
Consideration
- Sponsored Products
- On-site Banner Ads
Conversion
- Sponsored Products
- Rollbacks & Savings Spotlight
Loyalty
- Walmart+ Member perks promotion
- Offsite retargeting
DTC
Awareness
- Social Media Ads
- Google Search Ads
Consideration
- Retargeting Ads
- Email Marketing
Conversion
- Website Conversion Rate Optimization (CRO)
- Email/SMS promotions
Loyalty
- Loyalty/Referral Programs
- Post-purchase email flows
Case Studies & Real-World Examples
Amazon Success
CTR optimization through systematic creative testing and AI-powered content recommendations
Walmart Integration
Retail media driving measurable in-store sales with comprehensive omnichannel advertising strategy
DTC Advantage
Leveraging owned data for customer retention via email, SMS, and loyalty program optimization
Cross-Channel Impact
Shoppers purchase in-store after seeing products through online advertisements
Sticker making is becoming a frenzy across channels…
00:32
YouTube
Hello Blink Sticker Maker – Create Your Own Stickers! A Fun Craft for Kids Ages 8+ by Ceaco.
Create and Print Your Own Sticker Art: Kids 8+ can join in on this fun craft. Design and print your own custom sticker art! Design it, Print it, Color It, Stick It! This craft is great for kids who love to create custom and personalized art. NO INK NEEDED! The sticker maker uses thermal printing technology, so you don’t need any ink. Endless Fun! Upload your own art or select from hundreds of pre-designed images. Easy to Follow App: Download the easy-to-follow app to upload your art or select fr
Online Walmart Ads Directly Drive In-store Conversion
"Darts"
Impressions: X | CTR: X% | Attr Rev: $X | Instore: X%
"Cornole"
Impressions: X | CTR: X% | Attr Rev: $X | Instore: X%
The Future is Even More Complex…
Brand Ownership
Control shifting back to brands as they develop sophisticated omnichannel capabilities
Agentic Commerce
AI agents fundamentally redefining how consumers discover and purchase products
Evolving Skillsets
Mathematics and AI-assisted creativity becoming essential for modern marketers
Retail media networks continue to vary significantly in scale and transparency, requiring brands to develop platform-specific strategies.
Creativity
AI-enhanced creative development
Data Analysis
Advanced analytics and attribution
AI Fluency
Understanding and leveraging AI tools
Q&A
AI & Commerce
Measurement Strategies
Career Development
Digital Marketing
Strategic Marketing Funnels: High, Mid, Low
Optimizing ad spend across various platforms for different stages of the customer journey for Buffalo Games products.
High Funnel (Awareness)
Goal: Introduce new puzzles/games to a broad audience.
- Amazon Ads: Sponsored Brands (category keywords), Video Ads (product stories)
- Walmart Connect: Sponsored Product (broad keywords), Display Ads (brand awareness)
- Google Adwords (DTC): Generic Search, YouTube Pre-Roll Ads
Mid Funnel (Consideration)
Goal: Educate shoppers on specific features & benefits.
- Amazon Ads: Sponsored Product (specific terms), Product Display (related items)
- Walmart Connect: Sponsored Product (specific products), Display Ads (retargeting)
- Google Adwords (DTC): Product-specific search, Display Retargeting
Low Funnel (Conversion)
Goal: Drive immediate purchase of Buffalo Games items.
- Amazon Ads: Sponsored Product (brand terms), Subscribe & Save offers
- Walmart Connect: Sponsored Product (brand terms), Item Page Ads
- Google Adwords (DTC): Shopping Ads, Brand Search, Cart Abandonment
The Evolution of Retail & Omnichannel Commerce