"Content still drives the majority of incremental sales," says Bayer's Vice President of Emerging Digital Platforms Chelsey Alexander. 

Retail media can’t just be about the technology - she emphasizes that content quality and clear differentiation remain fundamental to success.

https://theloomaproject.com/

Interview topics include:

• The importance of execution for merchandise-integrated media

• Why storytelling is becoming more important as consumers learn to tune out advertising noise

• The importance of understanding specific shopping experiences when designing in-store media

• The inconsistent state of retail media measurement

• The return of “retail-tainment”