This special episode of Tap Into An Expert brings you an exclusive conversation recorded live at Shoptalk Spring in Las Vegas. Host Chase Binnie, CEO of RetailWire, sits down with Eric Sheinkop, CEO and Co-Founder of The Desire Company, to explore the strategic shifts and innovations redefining the future of retail.

Building on insights from RetailWire’s recent feature, this episode dives deep into how expert-driven content is reshaping the customer journey—bridging the gap between technology, consumer trust, and business results. Eric shares the story behind The Desire Company’s unique approach: embedding authentic, expert-led video content directly on product pages at major retailers like Target, Walmart, Tractor Supply, and Best Buy. With over a million daily views, this content is driving measurable conversion and delivering real education at the point of purchase.

Episode Highlights:

• The Power of Expert-Led Content: Discover how The Desire Company’s videos, created by real experts with hands-on experience, are building trust and transparency for shoppers.
• Retailers as Media Companies: Learn why today’s retailers are uniquely positioned to act as media platforms, leveraging their built-in audiences to deliver value beyond traditional advertising.
• Influencer vs. Expert: Understand the critical differences between influencer marketing and expert-led content—and why authenticity and measurable results matter more than ever.
• Driving Sales and Reducing Returns: Hear how expert content delivers a 5 to 12 times sales lift for brands, especially for products that require more consideration, and how it helps shoppers make confident, informed decisions.
• Actionable Insights for Retailers: Get practical advice on how to move beyond top-of-funnel awareness and boost conversions by providing credible expertise at the moment of decision.

This episode is a must-listen for brands and retailers looking to stay ahead in a rapidly evolving market. Tune in for actionable strategies, candid insights, and a forward-looking discussion on the future of retail and the power of expert storytelling.

Credits

• Guest Host: Chase Binnie 
• Guest: Eric Sheinkop 
• Presented by: The Desire Company
• Production services by: Multitude

About The Show
Tap Into An Expert is your go-to podcast for unlocking the secrets of the retail media network space. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you’re a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies to elevate your understanding and effectiveness in today’s competitive market. Tune in and empower yourself with the expertise needed to thrive.