Tap Into An Expert Podcast

What if the most exciting breakthroughs in retail media are happening far from the spotlight of the industry’s biggest players? Right now, a new generation of challenger retail media networks is quietly rewriting the rules. These second and third tier RMNs are building powerful flywheels, capturing the imagination of brands, and connecting with shoppers in ways that even the giants are starting to notice. According to Insider Intelligence, there are now over 200 retail media networks in operation. Digiday reports that the vast majority, estimated at 180 to 190 or more, are considered second and third tier RMNs.

In this episode, host Eric Sheinkop sits down with Andrew Lipsman, a leading retail media analyst and author of the “Media, Ads and Commerce” Substack. Together, they dive deep into what it takes to build a high-velocity retail media flywheel, why content is the key to differentiation, and how challenger RMNs can seize this moment to leap ahead. If you want to understand where retail media is headed and how the underdogs can win, you are in the right place.

Andrew shares his expertise on:

• What defines a true challenger RMN and why this moment is pivotal for up-and-coming networks
• The retail media flywheel and how content now sits at the center for both leading and challenger RMNs
• Why high-quality video content is quickly becoming the new digital shelf for brands and retailers
• How challenger RMNs are using shoppable video, in-store digital, and interactive content to connect online and offline experiences, creating unique value for brands
• The biggest barriers to scaling rich content and how partnerships, innovation, and measurement can help RMNs deliver at scale
• The innovations and trends that will define the next wave of retail media and how challenger RMNs can future-proof their flywheel

Be sure to subscribe to Andrew’s “Media, Ads and Commerce” Substack for more insights, and follow him on LinkedIn for the latest in commerce, media, and advertising.

Tap Into An Expert: Where retail’s brightest minds share the strategies and stories shaping the future of commerce.

For more on Andrew Lipsman:

• Media Ads and Commerce Substack: mediaadsandcommerce.substack.com
• LinkedIn: linkedin.com/in/andrew-lipsman-10b2162

Credits

• Host: Eric Sheinkop
• Guest: Andrew Lipsman
• Presented by The Desire Company
• Production services by Multitude

About Tap Into An Expert

Tap Into An Expert is your go-to podcast for unlocking the secrets of Retail Media Networks, eCommerce, and omnichannel marketing. 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

Omnichannel Advantage Unlocked: How Retail Media and eCommerce Leaders Drive Growth Through Smarter Metrics, Upskilling, and Accountability | Chris Perry of Firstmovr

Unlock the secrets to omnichannel marketing success in this episode of the Tap Into An Expert Podcast, featuring Chris Perry, Chief Learning Officer and Co-Founder of Firstmovr and a leading authority in retail media, omnichannel strategy, and digital shelf innovation. Host Eric Sheinkop sits down with Chris to explore how brands and retailers can bridge the gap between omnichannel ambition and real-world performance.

Listeners will discover why the principle “we are what we measure” is essential for driving behavior, aligning teams, and achieving measurable growth. Chris shares practical strategies and real-world examples on:

• Omnichannel measurement: Learn how the right metrics can drive incremental growth, increase revenue, and improve customer satisfaction.
• Education and upskilling: Find out why ongoing, role-based learning leads to higher profit margins and how organizations can empower their teams through continuous training.
• Accountability reimagined: Discover how to foster a culture where metrics are actionable, ownership is clear, and every team member contributes to results.
• Leading versus lagging indicators: Shift your focus to predictive, actionable KPIs that directly impact business outcomes.
• Digital shelf optimization: Explore mobile-first design, social proof, user-generated content, and contextual strategies that convert browsers into buyers.
• Omnichannel category management: Rethink category leadership to maximize trip missions, channel roles, and joint business plans, leveraging AI and analytics for smarter assortment and pricing.

Packed with actionable insights, expert perspectives, and strategies for real-world impact, this episode is a must-listen for marketers, brand leaders, and anyone navigating the evolving landscape of retail media, digital commerce, and omnichannel transformation. Whether you want to break down data silos, empower your team, or design metrics that matter, you will gain the tools and inspiration needed to drive measurable results.

Tune in to this episode Tap Into An Expert for expert insights on omnichannel marketing, retail media, digital shelf execution, measurement, KPIs, accountability, upskilling, customer journey, AI, machine learning, category management, shopper experience, mobile-first strategies, social proof, incremental growth, brand strategy, and commerce innovation.

Credits

• Host: Eric Sheinkop
• Guest: Chris Perry
• Presented by The Desire Company
• Production services by Multitude

About Tap Into An Expert

Tap Into An Expert is your go-to podcast for unlocking the secrets of Retail Media Networks, eCommerce, and omnichannel marketing. 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

In this episode of the Tap Into An Expert Podcast, host Eric Sheinkop sits down with Rick Ton, a renowned retail media strategist and former growth marketing leader at Meta, Sam’s Club/Walmart, Under Armour, and Walgreens, to explore how brands can unlock the full potential of mid-funnel retail media and loyalty programs.

Rick draws on over 15 years of experience to demystify the “mid-funnel,” explaining why this critical stage where shoppers are considering options but not yet ready to buy is often overlooked in favor of high-intent, bottom-funnel tactics. He shares actionable strategies for bridging the gap between awareness and purchase, including effective use of on-site display, shoppable video, and branded content to build brand preference and influence decision-making before a consumer is ready to convert.

Listeners will discover:

• Why mid-funnel strategies are underutilized and how brands can overcome measurement challenges with tools like clean rooms and incrementality testing.
• Proven mid-funnel tactics for launching new products, driving app installs, and moving high-value non-purchase actions that set the stage for long-term omnichannel success.
• The art of designing showcase promotions and basket offers that boost cart size, drive cross-category engagement, and foster shopper loyalty through tight collaboration across retail, media, and merchandising teams.
• How loyalty programs are powering the next evolution of retail media networks by providing rich first-party data that enables precise targeting, personalization, and closed-loop measurement.
• Real-world examples of how leading retailers are integrating loyalty data to deliver exclusive offers, improve match rates, and create seamless omnichannel experiences for both brands and shoppers.

Rick also tackles the biggest industry misconceptions, calling out the overreliance on last-click attribution and the urgent need for greater standardization in measurement and strategy. He offers a forward-looking perspective on how brands and retailers can co-own outcomes, harness loyalty data as a strategic asset, and prepare for the future of privacy-first, data-driven retail media.

Whether you are a brand marketer, retail media professional, or loyalty strategist, this episode is packed with expert insights and practical takeaways to help you maximize every stage of the retail media funnel and build lasting customer relationships.

Tune in to learn how to move beyond the basics, unlock new growth, and tap into the true power of mid-funnel retail media and loyalty programs with Rick Ton.

Credits

• Host: Eric Sheinkop
• Guest: Rick Ton
• 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

This episode of Tap Into An Expert explores the transformative intersection of marketing and media within the evolving retail landscape. Host Eric Sheinkop speaks with Kevin Weiss, Vice President of Retail Media at Skai, to delve into the strategies and innovations shaping the future of eCommerce. Kevin shares his expertise on how retail media networks are expanding beyond traditional formats, the growing importance of video, and the power of audience intelligence in driving personalized experiences. The discussion covers key trends, including the rise of in-store digital screens, the convergence of online and offline retail, and the emerging opportunities in Connected TV (CTV).

Episode Highlights:

• The Evolution of Retail Media: Trace the expansion of retail media networks beyond traditional display ads and the integration of digital technology in brick-and-mortar stores.
• The Role of Video in Retail Media: Explore how video content is driving higher conversions and the importance of adapting video content for mobile viewing and sound-off scenarios.
• Audience Intelligence and Personalization: Discover how first-party data and data clean rooms are revolutionizing retail advertising, enabling behavior-based targeting and enhancing consumer privacy.
• The Future of E-commerce and Retail Media: Gain insights into emerging technologies like CTV and shoppable content and how brands can prepare for these changes to stay ahead of the curve.

This episode delivers actionable strategies for brands and retailers looking to excel in the rapidly evolving world of eCommerce and retail media. Kevin's expert perspectives provide a roadmap for creating personalized experiences, leveraging video content, and navigating the complexities of audience intelligence and data privacy.

Credits

• Host: Eric Sheinkop
• Guest: Kevin Weiss
• 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

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.

This episode explores the dynamic intersection of retail marketplaces, retail media, and expert-driven marketing. Host Eric Sheinkop speaks with Kiri Masters, a leading expert in eCommerce and retail media, recognized as a Top 100 Retail Influencer and Ad Age 40 Under 40 honoree. Kiri shares her extensive experience helping brands navigate complex retail marketplaces like Amazon and Walmart, offering invaluable insights on how to thrive in this competitive space. This episode dives into the evolution of retail marketplaces, the growing influence of retail media, and how brands can leverage expert-driven strategies to build trust with consumers.

Episode Highlights:

• The Marketplace Evolution: Discover how retail marketplaces have transformed consumer behavior and the challenges brands face trying to stand out in crowded spaces.
• Retail Media's Growing Role: Understand why retail media has become a cornerstone of eCommerce strategy and how brands can effectively balance performance marketing with brand-building efforts.
• Kiri’s Expansive View on Retail Media & eCommerce: Gain insights into the trends shaping retail media and eCommerce, including the intersection of retail media and marketplace strategy and the importance of agility for brands navigating a fast-paced landscape.
• Expert Marketing vs. Influencer Marketing: Explore why expert-driven content is becoming more effective than traditional influencer marketing in building trust with consumers and how brands can leverage this shift to create more authentic connections.

This episode delivers actionable strategies for brands looking to navigate the complexities of retail marketplaces, optimize their retail media investments, and build lasting relationships with consumers. Kiri's expert perspectives provide a roadmap for success in the ever-evolving world of eCommerce.

Credits

• Host: Eric Sheinkop
• Guest: Kiri Masters
• 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

This episode of Tap Into An Expert dives into the ever-expanding world of Retail Media Networks (RMNs) with industry expert Drew Cashmore. Host Eric Sheinkop speaks with Drew, a seasoned professional with extensive experience at Walmart Connect, Firework, and Vantage, to explore the current landscape and future trajectory of RMNs. Drew shares insights on the growth, innovations, and challenges facing both retailers and brands navigating this dynamic space. The discussion covers the immense potential of retail media, projected to reach $129.93 billion in the US by 2028, accounting for nearly a quarter of total media ad spend.

Episode Highlights:

• Understanding Retail Media Networks: Discover how RMNs have evolved from a way to offset e-commerce costs into powerful growth engines for retailers.
• Innovations and Strategies: Explore how retailers can differentiate their RMN offerings in an increasingly crowded market and the role of AI in enhancing targeting and ad performance.
• The Future of Retail Media: Gain insights into emerging trends, including the potential for retailers to earn a percentage of their Gross Merchandise Value (GMV) through advertising dollars and the evolving balance between on-site and off-site retail media.
• Challenges and Opportunities: Learn how brands can navigate the pressure to advertise on RMNs while ensuring they're getting real value, and what advice Drew has for retailers looking to launch their own RMN.

This episode provides actionable insights for brands and retailers seeking to understand and leverage the power of Retail Media Networks in today's competitive market. Drew's expert perspectives, gleaned from his experience at leading organizations, offer a roadmap for success in this rapidly evolving landscape.

Credits

• Host: Eric Sheinkop
• Guest: Drew Cashmore
• 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

Episode 5 of Tap Into An Expert explores the dynamic evolution of retail media networks and their increasing importance in the commerce landscape. Host Eric Sheinkop speaks with Lauren Livak Gilbert, a commerce strategist and Executive Director of The Digital Shelf Institute, who brings more than a decade of experience consulting with omnichannel businesses, from Fortune 100 giants to emerging startups. Lauren shares her insights on how retail media has transformed from simple banner ads to complex, integrated campaigns that span multiple platforms. This episode dives into the unique advantages retail media offers to both brands and retailers, and the strategies they can use to maximize their effectiveness.

Episode Highlights:

• The (R)Evolution of Retail Media: Lauren walks us through the 30-year journey of retail media, highlighting its transformation from a siloed effort to an integral part of broader commerce strategies.
• Retail Media Networks for Brands: Discover the unique advantages of retail media, including enhanced targeting capabilities, access to valuable first-party data, and higher conversion rates compared to traditional digital advertising.
• Retail Media for Retailers: Explore how retailers are becoming media owners, opening up new revenue streams and allowing them to maintain control over their advertising environments. Learn how smaller retailers can leverage retail media to compete with larger competitors.
• Expert's Corner: Lauren answers rapid-fire questions about controversial opinions and bold predictions about the future of retail media.

This episode delivers actionable insights for brands and retailers looking to navigate the complexities of retail media networks and stay ahead in today's competitive market. Tune in to learn how to create consistent brand experiences, measure campaign success, and build strong partnerships within the retail media ecosystem.

Credits

• Host: 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

Episode 4 of the Tap Into An Expert Podcast, titled "Combating Skyrocketing Online Returns," tackles a growing concern for retailers, particularly online retailers: the surge in product returns. Host Eric Sheinkop interviews Ryan Diehl, a seasoned Digital Marketing Leader and Media Network Expert, bringing over 17 years of brand experience from Best Buy Corporate. During his time at Best Buy, Ryan successfully managed Affiliate Marketing, the Best Buy Influencer Network, and the Tech Insider Network, all programs emphasizing expert and peer-to-peer product previews. Today, Ryan advises tech and media startups, helping them integrate a brand perspective into their market strategies. This episode explores the reasons behind escalating return rates, especially in the context of increased online shopping, and delves into practical strategies that retailers can implement to bring those return rates back down to earth.

Episodes Highlights

Returns Blast Off

• Online purchase returns increased from $118.41 billion in 2019 to $247 billion in 2023.
• Consumers are becoming more comfortable with return fraud practices like bracketing and wardrobing.
• 41% of online retailers now charge return-shipping fees, up from 33% in 2021.

Exploring New Frontiers

• E-commerce retailers are expanding into new categories and adding marketplaces with third-party sellers.
• New product pages often have fewer reviews, leading to less-informed purchasing decisions and potentially more returns.

Getting Back Down to Earth

• Videos are crucial in informing consumers and reducing returns.
• 81% of consumers find commerce video ads helpful for making purchase decisions.
• Amazon reports that having 4 or more videos on a product detail page decreases returns by 40% and increases conversion rates by at least 9%.

Ultimately, Episode 4 delivers actionable strategies for businesses ready to combat the rising tide of online returns. Ryan Diehl's expert insights, gleaned from his experience at Best Buy and his current advisory role, provide a roadmap for retailers looking to enhance their product pages, better inform consumers, and, most importantly, keep those hard-earned sales from coming back. It's a must-listen for anyone navigating the complexities of e-commerce in today's market!

Credits

• Host: 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.

In this episode of Tap Into an Expert, host Eric Sheinkop sits down with Ash McMullen, Head of eCommerce at Advantice Health and a seasoned eCommerce leader with over 15 years of experience, to explore the fascinating evolution of influencer marketing and its impact on the eCommerce landscape. Ash shares her expertise on how social media has transformed consumer behavior and reshaped marketing strategies for brands.

Highlights:

• The Evolution of Influencer Marketing: From MySpace to TikTok, Ash discusses the rise of influencers and their role in driving consumer decisions, including how brands have adapted to leverage these partnerships effectively.
• Authenticity vs. Overexposure: Dive into the challenges of maintaining authenticity in influencer marketing and why "influencer fatigue" is leading to a shift in consumer expectations.
• The Rise of Expert Marketing: Learn how expert voices are becoming a powerful tool for building trust and credibility in an increasingly skeptical marketplace.
• Real-World Insights: Ash shares compelling examples from her work at Advantice Health, including how expert-driven campaigns have boosted sales and consumer engagement for brands like Kerasal and Triple Paste.
• What’s Next for eCommerce?: A forward-looking discussion on trends like digital twins, evolving consumer behaviors, and how brands can stay ahead in a rapidly changing digital landscape.

This episode is packed with actionable insights for marketers, brand managers, and anyone interested about the intersection of social media, eCommerce, and authenticity. Tune in to discover how expert marketing is redefining success in today’s ultracompetitive market!

Credits

• Host: 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 that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.