Jessica Sochol Featured on AdForum

VSA’s Jessica Sochol was recently interviewed by AdForum to give insights on the expansion of retail media. During the interview, she discusses the reasons and trends behind the boom of retail media, how retail brands can adapt and use new technologies to improve customer experience, and what that means for brick and mortar locations.

Jessica points to three trends that have propelled the growth of retail media: the rise of retail content creation, the explosion of the digital big-box retailer, and the rise of social media marketing.

She also shares how brands can use personalization to supercharge their CX:

“​​Brands need to get their data in order, ensuring every customer interaction treats the customer like you’ve met before. That means remembering previous orders, recommending related, relevant products, and offering unique customer service and offers that recognize the existing relationship. As retailers expand their media arms, they have access to more data — especially around the topics and issues each customer cares about — and should be ready to use that information to show up in a way that says, ‘We see you, and we appreciate you.’”

Click here to check out the full article, which includes additional insights about designing retail experiences for Gen Z and Gen A as well as how to create a powerful physical-digital connection between customer experiences.