Charlie Chappell of The Hershey Company on retail media, retailer communication, and using data to strategize
BRAVE COMMERCE
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Is There a Lack of Understanding on the Retailer Side?
Roxanne Jones: Is there a lack of understanding on the retailer side about digitally influenced sales or other components that go into that? How do you educate and negotiate, basically, without giving away the secrets? The trend is away from that. It's not as common as it used to be, at least in our particular case. There are some who still push for this,. I think A, it's what they know. They're used to being the buyer. And again, now they're selling, they're not buying. This is how media works. Media works by your selling media to us. Do you bring an audience? Is it the audience we want? Are your ad units
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