Charlie Chappell of The Hershey Company on retail media, retailer communication, and using data to strategize
BRAVE COMMERCE
00:00
The Role of Retailers in CPG Media
The tension between brands and retailers is something that every supplier is challenged with. How do you guys think through continued investment requests on retail media, especially in light of the Chief Growth Officer? It's very important. We actually started leaning into retailer media fairly early. And it really came from the observation that retailers could be one of the greatest sources of information and data to make our media as effective as possible.
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