Content is Still King: Bayer's Chelsey Alexander on What Truly Connects with Consumers

"Content still drives the majority of incremental sales," says Bayer's Vice President of Emerging Digital Platforms Chelsey Alexander. 

Retail media can’t just be about the technology - she emphasizes that content quality and clear differentiation remain fundamental to success.

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Interview topics include:

• The importance of execution for merchandise-integrated media

• Why storytelling is becoming more important as consumers learn to tune out advertising noise

• The importance of understanding specific shopping experiences when designing in-store media

• The inconsistent state of retail media measurement

• The return of “retail-tainment”