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A question of trust at the heart of retails content to commerce strategy [Video]

Digital Marketing for Professionals

Dom Burch weighs in on the big friction at the center of retail’s media evolution–consumer trust.

In retail, trust is the foundation upon which relationships are built.

Historically, this has been cultivated through consistent product quality, reliable customer service, and the dependable stewardship of brands. However, as retailers venture even further into the digital age, the mechanisms for building and sustaining trust are undergoing a profound transformation, mainly through the lens of retail media networks.

Retailers stepping into the space traditionally occupied by publishers represent a seismic shift in the marketing landscape. They are no longer purveyors of products but creators of content that informs, entertains, and, crucially, sells.

“Retailers are now in the unique position to act as trusted advisors, not just through the products they sell but the stories they tell,” notes Drew Cashmore, a luminary in the future-of-commerce space and the former head of omnichannel strategy and …

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