The Desire Company

The FTC’s new rules around reviews are here - and it’s time to clean house🧼 Brands and platforms are now fully responsible for keeping their reviews honest, accurate, and clearly disclosed. That means no more fake reviews, shady incentives, or sneaky filtering. At The Desire Company, we’re using this as a moment to double down on what we do best: authentic reviews from real experts, no shortcuts. Swipe through our DOs and DON’Ts to see what a compliant, trustworthy review strategy looks like in 2025. Because a clean slate isn’t just refreshing—it’s necessary.

🎙️Marketplace Revolution: How Retail Media and eCommerce are Redefining Success Retail marketplaces and retail media are colliding in powerful ways - and it’s changing how brands win online. In this week’s episode of Tap Into An Expert, host Eric Sheinkop chats with Kiri Masters, a top voice in eCommerce and retail media strategy. They dive deep into the evolution of marketplaces like Amazon and Walmart, the rising influence of retail media, and why expert-driven content is outperforming traditional influencer marketing. 🔥 How are retail media and marketplaces converging to reshape strategy? 🚀 Why are brands shifting from influencers to experts to build trust? 🛒 What does it take to stand out in today’s crowded digital shelf? Kiri brings years of insight and real-world examples that anyone in retail, marketing, or media will find invaluable. Tune in now - link in comments!

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Brands focus on driving traffic—but what happens when shoppers actually land on your product page? You’ve done the hard work of getting them there… but at the final step, they’re met with a list of features and no real guidance. Instead of spending more to bring in more visitors, what if you could boost conversions with the right expert information at the moment of purchase? In this conversation, Eric Sheinkop, CEO of The Desire Company, breaks down why investing in on-site education—online and in-store—is the key to turning browsers into buyers. Full interview coming soon! Watch the teaser now. #RetailNews #Ecommerce #ConversionOptimization #ExpertAdvice

FTC Cracks Down on Misleading Reviews—What It Means for Brands New FTC regulations are reshaping how brands handle product reviews and influencer partnerships. The message is clear: No cherry-picking 5-star reviews. No undisclosed relationships. No misleading consumers. In an exclusive conversation, Eric Sheinkop, CEO of The Desire Company, tells Chase Binnie, CEO of RetailWire, why these changes are a win for both brands and consumers—and how transparency leads to stronger, more loyal customer relationships. Full interview coming soon! For now, here’s a sneak peek at why ethical marketing isn’t just about compliance—it’s about building a better business. #RetailNews #FTC #ConsumerTrust #BrandTransparency

Expert voices shape industries. And in retail media, they’re doing just that. In a new blog post, our COO Judith Levey Sheinkop shares why real-world expertise is more important than ever—and why it’s time LinkedIn recognizes Retail Media as a Top Voices category. This isn’t an emerging topic anymore. With $52.3B in U.S. ad spend and a trajectory to outpace TV by 2026, retail media is transforming how brands connect with consumers. It’s a shift we’re seeing (and helping lead) every day at The Desire Company—by elevating the voices of those who truly know their stuff.

It's been an eventful week at Shoptalk. Our CEO Chase Binnie sat down with Eric Sheinkop, CEO of The Desire Company, for an exclusive interview on the biggest trends shaping retail—from the rise of expert-led content to the growing demand for authenticity in the shopping journey. Stay tuned for exclusive sneak peeks, with the full interview coming soon!

Hey LinkedIn — where’s the retail media love? Retail Media is a multi-billion dollar industry reshaping the future of advertising—and yet, it’s missing from the LinkedIn Top Voice program. Surprising, right? At The Desire Company, we believe in elevating real expertise—because when people who actually know what they’re talking about get a platform, everyone benefits. So, LinkedIn, here’s a nudge: It’s time to recognize Retail Media with its own Top Voices category. And when you do, let’s start with a few names who are already shaping the conversation: Eric Sheinkop (my co-founder, and yes, also my husband—but mainly a true visionary in this space), Andrew Lipsman, Kiri Masters, Drew Cashmore, Ryan Diehl, MBA. This moment actually reminds me of a pivotal conversation I had back in 2013 while at The Coca-Cola Company. Alongside Jonathan Mildenhall, we suggested to Cannes Lions International Festival of Creativity that they evolve the Advertiser of the Year title to Creative Marketer of the Year—a subtle but powerful shift that better reflected the future of marketing. They made the change. LinkedIn, let’s evolve. Retail Media deserves its own Top Voices category. 📖 Read my blog on this topic: Why Retail Media Belongs in LinkedIn’s Top Voices Program. Link in comments.

ICYMI, I was recently a guest on The Digital Deep Dive with Aaron Conant! We had an insightful discussion about the critical importance of tailoring content for every stage of the shopper journey. Key takeaways from our conversation: 1️⃣ Social media and UGC are powerful tools for building brand awareness at the top of the funnel. 2️⃣ However, brands and retailers need different types of content as shoppers move through their journey. 3️⃣ At the crucial decision-making point, consumers need detailed, product-specific information. 4️⃣ The Desire Company creates videos that address this need by explaining: ✔️ What exactly the product is. ✔️ The results people can expect ✔️ Who the product is for 5️⃣ Delivering this expert-driven content at the point of purchase is key to driving conversions. We also touched on navigating new FTC regulations and the potential impact of AI shopping assistants on the retail landscape. For those interested in optimizing their content strategy across the entire customer journey, I highly recommend giving this episode a listen. Thanks again to Aaron for the great conversation!