| Good morning, Marketer, how can you get closer to your customers? In today’s interview, Georgia-Pacific’s director of digital marketing Paras Shah is candid: Many of his customers don’t want to be bothered to think about his company’s products — toilet paper, for instance. They just want to schedule a regular delivery via subscription and move onto something more pressing. This shift in ecommerce shopping has changed the game for retailers and brands. And that’s why Georgia-Pacific became an early adopter oft retail media networks. It’s a confusing, fragmented world, however, so it requires sticking to your guns on measurement and cost. The upside in sales and insights can make the investment well worth it. If your product is on a retailer’s shelf, or in an e-tailer’s warehouse, an RMN gets you closer to their shoppers — and those are your customers. Chris Wood,
Editor | 