The Expert Brief: June 2025
The Expert Brief: Your Monthly Download on What’s Working in Retail Media
This Month: What’s Really Working in Retail Media, AI, and B2B Influence
Welcome to The Expert Brief – June 2025, where we cut through the noise and focus on strategies that are delivering impact. Whether you’re building campaigns, optimizing PDPs, or investing in influencer partnerships, this month’s trends are loaded with opportunities to grow. In this month we cover:
1. LinkedIn’s Untapped Creator Potential
LinkedIn is emerging as a surprising force in the creator economy. B2B professionals with niche authority are growing loyal audiences, yet the platform still lacks robust monetization tools. That’s beginning to change.
Why it matters:
Trust and expertise convert better than high-volume reach. Early-mover brands can build meaningful influence by partnering with professional creators now.
2. Retail Media Is Getting More Competitive and More Complex
Retailers are embracing marketplace models to expand selection without inventory risk. Walmart, Target, and Macy’s are all investing here. This model opens new doors for brands but also creates noise on PDPs.
Actionable takeaway:
Expert-led content that clarifies value and reduces returns is essential to stand out. Trust drives purchase, especially when dozens of similar products compete on the same page.
3. AI Is Finally Moving from Buzz to Results
From WPP’s ID-free targeting tools to Shopify’s AI website builder, marketers are focusing on AI that improves speed, content creation, and ROI. At Cannes Lions this year, the message was clear: theoretical AI is out. Applied AI is in.
Why it works:
Marketers want tools that plug into everyday workflows and drive performance, not prototypes for keynote stages.
4. TikTok Is Becoming a Search Engine
TikTok’s recent updates include AI-enhanced discovery and improved creator tools, transforming it from entertainment hub to shopping platform. Brands that treat TikTok like a hybrid of search, video, and social commerce will have the edge.
Strategy shift:
Think less about viral hits and more about educational, expert-led content that matches user intent and inspires purchase.
5. Pricing Transparency Is the New Loyalty Play
Shoppers are confused by grocery pricing and skeptical of inflation messaging. Retailers that explain unit pricing, discount logic, and private-label value are winning trust.
Expert insight:
Content that demystifies value and compares trade-offs builds long-term customer loyalty. It also increases AOV and reduces returns.
6. Frozen Foods Are Cool Again (Literally)
Thanks to TikTok creators showcasing frozen food hacks, the category is booming with Gen Z and Millennials. Brands extending these viral moments into product pages and signage are seeing real lift.
What to do:
Leverage trend-driven content across the full customer journey. From scroll to shelf, expert recommendations make quick meals feel smart, not cheap.
Download The Expert Brief for June, 2025.
This is just the surface. The full Expert Brief – June 2025 dives deeper into retail strategy, media accountability, FTC compliance trends, and how companies like CVS, Walmart, and Sephora are redefining engagement.
LATEST WHITE PAPERS
NEW TO THE DESIRE COMPANY BLOG? START HERE!
READ OUR MOST POPULAR BLOGS
