Retail Media Unplugged: Freeosk’s Dilini Fernando on In-Store Attention, AI & the Organizational Reckoning Ahead
In this episode of Retail Media Unplugged, Senior Editor Cyndi Loza chats with Dilini Fernando, Chief Marketing Officer at Freeosk.
The biggest friction point in retail media isn't a technology issue, but an organizational one. Fernando notes a frequent internal disconnect between trade/shopper marketing teams — which focus on tactical sales — and national brand teams, which focus on broader brand building. Bridging this gap is essential for future efficiency.
"Having come from the brand side, I've seen this and I've experienced how disconnected unintentionally those can be, and sometimes you're competing against trying to find the exact same audiences," Fernando said. "I think we're going to see a reckoning happening where we get more efficient and we're not just looking at things as promotional tactics."
Other topics discussed include:
- AI vs. The Physical Store: AI will serve as a game-changer for generating hyper-relevant, personalized creative. However, despite these tech advancements, the physical retail environment remains an irreplaceable asset for building genuine shopper trust and creating a safe, tactile experience.
- Interrupting Autopilot: Brands can effectively break shoppers out of high-speed, "autopilot" store visits. It all comes down to offering undeniable functional and emotional value right on the retail floor through organic discovery and risk-free trial via free sampling.
- The Attention Nuance: Not all shopper attention is created equal. For Fernando, it's important to draw the distinction between passive attention (a shopper just walking by, etc.) and an actual engaged audience.
