In this episode of Genuin Connections, host Matt Wurst sits down with Eric Sheinkop, CEO of The Desire Company, to explore the future of retail and commerce media. From working with Beyoncé’s team to building the world’s largest community of cross-disciplinary experts, Eric shares how authentic, expert-led content creates trust, boosts purchase confidence, and drives conversion.
The conversation dives into:
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Why retailers face a “last chance” to stay relevant
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The role of AI in personalization, content editing, and expert matching
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How use case–driven content outperforms influencer hype
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Why immersive video experiences hinge on relevance and contextual continuity
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The importance of education and owned audiences for long-term loyalty
🎧 Tune in to learn how expertise, authenticity, and purpose-built content are transforming retail media.
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