Jacqueline Barba
ARTICLES BY THIS AUTHOR
- 10/27/2025
3 Ways AI Will Bring Category Management Into a New Era
AI is transforming category management from a retrospective process into a predictive, real-time discipline — helping brands and retailers plan, test and collaborate more efficiently. - 10/26/2025
E.l.f. Pilots Shoppable In-Stream Ads on Twitch
Expanding retail media into interactive streaming environments, the beauty brand is the first to use a native live-shopping feature powered by Amazon Ads on Twitch. - 10/20/2025
Walmart Ushers in 'Agentic Commerce' Through OpenAI Partnership
From ChatGPT-powered shopping to workforce certifications, Walmart continues to scale AI across its operations and shopper experience. - 9/28/2025
Oreo Turns Crosswalks Into Shoppable Experiences
A creative OOH campaign at select Kroger stores merges awareness and conversion outside the aisle. - 9/25/2025
Playbook: 5 Shopper Missions Every Category Manager Should Be Watching
Understanding important missions shaping today’s shoppers can help brands better anticipate consumer attitudes and behaviors in an environment defined by lasting disruption. - 7/30/2025
Inside Walmart’s Tech Stack
Explore how the retailer is quietly shifting automation and intelligence closer to the store floor. - 7/28/2025
What Shopper Marketers Need to Know About Back-to-School 2025
Research shows cost-conscious parents are strategic, digitally influenced and reward-driven. - 6/8/2025
Sephora Partnership To Strengthen Data Strategy for Brand Partners
A partnership with NielsenIQ informs a deeper understanding of omnichannel beauty shopper behavior across North America. - 6/5/2025
Walmart Applying Agentic AI to Optimize In-Store, Marketing Operations
The retail giant is preparing for a future in which digital agents may shop on behalf of customers. - 4/30/2025
Coca-Cola Launches 'Sprite Squad' to Engage Gen Z
The ongoing promotion and gamified experience links purchases with access to monthly exclusive content and experiences that tap into Gen Z and Sprite fan interests.
