Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
How Expert-Led Content Is Rebuilding Brand Trust - with The Desire Company's Eric Sheinkop
What if you could swap out your influencer campaign…for a NASA astronaut?
This week on Beyond the Shelf, Eric Sheinkop, CEO of The Desire Company, breaks down why expert-led content is outperforming traditional UGC and influencer videos—and how his team built a community of world-class experts to power high-converting content across Target, Sam’s Club, Best Buy, Amazon, and more.
We get into:
- Why shoppers are craving real expertise at the point of purchase
- How expert-led videos improve conversion—and build trust
- What makes PDP video different from social or UGC
- How neuroscience and FTC compliance factor into Desire’s content process
- The ROI of going video-first—and how brands can scale without burning out
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Theme music: "Happy" by Mixaud
Producer: Jake Musiker