208. Ana Afán, Group Head of Digital Activation at Coca-Cola Europacific Partners: Staying Relevant in Retail Media & The Digital Shelf

In this episode, recorded live at P2PI and SMG’s Retail Media Summit UK 2024 in London, Daniel is joined by Ana Afán, Group Head of Digital Activation at Coca-Cola Europacific Partners. With an extensive eCommerce background at renowned companies such as The Hut Group, PepsiCo, and Lavazza, Ana is widely recognized as one of Europe’s leading authorities on Digital FMCG.

Topics covered:

• Her take on the evolution of eCommerce in the last years
• Why both Brands and Retailers have jumped into the Retail Media craze
• Other relevant touchpoints in the customer journey
• What’s important when measuring the Digital Shelf
• How companies are evolving to adjust to changes