How Smart Brands Are Rethinking Retail Media with Rishika Choumal from Henkel Part 1
In this episode of the ecommert® Podcast, we sit down with Rishika Choumal to explore how retail media is evolving into a measurable, full-funnel growth driver for modern CPG brands.
As digital and in-store worlds continue to merge, Rishika shares how leading companies like Henkel are redefining success through smarter measurement, sharper investment strategies, and deeper integration across channels. From breaking down silos to connecting media spend with real business outcomes, this conversation dives into what it truly takes to win in today’s commerce landscape.
In this episode, you’ll learn:
🔹 Measurement in a Blended World: How brands connect online performance with in-store sales impact.
🔹 Smarter Media Investments: Why CPG companies are becoming more selective and data-driven.
🔹 Retail Media Beyond Silos: Integrating retail media into overall brand and marketing strategy.
🔹 Short-Term vs Long-Term Impact: Balancing performance marketing with brand building.
🔹 First-Party Data & Personalization: Unlocking growth through better targeting and consumer insights.
🔹 The Future of Retail Media: Why measurement, accountability, and integration will define the next phase.
About the Guest:
Rishika Choumal is the Global Retail Media Lead at Henkel, where she drives global strategy across retail media, performance marketing, and digital commerce. With a strong background in consumer psychology and full-funnel media planning, she brings a unique perspective on how brands can connect data, media, and real business impact.
🌐 More insights: https://www.ecommert.ai
Mert Damlapinar | ecommert
About ecommert:
We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels.
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