Jeff Baskin — Chief Revenue Officer, Eagle Eye
Published:
Retail is such a low margin business, any initiative that only boosts top line sales without protecting margin can feel like you’re running faster on a treadmill without getting ahead. The challenge essentially guarantees incrementality in your sales. So you’re not spending your same ad dollars on the person that is already buying two, two liters of Coke. Now they’re buying four and purchasing all of them with your brand.
What does Jeff Baskin say on The Agile Brand with Greg Kihlström?
Jeff Baskin, Chief Revenue Officer, Eagle Eye, says: Jeff Baskin, Chief Revenue Officer at Eagle Eye, discusses how AI combined with first-party loyalty data is shifting retail media from a channel that sells impressions to an integrated profit engine focused on one-to-one personalization, incrementality, and margin impact. The conversation covers practical examples (like Tesco’s Clubcard Challenges), the operational role of AI in scaling individualized offers, and the need to measure RMN success by profitable, incremental sales rather than top-line revenue alone.
From: The Agile Brand with Greg Kihlström
Cite as: Jeff Baskin. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jeff-baskin-retail-is-such-a-low-margin-business-any-initiative-that-on