At the 30th Media Hungary conference, one of Hungary’s relevant voices in social media, Ágota Kiss, our Social Media Director, took the stage to explore how retail media shapes emotional decisions in today’s consumer journey.

In her talk, she unpacked how retail media is no longer just about placing ads in stores or on e-commerce platforms — it’s about creating desire. From word-of-mouth marketing and online reviews to micro-influencer collaborations and referral programs, she demonstrated how these tools work as emotional triggers at the very point of purchase.

Drawing on real-life campaigns and consumer behavior insights, she emphasized that 95% of decisions are emotional, and that retail media should be treated as an emotion generator, not just a media placement. She explored how platforms like TikTok, user-generated content, and live shopping formats are changing the expectations of modern shoppers — especially in how they connect emotionally with brands.

She closed by highlighting how all this can and must be measured — from engagement rates to sentiment analysis — and called on brands to think beyond transactions and focus on creating emotionally resonant retail experiences.

As the future of commerce becomes increasingly experience-driven, her presentation left the audience with a clear takeaway: in retail media, content isn’t king — emotion is.

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