This post was created in partnership with Fetch
Key takeaways
- Consumers are in control when it comes to commerce
- Advertisers need to find a sweet spot between creating joy and generating revenue
- Brands need to build trust with their audience
Personalization, trust, and delight have become the baseline expectations in modern commerce. Consumers decide which ads and experiences they interact with, so brands must show up in relevant and rewarding ways to get their attention.
During an ADWEEK House Las Vegas Group Chat co-hosted with Fetch, a panel of industry leaders explored how technology, data, and creativity combine to deliver joyful, performance-driven brand experiences that consumers genuinely welcome.
Joy is the differentiator
Robin Wheeler, chief revenue officer at Fetch, opened the conversation by outlining how Fetch helps brands become “centers of joy” for consumers. “Every day, people come to our platform to decide what to buy, where to shop, and where to eat,” she said, noting that users scan over 11 million receipts daily to earn points toward gift cards at places like Ulta, Amazon, and Starbucks.
“Because we see 88% of a consumer’s purchases in any given month, we have a really unique view of the consumer that most platforms can’t provide,” Wheeler added. “That helps us target and send the right offers and the right ads.” With 91% of consumers saying digital ads feel overwhelming, Wheeler positioned Fetch’s rewards-based model as a welcome alternative for consumers and brands: “It’s a mutually beneficial value exchange.”
Carmen Gonzalez-Meister, a general manager overseeing Fetch’s food business, built on that idea. “We have to bridge that gap between trust, value exchange, joy, and then generating revenue for your bottom line,” she said.
That deep consumer visibility sparked a broader discussion about how brands can make advertising feel more like a service than a disruption. And creating relevant, rewarding experiences requires understanding people on a granular level. Olivia Balicki, CRM and loyalty activation lead at Deloitte Digital, emphasized that value and relevance must drive strategy. “It’s not just about marketing—it’s about showing up for the customer in ways that matter,” she said.