Path to Purchase Institute

I recently had the opportunity to share our thoughts at SMG with the Path to Purchase Institute on Retail Media Networks and the industry's need to invest in and develop talent in order to continue to compete for ad dollars. https://lnkd.in/djKwS7VY A few thoughts for the industry that we touch on: 👩💼 People are what fuel an organization ... but is there enough talent to sustain the Retail Media industry's growth? 🏗️ Are we asking the right question? Shouldn't we be asking if RMNs can build everything on their own, vs should they? RMNs can build and partner to hit their growth targets. 🛒 How do we accelerate the RMN and Merchant leads working in concert? Brands and their agencies want a single front-door. 📈 Is there a clear path to profitability and contributing as a profit pool back into the business? That is the benchmark retailer boards will measure against. Please take a read. Leave a comment below and let me know what you think! #RetailMedia #Talent #RMNs

What Canadian Shoppers REALLY Think About Retail Media – We’re unveiling exclusive research at #RMSCanada! It’s happening Feb. 19 in Toronto: https://lnkd.in/g3MAjM2b. The research marks P2PI's 1st study dedicated to Canadian consumers. It takes a deep dive on shopper preferences, thoughts & interactions with various channels, merchandising & marketing tactics in-store & online. Our senior editor Cyndi Loza will reveal the findings & analysis on stage at Retail Media Summit Canada. Don’t miss it! With Loblaw Advance, Cineplex Digital Media, Inmar Intelligence, STRATACACHE, Walmart Connect Canada & more TBA

Look at what our events have to offer! Thought leadership, best-in-class strategies, industry recognition & of course, networking 🙂 Visit p2pi.com/events for more details. P.S. Who did you spot in the video? Tag ‘em in the comments! #commercemarketing #ecommerce #shoppermarketing  #omnichannel #retailmedia

A data partnership with Adobe. Investments in the store experience. A #retailmedianetwork. These are the keys to Ulta Beauty’s growth strategy. “During the quarter, key online activations drove guest engagement, & our expanded sampling program delivered double-digit sales growth,” Ulta Beauty CEO Dave Kimbell says. “Our digital merchandising strategies, including enhanced search, guided navigation & enriched product pages drove conversion, & our site optimization efforts are improving the guest experience & delivering stronger conversion trends.” Story below.

Asda worked with VusionGroup to install 3,000 digital tags at an Asda Express location in Manchester. "This ‘test & learn’ trial will not only help to simplify operations for colleagues in the store, but it will also provide us with valuable learnings that will shape future technology rollouts into stores," says Chris Walker, Asda Express managing director.

Who is shining in stores this season? Check out our P-O-P Spotlight on holiday displays: https://lnkd.in/gJcJtBV3

SAVE THE DATES – Want to honor your colleagues, partners & clients? Here are the entry periods for all of our awards programs in 2025! Details: https://lnkd.in/g5j7A4bb #retailmedia #P2P40Under40  #WEX2025 #omnishopper  #P2PIRetailMediaSummit

Costco Wholesale recently completed its 1st targeted media campaign through 3rd-party media channels with one of its largest #CPG partners. The campaign achieved 2x to 3x the #roas typically expected, highlighting the value the retailer can create for its members & suppliers. "To use a baseball analogy, we are very much in the early innings with #retailmedia, but we continue to believe this represents a significant growth opportunity in the future," Gary Millerchip said. Details below.

Excellent predictions in Path to Purchase Institute's 2025 Retail Predictions including yours truly (albeit not as good as Jon Flugstad's predictions). How Jacqueline Barba starts this incredibly in-depth article is that #RetailMedia spends will surpass linear TV next year. Let's contextualize. In the 1950s, linear TV became the dominant ad medium (at least in the U.S. - in Canada we were still getting most of our entertainment from the Phonograph). It wasn't until 2017 that digital advertising surpassed linear TV spending in that market - yet linear TV is still a dominant medium (CTV, as an example, won't surpass linear until 2027). So it's pretty incredible to see that retail advertising has accelerated this quickly (or as Andrew Lipsman would say, 'I told you so'). Adam Roodman is thinking a lot about how this all comes together - with search inventory constraints and premium prices, what is the model whereby we better utilize data to synchronize buying across platforms? Me? Thank you for asking! I'm thinking about the year of self-serve (and I give full credit to Anne Hallock for conceptualizing this vision). We think there's a world in which retailers and their technology partners have so effectively re-architected their retail media platforms for unification and simplicity, that the natural extension is to open up white-labeled self-serve solutions themselves. Way more to this but you'll have to wait for an upcoming #RMNLeapfrogSeries. Regina Y. makes a big prediction that Super Apps will enter Western retail overall. I hope so because we've been waiting too long for simplicity in the app ecosystem. Harvey Ma is envisioning a world where past purchases or ROAS are not the only indicator of success. As we see proliferation of AI in retail media or much stronger data and systems connectivity, we get to a place where we can be a lot smarter about how we reach and engage with customers (members). Andrew Lipsman is thinking a lot about in-stores these days. Specifically calling out the introduction of experiential in retail media and how that is going to dramatically reshape customer experience. I believe this will be a differentiating factor for retailers in the future (turning retail into a place you want to visit vs. a more transactional environment). Jason Goldberg is sending a very important message around how advertising will be disrupted when the consumer moves to AI agents (turning shopping into needs-based fulfillment). When pantry replenishment is automated, securing the first purchase is exponentially more important (because it becomes harder to encourage trial). The incredible Sherry Smith - who if you didn't know, is one of the original architects of retail media - is thinking about how a major change in browser ownership could fundamentally reshape how consumers research and purchase behaviors. The most comprehensive #2025predictions article I've seen to date and many more thoughts in here! Link in comments.

Holiday Meal & Gift Shopping Stats – More than half of shoppers prefer to gift practical & useful items during the holiday season, according to data from Breaktime Media. See what other trends they spotted below!