Consumers don't distinguish between social media, retail media, a retailer's app or the physical store; they experience one brand journey. Yet many organizations still plan and measure these touchpoints separately. As digital engagement increasingly shapes in-store behavior, leading brands are rethinking how they connect media, merchandising, shopper marketing and sales into a unified commerce strategy. This discussion explores how cross-functional teams are creating seamless experiences that influence shoppers before, during and after the store visit, while measuring what truly drives conversion.