Retail media has rapidly evolved from a lower-funnel tactic to a powerful, full-funnel growth engine—but only if brands and retailers design it that way. As shopper journeys become more complex and omnichannel behaviors blur the line between digital and physical, effective retail media strategies must now integrate in-store, onsite, offsite, and post-purchase tactics into a cohesive, measurable loop.

Yet, many CPGs still approach retail media in fragmented ways — missing the opportunity to test, learn, and optimize strategies across the full funnel. 

In this 60-minute Learning Lab, we will show how to close the loop through strategic briefing, intentional testing, and smarter use of both brand and retailer data. We'll explore

• The latest retail media trends and the growing need for holistic, full-funnel planning
• How to brief, assess, and measure across the funnel using retail media as a connective force
• Best practices for integrating in-store tactics into your digital retail media strategy
• Test & learn frameworks to evolve creative, media mix, measurement, and data collaboration
• In-market examples of how CPGs and retailers are turning retail media into omnichannel growth