The most underleveraged channel in retail might also be the one driving the closest thing to a guaranteed conversion. In-store retail media delivers full-funnel impact and reaches shoppers at scale–and new research shows consumers are far more receptive to it than many marketers assume. Yet despite its proven performance, it still sits low on the priority list when budgets are set.

This session takes on that disconnect. From budget ownership to planning workflows to creative decision-making, we’ll unpack why investment hasn’t caught up with reality, and what it takes to move from testing the channel to making it a core part of the media mix.