Canadian grocery growth is getting more complex. Population growth is slowing, value expectations remain high, and loyalty is now driven by relevance and trust--not scale alone. As retail media and first-party data reshape how grocers reach and understand shoppers, this fireside chat will connect today's market realities to the strategic choices ahead. Through the lenses of audience growth, value perception, and AI, the discussion will explore where growth truly comes from--and how retail media and loyalty can work together as a powerful audience engine to drive it.