The final panel discussion at the What’s In Store for Retail Media Networks presented by STRATACACHE put a spotlight on the biggest trends, challenges and opportunities shaping the future. Jonathan Rosen, Global EVP of Strategy, Retail Media Networks, PRN, and Andy Murray, Executive Chairman at Saatchi & Saatchi X, held an engaging conversation that synthesized the most impactful themes from the event.
Mark Boidman of Solomon Partners’ presentation was the first cited in the discussion. He asserted: retail media networks are the “surest bet” for future investment. This optimism signals that retail media isn’t just a passing trend — it’s becoming a critical pillar of modern commerce. The panelists reinforced this idea by discussing how international markets, particularly in Europe, are already advancing in-store connectivity and leveraging retail media in innovative ways.
One major theme throughout the discussion was the evolving role of physical stores in the retail media mix. Retailtainment — blending entertainment and retail — was highlighted as a key strategy, especially as in-store experiences become more immersive and interactive. Walmart Mexico’s approach was cited as a strong example of how stores can serve as both the primary engagement channel and a powerful media asset.
The conversation frequently returned to the importance of leadership and mindset in driving retail media forward. Albertsons emphasized a “curiosity mindset” as essential to success, while Costco and CVS highlighted the need to lower merchant costs and reinvest those savings into media. Leaders at Macy’s and other major retailers underscored the need to upskill teams, bridge departmental gaps, and foster stronger collaboration between merchants, marketing teams and media partners.
One of the most exciting takeaways from the discussion was how brands and retailers are working to reduce friction in the shopping journey. The goal? To collapse the distance between inspiration and purchase, ensuring that consumers can seamlessly transition from awareness to conversion. The panelists highlighted the growing integration of commerce and advertising, making it easier for consumers to take immediate action when exposed to a retail media message.
As retail media networks grow, so do the challenges associated with measurement. The panel discussed the ongoing debate between market mix modeling and multi-touch attribution, with George from MRC weighing in on the complexities of evaluating effectiveness. Frequency capping also emerged as a key challenge — how can brands ensure they’re reaching the right consumers without oversaturating them with redundant messaging?
Looking ahead, the panelists pointed to international markets, particularly Europe, as a source of inspiration for the future of retail media. Retailers like Carrefour are already integrating measurement and media in ways that North American retailers can learn from. The discussion also touched on hyperlocal targeting, in-store dayparting and the potential for retail media to become even more dynamic and responsive to real-time shopping behaviors.
The panel concluded with a call to action for deeper industry collaboration and greater engagement from senior leadership. As retail media networks mature, it’s crucial that CMOs, CFOs and other top executives become more involved in shaping their strategies. The non-pay-to-play format of the event was praised for fostering open discussions and knowledge-sharing, setting the stage for continued innovation in the space.
The panel made it clear: retail media networks are not just an emerging trend — they are rapidly becoming a fundamental component of modern retail strategy. From refining measurement techniques to fostering collaboration between merchandising and media teams, the industry is navigating a complex but highly promising evolution. As retail media continues to mature, the brands and retailers that prioritize agility, collaboration and consumer-centric thinking will be best positioned for success.
