Retail media networks (RMNs) are reshaping the retail landscape, and at STRATACACHE’s 2025’s What’s In Store for Retail Media Networks event, presented in partnership with NRF, Quentin George, Partner at McKinsey & Company, sat down with Omer Gajial, EVP and Chief Merchandising and Digital Officer at Albertsons, to discuss how retailers can transition from a merchant to a media mindset. Gajial shared insights from his career spanning Amazon, PepsiCo, and now Albertsons, highlighting how retailers can leverage data, technology, and omnichannel strategies to create value for brands and consumers alike.
Gajial emphasised that retailers today have an unparalleled understanding of customer behaviour. First-party data, enriched with third-party insights, allows retailers to construct comprehensive customer profiles. With 50 million households in Albertsons’ ecosystem alone, the opportunity for precise, high-impact advertising is immense.
He noted that retailers are uniquely positioned as both the point of conversion and the medium through which brands engage consumers. With frequent customer interactions (both in-store and online) retailers can personalize offers, influence purchasing decisions in real time and extend brand reach beyond traditional digital advertising.
Retailers are no longer just distributors of products; they are media entities in their own right. Gajial described the shift as an evolution rather than a pivot. Historically, merchandising and media operated in silos, but the most effective retail strategies today align these functions to drive incremental value.
He pointed out that commerce media isn’t just about selling ads — it’s about creating a seamless bridge between supply and demand. By integrating data-driven insights with strategic media placements, retailers can deliver more relevant advertising while maximising sales impact.
One of the most compelling aspects of the discussion was the role of in-store media in completing the retail media equation. Gajial sees in-store screens and digital displays as the missing link in the customer journey. At Albertsons, brands are already leveraging in-store media to execute day-parted campaigns — featuring different products at different times of the day based on shopping patterns.
With in-store media offering direct influence at the point of purchase, retailers can enhance brand engagement and improve conversion rates. As Gajial put it, “In-store media is the closest touchpoint to the sale, making it a critical piece of the retail media puzzle.”
AI is playing an increasingly central role in optimising retail media strategies. Traditional advertising relied on broad audience segments, but AI enables dynamic, real-time audience creation and personalized content delivery. Gajial noted that Albertsons is already using AI to generate multiple creatives and match them intelligently to the right consumers at the right time.
He believes AI will drive efficiency, allowing brands to spend less while achieving higher returns. As machine learning models shift from look-back analysis to predictive analytics, retailers can refine their strategies to serve customers more effectively.
As retail media continues its rapid expansion — outpacing social media in growth rate — Gajial predicts a shift from correlation-based measurement to true causality. The industry’s next challenge is closing the loop between media exposure and purchase behaviour with even greater precision.
He also envisions retail media evolving beyond its current focus on performance marketing to play a larger role in brand building and category growth. One key step in this evolution? Strengthening the connection between TV screens and checkout counters, ensuring a seamless customer journey from awareness to conversion.
Retail media networks are not just an add-on to retail operations — they are becoming the core growth engine for modern retailers. By harnessing first-party data, integrating in-store and digital experiences, and leveraging AI-driven insights, retailers like Albertsons are transforming how brands connect with consumers.
For brands looking to maximise their impact, partnering with forward-thinking retailers who embrace this shift is crucial. As Gajial summarised, “Less friction for the customer, more value for the value chain.”
You can watch the full discussion here.
