At Commerce Connections at ADWEEK House Advertising HQ in New York City, presented by ADWEEK and SMG, the closing panel turned its focus to one of retail media’s most underappreciated opportunities — the physical store. Moderated by Kathryn Lundstrom, ADWEEK’s Commerce and Sustainability Editor, the conversation brought together Sean Crawford (Managing Director, North America, SMG), Jenny Holleran (Vice President, Media, Loyalty & Insights, Kroger Precision Marketing), and David Young (Vice President, Retail Media, Dick’s Media).
Together, the panel explored how retailers are reimagining in-store environments as dynamic, data-rich media channels — ones that not only influence purchase but shape the entire customer journey.
“In-store is where intent becomes action,” said Crawford. “It’s the moment everything we do upstream — data, targeting, storytelling — comes to life in a real, measurable way. Yet as an industry, we’ve underinvested in that space for years.”
Holleran agreed, noting that in-store media delivers attention metrics digital channels can’t match. “We know shoppers are paying attention — not just glancing, but actually engaging,” she said. “It’s where proximity and relevance converge. And with technology, we can now prove that impact.”
That shift from anecdote to evidence has been accelerated by a growing suite of measurement tools. Young described how Dick’s Sporting Goods is using sensors and data modeling to quantify in-store impact. “We’re applying the same rigor to physical environments that we do to digital,” he explained. “It’s not about replacing one with the other. It’s about creating a true omnichannel experience that follows the shopper everywhere.”
Throughout the discussion, all three agreed that creative execution remains the key differentiator. “Retail media doesn’t have to feel transactional,” said Holleran. “It can inspire, it can entertain — it can feel premium. The store is still one of the most emotionally rich touchpoints a brand can own.”
Crawford emphasized that unlocking that value requires collaboration. “Brands, retailers, and agencies have to plan together from the start,” he said. “That’s how we elevate the store from an operational space to a media experience.”
The group also discussed the unique role of in-store within the broader retail media ecosystem — not as a silo, but as a central component of a truly connected strategy. “The most successful retail media programs will be those that bridge the gap between online and offline,” Crawford noted. “The shopper doesn’t think in channels, and neither should we.”
“In-store is retail media’s most human channel,” continued Crawford. “It’s where you earn attention — not just measure it.”
With attention harder to capture than ever, the physical store offers a powerful antidote: real-world engagement.
