Key takeaways from Path to Purchase Institute’s Retail Media Summit Canada.
By Victoria Salerno, Mars UnitedSM Commerce
Last week, we had the privilege of attending the Path to Purchase Institute’s 2025 Retail Media Summit Canada in Toronto, a key event bringing together thought leaders in the space. This year’s summit delved into the challenges and opportunities facing retail media networks today, with a specific focus on the Canadian landscape.
The event’s agenda featured Victoria Cromie, Mars United’s Managing Director for Canada, joining with Jonathan Franco of Broadsign, John Fanous of Google Canada, and Owen Remers of Cineplex Digital Media to discuss the factors driving in-store retail media success, including the need for a strong content strategy, the importance of third-party collaboration, and the critical role of measurement.
As their discussion evolved, it became clear that several themes were central to the future of retail media networks in general that would be discussed throughout the event. These topics ranged from measurement and cross-functional collaboration to leveraging in-store data for personalized retargeting. Here are our key takeaways from the Summit.
1. Measurement: The Industry-Wide Need for Standardization
One central theme of the Summit was the ongoing challenge of measuring retail media efforts accurately and consistently. Brands across the industry are grappling with how to evaluate the success of their campaigns in a standardized way. While various brands focus on KPIs such as effectiveness (Did we hit our goal?) and efficiency (Did we drive incremental sales within budget?), there is a clear call for standardizing measurement across the industry and measuring more granularly beyond vanity metrics like impressions and reach. As retail media continues to grow, finding a unified approach to measurement will be crucial for driving smarter decisions.
2. Cross-Functional Collaboration Drives Success
For retail media to truly succeed, internal alignment within brand organizations is critical. Many leading CPG companies are restructuring their teams to foster stronger collaboration across functions such as ecommerce, shopper marketing, and brand. By bringing teams together under a shared marketing department, brands can ensure a more unified approach to consumer insights and trend identification. Summit speakers emphasized that a “one team” mentality — where marketing, brand, and sales work seamlessly together — creates a more cohesive strategy and delivers better results. Agencies can play an important role in facilitating this collaboration, helping brands create the right partnerships both internally and with their retail partners.
3. Leveraging In-Store Data for Personalized Retargeting
A staggering 93% of consumer dollars are still spent in-store, despite the rise of digital and online shopping, according to a presentation from in-store media technology provider Stratacache. This presents a massive opportunity for brands to leverage in-store data and loyalty programs for personalized retargeting. Retailers and brands can track shopper behaviour in-store, integrate the data into digital media efforts, and create targeted campaigns that speak to individual consumer needs. Using this data for loyalty-based retargeting can drive significant conversion rates both online and in-store.
4. Personalization: A Game Changer for Customer Engagement
Personalization remains a powerful driver of customer engagement. As highlighted by retail media analytics leader Inmar Intelligence, over 70% of Canadian shoppers are more inclined to spend with brands offering personalized experiences. By strategically crafting personalized moments — whether at the point of purchase, near the store, or during in-aisle browsing — brands can boost consumer loyalty and drive sales. Retailers that provide a tailored experience at every stage of the shopping journey will gain a significant advantage in today’s competitive landscape.
5. Consistency Across Shopper & Consumer Touchpoints is Critical
From online to in-store, it’s important that messaging remains consistent across every stage of the consumer journey. The Summit underscored the need to deliver relevant and helpful content that aligns with consumer needs — whether through easy recipes, product tutorials, or helpful shopping tips. Additionally, location plays a key role when tailoring content. It’s less about the tactical format (endcap vs. digital screen) and more about ensuring the content speaks to the shopper’s behavior and persona. Creating a personalized experience in the right context can significantly enhance shopper engagement.
6. Collaboration with Third-Party Partners Enhances Retail Media Success
Building strong partnerships across brands, retailers, and third-party experts was another key takeaway — and one very familiar to us at Mars United. When brands collaborate with agencies and external partners, they unlock the full potential of their retail media efforts. For example, brands working with retail media networks or utilizing joint business planning can drive greater alignment and more effective and efficient campaigns. Third-party involvement often brings fresh perspectives and new data, leading to more innovative solutions and optimized results.
Canada’s Retail Media Landscape is Growing Fast and Full of Potential
The insights shared at P2PI’s Summit emphasize the tremendous potential of retail media as it continues to evolve at a rapid pace. By leveraging data for personalized experiences and fostering internal collaboration, brands can unlock success in this dynamic space while tailoring their approach to the unique needs of the Canadian market. As the landscape expands, embracing these key takeaways will be crucial for driving meaningful engagement and conversion among Canadian shoppers. At Mars United, we’re excited to continue partnering with brands to navigate these trends and deliver impactful, results-driven strategies for the Canadian market.
For further insights, check out our latest Retail Media Report Card Canada (Fall 2024), where we assess the state of retail media networks in Canada, providing key metrics, trends, and actionable recommendations to help brands succeed in this dynamic market. Download the full report here.
About the Author
Victoria Salerno is Director of Client Leadership at Mars United Commerce. Based in Toronto, she is responsible for working cross-functionally to develop impactful, actionable strategies while delivering quantifiable value for her clients. Salerno has a rich background of marketing and communication experience and has been supporting CPG companies in driving business growth since 2013.
