From Onsite to Everywhere: Retail Media’s Next Chapter at Groceryshop 2025

This year’s Groceryshop made one thing clear: the grocery industry isn’t just transforming, it’s maturing. From AI-driven efficiencies in operations to personalized shopper experiences, retailers and consumer brands are redefining how they connect with consumers across every touchpoint.

Groceryshop’s 2025 agenda focused on four core themes:

• Efficient and AI-powered grocery operations
  
• Understanding, captivating, and retaining shoppers
  
• Retail media and new revenue streams
  
• Building unified, future-ready organizations
  

At the center of this evolution is retail media, which continues to grow in sophistication and influence, shaping how brands reach shoppers both online and in-store.

The Maturity of Retail Media

Retail media has shifted from a growth-first approach to one focused on value and measurement. Leading networks are now expected to offer:

• Onsite targeting and closed-loop measurement
  
• Seamless integration across marketing channels
  
• Shopper-focused experiences that enhance, not interrupt, the purchase journey
  

As retail media networks evolve, brands are increasingly thinking beyond impressions to outcomes, driving both awareness and conversion across the full shopper journey.

This evolution aligns perfectly with AdAdapted’s RMN+, which the AdAdapted team introduced at Groceryshop. This new offering extends retail media reach beyond individual networks and into high-intent digital touchpoints, helping CPG brands connect with shoppers wherever they are ready to buy.

‍

Key Takeaways from Groceryshop Sessions

With so many fantastic panels throughout the week, our team wanted to spotlight a few of our favorite takeaways from just a few of the standout sessions.

Designing Best-in-Class Retail Media Networks

Executives from Ahold Delhaize, Kroger, Walgreens, and Mars United Commerce highlighted that “best-in-class” networks combine measurement, usability, and shopper experience. Networks that deliver value to both brands and shoppers will continue to lead the pack.

Integrating Retail Media into Broader Marketing and Sales Plans

Representatives from Ferrero, Coca-Cola, and Bayer emphasized cross-functional collaboration. Retail media is no longer a siloed initiative, it’s a coordinated strategy that requires marketing, eCommerce, and sales alignment to maximize ROI.

Full-Funnel Retail Media: Offsite and In-Store

Mondelez and Instacart spotlighted omnichannel expansion. Retailers are now leveraging retail media across social, search, connected TV, and in-store touchpoints, connecting online influence to offline purchases.

Advanced Data and Measurement (Test Kitchen)

Albertsons, PepsiCo, and Think Blue showcased actionable measurement frameworks. Today’s leaders focus on turning insights into repeatable strategies, ensuring that every retail media dollar delivers meaningful business outcomes.

AdAdapted’s Perspective: Unlocking Full-Funnel Potential

At AdAdapted, we see retail media’s evolution as an opportunity to extend impact beyond traditional networks. RMN+ enables CPG brands to unify first-party insights with high-intent placements across digital channels, bridging awareness and conversion, online and offline.

By integrating retail media into broader campaigns, brands can reach shoppers earlier in their journey and deliver meaningful, personalized experiences that drive both loyalty and sales.

Looking Ahead

If there’s one takeaway from Groceryshop 2025, it’s that the CPG industry is operationalizing innovation. Efficiency, integration, and shopper connection define the next phase of growth, and retail media sits at the center of that evolution.

Ready to take your retail media strategy to the next level? Let’s talk about RMN+ and how we can help your brand unlock new paths to conversion.