How Gallo Is Connecting Retail Media to the Physical Shelf

Gallo is finding new ways to turn the retail shelf into a high-impact performance channel. In this conversation, Holly Evey, Gallo senior commerce marketing manager, and Shock Torem, Vestcom SVP of media solutions, discuss with Lisa Johnston, editorial director of the Path to Purchase Institute, how brands can elevate storytelling at the shelf.  

Evey shares how Gallo is navigating adult beverage compliance challenges, connecting digital and physical strategies, and proving ROI with precision. They also discuss what other brands and retailers can learn from Gallo’s approach to driving conversion at the point of purchase.

Watch to learn: 

• How Gallo is rethinking in-store retail media as a core part of its marketing mix.
• The compliance factors unique to adult beverages and how they influence in-store media strategy.
• Creative testing at the shelf to determine which imagery and messaging drive impulse and cross-category purchases.
• Measuring success through iROAS and shopper panel data.
• How to decide which in-store tactics to scale based on creative performance, channel mix and store-level results.
• Bridging digital engagement with in-aisle conversion for a seamless omnichannel strategy.