InStore Ignite Sessions Explore New Approaches to In-Store Growth
As brands and retailers look for new ways to influence shoppers and drive sales, the in-store experience is evolving beyond traditional merchandising and category boundaries. From wellness-focused shopping missions to cross-category partnerships and more connected commerce strategies, marketers are rethinking how they engage consumers throughout the path to purchase.
The Path to Purchase Institute’s InStore Ignite, taking place Nov. 10-12 in Chicago, will bring together commerce marketing professionals, brand managers, retailers and solution providers to explore strategies for bridging product discovery with physical store sales. The event will feature keynote presentations, immersive store tours and collaborative discussions focused on the future of the in-store experience.
Several sessions will examine how organizations can create more relevant shopper experiences, strengthen collaboration and connect marketing efforts to measurable results.
Beyond the Shelf: How Brands Are Winning New Placement Opportunities
As brands look to expand their presence beyond traditional aisles, mission-based merchandising, seasonal activations and cross-category placement are creating new opportunities to drive visibility and conversion. This discussion will explore how brands can capitalize on these strategies while balancing shopper value with commercialization.
Speakers:
- Jennifer Peters, Director of DTC, Marketing Technology, and Digital Compliance, OLLY
- Dan Sabanosh, Marketing Director, Great Northern Instore
- Lisa Sherman, U.S. Head of Marketing, Walker's Shortbread
- Jackie Barba, Senior Editor, Path to Purchase Institute (moderator)
Winning the Wellness Mission: How Brands and Retailers Are Redesigning the Store Experience
Health and wellness shoppers increasingly approach their purchases through desired outcomes rather than traditional product categories. Whether managing a condition, supporting a lifestyle change or pursuing everyday well-being, consumers expect brands and retailers to help guide their decisions. This session will explore how organizations are collaborating across categories, leveraging shopper insights and creating more intuitive store experiences to support informed choices and growth across the wellness ecosystem.
Speakers:
- Ashlee Leo, Vice President of Marketing, Amylu Foods
- Joseph Sta-Romana, Chief Customer Officer, U.S., Haleon
- Tara Donaldson, Content Strategist, Events, Path to Purchase Institute (moderator)
The New Playbook for Cross-Category Collaboration
Brands are increasingly partnering across categories to connect with shared shopper missions, occasions and lifestyle moments. This session will examine how these collaborations can drive larger baskets and stronger engagement, as well as what it takes to achieve the alignment needed to bring cross-category merchandising strategies to life.
Speakers:
- Tiffany Boyd, Vice President, Omnichannel Marketing, Talking Rain Beverage Company
- Alicia Crespin, Vice President Omnichannel Retail Marketing & Retail Media, Mattel
- Sarah Hogan, Associate Director of Category Insights, Pompeian
- Cyndi Loza, Senior Editor, Path to Purchase Institute (moderator)
From Campaigns to Connected Commerce
Consumers move fluidly between social media, retail media, retailer apps and physical stores, but many organizations still plan and measure these touchpoints separately. As digital engagement increasingly influences in-store behavior, brands are rethinking how they connect media, merchandising, shopper marketing and sales into a unified commerce strategy. This discussion will explore how cross-functional teams are creating more seamless experiences before, during and after store visits — and measuring what truly drives conversion.
Speakers:
- Kimberly Garner, Senior Director, Shopper Marketing, The Coca-Cola Company
- Megan Hennigan, Director Shopper Marketing, McCormick Foods
- Michelle Weiskittel, Senior Director Media Solutions & Operations, Albertsons Media Collective
- Charlie Menchaca, Managing Editor, Path to Purchase Institute (moderator)
The sessions are part of a growing InStore Ignite agenda featuring leaders from Danone, Church & Dwight, Giant Eagle, Diageo, Coca-Cola, Kroger, Hy-Vee, Haleon, OLLY, Mattel, Placer.ai and other leading organizations.
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