P2PI LIVE 2025 Takeaways: How Leaders Are Reimagining Retail, Media and the Shopper Journey
The Path to Purchase Institute returned to Schaumburg, Illinois, on Nov. 11-13 for P2PI LIVE & Expo, uniting commerce marketing professionals from across the ecosystem — CPGs, retailers, agencies, solution providers and others — for three days of strategy, insights and collaboration.
Programming emphasized action over abstraction and underscored a shared push toward real-world execution. Sessions focused on cross-functional alignment, data-driven decisioning, in-store activation at scale, emotional insights and the evolving role of AI and retail media in shaping the shopper journey. Attendees also connected through curated networking sessions, workshops and in-the-field learning experiences.
Below are key themes and highlights from this year’s general sessions, panels and special events.
Day 1 Highlights
Reimagining Convenience: BP and the Shopper Experience of Tomorrow
BP Head of Guest Experience Derek Gaskins reminded attendees of how far the industry has come — from customers cracking pump screens when ads appeared to now expecting relevant, value-driven interactions. He shared how BP is meeting that expectation by grounding decisions in category and consumer insights and exploring coalition-driven retail media as it works to deliver a frictionless, modern shopper experience.
"I learned years ago that sometimes my best customer is someone else's better customer," Gaskins said. "That was sobering. ... I always say we're a penny business. Pennies matter. If you can get just a couple more cents of profitability on any of the high-volume products that we sell, it is going to make a meaningful and transformational difference to your business."
Read more on Gaskin’s keynote.
Purpose That Pays Off: Ace Hardware and Its CPG Partners Turn Cause Into Commerce
Ace Hardware leaders highlighted the strength of vendor partnerships in cause-driven initiatives, including its work with Children's Miracle Network Hospitals, Milwaukee Tool and other partners.
“The best vendors are the ones that are relational … it’s taking the business to new levels,” said Chris Huot, VP of merchandising.
Panelists outlined how collaboration around CMN programs can differentiate brands, deliver stronger sales outcomes and deepen community impact.
Getting In-Store Retail Media Beyond the Beta Phase
EMarketer Principal Analyst Sarah Marzano identified three priorities for U.S. retailers aiming to scale in-store retail media:
- Escaping “pilot purgatory” by building repeatable programs that deliver reach, reliability and results.
- Creating enterprise-wide accountability across media, merchandising, marketing and store operations.
- Recognizing that in-store media cannot — and should not — mirror online behaviors.
She noted that winning retailers will invest in infrastructure and operational models built for scale.
Redesigning Loyalty in a Value-Driven Landscape
Giant Food’s head of loyalty and CRM, Ryan Draude, offered a three-part framework for rethinking loyalty:
- Leverage differentiation.
- Build rituals beyond points or currency.
- Listen closely to customers.
“Shut up and listen! Business intelligence plus insights equals your best friends,” he said, emphasizing the importance of grounding strategy in behavioral understanding.
Effective In-Store Media Activation: Coca-Cola, Dollar General, Vestcom
Panelists from Dollar General, Coca-Cola and Vestcom shared real-world execution examples, including how amplified in-store messaging at Dollar General has contributed to double-digit growth for Coca-Cola. The discussion focused on activation discipline, retailer-manufacturer alignment and the importance of formats that enhance the shopper experience.
AI in Decisioning: How Brands Take Back Control of Data
Leaders from Bush Brothers, Brand Surge Consulting and Keen Decision Systems outlined the shifting expectations of marketing leadership.
“We see the CMO really turning into this chief storyteller,” Bradley Keefer said, noting the parallel emergence of growth- and commercially oriented leadership roles.
Dan Hofmeister added that CMOs can no longer rely on vanity metrics: “They’ve got to be the one that creates the growth architecture for the entire business.”
Panelists stressed that modern leaders must act as “chief decision managers,” connecting marketing levers directly to business outcomes.
The Other F Word: Smashing the Funnel in an Always-On Retail World
SmartCommerce’s Jennifer Silverberg and Bimbo Bakeries USA’s Kelly Roses explored unconventional ways to engage consumers, such as context-driven QR activations in unexpected environments.
“If you are not doing things that are failing, you are way behind,” Silverberg said, encouraging brands to embrace experimentation and shopper behavior insights.
From Insights to Impact — Turning Retail Media Intelligence into Measurable Growth
A cross-functional panel featuring Circana, Walgreens, Haleon and Publicis examined what’s needed to drive meaningful performance through retail media. Themes included the need for centralized commerce alignment and clear KPI-setting across brand, shopper, e-commerce and media teams.
Activating Audience Data at Scale: Inside CVS’s Store of the Future
CVS Media Exchange hosted attendees for an in-store tour showcasing current and emerging in-store media formats. The session highlighted how CMX is building tools designed to create seamless, connected experiences along the shopper journey.
The Future of Retail Intelligence
Storesight’s Henry Ho and Marc Yount emphasized the role of data-driven AI enablement in improving retail execution — a critical battleground where 70% of purchase decisions occur.
Connected Commerce Ecosystem: We Are All Selling to Each Other and Partnering Together
P2PI Hall of Famers reflected on leadership lessons and industry evolution.
- “Always be curious,” shared Steve McGowan of Mondelez International.
- “Be consistently excellent,” said Julie Eddleman of DoubleVerify.
- And from April Carlisle of Spark Foundry: “Be a model for those around you.”
Their conversation highlighted both the human and collaborative side of commerce.
Women of Excellence Awards
The first day of general sessions concluded with the Women of Excellence ceremony and reception, recognizing winners across multiple categories and announcing the 2025 Executive of the Year: Rachel Bennington of Inmar Intelligence.
Bennington accepted her award surrounded by family, alongside members of the industry who gathered to celebrate women shaping the future of commerce.
Day 2 Highlights
Influencing the Aisles: How Dollar Tree Is Building a Next-Gen Value Brand
Dollar Tree CMO Brian Messerschmitt outlined the retailer’s transformation efforts — including a refreshed brand narrative, precision targeting via POS and Epsilon data, expanded social and influencer activity, and growing same-day delivery partnerships.
“How do we reposition the brand from a fixed-price discount store to a modern, convenient value destination?” he asked, noting the retailer is actively executing against this vision.
Emotion in Motion: Transforming In-Store Marketing via Emotional Insights
Arc Worldwide CEO Soche Picard and Northwestern University’s Larry DeGaris shared new research revealing how shopper emotions vary by retailer, category and stage of the journey. They emphasized the importance of designing programs that align with emotional expectations and close gaps that may weaken brand experiences.
Retail Media Reality Check: Challenges, Opportunities & What’s Next
A panel featuring Monster Energy, Mars Snacking and IAB emphasized cross-functional alignment in retail media planning.
“The silo game doesn’t work anymore,” said Monster’s Ben Galvin.
Kelly Spehar of Mars Snacking highlighted the need for upfront KPI alignment across e-commerce, shopper, trade and media. Moderator Collin Colburn underscored the importance of shared language and integrated planning.
When Your Customer Is an AI: Building Brand Love in an Agent-Led Journey
Analyst and host of the "Retail Media Breakfast Club" podcast, Kiri Masters explored the emerging role of agentic shopping and how brands should prepare.
“The winners are the ones who lean in with curiosity,” she said, offering practical recommendations such as experimenting with AI agents, testing ad formats and understanding retailers’ evolving ACO (agentic commerce optimization) strategies.
Building Best-in-Class Omnichannel Programs & Strategies
Leaders from Avocados From Mexico, Kellanova and Talking Rain outlined how they design omnichannel programs.
- Dianne Le emphasized consistency across touchpoints: “Every time.”
- Maggie Gilliam Hoy stressed meeting shoppers wherever they choose to shop.
- Tiffany Boyd discussed how omnichannel shines in long-term, equity-driven campaigns.
Connecting Commerce Content, Social and In-Store for a “Soup-er” Experience
Blount Fine Foods and Breaktime Media shared how an internal mix-up inspired a humorous “not a contest” campaign that delivered 113,000 sweepstakes entries — 43,000 from social alone. Their session highlighted the power of leaning into authenticity and real-time brand moments.
The Distinctive Power of Field Marketing
BeatBox Beverages, RNDC and P2PI explored how field marketing builds impact with agility and insight.
“You can do a lot with a little,” said BeatBox’s Yashika Maru.
“If you can be authentic, you’ll have results,” added RNDC’s Dana Machac.
New BevAlc Marketing Opportunities at Retail
BevAlc marketing is evolving fast, and this session spotlighted how brands are catching up to the rest of CPG in retail media, loyalty and digital engagement.
David Glaza of Digits highlighted the power of first-party data and multi-retailer activation through what he called the “Cheers Network,” helping brands reach the right shopper at the right time.
Trish Surfus of Oliver Winery shared how these tools make the complex feel doable, enabling smarter spend, measurable results, and new growth opportunities even under the unique compliance constraints of the category.
Winning at Retail: How to Scale Your Events for Success
Danone’s Erin Anderson and TPN’s Elaine Bragg outlined a five-part model for scale programs rooted in shopper insight, multi-brand solutions, retailer collaboration, omnichannel activation and consistent measurement.
Opening Day Events & Honors
The event opened on Nov. 11 with CONNECT Meetings, followed by a reception and awards ceremony recognizing the industry's standout leaders. Three new P2PI Hall of Fame inductees were celebrated:
- Brian Messerschmitt, Dollar Tree.
- Sarah Nellson, Ferrero.
- Stephen Chriss, The Campbell’s Co.
The ceremony was hosted by Hall of Fame alumnus Andy Murray of Saatchi & Saatchi X.
The next generation of leadership was also celebrated through P2PI’s annual 40 Under 40 awards.
