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Shoptalk 2025

Shoptalk 2025: Themes & Insights

This year, Shoptalk topics ran the full gamut, covering everything from product innovation and consumer behavior to the evolving role of retail media and immersive brand experiences.​

Here are five major takeaways from our team on the ground.​

1. The New Market Moves Fast

  • Purchase decisions are happening in seconds. To stand out, brands need to solve real consumer problems and create genuine excitement, even in more traditional or "boring" categories.
  • Mark Barrocas, CEO of SharkNinja, talked about the importance of listening closely to consumers. For example, the Ninja Creami saw 99% of its December content generated by users, not the brand. Their process involves making 80 to 150 product changes based on user feedback before launch.

2. Retail Media Is the Future of All Media

  • The lines between media, data, and commerce are continuing to blur.
  • Best Buy Ads emphasized that retail media is more than just performance metrics. It's about combining persuasive storytelling with rich data insights. With 30% of sales online and 40% of those picked up in-store, integrating physical and digital experiences is becoming essential.
  • New partnerships, like Best Buy and Meta, are helping brands connect the dots between ecosystems and unlock more effective performance strategies.

3. Emotional Connection Still Wins

  • NBCUniversal reinforced the power of TV to drive emotional engagement at scale.
  • They noted that reach and precision are both important. Brands shouldn't rely too heavily on hyper-targeting and miss broader opportunities to build brand love.
  • Examples like QR code integrations during the Olympics and Top Chef x Wayfair moments show how TV can inspire action while reinforcing long-term brand value.

4. In-Store Is the Next Major Media Channel

  • Andrew Lipsman shared that physical retail is becoming the new broadcast network.
  • In-store audiences are now comparable in scale to traditional TV, and brands are starting to treat in-store experiences as a major media channel. From product sampling to immersive retail displays, this is an area primed for innovation.

5. Commerce Media Is All About Experience

  • Leaders from PayPal, Nordstrom, and Sam’s Club all stressed that the future of commerce media is rooted in customer experience.
  • It's not just about driving transactions. It's about creating moments that are convenient, memorable, and emotionally resonant. Whether it’s frictionless checkout, seasonal in-store shops, or scan-and-go displays, brands that deliver real value will win over time.