If there’s one thing we’re taking away from the latest retail media conversations, it’s that physical retail is the “forgotten” channel in omnichannel marketing. Yes, the store—where 84-85% of purchases still happen, is now being recognized as a powerhouse for retail media.

Lee Dunbar of Starcom summed it up saying “omnichannel activation is overwhelming.” With so much emphasis on digital touchpoints, it’s easy to forget that there’s something uniquely powerful about physical spaces that cannot be replicated online. We’re talking about a place where consumers aren’t just browsing—they’re buying, engaging, and experiencing brands in real-time.

As retail media expands, brands have more opportunities to connect with shoppers in-store. Retailers and brands must focus on elevating the in-store customer experience (CX). The store is not just a place to buy stuff; it’s a stage for creating memorable experiences and building connections with shoppers on a human level—something that’s much more effectively done in real life.