The Discovery Stage Powered by Mach Alliance
13:10 – 13:20, The Store Is the Most Powerful Media Channel You’re Undervaluing Abstract with James Hay, CEO of Barrows Connected Store
Retail media is booming, but it’s built on a flawed premise.
For years, the industry has treated digital as the engine of discovery and stores as the final step in the funnel. But shopper behavior tells a different story. Physical stores are where discovery happens, decisions are made, and brands win or lose in real time—with real people, not proxies.
Despite this, the majority of media investment continues to flow to digital channels that can’t replicate the scale, immediacy, or sensory impact of the store.
This session will challenge the industry’s digital-first bias and make the case for rethinking the role of physical retail as a full-funnel media environment. We’ll explore why in-store remains undervalued, what’s holding back investment from measurement to mindset and how brands and retailers can unlock its true commercial potential.
Location: The Discovery Stage 2
For years, the industry has treated digital as the engine of discovery and stores as the final step in the funnel. But shopper behavior tells a different story. Physical stores are where discovery happens, decisions are made, and brands win or lose in real time—with real people, not proxies.
Despite this, the majority of media investment continues to flow to digital channels that can’t replicate the scale, immediacy, or sensory impact of the store.
This session will challenge the industry’s digital-first bias and make the case for rethinking the role of physical retail as a full-funnel media environment. We’ll explore why in-store remains undervalued, what’s holding back investment from measurement to mindset and how brands and retailers can unlock its true commercial potential.
Location: The Discovery Stage 2
13:25 – 13:35, Pending further information
Location: The Discovery Stage 1
13:25 – 13:35, AI-powered experimentation to optimise the customer journey with Christopher Broque, VP Sales South Europe at ABTasty.
In today’s competitive retail landscape, delivering seamless and personalized digital experiences is key to driving growth. In this session, VWO + AB Tasty will share how leading retailers use experimentation, AI-driven personalization, and behavioral insights to optimise every step of the customer journey. Discover practical examples of how brands increase conversions, improve customer engagement, and scale faster with the right experimentation strategy. If you’d like to continue the conversation, feel free to stop by our booth (B51).
Location: The Discovery Stage 2
Location: The Discovery Stage 2
13:55 – 14:05 Spanish Retail Association, pending further information
Thursday 11 June 13:05 - 13:45
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06/11/2026 13:05
06/11/2026 13:45
The Discovery Stage Powered by Mach Alliance
Click here for further details Europe/Madrid
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- The Store Is the Most Powerful Media Channel You’re Undervaluing Abstract with James Hay, CEO of Barrows Connected Store
- AI-powered experimentation to optimise the customer journey with Christopher Broque, VP Sales South Europe at ABTasty.
- Spanish Retail Association
Click here for further details Europe/Madrid
