Quentin George (McKinsey & Company), Dr. Mark Grether (PayPal Ads), and John Storms (Lowe’s Media Network) explore the evolving role of commerce media as the connective tissue across the entire customer experience.
Key Takeaways
In the sixth session of the “What’s In Store for Retail Media Networks” event at NRF 2026, industry pioneers gathered to discuss a fundamental shift in the landscape: the transition from siloed retail media to a unified commerce media ecosystem. While retail media began as a digital extension of the grocery endcap, it has rapidly matured into a strategic lever that influences every phase of the customer journey — from initial discovery to the point of purchase.
The panel explores how the most successful networks are moving beyond single-merchant data to leverage massive, cross-merchant transaction graphs and “payment rails” to collapse the conversion funnel. From redefining the role of the physical store as a “potent surface” for digital interaction to leveraging in-store audio and associate expertise as media assets, this session provides a high-level roadmap for balancing monetization with a world-class shopper experience.
Expect a forward-looking discussion on reducing industry complexity, fostering transparency, and the potential for a “Commerce Front” to bridge the gap between transactional and strategic partnerships. For brands and retailers aiming to extract the next level of value from their media investments, this session offers a glimpse into the future of omni-channel accountability and growth.
Speakers:
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Quentin George – Lead, Media & Advertising Practice, McKinsey & Company
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Dr. Mark Grether – General Manager, PayPal Ads
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John Storms – Head of Strategy & Business Development, Lowe’s Media Network