Leaders from CVS Health, Loblaw Advance, and STRATACACHE roll up their sleeves to discuss the “pain in the ass” details of moving a retail media network from a small-scale pilot to a national rollout.
Key Takeaways
While the morning sessions at What’s In Store for Retail Media Networks event at NRF 2026 focused on high-level strategy and market valuations, the afternoon panel discussion got “down and dirty” with the operational reality of in-store execution. Moderated by Colin Lewis, the discussion brought together the teams behind two of the most successful networks in North America — CVS Media Exchange (CMX) and Loblaw Advance — to share the hard-won lessons of physical deployment.
The panel explored what it truly means to be “all in” on the store. It’s not just about selling pixels; it’s about a massive cultural and construction project that involves navigating internal IT friction, finding hidden power outlets, and ensuring that digital screens assist rather than disrupt store associates. Here’s a quick overview of what you’ll see in the video:
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The Pilot Playbook: Why CVS starts with unique localization strategies for every store and how Loblaw utilized a “reach-first” entryway strategy before moving deeper into the aisles.
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The IT & Infrastructure Hurdle: Real-world stories of bypassing network bandwidth issues with LTE rollouts and the critical importance of getting “permits” (and physical plugs) right before the first ad ever plays.
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Measurement that Matters: A look at how Loblaw’s PC Optimum and CVS’s ExtraCare data are finally closing the loop, proving that in-store screens drive significant incremental lift — including a deep dive into a “Mayo” campaign that used coordinated nudges at every stage of the journey.
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Creative “Original Sins”: The panel addresses the biggest mistake in the industry — resizing social or web ads for 55-inch store screens — and why “simple” is the only creative strategy that works for mission-driven shoppers.
Speakers:
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Colin Lewis – Co-Founder, Retail Media Works (Moderator)
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Robyn Sullivan – GM, Go-To-Market, Loblaw Advance
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Kristen DiCorleto – Head of Marketing, CVS Media Exchange (CMX)
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Sarah Reynolds – Senior Director, Retail Experience Strategy, CVS Health
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Russell Young – SVP, Business Development, STRATACACHE