BCG’s Leora Kelman dives into how the traditional marketing funnel has collapsed and why the physical store is the ultimate locus of consumer trust in an “everything everywhere” world.
Key Takeaways
In the second session of the “What’s In Store for Retail Media Networks” event at NRF 2026, Leora Kelman, Managing Director and Partner at Boston Consulting Group (BCG), challenges the industry to stop thinking in linear funnels. Today’s consumer moves instantaneously between behaviors — watching, scrolling, and shopping all at once — turning the customer journey into a complex “influence map” rather than a straight line.
Kelman highlights a critical opportunity for retailers: while digital media is heavily concentrated among a few giants, the broader retail landscape remains open for those who can capture attention where it matters most. With over 80% of purchases still happening in person, the store has become the most vital point of influence. From the “Ulta x Wicked” experiential activations to Best Buy’s innovative “store-within-a-store” partnership with IKEA, this session explores how leading brands are using the physical environment to build the trust and engagement that digital-only channels often lack.
The presentation also provides a framework for “scenario thinking” in the age of AI, urging marketers to prepare for a range of possible futures — whether that’s a world of agent-to-agent commerce or an authenticity revival. For retail media networks looking to prove their value in 2026, Kelman outlines the “no regrets” moves that will ensure they remain relevant regardless of how the technology evolves.
Speakers: Leora Kelman – Managing Director & Partner, Boston Consulting Group (BCG)