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)