Retail Media Networks (RMNs) are no longer just another digital advertising channel—they have become an essential component in the path to purchase. At P2Pi’s Retail Media Summit Canada 2025, Inmar Intelligence’s Sherif Fahmy, VP of Retail Sales, Martech, took the stage to discuss how RMNs can transform into consumer-driven powerhouses. His session, “From Inspiration to Purchase: Transforming RMNs into Consumer-Driven Powerhouses,” underscored the growing need for personalization, prioritization, presence, and penetration in retail media strategies.
GROWING COMPLEXITY OF RMNS
Retail media has experienced explosive growth, with 56 new RMNs launched since 2011, 55% of which occurred between 2021 and 2022. However, this rapid expansion has also introduced complexity and fragmentation. While RMNs are evolving to meet the changing needs of shoppers, brands must rethink their strategies to ensure media investments drive both engagement and measurable outcomes.
THE NEW PRINCIPLES OF RETAIL MEDIA STRATEGY
In his session, Sherif introduced a framework that modernizes the traditional Four P’s of Marketing (Product, Price, Promotion, Place) into four new guiding principles for retail media success - personalization, prioritization, presence, and penetration. These principles reflect key takeaways from Inmar Intelligence’s 2025 Canadian Media Customer Survey, which uncovered significant shifts in how Canadian shoppers engage with retail media and expect personalized experiences.
PERSONALIZATION – “SHOW ME THAT YOU KNOW ME”
Consumers expect experiences that feel relevant to them. In fact, 76% of consumers express frustration when brands fail to provide personalized and connected experiences, and 72% of Canadian shoppers would spend more with a retailer that delivers a consistently personalized experience.
Retailers who personalize offers and content drive stronger engagement, increase purchase intent, and foster long-term loyalty. Beyond simply addressing the obvious, brands must deliver context-aware engagement, such as:
- Location-based recommendations
- Curated product suggestions based on shopping behaviour
- Exclusive digital rewards tailored to user preferences
Shoppers engage more when content reflects their habits, whether through personalized promotions, targeted loyalty offers, or predictive shopping experiences. RMNs must leverage data to create tailored messaging that drives relevance at every stage of the shopper journey.
PRIORITIZATION – “FOCUS ON THE AUDIENCES THAT WILL PROPEL GROWTH”
Retailers must prioritize high-value customers—not just reach as many as possible. Digitally engaged shoppers spend 85% more annually and engage more frequently, making behaviour-based segmentation a key driver of RMN success.
Rather than relying solely on demographics, brands must target based on how shoppers interact with content, engage across digital channels, and respond to past offers. Using first-party data and predictive analytics, brands can focus their investments on consumers who are most likely to drive long-term value.
PRESENCE – “BE VISIBLE IN THE MOMENTS THAT MATTER”
With omnichannel shopping behaviours becoming the norm, Canadian shoppers rely on multiple digital and in-store touchpoints to discover promotions. Instead of thinking solely about placements, retailers can explore ways to enhance strategic presence, ensuring their products appear at the right moments along the shopper journey.
Some key opportunities include:
- Leveraging mobile apps to surface relevant products while shoppers build their lists.
- Using social media and display ads to reach consumers at moments of inspiration.
- Optimizing in-store touchpoints to create high-impact displays in key shopping zones.
- Exploring streaming and connected TV ads to engage consumers when they’re making purchasing decisions.
By integrating presence across multiple channels, retailers can create a seamless experience that aligns with how today’s shoppers browse, engage, and buy.
PENETRATION – “CREATE LIFETIME LOYALISTS”
Retailers must go beyond one-time transactions to penetrate deeper into consumer behaviour and build lasting loyalty. Successful retail media strategies focus on turning occasional buyers into repeat customers by fostering ongoing engagement and emotional connection.
Penetration in retail media means consistently delivering value across multiple touchpoints, reinforcing a brand’s presence in the consumer’s shopping habits. Retailers can achieve this by:
- Offering exclusive rewards and VIP incentives to encourage repeat interactions
- Using brand storytelling to create stronger emotional ties with consumers
- Leveraging influencer and community-driven content to cultivate advocacy and trust
For example, brands like Starbucks and Trader Joe’s have built strong customer followings by creating consistent, personalized experiences that go beyond discounts. Retailers that focus on deepening engagement rather than driving single transactions will build loyalty that extends across channels and shopping occasions.
FINAL THOUGHTS
Retail media is evolving, and brands that embrace data-driven strategies will stay ahead. The ability to track performance in real time allows retailers and advertisers to refine investments, ensuring measurable engagement and incremental sales.
By prioritizing personalization, prioritization, presence, and penetration, retailers and brands can create consumer-centric experiences that drive long-term loyalty. As RMNs mature, those who leverage advanced measurement and optimization will be best positioned for sustained growth.
Inmar Intelligence continues to lead this transformation, providing the insights and tools needed to navigate the future of retail media. To get in touch for your business, reach out to solutions@inmar.com.