Retail Media Confessions graphic for Inmar Intelligence on the creator effect in retail media, showing a woman whispering to a surprised man live from Shoptalk.

Retail Media Confessions, Episode 4: Creators and Retail Media, Heat or Just Hype?

Creators and retail media have always made sense together, Creators have been a critical media lever in driving sales for years. But, due to perceived complexity, this channel has remained underdeveloped within Retail Media. In Episode 4 of Retail Media Confessions, Andrew Lipsman (Founder and Chief Analyst at Media, Ads + Commerce), Austin Leonard (Vice President and General Manager of Dollar General Media Network), and I discuss why that is starting to change.
 Inmar Intelligence and GroceryLab 2026 event graphic featuring grocery retail media leaders meeting in Detroit to discuss omnichannel profitability and AI-driven commerce solutions.

Grocerylab 2026

Inmar is proud to inaugurate FMI GroceryLab as a founding partner, working alongside senior leaders across grocery, CPG, and retail media to solve the challenges shaping the industry right now.  GroceryLab brings leaders together to work through these challenges in a focused, action-oriented environment.
Inmar Intelligence graphic for “Mastering the Mix: Paper vs. Digital Coupon Strategies” beside a shopper scanning paper coupons at a grocery checkout

Mastering the Mix: Paper vs. Digital Coupon Strategies

In the competitive Consumer Packaged Goods (CPG) landscape, the question isn’t whether to use coupons, but which format will drive the highest ROI. While digital adoption is skyrocketing, paper remains a powerhouse for specific demographics. To maximize growth, brands must understand the unique roles of paper and digital incentives within a unified promotional strategy.