This post was created in partnership with Roundel
Key takeaways
- Marketers are focusing more on how to meet consumers at the right place at the right time, because modern discovery happens wherever consumers are.
- AI can’t replace emotional connections, but it can reduce friction in the shopping experience without replacing what makes shopping memorable.
- Physical stores still play a strong role in shopping, and retailers tailor their stores to reflect the specific communities they reside in.
Shopping no longer starts in one place—or follows a predictable path.
During an ADWEEK House Cannes Lions group chat co-hosted with Roundel, leaders from retail, technology, media, and consumer brands discussed how AI, creators, and omnichannel experiences are reshaping retail media as consumers move fluidly between digital and physical touchpoints.
Discovery begins wherever consumers are
Where the shopping journey begins depends on the consumer. Stephanie Sandbo, chief revenue officer at LTK, argued that there is no universal starting point anymore because consumers move directly between inspiration and purchase.
“I don’t think the funnel is dead. I think it’s collapsed because now you can purchase where there’s awareness, and that is then considered conversion. It’s less about where it starts, but really about meeting that person at the right moment, when they are ready for that, with the relevant product,” Sandbo explained.
For Kristin Patterson, VP of omnichannel retail at Pinterest, the consumer’s mindset matters more than the platform itself. She noted that discovery starts everywhere.
“It might start on Pinterest and then go deeper with Google Search to find more credible information, and then you might walk into a Target store. Being there in all those moments and having the consumer context in mind is how brands best show up,” Patterson said.
