The Promotion Visibility Gap: How Retail Media Is Reshaping Promotion Strategy

Canadian shoppers have entered an era of calculated consumption. They are still spending, but deliberate about every purchase. Brands are investing heavily in promotions – but in a fragmented digital landscape of flyers, apps, and loyalty offers, shoppers aren’t seeing them. This session explores the emerging intersection of retail media and trade promotion, where brand investment is shifting from deeper discounts to promo amplification – making existing promotions visible to the shoppers actively looking for them. With examples from leading brands and retail media networks, see the early performance data making the case for a fundamentally different approach to promotional ROI.