Tim Binder

Nestle's Renee Hadley, left, discusses in-store retail media with Quad's Ameet Srivastava and P2PI's Cyndi Loza. Nestle's Renee Hadley, left, discusses in-store retail media with Quad's Ameet Srivastava and P2PI's Cyndi Loza. As the retail media landscape has evolved, so has Nestle’s approach to retail media. And at the Retail Media Summit last week, Nestle director of shopper marketing Renee Hadley explained that this now means a renewed focus on in-store.

As the retail media landscape has evolved, so has Nestle’s approach to retail media. And at the Retail Media Summit last week, Nestle director of shopper marketing Renee Hadley explained that this now means a renewed focus on in-store. The COVID-19 pandemic pushed shoppers to e-commerce and the digital path to purchase, but "since then we started to see behavior really start to normalize, and we see a return to in-store," Hadley said.

The speakers walked the audience through examples of how they have engaged Walgreens' shoppers at key moments in their journey in-store. A campaign targeting seniors leveraged tactics like Meta and email to drive awareness, and also used in-store navigation. Shelf tags communicated a "spend $25, earn $10 in rewards" offer for Haleon brands including Voltaren, Centrum, Tums and Sensodyne.