Opella's Philip Durocher & CMX's Kristen DiCorleto: How Brands are Showing Up In-Store

Physical retail stores serve as a vital, full-funnel channel for consumer engagement, bridging the gap between digital discovery and in-store conversion. Despite the rise of digital retail media, over 80% of transactions still occur in physical locations, necessitating a cohesive, data-driven strategy that integrates in-store touchpoints like entrance screens and checkout displays. Kristen DiCorleto of CVS Media Exchange and Philip Durocher of Opella highlight that experiential activations—such as Zyzal’s presence at the Boston Marathon—significantly boost dwell time and sales by creating memorable, localized consumer interactions. Success in this fragmented landscape requires a "one-heart" approach, where merchants, marketing teams, and brand partners align on inventory, messaging, and measurement to ensure that every in-store moment reinforces the brand promise and drives measurable, long-term growth.