RMNs are racing to bolt screens, audio, apps, and one-to-one targeting onto the physical shelf, then grading success with the same ROAS and KPI playbook they use for ecomm. Meanwhile, brands and merchants are still asking a simpler question: did we move more product off the shelf?

In this session, Michelle Dooley of Catalyst Media Consulting and Paul Brenner of In-Store Marketplace will share fresh qualitative research across brands, RMNs, and retailers the surfaces a hard truth: we may be over-engineering in-store measurement and under-serving the people who decide where dollars go. You'll hear how brands, merchants, and RMNs are working off different scorecards; why "treating the store like a digital session" can be a bridge too far; and how old-school tools like match-market and pre/post resting, when combined with new digital capabilities, can create a much more credible story of in-store impact.