From Story to Sale: 6 Retail Shifts That Will Define 2026
- Genevieve Castonguay
- Oct 6
- 3 min read
What we learned at Groceryshop 2025 — and what it means for brands and retailers navigating the new retail reality.
The Pulse of Change
Groceryshop 2025 wasn’t just another conference — it was a turning point.
In Las Vegas, the conversations weren’t about the next shiny tool or buzzword. They were about what’s really working, what’s next, and how to connect story, data, and retail execution in one seamless motion.
From Mars and Sam’s Club to Honest, Chobani, and Walgreens — leaders spoke with urgency:
“We can’t just buy reach anymore. We have to earn relevance.”
And that’s where the next chapter of retail is heading — faster, smarter, and infinitely more local.
1. The Era of Volume-Led Growth Is Here
Price-led growth has reached its ceiling. Boards are demanding volume — not through deeper discounts, but through smarter storytelling, pack architecture, and retailer-specific execution.
At Groceryshop, The Honest Company’s Chief Growth Officer, Kate Barton, put it simply:
“Companies that lean into complexity and customize by retailer will thrive.”
And Chobani’s Talia Monroe added:
“Affordable nutrition is our core — we obsess about the consumer, not big media.”
This shift plays directly into ShopLiftr’s dynamic-creative DNA — enabling brands to scale personalization, automate benefit messaging, and tailor every promotion by retailer without losing control of the brand story.
2. Trust and Transparency Win Shelf Space
Walgreens, Haleon, and Carbone Fine Foods all reinforced one truth: partnerships thrive on clarity. Brands that share data, insight, and a category-first mindset are the ones earning the shelf and the shopper.
As Joe Sta-Romana of Haleon said:
“Put your cards face up — data, analytics, and a joint scorecard.”
ShopLiftr helps partners do exactly that — turning live category and promo data into dynamic storytelling that earns shopper trust where it matters most: at the point of decision.
3. Value and Joy Can Co-Exist
Mondelez, Martie, and Giant Food spoke to today’s “barbell shopper”: some chasing value and accessibility, others seeking quality and joy. The brands winning most are those that blend both.
“Trust isn’t about selling — it’s about making customers better,” said Mindy Shaltry of Mondelez.
This is where dynamic relevance becomes the differentiator. With ShopLiftr’s dynamic creative engine, brands can highlight value (price per serving, family pack savings) and premium (ingredients, joy, story) in one orchestrated flight.
4. Retail Media Is Maturing — But Activation Still Needs Agility
From Ferrero to Bayer, leaders acknowledged that RMNs can’t stand alone.
Brands are building internal incrementality models, connecting upper-funnel storytelling with shopper-facing creative.
Katie Neil of Coca-Cola reminded attendees that:
“TikTok is effectively the third-largest retail media network — discovery to conversion is collapsing there.”
That collapse is the opportunity.
ShopLiftr’s retail-agnostic approach complements RMN buys — activating the connective tissue between awareness, engagement, and conversion across display, video, DOOH, and the L-Bar.
5. Storytelling Is Still the Hardest (and Most Valuable) Skill
From Liquid Death to Kellanova and Treasury Wine Estates, the theme was unmistakable: Stop switching messages. Start owning a narrative.
Benoit Vatere of Liquid Death said it best:
“Stay old-school — great writing first, then use data to aim it.”
ShopLiftr’s L-Bar format embodies that principle — taking rich, emotional storytelling and anchoring it to live product, price, and availability so inspiration can instantly turn into action.
6. Unified Commerce Is the Endgame
Mars’ “One Demand Vision” summed it up perfectly:
“The right engagement, the right moment, the right offer, the right touchpoint.”
Sam’s Club, Marzetti, and Publicis all echoed the same sentiment — discovery, loyalty, and fulfillment must now live on one connected spine.
That’s where ShopLiftr’s full-funnel dynamic creative delivers. From “Add to List” to “Find in Aisle” to “Earn & Burn,” we help brands unify the shopper journey across screens and stores — retail-agnostic, real-time, and measurable.
The Throughline: Retail Agility Is Not Optional
The future isn’t about who spends more — it’s about who moves smarter. Who can orchestrate every impression, match every message to moment, and prove lift beyond the click.
That’s where ShopLiftr leads — helping brands connect:
Story and Sale
Purpose and Proof
Insight and Execution
Whether through L-Bar video overlays, dynamic display, or hyper-localized DOOH, ShopLiftr bridges the storytelling gap between the shelf and the shopper — any screen, any retailer, anywhere.
🎬 Watch the L-Bar in Action
See how ShopLiftr connects brand storytelling to real-time retail data — driving measurable lift and impact.
Ready to Make Your Story Work Harder?
Let’s talk about how ShopLiftr can help you unify creative, commerce, and retail outcomes for your next campaign.
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