By Carley Lucas, Retail Subject Matter Expert & Senior AE at Ventura
At this year’s Digital Modern Retail Marketing Summit, retail leaders gathered in New Orleans to explore how brands are redefining customer loyalty, full-funnel retail strategy, and omnichannel execution. I, Carley Lucas, had the pleasure of attending alongside my colleague Natalie Canavati, Ventura’s SVP of Growth. We thoroughly enjoyed connecting with marketers, operators, and innovators who are shaping what’s next in retail.
Across all conversations, one theme stood out: today’s most effective retail strategies are data-led, consumer-first, and powered by partnership.
Here are the key insights shaping what’s next in retail:
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Loyalty Is the New Differentiator
Shoppers expect more than points—they’re looking for real value. Hanna Andersson, the premium children’s apparel brand, uses its loyalty program to offer exclusive access and personalized perks over discounts, attracting high-value, frequent shoppers. Claire’s, the global accessories retailer, is capturing Gen Alpha through TikTok, SMS, and nostalgic cues that also resonate with their parents and older generations.
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Performance Alone Isn’t Enough
Brand-building is back in focus. Instacart, the online grocery delivery platform, made a Super Bowl splash by tapping into nostalgia with brand mascots, creating a campaign that stretched across every channel. Chomps, the snack brand, evolved from pure performance to a full-funnel approach—CTV, streaming, storytelling, and 360 brand moments tied to key retail seasons.
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Partnerships Drive Media Power
Retail partnerships aren’t just about shelf space—they’re a powerful marketing lever. Bark, the pet brand, has built an omnichannel presence across Target, Chewy, and Amazon with surprise-and-delight exclusives and seasonal collabs. But media investment only happens when both brand and retailer show up equally. Oura Ring, the smart wellness ring, used its retail strategy (Costco, Best Buy) to bring in-store trials to a tech product that previously lived online, expanding reach while educating new customers.
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Data Is the Advantage
The most agile brands are rethinking their investments in real time. Saatva, the DTC luxury mattress brand, turned to AI-powered MMM (Marketing Mix Modeling) to optimize spend across TV, search, and affiliate. The result? Increased market share and better alignment between media channels and business goals. Chobani, the yogurt brand, and Maesa, a beauty and wellness brand, both use consumer insights and retail feedback to drive product innovation, packaging, and placement—especially in high-growth categories like wellness and functional foods.
What Winning Retail Brands Share
- A customer-first approach to loyalty and retention
- A full-funnel mindset that balances brand and performance
- Strong, strategic retail partnerships—built for mutual value
- Real-time decision-making informed by data
- A willingness to test, learn, and evolve
These trends are just the beginning. For a deeper dive into how to activate full-funnel growth through retail media, check out Ventura’s Guide to Retail Media.
Final Takeaway
Retail success today means meeting the consumer wherever they are—online, in-store, or somewhere in between. The brands winning now are those that build trust, tell better stories, and invest in long-term value over short-term wins.
If you’re rethinking your retail strategy or looking for fresh ideas, I’d love to connect! At Ventura, we help brands unlock growth across the full funnel—and we’re always up for a good retail conversation.
