Observed Signal · Oct 12, 2026 · Panel Discussion · Source: Adweek · Impact: 1/5 · Sentiment: Positive
Holiday Playbook: Data Insights for Modern Shoppers
During an ADWEEK House panel co-hosted with CVS Media Exchange, industry leaders discussed strategies for engaging diverse holiday shoppers. Wendy Liebmann of WSL emphasized that every holiday shopper is 'many shoppers,' requiring data-driven mapping across touchpoints to connect the right message at the right moment. Gretchen Reisner of CVS Media Exchange highlighted the concept of 'trip missions,' noting that shoppers may switch between planned and last-minute trips, and stressed the importance of identifying signals to tailor messaging. She also cited CVS's ExtraCare loyalty data showing convenience as a key value driver beyond price. Kelly Solomon of Revlon explained that convenience includes bundling products into kits for easy in-store grabs. The panel underscored the need for an end-to-end view combining digital and store performance to optimize channel selection, timing, and messaging.
Provides insights on holiday retail media strategies, but is a general opinion piece without specific announcements or industry-shifting news.
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Key Takeaways & Evidence Grounding
- Wendy Liebmann (CEO, WSL) stated every holiday shopper is 'many shoppers'.
- Gretchen Reisner (CVS Media Exchange) emphasized 'trip missions' and signal-based targeting.
- CVS ExtraCare loyalty data shows convenience as a key value driver.
- Kelly Solomon (Revlon) highlighted product kits/bundles for in-store convenience.
- Panel co-hosted by CVS Media Exchange and ADWEEK House.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Retail Media Evolution Starts With Smarter Questions
At an ADWEEK House Cannes Lions panel co-hosted with CVS Media Exchange (CMX), industry leaders argued retail media must move beyond raw data volume toward clearer goals and actionable measurement. Parbinder Dhariwal (CVS Media Exchange) said brands are drowning in data and need defined objectives—incrementality, category growth, new‑to‑brand acquisition, and retention—to turn signals into decisions. Cara Pratt (Circana) urged building data strategy into decision-making up front and highlighted cross‑retailer measurement: Circana’s work with CMX showed incremental ROAS that flowed to purchases at retailers outside CVS. Panelists also flagged in‑store, short‑visit shopper moments as an underused retail media opportunity and called for using end‑to‑end transaction data to inform broader marketing strategy beyond single campaigns.
Longer Holiday Season, Thriftier Consumers Ahead
An ADWEEK House panel co-hosted with Ibotta discussed how data-driven media spend can help brands adapt to changing shopping behaviors during the holiday season. Chris Dungan, VP of client partnerships at Ibotta, and Krystle Rocci, integrated strategy director at Pernod Ricard, highlighted that consumers are shopping earlier and elongating their purchasing period. Ibotta's first-party data enables Pernod to measure and attribute the success of promotions, helping to intercept consumers in their decision path. The panel emphasized the importance of moving beyond impressions to target the right moments and mindset. Promotions are effective for attracting new or lapsed buyers, but fostering repeat purchases and exploring the full brand portfolio are key loyalty tests. The discussion underscored the value of first-party data and strategic promotions in driving incremental sales and collective brand equity.
Holiday Value is More Than Price, Say Industry Leaders
In an ADWEEK House group chat co-hosted with Fetch, industry leaders discussed how consumers are becoming more selective in their holiday spending, weighing price, quality, convenience, rewards, and brand experience. Jacqueline Willemsen of Fetch noted that discounts alone don't earn attention; brands must create relationships. Jessica Brown of WPP Media highlighted decision fatigue as a hurdle, emphasizing the need for easy decisions. Alex Stone of Horizon Media pointed out that consumers want to 'win' with every purchase, factoring in rewards. The panel also debated metrics: Amie Owen of Flywheel cautioned against over-reliance on ROAS, while Lauren Newman of Button stressed lifetime value over incrementality. The consensus: holiday campaigns should focus on building lasting customer relationships beyond the season.
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