From Loyalty to Retail Media: How Loblaw Is Reimagining the Store

Interview with Lauren Steinberg, EVP & Chief Digital Officer, Loblaw

With 2,500+ stores and Canada’s #1 loyalty program, Loblaw is redefining the future of in-store retail media. Lauren Steinberg, EVP & CDO, leads Loblaw Advance™ and PC Optimum™, driving digital, media, and loyalty innovation with a team of 800+. Hear how she’s positioning Canada’s largest retailer to become a global force in retail media.

The retail media landscape is booming, but the physical store—where over 80% of transactions still occur—remains the untapped frontier. As the ultimate expression of a retailer’s brand, the store offers unmatched potential for reaching shoppers at the point of decision. Advances in data, loyalty, and digital activation now make it possible to bring the precision and measurability of online media into the aisles. This session explores how retailers can extend their media networks into the store, creating significant new revenue streams while enhancing shopper experience.

Whether you’re building a network from scratch or scaling an existing program, you’ll gain practical insights into strategy, monetization, measurement, and operations. Join us to understand why the next wave of retail media growth will be written in-store—and what it takes to unlock its full potential.