Digital Demand Creation: Creators, Viral Moments, and Conversion

Omni Talk’s Chris Walton and Anne Mezzenga join Groceryshop’s Rocquan Lucas and Ben Miller for the official key takeaways session live from the state at Groceryshop 2025, covering the biggest themes, surprising data points, and provocative predictions from the show.

In this comprehensive recap session recorded live on the final day of Groceryshop 2025, the panel share and discuss:

• The Changing Consumer: Health-conscious shopping reached unprecedented levels at this year’s show. Sessions on GLP-1 medications, functional foods, and better-for-you products were packed as retailers and brands grapple with how dietary preferences and wellness trends are reshaping shopping behavior and store formats. Learn why companies like Danone and Chobani are winning with health positioning and how this impacts everything from loyalty programs to main shop destination decisions.
• Agentic AI & Trust: AI has moved from hype to practical application. Discover how consumer trust in AI recommendations is evolving, why the shift from SEO to generative engine optimization (GEO) matters, and what it means for investment in earned and shared media over paid channels. Walmart’s mission-based homepage and the role of AI in transforming entire customer experiences take center stage.
• In-Store Efficiency & Operations: The panel reveals why operational technology delivers the strongest ROI right now. From inventory visibility and shelf intelligence to electronic shelf labels and reducing associate workload, learn which technologies are making stores more productive and why the focus has shifted to backend operations before customer-facing innovations.
• Digital Demand Creation: Explore the evolution of how brands create awareness and drive purchases through creators, influencers, and content strategies. Understand the balance between planned campaigns and opportunistic viral response, plus why mental availability matters as much as physical availability in today’s grocery landscape.
• Retail Media Evolution: Enter the “Age of Reckoning” for retail media in grocery. Learn why successful networks must activate both stores and online, move beyond just converting trade spend to capturing brand dollars, and deliver full-funnel experiences rather than just lower-funnel conversion.
• Automation Economics & Future Predictions: Ocado CEO Tim Steiner’s provocative question sparked debate: Will automated warehouses eventually be cheaper to operate than hypermarkets? The panel discusses this prediction, third-party delivery marketplace dependencies, and whether the industry can afford to be wrong about the future of automation.
• Practical Challenges: Technology integration pain points, the need for vendor consolidation, macro-economic headwinds including cautious consumers and declining units, plus the importance of associate tool UX for Gen Z employee retention.

Key Topics: Groceryshop 2025 recap, health-conscious consumer trends, agentic AI adoption, retail media networks, in-store technology, warehouse automation, digital marketing, influencer strategies, operational efficiency, technology integration, workforce technology

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