While neither the largest nor flashiest event on the commerce conference circuit, the intimacy (and longevity)of Path to Purchase Institute’s P2PI Live give the event a unique vantage point for tracking the evolution of commerce marketing.
Held Nov. 12-13 in Schaumburg, IL, this year’s event reached back into its roots in point-of-purchase activation, which helped to ground a wide range of emerging industry touchpoints and trends with one common anchor: a renewed commitment to shopper-first strategy.
The on-stage conversations across the two-day conference covered a variety of topics, from retail media, contextual commerce, and omnichannel strategies to loyalty marketing, agentic shopping, and the unique complexities of the bevalc category (alcoholic beverages for the uninitiated). In conjunction with the re-emphasized shopper focus, four key themes emerged.
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