Retail Media Impact Summit Speaker Q&A: Breaking the Channel Mindset with Zitcha

At this year’s Retail Media Impact Summit, leading retailers, brands, and tech providers will gather on 24th September in Amsterdam to explore the innovations, strategies, and partnerships shaping the future of retail media. Across a packed agenda of keynotes, debates, and practical case studies, attendees will gain actionable insights to maximise the impact of their retail media investments.

One of the sessions set to spark lively discussion is “Breaking the Channel Mindset: One Retailer, One Shopper, One Strategy”, led by Dan Sands, the Regional Director, EMEA at Zitcha and Lisa Avery, Director of Customer Success EMEA at Zitcha. This session will challenge why retailers still treat in-store, app, CTV, and eCommerce as separate channels and showcase how a unified, shopper-first approach can deliver stronger results.

We caught up with Dan and Lisa ahead of the event to hear their thoughts on breaking down silos and building a more cohesive Retail Media strategy.

Q. Why is breaking the channel mindset such a big challenge for retailers today?

Retailers have grown their media networks in silos - in-store, eCommerce, CTV, app - each with different teams, budgets, tech stacks, and KPIs. That’s how the industry evolved, but it’s no longer how shoppers behave. One shopper moves seamlessly between channels, but inside the retailer, the experience is fragmented. Breaking the mindset means breaking old ways of working, rethinking tech architecture, and aligning people, processes, and measurement to the shopper, not the channel.

Q. What are some of the biggest missed opportunities you see when channels remain separate?

When channels operate in silos, retailers risk:

• Lost revenue: inventory in one channel goes unsold while demand outstrips supply in another.
• Duplicated effort: multiple briefs, disconnected creative, inconsistent messaging.
• Incomplete data: without a single view of the shopper, retailers can’t optimise across touchpoints or prove total impact.
• Disappointed shoppers: both networks and advertisers miss the chance to delight and engage consumers by having a consistent conversation and driving more purchases

Ultimately, siloed channels make the network harder to buy, harder to optimise, and less valuable to brands.

Q. Your session at the Retail Media Impact Summit promises to “spark strong debate.” What’s the one question you hope attendees leave thinking about?

If your shopper doesn’t think in channels, why do you?

Q. What excited you most about the Retail Media Impact Summit?

It’s rare to get retailers, brands, and tech partners in the same room ready to roll up their sleeves and talk about the real blockers to growth. The Summit is a chance to challenge entrenched thinking, share bold ideas, and workshop practical frameworks that can be taken back and used the next day. That mix of energy, honesty, and action is what makes events like this so powerful. Plus, our workshop is going to be EPIC. We can’t wait to see you there!

Don’t miss your chance to hear from Zitcha and other leading experts who are transforming Retail Media into one of the most dynamic spaces in digital advertising.

Happening on the 24th of September in Amsterdam, the Retail Media Impact Summit is the must-attend event for anyone involved in Retail Media, shopper marketing, or digital commerce. Join us to connect with industry leaders, learn best practices, and gain practical insights you can apply immediately.

Find out more here and register below to secure your place to be part of shaping the future of Retail Media

IAB Europe members enjoy an exclusive discount on tickets - secure yours today before they’re gone.