P2PI LIVE & EXPO 2025 RECAP
DIGITS made its P2PI LIVE debut in November 2025. Discover why this smaller, practitioner-focused event delivered high-quality leads, real learning, and a standout BevAlc track that showcased the future of alcohol commerce.
Held November 11-13 in Schaumburg, Illinois, this year’s Path to Purchase conference delivered what commerce marketers need most: practical insights, real conversations, and an environment built for learning rather than networking theater. For DIGITS, making our debut at this event resulted in the same volume of leads we typically generate at conferences 10X the size, but with one critical difference: these leads came from meaningful discussions, not hallway drive-bys.
The retail media and commerce marketing calendar is packed with massive trade shows where attendees race between sessions, collect swag, and schedule back-to-back meetings that leave little room for substantive conversation. While these events serve a purpose, they often prioritize scale over depth, leaving practitioners hungry for forums where they can actually learn, connect, and dig into the operational challenges they face every day.
P2PI LIVE takes a different approach. By designing a more intimate event focused on case studies, hands-on sessions, and cross-functional alignment, the conference creates space for the kind of conversations that move strategies forward. For agencies like DIGITS that specialize in execution, not just ideation, this format delivers immediate, actionable value.
Key Takeaways at a Glance
P2PI LIVE’s smaller scale enabled deeper 1-1 conversations and higher-quality lead generation
Dylan Mueller, VP of Operations at DIGITS, was honored as part of P2PI’s prestigious 40 Under 40 Class of 2025
Sessions were case-study driven and focused on practical execution rather than high-level trendspotting
Retail media and AI were central themes, with a focus on improving targeting, measurement, and content workflows
In-store activation received renewed emphasis, with sessions exploring shelf-level storytelling and measurable in-store retail media
The dedicated BevAlc track, including a private BACI meeting, showcased the transformation happening in alcohol commerce
Cross-functional alignment across marketing, shopper, sales, and media teams emerged as a critical success factor
DIGITS left with the same volume of leads as larger conferences, but from more substantive conversations
What Makes P2PI LIVE Different From Other Industry Events?
Compared to Groceryshop and other large-scale trade shows, P2PI LIVE is noticeably smaller. Rather than 5,000+ attendees spread across sprawling convention centers, the conference brings together a more focused group of practitioners in a format that prioritizes depth over breadth.
This intimate scale turned out to be one of the event’s greatest strengths. Attendees had time to actually talk, not just exchange business cards. Sessions encouraged questions and dialogue, not just one-way presentations. The hallways felt more like collaborative workspaces than traffic jams.
For DIGITS, this environment translated into high-quality business development. We left with the same volume of leads we typically generate at much larger conferences, but these conversations were deeper, more specific, and more likely to convert into meaningful partnerships. When attendees aren’t rushing to their next appointment, they have space to discuss real challenges and explore how agencies like DIGITS can solve them.
And yes, Dave got a free professional headshot at the InMar booth. An unexpected perk we will absolutely accept.
Who Was Recognized as Part of P2PI’s 40 Under 40 Class?
One of the best moments of P2PI LIVE was celebrating Dylan Mueller, Vice President of Operations at DIGITS, who was recognized as part of P2PI’s prestigious 40 Under 40 Class of 2025.
This annual award honors rising leaders making an outsized impact across commerce marketing, shopper strategy, and retail innovation. Dylan’s recognition reflects his leadership in building scalable operations at DIGITS, driving client success across Target retail media, regional grocer partnerships, and beverage alcohol activations, and helping shape how agencies deliver measurable results in the evolving retail media landscape.
The full 40 Under 40 class was honored on-site during the conference, and seeing Dylan recognized among top industry innovators was a proud moment for the entire DIGITS team. This recognition also reinforces DIGITS’ position as a growing force in retail media, with team members who are shaping the future of the industry, not just participating in it.
What Were the Key Themes From P2PI LIVE 2025?
If Groceryshop is built for high-level trendspotting, P2PI LIVE is built for doing the work. The sessions were hands-on, case-study driven, and refreshingly candid. Instead of vague promises about the future, speakers dug into the how behind real programs and shared what worked, what didn’t, and what needs to happen next.
Retail Media and AI Integration
Retail media continues to dominate the commerce conversation, but P2PI LIVE approached the topic with a practical execution lens. AI was front and center, not as a buzzword, but as a tool already improving targeting precision, measurement accuracy, and content workflow efficiency.
The show also recognized the year’s Retail Media Award winners, showcasing strong innovation across platforms like Walmart Connect, Kroger Precision Marketing, Target Roundel, and emerging regional retail media networks. These case studies demonstrated how brands are moving beyond experimentation to build scalable, measurable retail media programs.
In-Store Activation Comes Roaring Back
The physical store took on a bigger role at P2PI LIVE than we’ve seen in previous years. Sessions explored how retailers are reinvesting in shelf-level storytelling, in-store digital surfaces, and measurable in-store retail media capabilities.
With in-store still accounting for the vast majority of CPG sales, this renewed focus felt long overdue. Brands shared how they’re connecting digital awareness campaigns to physical store activation, using beacon technology and proximity targeting to drive foot traffic, and deploying in-store screens and digital endcaps as measurable media channels.
For agencies like DIGITS that specialize in omnichannel retail media, these sessions validated our approach: the future isn’t digital or physical, it’s both working together in a unified strategy.
Shopper Insights With Emotional Intelligence
Beyond the numbers, sessions challenged attendees to think about the emotional drivers of shopping behavior. A shift toward empathy and behavioral understanding is shaping how brands communicate across the omnichannel journey.
Speakers discussed how life stage, household dynamics, and personal values influence purchase decisions in ways that transaction data alone can’t capture. Brands that integrate emotional intelligence into their shopper marketing strategies are building deeper connections and driving higher loyalty.
Cross-Functional Alignment as a Competitive Advantage
A quiet but persistent theme throughout P2PI LIVE was the need for better alignment across marketing, shopper, sales, and media teams. The companies sharing wins were those breaking down silos, sharing data across functions, and building unified retail activation strategies.
Too often, brand marketing teams optimize for awareness metrics while shopper teams focus on in-store execution and media teams chase ROAS, all without connecting their efforts. The brands succeeding today are those creating shared goals, unified measurement frameworks, and collaborative planning processes that ensure every dollar works harder.
Why Was the BevAlc Track a Standout?
For DIGITS, one of the most valuable elements of P2PI LIVE was the dedicated BevAlc track, including a private BACI (Bev Alc Commerce Initiative) meeting featuring fresh insights from DoorDash and Circana.
As an agency with deep expertise in regulated categories, it was energizing to see beverage alcohol get focused stage time at a major commerce marketing event. The conversations were smart, candid, and grounded in the realities of compliance, retailer partnerships, three-tier distribution dynamics, and performance measurement.
Sessions covered topics including how on-demand delivery platforms are evolving their alcohol advertising capabilities, which retail media networks are launching compliant BevAlc offerings, how brands are navigating state-by-state regulations while scaling national campaigns, and what data and measurement solutions are available for closed-loop attribution in alcohol.
Seeing this category receive dedicated programming at P2PI LIVE reinforces what DIGITS already believes: beverage alcohol commerce is in the middle of a transformation, and retail media will shape the next decade of growth. The brands that understand how to activate compliantly across on-demand delivery, retail media, social platforms, and 1P/3P data partnerships will win share while their competitors are still figuring out what’s allowed.
What Did DIGITS Learn at P2PI LIVE 2025?
Between the quality of content, the caliber of attendees, and the number of actionable takeaways, P2PI LIVE exceeded expectations for our first time attending.
We left with high-quality conversations that will turn into client partnerships, real learning focused on operational execution rather than trend speculation, strong BevAlc representation that validated our category expertise, connections that matter with practitioners solving similar challenges, a great headshot courtesy of InMar, and a lot of excitement for P2PI LIVE 2026.
Most importantly, we left with a clearer view of how the industry is evolving and how DIGITS can help brands stay ahead as retail media, in-store activation, and AI continue to converge. The sessions validated our strategic focus on Target retail media, regional grocer partnerships, beverage alcohol commerce, omnichannel measurement, and cross-functional collaboration.
When conference content aligns this closely with agency capabilities, you know you’re in the right room.
What Makes P2PI LIVE Worth Attending for Commerce Marketers?
If you’re a brand marketer, shopper strategist, sales leader, or retail media professional looking for an event that prioritizes substance over spectacle, P2PI LIVE delivers. The conference is designed for practitioners who need to execute programs, not just talk about them.
You’ll benefit from attending if you want case studies that show the how behind successful retail media programs, real conversations with peers facing similar operational challenges, access to retail media network leaders and technology partners, dedicated tracks for specialized categories like beverage alcohol, and a format that actually allows time for learning instead of just networking theater.
For agencies like DIGITS, P2PI LIVE also offers a concentrated environment to connect with prospective clients who are actively working on the types of challenges we solve every day: optimizing Roundel campaigns at Target, launching retail media programs at regional grocers, building compliant beverage alcohol commerce strategies, and connecting digital media to in-store sales.
What’s Next for DIGITS and P2PI LIVE?
This will not be our last P2PI event. The combination of high-quality content, meaningful connections, and category-specific programming makes P2PI LIVE a conference worth returning to year after year.
DIGITS will be back in 2026, and we’re already thinking about how to contribute more to the community. Whether that means speaking on panels about retail media execution, sharing case studies from our work with Target and regional grocers, or hosting conversations within the BevAlc track, we want to give back to an event that gave us so much value in our debut year.
For brands considering whether to attend P2PI LIVE, our advice is simple: if you value depth over scale and execution over ideation, this is your conference.
Frequently Asked Questions
How does P2PI LIVE compare to Groceryshop or Shoptalk?
P2PI LIVE is significantly smaller than Groceryshop or Shoptalk, with a more intimate format that prioritizes depth over scale. While larger conferences excel at showcasing big-picture trends and attracting massive vendor ecosystems, P2PI LIVE focuses on practical execution, case studies, and real conversations. Both formats have value depending on your goals.
What is the BACI meeting referenced in the BevAlc track?
BACI stands for Bev Alc Commerce Initiative, an industry group organized through P2PI that brings together beverage alcohol brands, retailers, platforms, and agencies to discuss commerce strategies specific to the regulated alcohol category. The private BACI sessions at P2PI LIVE feature insights from data providers, platforms, and category experts.
Why is DIGITS focused on beverage alcohol commerce?
Beverage alcohol is one of the most complex and fastest-evolving categories in retail media. The combination of three-tier distribution, compliance requirements, and rapid platform innovation creates unique challenges that require specialized expertise. DIGITS has built dedicated capabilities for BevAlc marketing, including the DIGITS Cheers Network, which unifies on-demand delivery, retail media, data targeting, and measurement in one compliant framework.
How can brands connect with DIGITS at future P2PI events?
Reach out through our website to schedule a meeting during P2PI LIVE 2026. We’re also exploring opportunities to present case studies, host private sessions, and contribute to the BevAlc track. Connect with us early if you want to ensure we have time blocked on our calendar.
What other industry events does DIGITS attend?
In addition to P2PI LIVE, DIGITS regularly attends Groceryshop, Shoptalk, Retail Loco, Ascendant RMN conferences, and category-specific events for regional grocers and beverage alcohol brands. Follow us on LinkedIn to see where we’ll be next and schedule time to connect.
Conclusion
P2PI LIVE & Expo 2025 demonstrated that the best conferences aren’t always the biggest. By creating an environment designed for practitioners who need to execute programs rather than just discuss trends, P2PI delivers outsized value in a smaller, more focused format.
For DIGITS, making our debut at this event resulted in meaningful business development, validated our strategic focus areas, and reinforced why we specialize in retail media execution rather than just strategy. Celebrating Dylan Mueller’s recognition as part of the 40 Under 40 class was an added highlight that showcased the caliber of talent driving DIGITS forward.
We left with a clear sense that P2PI LIVE will be an annual fixture on our calendar and an important forum for staying connected to the operational realities shaping retail media, in-store activation, and commerce innovation.
Ready to discuss retail media strategy, regional grocer partnerships, or beverage alcohol commerce? Connect with DIGITS to start planning your next activation.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
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