AdAdapted at Path to Purchase Live 2024: Key Takeaways from Three Engaging Sessions

Last week, the AdAdapted team attended Path to Purchase Institute Live in Schaumburg, Illinois, an event that continues to be a hub for innovation and collaboration in the CPG and grocery retail space. From inspiring panels to actionable insights, we left energized and excited about the future of connected commerce. 

For those of you who weren’t able to attend this year, we wanted to provide a quick recap of a few of our favorite sessions we attended:

1. Human-Centered Connected Commerce – From Store to Site

Nestlé Purina PetCare offered a fascinating look into their LAB9 Innovation Center—a space designed to “bring the pet owner experience to life” while fostering co-creation with retail partners. The session delved into how LAB9 has evolved to meet customer needs, driving omnichannel innovation and strengthening partnerships.

The Nestle Purina panel, featuring Stephen Wurth, James Kristof, and Tracey Johnson, moderated by WD Partners’ Jody Wasbro, showcased the highs and lows of building LAB9 into a powerhouse for collaboration. Their insights underscored the importance of blending physical and digital retail experiences to deliver value across the board.

2. Omnichannel Unlocked: Bridging the Gap in a Fragmented World

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In this dynamic discussion, Lee Dunbar (Starcom), Eleanor Hayden (Hayden Consultancy), Steve Triplett (Vibenomics), and Cyndi Loza (Path to Purchase Institute) explored the complexities of integrating onsite, offsite, and in-store strategies.

The panel discussed varied topics, including transitioning from siloed approaches to cohesive omnichannel campaigns and how to leverage insights to make data-driven decisions that meet consumer expectations in an increasingly fragmented market.

Their conversation highlighted the growing need for brands to think holistically about how they engage with consumers across channels.

3. Beyond the Banner: Innovative Strategies for Activating New Customers

The final session pushed us to think outside traditional advertising methods. Panelists Adam Stave (Swish Brand Experiences), Miranda Richards (Kraft Heinz), and Hanady Awada (Hummus Goodness) discussed how brands are connecting with customers in more meaningful ways through innovative solutions and strategies.

From discovering non-traditional ad formats to redefining success metrics, this session was a reminder that standing out requires creativity and a willingness to take risks.

Setting the Stage for 2025

As we close the chapter on 2024, Path to Purchase Live provided a wealth of inspiration for how brands can prepare for the year ahead. Whether rethinking omnichannel strategies, leveraging high-impact ad formats, or forming partnerships that align with your goals, the time to act is now.

At AdAdapted, we’re here to help CPG brands connect with consumers through innovative, effective advertising solutions. Let’s work together to make 2025 your best year yet. Schedule a meeting to learn more about how we can support your digital advertising goals.

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