Thank you to everyone who joined us for Loblaw Advance^TM Showcase 2026. 

This year, we explored a central challenge for brands: the forces shaping consumer decisions are changing faster than traditional approaches to understanding them. 

Across Loblaw, we're seeing those changes in how Canadians shop. Hard Discount generated more than $1 billion in year-over-year sales growth, promotional purchasing continues to gain share, and loyalty is playing an increasingly important role in how shoppers access value. At the same time, evolving consumption priorities and AI-assisted shopping are introducing new influences on what Canadians buy and how they discover products. 

These shifts have real implications for advertisers. Our campaign data shows that personalized loyalty offers deliver 28% stronger average performance than campaigns without loyalty offers, while campaigns featuring price in the creative have generated 40% sales lift. 

At Showcase, we demonstrated how we're building on these insights to help brands keep pace, connecting deeper shopper intelligence with more accessible technology, AI-powered capabilities, and measurement that helps inform better decisions. 

Here's a recap of what we announced: 

LDIA^TM | From business intelligence to decision intelligence 

We unveiled our 2027 roadmap for LDIA^TM, designed to help brands move beyond understanding what happened to anticipating what could happen next. 

• Digital Shopper Insights: Bringing pre-checkout shopping behaviour into LDIA^TM to help brands understand product discovery, consideration, and conversion. Targeted for 2027. 

• Future Demand Insights: Providing greater visibility into anticipated demand to support inventory and availability planning. Targeted for 2027. 

• Business Scenario Planning: Helping brands evaluate how pricing, promotional, and distribution decisions could influence demand before committing investments. Targeted for 2027. 

• Proactive Intelligence: Introducing automated analysis and monitoring to surface relevant insights sooner and reduce manual reporting. Targeted 2027. 

• Media Insights: Connecting media investment with broader Loblaw sales performance to help brands identify and act on growth opportunities. Targeted for 2026. 

LOOP^TM | A more connected advertising experience 

We reintroduced LOOP^TM, our connected, self-serve advertising platform, with a new experience targeted for the first half of 2027. Powered by AI, LOOP^TM will bring onsite, offsite, and in-store media together across campaign planning, activation, optimization, and measurement, giving advertisers greater control with less complexity. 

We announced LOOP^TM Insights Agent; a conversational AI experience designed to help advertisers understand campaign performance, uncover opportunities, and identify potential optimizations. 

We also previewed Sponsored Brand Agents, a concept that could transform traditional advertising placements into interactive, conversational brand experiences with a pilot concept planned to feature Estée Lauder and Clinique. 

And, we presented our plan for the continued expansion of our in-store media network, including approximately 900 new screens, alongside new formats like media bins and digital aisle blades, designed to bring advertising closer to the moment of purchase. 

Media Intelligence | Turning intelligence into better decisions 

We introduced new approaches to help advertisers apply what we've learned from six years of retail media performance: 

• Brilliant Basics: Proven campaign effectiveness principles covering planning, creative, timing, and media strategy. 

• Learning Agendas: Customized testing and learning programs designed to identify what works best for each advertiser's business. 

• Expanded Audience Intelligence: New targeting capabilities incorporating additional transaction signals to deepen shopper understanding and identify growth opportunities. 

• Omnichannel Measurement: A planned on-demand measurement workspace within LOOP^TM, bringing campaign performance across tactics into a more accessible, connected view. 

New partnerships | Extending influence across the advertising ecosystem We announced three developments that will bring Loblaw Advance^TM audiences and measurement into more of the platforms advertisers already use: 

• Meta: Expanding our collaboration through Advanced Analytics and Measurement APIs (AMAPI), combining Meta's advertising capabilities with Loblaw's closed-loop measurement to support deeper analysis of campaign performance. 

• TikTok: Introducing TikTok as a new managed-service offsite channel, connecting product discovery and cultural engagement with Loblaw Advance^TM omnichannel campaigns. 

• Google: Deepening our partnership to bring Loblaw Advance^TM audience targeting and closed-loop online and offline sales measurement into Google Display & Video 360, including advertising across YouTube and other publishers. Read the press release here. 

Celebrating our 2026 Partners of the Year We also recognized four partners whose work demonstrates what's possible through shared ambition, experimentation, and collaboration. 

• General Mills | Excellence in Strategic Intelligence: Recognized for its integrated Summer Protein campaign, combining retail media, loyalty, and merchandising to deliver strong commercial results. 

• LVMH – Dior | Excellence in Partnership Growth: Recognized for expanding its investment in retail media through strategic planning and campaigns built around key gifting occasions. 

• Nestlé | Excellence in Innovation: Recognized for embracing new capabilities, including the first PC Optimum^TM Takeover for the San Pellegrino Ciao launch. 

• Kraft Heinz | Excellence in Collaboration: Recognized for its collaboration, bringing multiple brands and teams together to create a new shopper experience in the Ultimate Summer BBQ integrated marketing campaign. 

Congratulations to all four winners and thank you to the many partners who continue to challenge our thinking and help us push retail media forward. 

The opportunity ahead 

The common thread across everything we shared is the need to keep learning as consumer decisions evolve. Our ambition is to make that understanding more accessible, actionable, and connected to measurable business outcomes. 

Thank you again for being part of Showcase 2026. We're looking forward to continuing the conversation and exploring how we can put these capabilities to work for your business. 

The Loblaw Advance^TM Team