This post was created in partnership with CVS Media Exchange
Even in the digital age, in-store environments can be impactful and important touch points for brand influence.
During a CES 2026 ADWEEK House session, Jenny Rooney, chief brand and community officer at ADWEEK, and Parbinder Dhariwal, VP and general manager of CVS Media Exchange, discussed how brands can tap into the shopper mindset to create in-aisle moments that inspire incremental sales and fuel brand loyalty.
Serving the Netflix generation in-store
With its 9,000 retail locations and 90 million Extra Care loyalty program members, CVS is one of the country’s most recognized and respected brands in the health and wellness retail space.
“Consumers shop us when they have a mission-critical need,” said Dhariwal, such as running out of a product or needing an over-the-counter medication for a sick child.
Retaining that loyalty, however, requires understanding how consumers move between digital and physical environments and engaging with them wherever they are, explained Dhariwal. It’s accepting the reality of being in “the Netflix generation,” where people expect to see content that’s curated for and relevant to them.
“That return that happens with data is: I’m going to give you my data as a consumer, you’re going to give me personalized experiences,” said Dhariwal.
Another key strategy is recognizing that the era of the funnel is over.
“You can intercept consumers at any particular point of purchase,” he explained.
Case in point: Although 40% of CVS consumers go into stores just to browse, one-third leave the store with a product they didn’t even think about before the visit.
“We can intercept that consumer with very specific messages through screens, through a shelf, through promo, by surrounding stores with a particular message,” he continued.
Cultivating a space for younger shoppers
Dhariwal shared that physical CVS stores have become surprisingly popular destinations for younger generations.
“We see a real resurgence of Gen Z and Gen Alpha in terms of our growth trajectory,” he shared. “Actually, our largest growth is coming from them.”
He attributed that to CVS’s efforts to focus on localization and community in both its messaging and merchandising. Being a trusted brand and being part of that community makes CVS popular with not only the next generation of shoppers but their parents as well, he said.
“It’s a trusted environment that parents are comfortable sending the kids to. Kids are enjoying browsing because of the format,” Dhariwal explained. “It’s got more specific products that are relevant to those younger consumers. And you can also find your friends within that store.”
