Canada’s Off-Site Performance Gap | ShopLiftr at Connected Commerce 2026

What is the off-site performance gap, and why does it cost Canadian CPG brands sales every promotional week? In this 20-minute session from Connected Commerce Summit Toronto (October 22, 2026, hosted by My Digital Shelf), ShopLiftr’s Genevieve Castonguay, VP of Marketing, makes the case that retail media was designed for the store, but Canadian shoppers never agreed to shop at just one store. The session follows one composite shopper, Sophie in Mississauga, through a normal week across three to five banners, and shows where the brand’s promotion and the brand’s media never meet in front of her. What you’ll learn: -Why Canada’s grocery concentration (five parent companies take 65%+ of every grocery dollar) still doesn’t unify the shelf -Caddle data on how 53% of households shop a discount chain, 53% a conventional chain and 44% a supercentre in the same week -The Victoria Day price wall: one national snack brand on deal at 15 Canadian banners at seven different prices, a 66% spread on the same box -Why 55% of promoted products are on deal at two or more banners at once, and what that does to off-site creative that isn’t promotion-aware -The difference between attributed ROAS and incremental ROAS, shown with two numbers from one Canadian campaign (53.74 vs 2.08) and why Finance funds the second one -Three moves to make before 2027 media plans lock Key stats cited: 1.4 million promotions tracked across North America in the first nine months of 2026; 56% of Canadian shoppers expect to keep switching banners (Caddle); Canadian holiday spend projected at $1,487, down 11%, with 69% choosing cheaper alternatives (PwC Canada). Find your own gaps across promotion, coverage and measurement. Take the two-minute Off-Site Readiness Scorecard: https://shopliftr.com/scorecard See your store-level lift. Book a demo: https://shopliftr.com Chapters: 0:00 Retail media was designed for the store 1:27 The spend paradox: 50.4% of brands that raised trade spend saw incremental ROI fall 3:08 Two facts: concentrated market, fragmented shopper 4:41 Meet Sophie: one week, five banners 6:27 Sophie's week 8:27 Naming it: the off-site performance gap 9:35 Reality 1: the Victoria Day price wall 11:23 Reality 2: concentration didn't unify the shelf 12:59 Reality 3: attributed vs incremental ROAS 14:59 The reframe: follow the shopper, not the store 16:58 Four layers, one engine 18:12 Proof: 52.67x attributed vs 2.04x incremental 19:48 Three moves before 2027 locks 21:16 Off-Site Readiness Scorecard 21:53 Q&A About ShopLiftr: ShopLiftr is the off-site performance engine for CPG brands and retailers. It injects live trade promotion data from North America’s largest proprietary trade promotion database (200,000+ active deals across 300+ U.S. and 50+ Canadian retailers) into dynamic creative across display, video, CTV, mobile and DOOH, with store-level incrementality measurement. Retail-agnostic by design. Operating for nearly 20 years, based in Ottawa, Ontario. Research credits: Caddle, PwC Canada, My Digital Shelf. Full Canadian data release: https://www.newswire.ca/news-releases... #ConnectedCommerce #RetailMedia #TradePromotion #CPG #ShopperMarketing #Canada #ShopLiftr