After the conversion, how does retail media go up the top of the funnel? Decryption with relevanC Advertising, the media management of the Casino Group. Retail media has often been reduced to the sum of retail marketing operations carried out in physical and e-commerce outlets. Brands see it as a way to optimize the last stage of their conversion tunnel. However, retail media practices have evolved considerably and today allow to optimize the top of the tunnel, such as product desirability or marketing.