Unlock Channel Growth

Connecting disparate channels to create a streamlined path to purchase

In working with some of the leading retail organizations in the world, we know that the average number of channels consumers use during any single shopping experience has grown significantly in recent years. That’s hugely important to retailers and brands since many still operate as a siloed, multi-channel organization.

The other thing to keep in mind is that commerce isn’t just in-store or online, but everywhere on demand. In today’s landscape, any digital touchpoint is a potential point of sale; every physical location is a possible point of fulfillment; and every interaction is part of the shopping journey.
Retailers and brands need to set aside existing channel communication and recognize the multi-layered, multi-stop process that shopping has become. Channels need to connect, not compete.
This concept of “everywhere commerce, on demand” can manifest in many ways: in-store shoppers using online tools for wayfinding, discovery, promotion or availability; visiting a store to view a product discovered online; using a kiosk in-store to place an order for home delivery; using computer vision or AI to allow shoppers to virtually try on clothing in-store or online. The possibilities are endless.

The challenge here isn’t to simply create those engagement opportunities, but to knit them together in a way that feels cohesive and connected to the shopper, enabling them to seamlessly shift between them on the path to purchase.

At the same time, growth in today’s landscape isn’t solely dependent on traditional consumers. In recent years, we’ve seen many retailers leverage B2B services, which most commonly involves selling point of sale data to manufacturers and brands, to unlock new revenue opportunities.  
While retail media networks is the most prominent example of the shift to services, it is merely the tip of the iceberg. Retailers have significant stores of many types of data that would be of potential value to brands and manufacturers or even distributors. For example, distribution data could help manufacturers achieve a more precise view on where products are purchased. This data could help optimize shipping routes or even prompt companies to reconsider manufacturing locations so that facilities are closer to major markets.

At a time when so much focus is on optimizing operations to improve efficiency, reduce costs or lower waste, the shift to B2B services represents a valuable opportunity for top-line growth for many retailers – and an important area to watch in the coming year.


Unsere Experten

Achim Himmelreich

Global Head Consumer Engagement, Consumer Products and Retail
Ich berate meine Kunden, wie sie mit der Digitalen Transformation umgehen und neue digitale Geschäftsmodelle anpassen oder gar entwickeln können. Ich habe bereits Kunden dabei unterstützt, eigene neue, digitale Geschäftsmodelle zu entwickeln, die auf dem Markt erfolgreich waren.

Marcus Groß

Industry Lead Consumer Products & Retail, Insights & Data Germany

Oliver Stratmann

Retail Transformation & Digital Strategy

Andreas Unruhe

Vice President, Head of Market Unit CPRDT – Consumer Products, Retail, Distribution and Transport