Omnichannel Retail Strategies

This summer, in 45 days, I shopped in supermarkets in 12 different countries. I said "𝘨𝘳𝘰𝘤𝘦𝘳𝘺 𝘳𝘦𝘵𝘢𝘪𝘭𝘦𝘳𝘴 𝘢𝘳𝘦 𝘨𝘦𝘵𝘵𝘪𝘯𝘨 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘢𝘭𝘭 𝘸𝘳𝘰𝘯𝘨". Now this article from MIT Sloan Management Review supports my argument. Grocery retailers are investing in in-store experiences, 3rd party delivery apps, and subscription programs to enhance customer engagement, drive omnichannel growth. While experiential tactics like adding bars boost foot traffic and sales by over 5%, partnerships with third-party apps often reduce impulse purchases and loyalty, and subscriptions risk profitability due to high service costs. The study revealed that customer behavior changes in unexpected ways, making it essential for retailers to align innovations with operational strategy, data insights, and profitability goals. 📍In-Store experiences still drive incrementality, sure. Stores that added cafes or bars saw: +6.82% increase in total spend +5.76% more transactions +15.49% increase in time spent in store My two cents: Food & beverage brands should co-invest in experience zones (like dessert pairings, beverage sampling). This fuels cross-department spend and impulse purchases. 📍Surprise, surprise; impulse purchases decline with delivery apps Partnering with last-mile delivery partners results in -21.2% drop in impulse purchases (esp. snacks, bakery) -6.6% drop in sales volume Relying on 3rd party delivery suppresses #FMCG impulse-driven categories. Brands must rethink digital shelf storytelling and premium placement. 📍No brainer here, of course, subscriptions fuel bigger baskets, but at a cost. For subscribed customers: +55.5% increase in items per order +113.4% increase in order frequency +30% increase in product sales But, approx. 50% of subscribers caused -108.4% profitability loss To resolve this, #CPG brands must help retailers optimize for SKU mix and basket value in subscriptions to avoid profitability erosion. 📍 Consumers shift behavior based on convenience, not loyalty. Shoppers using delivery apps make fewer, smaller trips, buying fewer SKUs, but higher-priced ones. Premium, limited-edition, or DTC-exclusive launches perform better in digital delivery environments. Core SKUs risk de-prioritization. ++ I expect to see more across retailers in 2026 & 2027 ++ 1. AI-based inventory will be mandatory. 2. Delivery platforms will morph into retail and media ecosystems 3. Offline experience zones will serve as sampling hubs (I talked about this at the MIT Platform Strategy Summit in 2022) 👍 4. Shelf-level loyalty programs will emerge, using in-store smart carts or mobile apps, and brands will push on-shelf loyalty triggers like instant coupons. I believe #retail innovation is no longer about features — it's about behavioral precision. Every new tactic must be measured by how it changes the why, what, and where behind each consumer’s purchase. That’s where real ROI begins. Article link 👇

In retail, many chase the next big thing—a new style, a new way to reach consumers—triggering a frantic race to adopt. But most trends fade as fast as they appear. The real game-changers are curated habits that prove they can stand the test of time. I’ve championed social commerce as the future of retail for over a decade. In hindsight, that barely scratches the surface. It’s now a deeply ingrained consumer behavior. The imperative isn’t just to adopt it, but to evolve with it—constantly and intentionally. At HSN, social commerce was core to our strategy. We pioneered the blend of shopping and entertainment. That’s the essence: finding the sweet spot where entertainment, connection, and commerce converge. Soon after, platforms like Twitch began enabling users to both game and shop in real time, blending entertainment with commerce. Fanatics has successfully leaned into this model as well, immersing fans in live experiences while showcasing gear in action, often worn by their favorite athletes and community, turning fandom into a powerful trust signal. More recently, TikTok Shop collapsed the purchase funnel into a single scroll. It's no longer discover, then buy. Now, it’s see it, want it, buy it—seamlessly, in-platform. So, as we look ahead, how do I see this "social commerce habit" evolving? Here's what I expect: 🔹 Creator Integration is Non-Negotiable. For Gen Z, in particular, TikTok Shop has become a primary discovery engine. They trust their favorite creators to genuinely try products and offer honest feedback. The more brands lean into authentic partnerships with creators, the more trust they build in this integrated shopping experience. It’s about relationship-driven commerce. 🔹 Embrace a Zero-Click World. Speed and simplicity are paramount. Consumers need to be able to see, buy, and receive as fast as humanly possible. This means minimal clicks, minimal friction, and no moments for reconsideration. It's about instant gratification and removing all barriers between desire and ownership. 🔹 Elevate Live Shopping. This is a powerful return to the personal connection and real-time interaction that defined the best of traditional retail. Shoppable videos and live sessions transform social media into a personalized shopping aisle. Imagine experts demonstrating products, showing how they fit or can be styled, all in real-time, tailored to your interests. It brings humanity back to digital retail. 🔹 Unlock the Power of Virtual Try-Ons. A longstanding hurdle in e-commerce is "try before you buy." AI-enabled virtual try-on features solves that, making online shopping more immersive and convenient. This translates directly into higher conversion rates, deeper engagement, and customers spending more valuable time interacting with your brand digitally. It’s time to stop treating social commerce like a trend. This is commerce, full stop. It’s a fundamental consumer behavior that belongs at the center of every modern retail strategy.

𝙴𝚡𝚙𝚎𝚛𝚒𝚎𝚗𝚌𝚒𝚗𝚐 𝚝𝚑𝚎 𝚛𝚒𝚜𝚎 𝚘𝚏 𝚕𝚒𝚟𝚎 𝚌𝚘𝚖𝚖𝚎𝚛𝚌𝚎 𝚒𝚗 𝙲𝚑𝚒𝚗𝚊 - 𝚕𝚒𝚟𝚎! Live commerce has exploded in China, merging entertainment and shopping with over 600 million viewers tuning in. On day 4 of our K5 - Future Retail X-PEDITION, we explored how this phenomenon evolved and what Western brands can learn from it. The early days of live commerce in China started in 2010 when influencers gained popularity, engaging male-heavy audiences through gamified streams. The second phase saw the rise of KOLs (Key Opinion Leaders): Trust became crucial, with multi channel networks helping influencers scale. Finally, in came Alibaba that integrated live shopping into festivals like Singles Day, driving sales through engagement and FOMO, despite high return rates. Now, there’s a shift from KOLs to KOCs (Key Opinion Consumers), favoring authentic, peer-driven recommendations. AI-generated hosts are also emerging, adding another layer of innovation to the landscape. My key takeaways for western brands: 👉 Build Trust: Live commerce is about relationships, not just transactions. 👉 Use FOMO & Exclusivity: Create urgency with limited-time offers. 👉 Blend Entertainment: Incorporate storytelling and creative content to engage. 👉 Enable seamless Shopping: Ensure a frictionless, instant shopping experience. Especially the last one will be a challenge due to the setup of the platforms we use here. But maybe TikTok Shop will become the game changer kicking off a live commerce frenzy here as well. Finally, we witnessed live commerce firsthand at Wen Juan’s tea farm, where she uses daily live streams to sell her tea. Karo Junker de Neui even appeared as a special guest on the stream. 

𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗮𝘂𝘁𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗼𝗻 𝗔𝗺𝗮𝘇𝗼𝗻—𝗯𝘂𝘁 𝘁𝗵𝗲 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗶𝘀 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁. BeautyMatter recently published a great piece on pro brands making waves on Amazon US.  Having worked on the Amazon strategy for L'Oréal Professionnel Paris, I’ve seen firsthand how salon-rooted brands can win in an algorithm-led world. Traditionally, professional beauty relied on the credibility of hairstylists and in-salon education. Post-COVID, that dynamic changed. 𝗧𝗼𝗱𝗮𝘆, 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀𝗻’𝘁 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝘀𝗵𝗼𝗽𝗽𝗮𝗯𝗹𝗲 𝗼𝗻𝗹𝗶𝗻𝗲—𝗶𝘁’𝘀 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲. But unlike mass beauty, pro brands can’t win on discounts. Premium equity takes years to build—and seconds to erode. For new or emerging pro beauty brands launching on Amazon (whether in the US, India, or Canada), here are some strategies that actually work: 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗺𝗮𝗹𝗹 𝗮𝗻𝗱 𝘀𝗵𝗮𝗿𝗽 Don’t list your entire catalogue upfront. Lead with your 𝗵𝗲𝗿𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁—the one that solves a clear problem or delivers a signature result. Build momentum before expanding. 𝟮. 𝗞𝗻𝗼𝘄 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝗻𝘁𝗲𝗻𝘁, 𝗽𝗹𝗮𝘆 𝘁𝗼 𝘄𝗶𝗻 Don’t just bid on your brand terms. Research high-volume category keywords, then layer bids based on 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 + 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹. You don’t need to win every search—just the right ones. 𝟯. 𝗕𝘂𝗶𝗹𝗱 𝗔+ 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗲𝗱𝘂𝗰𝗮𝘁𝗲𝘀 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀 Use visuals and copy to replicate what a stylist would explain in person. Ingredients, usage, results—make it shoppable and engaging. 𝟰. 𝗦𝗲𝗲𝗱 𝗿𝗲𝘃𝗶𝗲𝘄𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆 The first 6–8 weeks post-launch are gold. Add a thank-you card with a QR code on the packaging. Highlight review requests on PDPs. Even small efforts here snowball into trust and visibility. 𝟱. 𝗕𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗹𝗼𝗻 𝗼𝗻𝗹𝗶𝗻𝗲 Feature real hairstylists. Their testimonials, videos, and images add authority and emotion—two things that convert far better than plain claims. Whether you're launching in Canada or scaling globally, the fundamentals don’t change. Amazon is algorithmic, but marketing is still emotional. What’s one thing that worked for your brand on Amazon, big or small? Drop a comment. Chart via BeautyMatter x Market Defense #ProfessionalBeauty #AmazonStrategy #Ecommerce #BeautyIndustry 

Halara moved on social commerce early and won. Now, every brand should be watching their live selling strategy. Live selling is about building a SYSTEM, not just going on camera. The brands dominating this space have built entire systems around social commerce. Halara is the perfect example of this. They've been crushing it with women's clothing on TikTok since launching in 2020. They were pioneers in building a complete social commerce ecosystem. HALARA'S LIVE STRATEGY: For one, they go live constantly with a simple but strategic setup - just clothing racks behind hosts who actively demonstrate products, showing off the material, fit, and trends in real time. But their system goes way deeper than just livestreams. According to Global Brand President Gabby Hirata, they work with THOUSANDS of content creators for each product launch. They've understood from day one that scale matters in social commerce. They built their entire strategy around TikTok's algorithm, which allowed them to achieve "widespread popularity in rapid time" without needing a massive existing audience. If you're looking to succeed with live selling, take a page from Halara's playbook. You can't just randomly go live. You must build a comprehensive system with dedicated spaces, trained hosts, and a strategy that leverages creator partnerships at scale. TikTok recommends going live for 2-3 hours at a time, which is challenging without the right infrastructure. That's why more specialized agencies are emerging with studios and professional hosts. Live selling works, but only if you're willing to build the system behind it.

Is traditional category management struggling to keep up with today’s retail complexities? 🛒 The rise of the “endless aisle” online. 🚗 Shoppers bouncing between in-store, delivery, and BOPIS. 🏬 Retailers gaining the upper hand with superior data capabilities. 🛍️ Brands should focus on bridging online and in-store strategies, using data like clickstreams, shopper behavior, and out-of-stocks to create seamless omnichannel experiences. “Ultimately, it’s about: “How do I make an effective decision of what portfolio to optimize not just for the retail margin, but also to defend against all of the internal cost pressures that I have? All of that you can answer through data, which you just need to have set up in your organization properly to execute.” Imteaz Ahamed 1️⃣ Crawl: Build the basics. Focus on digital shelf optimization, product content, and metrics like Brand Share Index. Without these foundations, categories underperform online. 2️⃣ Walk: Align online and offline. Work with retailers on taxonomies, shared KPIs, and growth plans. Prioritize full-basket models (e.g., grocery orders) over single-item “spearfishing.” 🎯 3️⃣ Run: Drive innovation. Use AI 🤖 for personalization, testing, and demand forecasting. Shoppers love mission-based solutions like “holiday party kits” or event bundles. 🎉 How Brands & Retailers Can Build Growth Together 🤝 Collaborate on insights: Share data like clickstream behavior and category performance to uncover growth opportunities. 📊 Test and learn: Partner on rapid experimentation (e.g., optimizing taxonomies or testing product visibility). 🌮 Focus on solutions: Build mission-based shopping experiences (like “taco night” kits) that span multiple categories. 🛍️ Personalize shopper journeys: Use AI to create tailored digital shelves and seamless omnichannel experiences. “The teams were beginning to say if an item wasn’t accepted in-store then it should go on Amazon, and we took a step back and said we need to develop a new product with the lens of what the product looks like for the retailer. How we define that is through beginning to develop ecommerce category management.” Ash McMullen Are you crawling, walking, or running? 🚀

🚨 BREAKING: Amazon launched AMC Custom Audiences for Sponsored Products!  A major shift in advertising strategy. This is the targeting capability Amazon sellers and vendors have been eagerly anticipating. The integration of Custom Audiences into Sponsored Products opens up entirely new possibilities. 🎯 Here's why this matters: ⇒ For the first time, you can use advanced audience targeting in Sponsored Products ads - not just in Display ⇒ Retarget high-value customers and create lookalike audiences to find similar shoppers ⇒ Target users who viewed your detail pages or added products to their wish lists ⇒ Reach audiences who were exposed to your Amazon DSP streaming TV campaigns ⇒ Combine audience targeting with placement optimization for maximum impact This bridges the gap between programmatic and PPC advertising on Amazon, creating a truly integrated advertising ecosystem. Sellers can now build sophisticated audience strategies across their entire campaign portfolio. Perfect timing for the upcoming holiday season - especially with Cyber 5 around the corner. This new capability will be vital for maximizing ROAS during the busiest shopping period of the year. 💡 Start building your custom audiences now to have robust segments ready for Black Friday and Cyber Monday. What are your thoughts on this update? Have you already started testing AMC Custom Audiences in your Sponsored Products campaigns? #AmazonAdvertising #ECommerce #DigitalMarketing #AmazonSeller #PPC #OnlineRetail

I've been thinking about what DTC brands get wrong about omnichannel expansion recently. The temptation is to try to be everywhere at once. But the real winners are strategically aligning each channel to build a holistic growth engine. Here’s how to do it right → First, you must have channel-specific thinking. Every channel needs its own playbook. A helpful framework to structure your efforts... DTC Website: • Focus on basket building • Higher AOV targets • Full-price strategy • Data collection hub • Customer relationship building TikTok Shop: • Single-product purchase reality • Organic content engine • Lower AOV expectations • Limited data access • Treat as a retail channel Amazon: • Multi-pack strategy • Bundle economics • Marketplace presence • Competitive monitoring • Specialized management Next up, the Integration Challenge → The biggest mistake brands make is trying to force the same strategy across all channels. Example: One brand we spoke with increased shipping costs on TikTok Shop to push customers to their website. Instead of fighting the platform's natural behavior, they should have optimized for it. You must also consider your unit economics because each channel has its own cost profile. - TikTok Shop might be a loss leader but drive retail success. - Website sales might have better margins but higher customer acquisition costs. - Amazon might have lower margins but better operational efficiency. Here is the new omnichannel playbook: 1. Channel Optimization - Build channel-specific content - Adjust pricing strategies per platform - Create platform-specific bundles - Set realistic KPIs for each channel 2. Data Strategy - Accept data limitations on newer platforms - Focus on first-party data where possible - Build cross-channel customer profiles - Use creative solutions for retention 3. Team Structure - Specialized expertise per channel - Clear ownership of metrics - Flexibility to shift resources - Mix of in-house and agency support The brands that will win aren't the ones just running around trying to be everywhere - they're the ones being intentional about how they show up in each place. Success also isn't about ideal profit extraction across all channels. It's about understanding each channel's role in your broader ecosystem and optimizing accordingly. Key Takeaway: Don't try to make every channel work the same way. Start building channel-specific strategies that work together to drive overall growth. 

#FMCGBlueprint The struggles of General Trade (GT) in India and the pressure on traditional brands reflect significant changes in consumer behavior, channel dynamics, and competitive intensity. To navigate this environment and drive growth, here’s what could be next for traditional brands: 1. Embracing Omnichannel Strategies • Integrate GT with E-commerce: Many consumers now research online before buying offline. Brands should equip GT retailers with digital tools to better serve consumers, like ordering via apps or offering hyperlocal delivery. • Collaboration with Aggregators: Partnering with B2B players like Udaan, Jumbotail, and JioMart Partner can streamline supply chains for GT retailers. 2. Reimagining GT with Technology • Digitization of Retailers: Equip GT outlets with POS systems and digital wallets to track inventory and offer seamless shopping experiences. • Retailer Incentivization: Use data-driven schemes and AI-based predictive analysis to tailor stock planning and promotional offers. 3. Premiumization and Value-Driven Products • Targeting Aspirational Consumers: Introduce affordable premium products that appeal to evolving middle-class aspirations. • Innovate in Packaging: Smaller packs for rural markets or budget-conscious urban consumers can boost penetration. • Value-for-Money Strategies: Combat private label growth by reinforcing quality and affordability. 4. Category Diversification and Innovations • Address Emerging Categories: Health, wellness, organic products, plant-based foods, and sustainable packaging are growing trends. • Focus on Staples and Essentials: Demand for staples and daily consumables remains resilient. Expand product portfolios in these categories. • Local Flavors and Customization: Cater to regional tastes with localized products and marketing. 5. Strengthening the GT Ecosystem • Direct Distributor Focus: Strengthen relationships with distributors through incentives and tech-driven efficiencies like predictive stocking. • Inventory Optimization: Focus on a balanced SKU rotation, giving equal emphasis to fast-moving and slow-moving items. • Support for Small Retailers: Offer training on modern retailing, consumer behavior insights, and tech adoption. 6. Agile GTM (Go-To-Market) Strategies • Dynamic Route-to-Market Models: Consolidate distribution networks to reduce overheads, enabling a sharper focus on priority markets. • Last-Mile Optimization: Focus on improving the cost-to-serve while increasing service frequency to key retailers. 7. Consumer-Centric Storytelling 8. Exploring New Channels 9. Sustainability as a Differentiator 10. Collaboration with Startups By rethinking strategies and leveraging technology, traditional brands can stay competitive and even thrive amid the changing dynamics of the Indian GT market.

Seconds. You have seconds to convert a buyer on your Amazon listing. Blink and they're gone to your competitor. Most sellers treat product pages like digital brochures. Pretty pictures. Feature lists. Hope. Then wonder why competitors with worse products are outselling them. The difference? Understanding that Amazon listings are sales funnels, not photo galleries. Main images get clicks. Secondary images close sales. Your main image follows Amazon's rules or gets suppressed. White background. Product fills most of the frame. High resolution. Zero text overlays. That's not creative freedom. That's the cost of visibility. Secondary images do the actual selling. Infographics that answer objections before scroll. Lifestyle shots showing context instead of just dimensions. Each image needs a job in your conversion funnel. Random pretty photos waste carousel space. A+ Content without text strategy costs you organic traffic. I see sellers embed all text in images because it "looks cleaner." Then lose keyword indexing and wonder why organic traffic disappeared. Amazon crawls text, not images. Use actual text modules alongside visuals. Fill every alt text field with relevant keywords. Full-width modules push competitor ads below the fold. Comparison charts cross-sell your catalog. Brand Story builds emotional permission to buy. The carousel above your A+ Content humanizes your brand before logical selling begins. Mission. Values. Lifestyle connection. Then product benefits. Customers need emotional permission before rational justification. Most sellers skip this module or treat it like an afterthought. That's leaving conversion points on the table. Product videos prove what images only promise. Seeing the product in motion, in context, with real scale reference converts hesitant browsers into buyers. Videos appear in multiple listing placements and answer questions that drive customers to competitor listings with better demonstrations. Every element either moves buyers toward purchase or creates friction. Build listings that convert or watch competitors with worse products steal your traffic.