We’ve all heard the buzzword 'omnichannel' tossed around, but what if it’s the wrong way to think about digital commerce? In this episode, I dive into fresh research from the Digital Shelf Institute and share my take on why focusing on channels misses the bigger picture: the consumer journey.

From digitally influenced sales, to the rise of insurgent brands and even Unilever’s bold experiment in creator-driven marketing, I’ll walk you through the insights that are reshaping how brands need to think about growth, organizational design, and the future of commerce. Whether you’re at a scrappy startup or a global powerhouse: success comes from building organizations that think digitally first.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:19] - Why 'omnichannel' puts the focus on the wrong thing
[01:36] - The rise of digitally influenced sales and Walmart’s 68% growth stat
[03:24] - Why silos between sales and marketing no longer work
[05:01] - The quiet advantage small brands hold over big CPGs
[07:15] - Unilever’s bold shift to creator-led marketing
[09:18] - Shared goals and KPIs as a driver of cross-functional success
[10:26] - The bigger question: how to design organizations that think digitally first

Links & Resources

Download new research from The Digital Shelf Institute, Reinventing the Organization for Omnichannel Success: Beyond ‘Where Ecommerce Sits’
Read Jason Goldberg's article on ShipStation, No, Your Goal Should Not Be “Omni-channel” (And What You Should Focus on Instead)
Follow Jason Goldberg on LinkedIn
Read my article Brands Are From Mars, Retailers Are From Venus
Check out Bain & Company's 2024 Insurgent Brands
Read How Unilever is Spending Half its Budget With Creators by Mike Shields
Read my article What Unilever's New CEO Isn't Saying About Retail Media
Read my article What It Actually Takes to Build a Retail Media Federation
Subscribe to Retail Media Breakfast Club's daily newsletter
Follow Kiri on LinkedIn

Why 'Omnichannel' Misses the Point [New Research From The Digital Shelf Institute]

Retail Media Breakfast Club