Retail Sound Bites: Ecommerce is coming of age

In this podcast episode, we look at how brands and retailers should navigate the new “omnicommerce” world.
01 July 2020
Sound Bites
Rachel Dalton

Director, Consulting Division, US

Todd Szahun

Senior Vice President, Consulting Division

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The great acceleration of ecommerce, fueled by American’s response to COVID-19, has stretched our infrastructure and compressed growth timelines. 

Brands and retailers are forming a shared responsibility for growth. This shift has prioritized agility, necessitated a closer connection to the consumer, and upended the traditional approach to scenario planning.  

In this episode of Retail Sound Bites, we bring together a panel of industry experts to discuss the changing media and marketing landscape with a special focus on the role that agencies and technology partners can play to help brands navigate the new world of omnicommerce.

Key takeaways include:

  • Diversify your supply chain. Maintaining availability and readiness to start pushing products from various supply chains will provide a significant competitive advantage, especially in a potential second wave of the pandemic.
  • Employ an omnichannel marketing strategy. Brands that follow the consumer through their entire purchase journey stand a greater chance of winning the ecommerce battle.
  • Be nimble. The more efficiently you can move spend to more effective channels, the better chance you have of capturing an engaged consumer.
  • Invest in scenario planning. Shore up gaps, rationalise SKUs, find new partners, and leverage new datasets to ensure your brand is prepared for a second wave.
  • Capitalise on current shopper needs. Tailor your marketing campaigns for the realities of 2020 back-to-school and holiday to pull Q4 demand forward.

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