Workshop overview
The last few years has seen a fundamental shift in shopper behaviour, triggered by Covid, and sustained into the recent cost of living crisis, and subsequent inflationary impacts.
The result of this has been a difficult environment for retailers and brands to find growth, gain market share and drive volume. Digital channels, however, present an opportunity to address all of these, by meeting shopper needs in the missions and journeys most important to them.
As shopper journeys become more complex and fragmented, with new ways of discovering and purchasing brands and products, it is essential to understand how the online environment operates, and the actions you can take to remain relevant and fit for future growth.
Through our workshop we will help you move from thinking of offline and online as separate channel entities, to one where an omnichannel thinking can be developed. We will take delegates through the principles, models and tools used across channels to engage shoppers and how to harmonise the shopper experience.
Learning outcomes
Understand what is meant by omnichannel and the importance of getting it right to deliver growth. How it differs to multi-channel thinking
Digital is a very different channel. You will get to understand what best practice is for driving performance and what to avoid
How shoppers’ needs and expectations differ by channel and the importance of seamless and integrated experiences to drive positive shopper behaviour
Building confidence in building shopper orientated, holistic, plans that can be activated across the full retailer eco system
How different channels execute across different routes to market and the importance of the digital for discovery and conversion, both online AND in-store.
Who’s it for?
Those new to or curious about the omnichannel world and the role it has in meeting shopper needs at a time and place of their choosing. This is increasingly important for those in commercial careers, inc. account managers, category managers and shopper marketers.
Agenda