Why Online Is Not Enough: Exploring the Consumer Goods Omnichannel Strategy
The rise of technology, changing consumer habits and a global pandemic means more consumers than ever are inclined to browse, research and purchase online. Whether it’s groceries, electronics, large household items or a favourite wine, people are often reaching for their devices rather than jumping in the car to head out to the shops.
For some retailers, this trend has translated to record sales, better positioning within the market and increased brand loyalty. Other retailers, though, have struggled in this changing environment – despite attempts to expand their ecommerce capabilities.
We take a closer look at the changing nature of the consumer goods industry and why an online presence is necessary but not enough. We examine how an operating model that supports an omnichannel strategy can separate the success stories from those who’ve struggled to find success in this changing world.