In today’s rapidly evolving retail and consumer products landscape, the line between digital and physical shopping experiences has all but disappeared. Consumers now expect to move seamlessly between online, in-store, mobile, curbside, and endless aisle touchpoints—often within a single shopping journey. For leading retailers and consumer brands, delivering a unified, data-driven omnichannel experience is no longer a differentiator; it’s the new baseline for relevance and growth.
The pandemic accelerated a fundamental shift in consumer behavior. Today, 75% of U.S. consumers are fully omnichannel, effortlessly blending digital and physical interactions. Retailers have responded by rapidly deploying new capabilities—curbside pickup, same-day delivery, virtual assistants, and endless aisle solutions. Yet, the real challenge lies in integrating these features into a cohesive ecosystem that delivers value for both customers and the business.
Omnichannel is not just about offering multiple channels; it’s about orchestrating them into a seamless, personalized journey. Disconnected experiences, organizational silos, and legacy technology can undermine even the most innovative initiatives. The brands that succeed are those that break down these barriers, modernize their supply chains, and leverage data and AI to anticipate and meet customer needs at every touchpoint.
Publicis Sapient’s SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures that omnichannel capabilities are not siloed, but work together to create seamless, personalized experiences:
This integrated approach enables retailers and consumer brands to meet customers wherever they are, anticipate their needs, and deliver consistent value across every channel.
A major North American retailer reimagined its in-store and digital experiences by launching a mobile-first, omnichannel app featuring Scan-and-Go for touchless checkout. This seamless integration of digital and physical touchpoints resulted in a 20% increase in conversion and a 98% increase in mobile orders. By consolidating inventory systems and enabling associates to serve customers anywhere in the store, the retailer bridged the gap between online convenience and in-store immediacy.
A global luxury audio brand sought to unify its digital and physical presence. By creating a global digital flagship store integrated with brick-and-mortar locations in major cities, the brand delivered immersive, story-led experiences that reflected its ethos. The result: a 23% increase in conversion and a 27% increase in revenue, with the digital storefront amplifying the brand’s reach and resonance.
A leading quick-serve restaurant chain modernized its drive-thru experience by integrating mobile app ordering, digital menu boards, and loyalty programs. This holistic approach led to $6 billion in digital sales across top markets and the launch of a national loyalty program, with the mobile app becoming the most downloaded and rated in its category.
Organizational silos—between digital and physical teams, marketing and operations, or data and technology—are a major barrier to omnichannel success. Cross-functional, agile teams aligned around the customer journey are essential. Publicis Sapient helps clients build these teams and align strategy with execution, ensuring every investment drives measurable business outcomes.
The supply chain has moved from a back-office function to a boardroom priority. Leading retailers are investing in supply chain visibility, automation, and AI-driven optimization to reduce costs, improve fulfillment speed, and enhance the customer experience. Initiatives like micro-fulfillment centers, dynamic inventory management, and AI-powered route optimization enable same-day delivery and curbside pickup at scale—turning the supply chain into a true differentiator.
Data is the connective tissue of modern retail. Unified data platforms and advanced analytics power everything from hyper-personalized marketing to dynamic pricing and customer service automation. By deploying AI-driven solutions, retailers can predict demand, optimize product recommendations, and automate support, delivering value at every stage of the customer journey.
The future of retail is not just digital—it’s human. As technology becomes more pervasive, the brands that win will be those that use digital to create more meaningful, personalized, and emotionally resonant experiences. This means designing journeys that are intuitive, inclusive, and responsive to the evolving needs of customers, both online and in-store.
With decades of experience and a proven transformation framework, Publicis Sapient has delivered results for some of the world’s most iconic retailers and consumer brands. Our SPEED philosophy ensures that every aspect of your omnichannel transformation is integrated and aligned to drive continuous innovation and growth. From strategy to execution, we help clients unlock new sources of value, build future-ready business models, and create experiences that help people thrive in the brave pursuit of next.
Ready to transform your omnichannel commerce strategy? Connect with Publicis Sapient to learn how we can help your retail or consumer products business bridge digital and physical experiences, modernize your supply chain, and deliver the unified, data-driven journeys your customers expect.