In the dynamic retail landscape of Europe, the Middle East, and Africa (EMEA), omnichannel fulfillment has evolved from a competitive advantage to a strategic necessity. As digital-native competitors and shifting consumer expectations redefine the market, EMEA retailers face a unique set of challenges and opportunities on their journey to omnichannel order management transformation. Publicis Sapient stands at the forefront of this evolution, helping retailers navigate regulatory complexity, mature and competitive markets, sustainability demands, and fragmented technology landscapes—delivering locally relevant, future-ready solutions that drive measurable business impact.
EMEA’s retail environment is as diverse as its geography. Mature markets like the UK, France, and Germany are home to established retail giants and discerning consumers who expect seamless, personalized, and sustainable experiences. Meanwhile, regulatory requirements—ranging from GDPR data privacy to evolving environmental standards—add layers of complexity to any transformation initiative. Retailers must also contend with fragmented technology ecosystems and supply chain volatility, making real-time inventory visibility and flexible fulfillment both more challenging and more essential than ever.
While the principles of omnichannel excellence are universal, their application in EMEA requires a nuanced, market-specific approach. Publicis Sapient’s experience with leading retailers across the region demonstrates that success hinges on:
A leading hypermarket chain in France faced declining foot traffic and fierce competition from both local and international digital players. Its digital assets were fragmented, mirroring organizational silos and limiting the impact of change. Publicis Sapient partnered with Carrefour to unify its digital vision, break down silos, and accelerate e-commerce growth. The transformation included:
Within a year, Carrefour saw a 1.5x increase in conversion rates, record-high customer satisfaction, and a dramatic acceleration in digital innovation. This case highlights the importance of organizational agility and unified digital platforms in driving omnichannel success in EMEA.
A major European grocer sought to capitalize on the growing popularity of curbside pickup, a fulfillment model that surged in demand post-2020. Publicis Sapient partnered with the retailer to conduct market research, quantify costs, and develop a scalable curbside solution. The result was a profitable, future-proof model that reduced operational costs, increased in-store profits, and passed savings on to customers. The business impact included a predicted $5.3B revenue increase and a 30% reduction in labor costs by 2024, demonstrating the power of tailored fulfillment strategies in EMEA’s competitive grocery sector.
Drawing on deep regional experience, Publicis Sapient recommends the following best practices for EMEA retailers seeking to modernize their order management and fulfillment operations:
Publicis Sapient’s SPEED methodology—Strategy, Product, Experience, Engineering, and Data & AI—ensures that every transformation is holistic, outcome-driven, and tailored to the realities of each EMEA market. We combine deep regional expertise with global best practices, helping retailers:
With a proven track record of delivering measurable results for leading retailers in EMEA and beyond, Publicis Sapient is uniquely positioned to help brands modernize, innovate, and lead. Our end-to-end partnership model, deep industry knowledge, and commitment to continuous improvement empower clients to deliver the omnichannel experiences their customers expect—now and in the future.
Ready to transform your retail business for the digital era? Connect with Publicis Sapient’s experts to discover how we can help you unlock the next chapter of growth and innovation in EMEA and around the world.