Regional Deep Dive: Omnichannel Fulfillment Transformation in EMEA Retail

In today’s rapidly evolving retail landscape, omnichannel fulfillment is not just a global trend—it’s a strategic imperative for retailers in the Europe, Middle East, and Africa (EMEA) region. As consumer expectations rise and digital-native competitors set new standards for convenience, EMEA retailers face a unique set of challenges: regulatory complexity, mature and highly competitive markets, and a growing demand for sustainability and transparency. At Publicis Sapient, we help retailers navigate these complexities, tailoring omnichannel solutions to local consumer behaviors and operational realities, and driving measurable business impact across the region.

The EMEA Retail Context: Unique Challenges and Opportunities

EMEA’s retail environment is defined by its diversity. Mature markets such as the UK, France, and Germany are characterized by established retail giants, strong local brands, and consumers who demand seamless, personalized, and sustainable experiences. At the same time, regulatory requirements—ranging from data privacy to environmental standards—add layers of complexity to any transformation initiative. Retailers must also contend with fragmented technology landscapes and supply chain volatility, making real-time inventory visibility and flexible fulfillment more challenging, yet more essential than ever.

Tailoring Omnichannel Fulfillment for EMEA

While the principles of omnichannel excellence are universal, their application in EMEA requires a nuanced approach. Publicis Sapient’s work with leading retailers demonstrates that success hinges on:

Real-time, enterprise-wide inventory visibility to enable accurate product availability and reduce friction in the shopping journey.
Flexible fulfillment options such as Click-and-Collect, Buy Online Pick Up In Store (BOPIS), ship-from-store, and curbside pickup, all optimized for local market preferences and logistics networks.
Personalization and loyalty integration that reflect EMEA consumers’ values, including sustainability, transparency, and data privacy.
Agile, cloud-native technology platforms that support rapid innovation, scalability, and resilience in the face of market shifts.
Process and organizational transformation to break down silos, empower cross-functional teams, and accelerate delivery of new customer experiences.

Case Study: Carrefour’s Digital Acceleration in France

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:

A cohesive digital strategy aligning all online assets and supporting Carrefour’s food transition and sustainability goals.
Agile, cross-functional teams delivering enhancements rapidly, with major releases occurring weekly and no downtime.
Customer-centric, evidence-based iteration as the new norm, enabling swift reactions to shopper feedback and market trends.

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.

Case Study: Curbside Fulfillment for a European Grocery Retailer

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.

Best Practices for EMEA Retailers

Drawing on our experience across the region, Publicis Sapient recommends the following actionable insights for EMEA retailers seeking to modernize their order management and fulfillment operations:

Assess and Integrate Your Technology Landscape: Address fragmentation in digital and physical systems. Invest in platforms that enable real-time data sharing and unified customer experiences.
Prioritize Inventory and Fulfillment Optimization: Implement solutions that provide end-to-end visibility and flexible fulfillment options, tailored to local market needs and regulatory requirements.
Embrace Agile Ways of Working: Break down organizational silos and empower cross-functional teams to deliver rapid, customer-centric innovation.
Leverage Data for Personalization and Loyalty: Use advanced analytics and AI to understand customer preferences, optimize promotions, and build lasting relationships—while respecting privacy regulations.
Adapt to Local Consumer Behaviors: Recognize and respond to regional differences in shopping habits, payment preferences, and cultural expectations, including the growing demand for sustainable and ethical retailing.

The Publicis Sapient Approach: Local Expertise, Global Impact

Our 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:

Unify digital and physical channels for seamless customer journeys
Modernize supply chains for agility and resilience
Leverage data and AI for actionable insights and personalized experiences
Foster a culture of continuous innovation to stay ahead of evolving consumer expectations

Why Publicis Sapient?

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.