In today’s consumer products landscape, the distinction between digital and physical shopping has all but vanished. Shoppers expect to move seamlessly between online, in-store, mobile, and even emerging channels—often within a single journey. For leading consumer products (CP) brands, delivering a unified, omnichannel experience is no longer a differentiator; it’s the new baseline for relevance, growth, and loyalty.
The acceleration of digital adoption and the proliferation of new channels have fundamentally reshaped consumer behavior. Now, 75% of U.S. consumers are fully omnichannel, blending digital and physical interactions as they research, purchase, and engage with brands. This shift demands that CP companies break down channel silos and orchestrate a cohesive, data-driven journey that meets consumers wherever they are.
Yet, many organizations still operate with fragmented teams, disconnected data, and legacy technology. The result? Disjointed experiences that can erode loyalty and limit growth. The brands that succeed are those that modernize their supply chains, unify data, and deliver consistent value across every touchpoint—digital and physical alike.
Modern consumers want flexibility and immediacy. Click-and-collect services—where shoppers buy online and pick up in-store—have become table stakes. Leading retailers have gone further, enabling endless aisle solutions that let customers order out-of-stock or extended assortment items from in-store kiosks or associates’ devices, for home delivery or later pickup. This not only maximizes sales but also bridges the gap between digital convenience and physical immediacy.
Loyalty is no longer just about points; it’s about creating a relationship that spans every channel. Pampers, for example, rewards customers wherever they buy—online, in-store, or through partners—via a mobile app that bridges physical and digital experiences. This approach captures valuable first-party data, drives repeat engagement, and makes the brand an indispensable part of the consumer’s daily life.
Physical retail is being reimagined as an experiential hub. Digital tools—such as mobile apps with scan-and-go checkout, interactive displays, and AI-powered product recommendations—bring the best of online personalization into the store. Unilever’s partnership with retailers to pilot AI-powered endcaps, for instance, enables real-time engagement tracking and delivers informative, interactive experiences to shoppers, while capturing valuable behavioral data.
D2C channels are now critical for CP brands seeking to own the customer relationship and gather actionable insights. Brands like Mondelez have launched personalized experiences such as OREOiD, allowing customers to customize OREO cookies online, leading to record sales and deeper engagement. P&G’s Tide Cleaners service leverages digital platforms to offer laundry services with app-based subscriptions and local lockers, delivering unmatched convenience and building new revenue streams.
True omnichannel transformation requires cross-functional, agile teams aligned around the customer journey—not just channel KPIs. This means integrating sales, marketing, supply chain, and technology to deliver a unified experience. Brands must foster a culture of collaboration, experimentation, and continuous improvement, where every team is empowered to test, learn, and scale new propositions quickly.
The supply chain has moved from a back-office function to a strategic differentiator. Leading brands are investing in supply chain visibility, automation, and AI-driven optimization to support omnichannel fulfillment—enabling same-day delivery, curbside pickup, and dynamic inventory management. These capabilities not only improve operational efficiency but also unlock new business models and revenue streams.
Data is the connective tissue of modern commerce. Unified data platforms and advanced analytics power everything from hyper-personalized marketing to dynamic pricing and real-time customer engagement. AI-driven solutions enable brands to anticipate needs, optimize recommendations, and deliver value at every stage of the journey—online and offline.
Composable, API-driven commerce platforms allow brands to rapidly integrate new channels, partners, and experiences. This flexibility is essential for CP companies managing complex portfolios and responding to evolving consumer preferences. By leveraging modular architectures, brands can future-proof their investments and scale innovation across markets and brands.
Publicis Sapient partners with leading CP brands to deliver end-to-end omnichannel transformation. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures that every aspect of your journey is integrated and aligned for measurable impact. 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 bridge digital and physical experiences for your brand? Connect with Publicis Sapient to learn how we can help you modernize your supply chain, unify your data, and deliver the seamless, unified journeys your customers expect.