Omnichannel retailing: can it ever really be achieved?

Nov 25, 2025 | 12:40 PM - 1:10 PM

E-COMMERCE & OMNICHANNELCRM & CUSTOMER SERVICE

Description

Omnichannel retailing is a well-defined concept in the retail sector. However, one question remains: despite technological investments, streamlined digital journeys, API integrations and other ‘Spaghetti-as-a-Service’ solutions, have we really achieved what customers expect today? Initially, the objective seemed clear: align channels, unify the experience, centralise data. But once the right tools are in place, one thing becomes clear: it's easy to lose sight of the most important thing — the customer. This session proposes moving away from a purely technical view of omnichannel retailing and repositioning it as a real strategic turning point in retail. Because expectations have changed: * We no longer sell just a Product, Price, Place or Promotion (the traditional 4 Ps of marketing). * We now have to respond to Personalisation, Participation, Prevention and Prediction — the 4 new Ps of truly customer-centric omnichannel marketing. Using concrete examples from the retail sector, notably Allopneus and Beaumanoir, we will see how these new pillars are transforming the customer approach in retail—far beyond the simple technological layer. What if omnichannel marketing wasn't a goal to be achieved, but a lasting paradigm shift that forces us to rethink the way we think about messaging, experience and value?

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