IMRG Data Summit – GFS Panel Discussion – Day 2 – ‘Omnichannel Excellence’

In this video, industry experts from Elastic Path, Telcoo and GFS share insights on building a successful omnichannel retail strategy. They explore the challenges and opportunities in creating seamless customer experiences across physical stores, eCommerce platforms, marketplaces and emerging digital channels like voice assistants. The discussion centres on meeting customers in the channel of their choice while delivering consistent brand value and service quality.

The Role of Physical Stores in a Digital World

A key theme is the evolving role of the high street store in an era dominated by eCommerce. Rather than seeing physical locations as separate, speakers emphasise integrating them into the digital ecosystem. This involves:

• Empowering store staff with real-time product information
• Using stores as delivery hubs to improve fulfilment
• Creating in-store experiences that reflect the same values as online channels

Examples include interactive fitting rooms displaying product details and using POS systems linked to live inventory to ensure accurate stock information.

Inventory Management and Supply Chain Resilience

The conversation highlights the importance of real-time inventory visibility across all channels to prevent overselling, especially during high-demand events like Black Friday. Distributed order management systems are identified as a major investment area.

The experts also address supply chain diversification post-COVID and Brexit, reducing dependency on single sources and ensuring stock availability even during global disruptions.

Relationship-Based Retail vs Transactional Sales

Another critical point is shifting from purely transactional retail to relationship-based retail. Building strong customer relationships fosters brand loyalty, even during stock shortages. Customers who trust a brand are more willing to wait or adjust their buying habits. This shift requires consistent, transparent communication – from order tracking updates to setting accurate delivery expectations.

Composable Commerce and Technology Integration

To achieve this level of flexibility, many retailers are adopting composable commerce architectures based on the MACH principles – Microservices, API-first, Cloud-native and Headless. This allows businesses to replace or upgrade components without overhauling entire systems, enabling a more agile and tailored approach to omnichannel retail.

Delivering the Boutique Experience at Scale

The experts conclude that technology should not overshadow the human element. The ultimate goal is to replicate the personalised service of a boutique store across all retail touchpoints – recognising customers, anticipating their needs and making purchasing effortless whether online or in-store.