BRAVE COMMERCE Bridging Offline and Online Retail: Lessons from Kraft Heinz and Newell Brands
Dec 31, 2024
Mike Geller, President of eCommerce and Digital at Newell Brands, joins Ashley Becker from Kraft Heinz for a lively discussion on bridging online and offline retail. They debate whether brands should adopt separate strategies or unify them under an omnichannel approach. Insights into the consumer journey reveal how touchpoints influence buying decisions. The pair also highlight the necessity for collaboration across teams and adapting practices to enhance seamless shopping experiences for today’s consumers.
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Food Ecommerce Unlocks New Opportunities
- Online commerce enables combining frozen and shelf-stable food items for shoppable recipes without temperature constraints.
- New channels like third-party delivery create unexpected sales opportunities, enhancing assortment and cross-channel growth.
Omnichannel Consumer Journey Complexity
- High-consideration products like car seats involve many interactions over weeks across online and offline channels.
- The consumer journey is truly omnichannel, requiring holistic integration without separating e-commerce and brick and mortar.
Use Familiar Retail Concepts
- Educate teams to use familiar retail concepts to understand digital commerce, like the "perfect shelf" analogy.
- Integrate online and offline sales teams to encourage an omnichannel mindset and collaboration.