Omnichannel
Build an Omnichannel Strategy Fit for the Future
The Omni Pathway is IGD's end-to-end framework designed to help businesses succeed in an increasingly connected retail landscape. Combining commercial strategy, capability and execution, we help organisations define where to play and how to win across physical, digital and emerging agentic environments, creating a more connected shopper experience from discovery through to purchase.
Identify the channels, shoppers and opportunities that will drive future growth.
Understand how digital discovery influences decisions across every touchpoint.
Develop the capabilities, processes and execution needed for success.
Built Around Your Priorities
The IGD Difference
More than a channel strategy.
IGD combines retail, shopper and digital expertise to help organisations create a joined-up approach to growth. We connect strategy, capability and execution to ensure every channel works harder together. Our Omni Pathway framework helps businesses understand the impact of digital discovery, changing shopper behaviour and emerging technologies on future performance.
Understand how changing shopper behaviour influences channel performance.
A structured approach to omnichannel growth across strategy, capability and execution.
Translate the impact of Research Online, Purchase Anywhere into business priorities.
Prepare for digital, connected and agentic commerce environments.
Frequently Asked Questions
What is the Omni Pathway?
The Omni Pathway is IGD's framework for helping businesses create connected omnichannel growth strategies across physical, digital and emerging commerce environments.
What does omnichannel mean today?
Modern shopper journeys move seamlessly between channels, with digital discovery often influencing purchases regardless of where the final transaction happens.
What is the ROPA effect?
ROPA stands for Research Online, Purchase Anywhere. It recognises that shoppers increasingly research products digitally before completing purchases through a variety of channels.
Who is Success in an Omnichannel World for?
The programme is designed for commercial, category, ecommerce, shopper marketing and strategy teams looking to accelerate omnichannel growth.
What does the final output include?
Projects typically include strategic recommendations, capability development priorities, channel opportunities and practical implementation roadmaps.