Success in an Omnichannel Market
03 March 2026 - 05 March 2026
Dates
3,4,5 March 2026 09:45 - 11:30 am (Virtual)
The last few years has seen a fundamental shift in shopper behaviour, triggered by Covid, and sustained into the recent cost of living crisis, and subsequent inflationary impacts.
The result of this has been a difficult environment for retailers and brands to find growth, gain market share and drive volume. Digital channels, however, present an opportunity to address all of these, by meeting shopper needs in the missions and journeys most important to them.
As shopper journeys become more complex and fragmented, with new ways of discovering and purchasing brands and products, it is essential to understand how the online environment operates, and the actions you can take to remain relevant and fit for future growth.
Through our workshop we will help you move from thinking of offline and online as separate channel entities, to one where an omnichannel thinking can be developed. We will take delegates through the principles, models and tools used across channels to engage shoppers and how to harmonise the shopper experience.
Learning outcomes
Understand what is meant by omnichannel and the importance of getting it right to deliver growth. How it differs to multi-channel thinking
Digital is a very different channel. You will get to understand what best practice is for driving performance and what to avoid
How shoppers’ needs and expectations differ by channel and the importance of seamless and integrated experiences to drive positive shopper behaviour
Building confidence in building shopper orientated, holistic, plans that can be activated across the full retailer eco system
How different channels execute across different routes to market and the importance of the digital for discovery and conversion, both online AND in-store.
Who’s it for?
Those new to or curious about the omnichannel world and the role it has in meeting shopper needs at a time and place of their choosing. This is increasingly important for those in commercial careers, inc. account managers, category managers and shopper marketers.
Meet the trainer
Mark Walker
Head of Consulting
IGD
Mark brings to IGD, and delegates, over 20 years of FMCG experience built uniquely across retail, data and supplier environment.
From Tesco, where he held a variety of commercial, marketing and digital roles, to time at dunnhumby leading eCommerce consulting and insight, Mark has first hand experience of the route to market and data challenges the omnichannel space creates.
Most recently Mark held senior eCommerce roles at Unilever, initially in key Beauty and Personal care categories and then leading omnichannel across the whole of Unilever’s global business.
This combined experience makes Mark a go-to expert across the FMCG digital commerce space.
Day one
Understand what is meant by omnichannel vs multi-channel and why it is critical in driving success. The impact of getting it wrong
How shopper behaviour has, and will, continue to change and what are the opportunities and the risks that introduces for business. Shopper expectations by shopping mission and channel
Take a look at the different food and grocery shopping channels and their roles and influences
Day two
Look at digital commerce in more detail
The different retailing models and how to leverage to drive performance – from Bricks & clicks and pure players, to marketplaces, quick commerce and live selling
The foundations of success ensuring the basics are right
DISCOVER – Search optimisation and tagging
Day three
The foundations of success ensuring the basics are right
CONVERT – Imagery, reviews
How do you deliver holistic marketing, in an omnichannel world to maximise our investment. Optimising touchpoints especially digital including social media
How to build promotional plans across channels, delivering for the shopper, brand and the retailer
Dates
3,4,5 March 2026 09:45 - 11:30 am (Virtual)
Tickets
Member Discount: £499
Non-Member: £599
Small business rate: To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.
Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to acceptance of IGD Terms & Conditions. IGD reserves the right to reject any order at its discretion.
To redeem your 5 for 4 discount across all workshops, email [email protected]
Cancellation Fees
Cancellations to be confirmed in writing
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund/transfers
Please email [email protected]
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