Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-includes/functions.php on line 6131
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Deprecated: Return type of Yoast\WP\Lib\Model::jsonSerialize() should either be compatible with JsonSerializable::jsonSerialize(): mixed, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/lib/model.php on line 560
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Deprecated: Return type of Yoast\WP\Lib\ORM::offsetSet($key, $value) should either be compatible with ArrayAccess::offsetSet(mixed $offset, mixed $value): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/lib/orm.php on line 2477
Deprecated: Return type of Yoast\WP\Lib\ORM::offsetUnset($key) should either be compatible with ArrayAccess::offsetUnset(mixed $offset): void, or the #[\ReturnTypeWillChange] attribute should be used to temporarily suppress the notice in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/lib/orm.php on line 2489
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WordPress database error: [Table 'dbs2052448.yoast_wp_seo_models_indexable' doesn't exist] SELECT * FROM `yoast_wp_seo_models_indexable` WHERE `object_id` = '12653' AND `object_type` = 'post' LIMIT 1
Deprecated: explode(): Passing null to parameter #2 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/builders/indexable-post-builder.php on line 125
WordPress database error: [Table 'dbs2052448.yoast_wp_seo_models_primary_term' doesn't exist] SELECT * FROM `yoast_wp_seo_models_primary_term` WHERE `post_id` = '12653' AND `taxonomy` = 'category' LIMIT 1
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Deprecated: strlen(): Passing null to parameter #1 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/models/indexable.php on line 167
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WordPress database error: [Table 'dbs2052448.yoast_wp_seo_models_indexable' doesn't exist] INSERT INTO `yoast_wp_seo_models_indexable` (`object_type`, `object_id`, `object_sub_type`, `permalink`, `primary_focus_keyword_score`, `readability_score`, `is_cornerstone`, `is_robots_noindex`, `is_robots_nofollow`, `is_robots_noimageindex`, `is_robots_noarchive`, `is_robots_nosnippet`, `open_graph_image`, `open_graph_image_id`, `open_graph_image_source`, `open_graph_image_meta`, `twitter_image`, `twitter_image_id`, `twitter_image_source`, `primary_focus_keyword`, `canonical`, `title`, `description`, `breadcrumb_title`, `open_graph_title`, `open_graph_description`, `twitter_title`, `twitter_description`, `estimated_reading_time_minutes`, `author_id`, `post_parent`, `number_of_pages`, `post_status`, `is_protected`, `is_public`, `has_public_posts`, `blog_id`, `schema_page_type`, `schema_article_type`, `version`, `has_ancestors`, `permalink_hash`, `created_at`, `updated_at`) VALUES ('post', '12653', 'post', 'https://apocalypseretail.com/steps-to-omnichannel-strategy/', '76', '30', '0', NULL, '0', NULL, NULL, NULL, 'https://apocalypseretail.com/wp-content/uploads/2021/10/AR-013-015-From-single-channel-to-multichannel-to-omnichannel.jpg', '12654', 'featured-image', '{\"width\":1280,\"height\":853,\"url\":\"https://apocalypseretail.com/wp-content/uploads/2021/10/AR-013-015-From-single-channel-to-multichannel-to-omnichannel.jpg\",\"path\":\"/homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/uploads/2021/10/AR-013-015-From-single-channel-to-multichannel-to-omnichannel.jpg\",\"size\":\"full\",\"id\":12654,\"alt\":\"Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse\",\"pixels\":1091840,\"type\":\"image/jpeg\"}', 'https://apocalypseretail.com/wp-content/uploads/2021/10/AR-013-015-From-single-channel-to-multichannel-to-omnichannel.jpg', '12654', 'featured-image', 'Omnichannel Strategy', NULL, 'Six Steps to Deploy an Omnichannel Strategy to Survive the Apocalypse', 'Here\'s a step-by-step guid to deploy a bulletproof omnichannel strategy with proven tactics that have worked for retail managers. Here\'s how!', 'Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse', NULL, NULL, NULL, NULL, '9', '3', '0', NULL, 'publish', '0', NULL, NULL, '1', NULL, NULL, '1', '', '59:58f01b5c1a23e6de06a7b57a57ee2b37', '2026-04-17 01:34:56', '2026-04-17 01:34:56')
Six Steps to Deploy an Omnichannel Strategy to Survive the Apocalypse
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Deprecated: explode(): Passing null to parameter #2 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/builders/indexable-post-builder.php on line 125
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Deprecated: strlen(): Passing null to parameter #1 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/models/indexable.php on line 167
WordPress database error: [Table 'dbs2052448.yoast_wp_seo_models_indexable' doesn't exist] INSERT INTO `yoast_wp_seo_models_indexable` (`object_type`, `object_id`, `object_sub_type`, `permalink`, `primary_focus_keyword_score`, `readability_score`, `is_cornerstone`, `is_robots_noindex`, `is_robots_nofollow`, `is_robots_noimageindex`, `is_robots_noarchive`, `is_robots_nosnippet`, `open_graph_image`, `open_graph_image_id`, `open_graph_image_source`, `open_graph_image_meta`, `twitter_image`, `twitter_image_id`, `twitter_image_source`, `primary_focus_keyword`, `canonical`, `title`, `description`, `breadcrumb_title`, `open_graph_title`, `open_graph_description`, `twitter_title`, `twitter_description`, `estimated_reading_time_minutes`, `author_id`, `post_parent`, `number_of_pages`, `post_status`, `is_protected`, `is_public`, `has_public_posts`, `blog_id`, `schema_page_type`, `schema_article_type`, `version`, `permalink_hash`, `created_at`, `updated_at`) VALUES ('post', '11980', 'page', 'https://apocalypseretail.com/', '18', '90', '0', NULL, '0', NULL, NULL, NULL, NULL, NULL, NULL, NULL, NULL, NULL, NULL, 'Retail Apocalypse', NULL, 'Survive the Retail Apocalypse: learn how to thrive in Omnichannel Retail', 'Get all the tools you need to fight and survive the Retail Apocalypse by implementing an Omnichannel Strategy. Click and join the fight!', 'Retail Apocalypse Homepage', NULL, NULL, NULL, NULL, '2', '1', '0', NULL, 'publish', '0', NULL, NULL, '1', NULL, NULL, '1', '29:3a42cf3991f3d1c3142ddb8b8dd7773c', '2026-04-17 01:34:56', '2026-04-17 01:34:56')
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Deprecated: explode(): Passing null to parameter #2 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/builders/indexable-post-builder.php on line 125
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Deprecated: strlen(): Passing null to parameter #1 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/models/indexable.php on line 167
Deprecated: strlen(): Passing null to parameter #1 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/models/indexable.php on line 167
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Deprecated: strtolower(): Passing null to parameter #1 ($string) of type string is deprecated in /homepages/33/d718892998/htdocs/www.apocalypseretail.com/443/wp-content/plugins/wordpress-seo/src/generators/schema-generator.php on line 176
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An Omnichannel Strategy is the way for online and offline retailers to survive the Retail Apocalypse.
Every retailer, whether online or offline, must deploy an omnichannel strategy to unlock the full value of the omnichannel customer.
The goal of an omnichannel strategy is not simply having an online and a physical store. It is providing a unified and consistent experience across touchpoints in the customer journey to increase customer retention.
Over our last posts, we’ve covered in detail the five pillars of an Omnichannel Strategy, but we’ll do our best summary on this post.
These are the Five Pillars of an Omnichannel Strategy
A bulletproof omnichannel strategy requires addressing the five pillars of Omnichannel Retail.
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse
A company must understand its customers and their journeys deeply, which can only be achieved with a 360º view of the customer across all their company touchpoints.
Once the company has built this view of the customer, they can start deploying the following pillars.
They can build an Omnichannel customer and content engagement strategy to offer excellent customer experience and scalable personalization.
Then, with an omnichannel fulfillment strategy, the company can offer fulfillment options to meet the customer when and where they want.
To complete this, with an omnichannel product offering strategy, a company builds trust with its customers.
Finally, an omnichannel back-office structure ties everything together with the proper organization, systems, and structure for omnichannel retail.
After this recap, it is essential to understand that an omnichannel strategy implies a complete transformation of the company.
The Omnichannel Transformation Must Be Met At Every Level Of The Company
We’ve discussed the need to implement an omnichannel back office for companies that want to survive the retail apocalypse.
We’ve discussed a complete change in the culture, organization, technology, and KPIs.
The final step is that a company must make sure that the transformation happens at every company level.
From top to bottom, every single company employee must be aligned with the omnichannel vision and have the right processes, technology, and metrics to deploy it.
The problem is that, according to research, most retailers fail to cover these last steps. As a result, they fail to implement the omnichannel back office, despite the management having the right vision.
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse. Forrester’s Q1 2020 Omnichannel Panel Survey
As the poll among retail professionals suggests, most retail company CEOs and C-level have understood the need to implement an omnichannel strategy.
But only about half of professionals believe they have the right processes, technology, and metrics to implement the strategy.
Companies must understand that management and vision will only get them so far.
If they don’t implement the proper omnichannel back office, they won’t lead the company towards a true omnichannel strategy.
Six Steps To Implement An Omnichannel Strategy in Retail
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
We have provided over a dozen posts explaining the need to implement an omnichannel strategy.
In each post, we have provided detailed guidelines covering the five pillars of an omnichannel strategy.
When we advise companies on their omnichannel transformation, we find it very helpful to sum everything into six steps every company must follow.
Build a deep understanding of your customer
Gather, unify and structure your data
Build a detailed map of your customer journeys
Build your own omnichannel roadmap
Establish OKRs aligned with your omnichannel roadmap
Continuous improvement
1. Build a Deep Understanding of Your Customer: A 360 View Of The Customer
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
Deeply understanding your customer is the foundation of an omnichannel strategy.
A company must understand who their customers are, how they shop when they buy, and what channels they use?
In the end, they need to understand what is the number one reason why customers buy from them.
2. Gather, Unify and Structure Your Customer Data for Scalable Personalization
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
Companies must bring the total value of their first-party data. Therefore, they need to have a customer data-gathering strategy across channels. A loyalty program is handy for this.
On top of gathering customer data, they need to structure and unify all the data and connect it to the right content.
The end goal is to provide relevant, meaningful interactions with customers at every step of the journey.
A Customer Data Platform, Data Management Platform, and Digital Asset Management solution are IT tools that can make the whole process scalable.
3. Build a Detailed Map of Your Customer Journeys
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
Once the company clearly understands their customers and has analyzed the data, they can build detailed maps of their customer journeys.
Customer journeys identify behaviors and patterns that will improve the chances of a visitor becoming a shopper. Or a shopper becoming a regular customer.
A detailed map of the customer journeys helps provide the right interactions for customers. The company sends the right messages to move the customer closer to a transaction at every step of the trip.
For this, you must answer questions about your customers and the channels they use to engage with your company:
What is the number one reason a customer buys from you instead of your competition?
How do customers discover your brand?
Ho do they research your producs or services?
What channels or touchpoints do they use?
How often do they make a purchase ?
How much does it cost to acquire a customer, and how profitable are they?
Would the recommend or refer you to their friends?
4. Build Your Own Omnichannel Roadmap
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
Every single company will have a unique omnichannel roadmap according to its context and resources.
They will need to assess which features they lack regarding customer engagement, fulfillment options, product offering, and BackOffice.
They can design a roadmap to tackle each of these features in terms of investment and the resources they require.
To build the roadmap, we generally advise two things:
First, organize tasks on what can be done now, in twelve months or three years. Some tasks will require significant resources, so this helps companies focus on quick wins without skipping longer tasks.
Second, focus on existing customer pain points rather than providing new experiences. Before launching a shiny new experience, companies should focus resources on ensuring that existing channels provide a great experience.
5. Establish OKRs Aligned with Your Omnichannel Roadmap
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
Management by Objectives and Key Results is one of the best methodologies to ensure that all teams are aligned.
Once you have designed your omnichannel roadmap, ensure that your entire organization is focused on deploying that roadmap and measuring the positive effects it generates.
This methodology helps teams prioritize projects and focus on the right objectives.
6. An Omnichannel Strategy Reuires Continuous Improvement
Image Source: Apocalypse Retail 2021. Six Steps to Deploy an Omnichannel Strategy to Survive the Retail Apocalypse.
As you continuously gather data and analyze your customer behavior, you can constantly improve your omnichannel experience.
An omnichannel strategy is not just something you deploy once and forget. It’s a process to continuously make changes in the customer journey according to the customer’s context.
With this process, companies can quickly identify changes in consumer behavior and adapt to them. In turn, they are providing the best possible customer experience.
Adding value to the customer experience is a continuous improvement process. If you don’t keep on improving your processes, your competitors will.
In today’s retail, this is the key to surviving the retail apocalypse.
Do you want more insights into E-commerce, Omnichannel Retail, and Digital Transformation? Subscribe to ApocalypseRetail to get insights sent directly to your inbox. Our content is designed for top business schools, retail managers, and eCommerce entrepreneurs who want to survive in the ever-volatile retail industry. Subscribe to our newsletter to join the fight against the Retail Apocalypse!
Nicolas Ariza & Stéphane Madoeuf are founding members of Apocalypse Retail. We combine a deep knowledge of Education, Digital Transformation, E-commerce, and Omnichannel Retail. Join us to fight the Retail Apocalypse!
This article about eCommerce in China was co-authored with students from the Digital Major of HEC Paris Masters in...
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