Everyone Wants to Be Omnichannel: Here’s How to Succeed

May 9th, 2024
Chris Hobson, president and CEO of Rare Beauty Brands
Once you’re on-shelf, the only thing that really matters for you and the retailer is sales velocity. Velocity is the number of units or dollars your brand does in a given time period. To understand what velocity is needed, you need to understand the expectations of your new partner.
Once you’re on-shelf, the only thing that really matters for you and the retailer is sales velocity. Velocity is the number of units or dollars your brand does in a given time period. To understand what velocity is needed, you need to understand the expectations of your new partner.
Kittiphan at Adobe Stock

'Stores still matter immensely, and they will continue to do so for the foreseeable future,' says author Chris Hobson. 'An omnichannel strategy is virtually mandatory for today’s brands but it demands a thoughtfully considered, fully resourced approach.'The digital revolution (e.g., DTC, social media, Amazon, etc.) of the 2010s created an unprecedented opportunity for brands to connect directly with consumers and, as a result, the last decade witnessed an explosion in the number of new brands.

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