The way that customers want to interact with retail brands today is almost unrecognisable compared to ten years ago. The rise of mobile commerce, growing preferences for diverse payment and delivery options, and heightened expectations around personalisation have compelled retailers to rethink their approach to the customer journey to ensure that customers receive exactly the kind of service they want, exactly when and where they want it.

With competition so high in the retail space, adopting an omni-commerce approach to deliver consistent, convenient and personalised experiences across multiple touchpoints can help build customer trust and loyalty while meeting customers where they are.

Marco Trada is the eCommerce Director for Italy at Group Adeo’s Leroy Merlin, Europe’s largest DIY retailer. Having started his career gaining retail experience in his family’s business in Italy, Marco went on to lead Microsoft’s direct to consumer and direct to business online stores across various European regions before joining Leroy Merlin. Responsible for driving new eCommerce growth, enhancing profitability, and accelerating the company’s omni-channel transformation, Marco holds ample expertise in devising and executing omni-commerce strategies designed to align with the evolving expectations of the modern consumer.

In this exclusive interview with the CX Retail Exchange, Marco shares insight on evolving customer behaviours, what an ideal omni-channel experience looks like for the customer, and what kind of cultural transformation is needed within an organisation to achieve a true omni-commerce mindset.