Customers no longer move through a linear path to purchase—they jump between channels, devices, and touchpoints with the expectation of a seamless, connected experience. Yet many retailers still operate with siloed systems and disconnected strategies, leading to friction that frustrates customers and erodes loyalty. The shift from multi-channel to omni-commerce isn’t just about expanding reach—it’s about creating a unified, data-driven ecosystem that ensures every interaction adds value.

In this session, Marco Trada of Leroy Merlin will explore how leading retailers are breaking down barriers to create a frictionless customer journey, including:

• Identifying the most common breakdowns between digital and physical interactions and how to fix them
• The role of real-time data – How to use live insights to personalise customer engagement
• Ensuring organisational alignment so teams can execute a seamless omni-commerce strategy
• Rethinking success: If revenue isn’t the only metric, what are the key indicators of an effective omni-commerce experience?

A frictionless CX approach is the end goal for many companies. Engaging in a consistent way across all channels and maintaining the same approach is critical for today’s consumers.

However, moving from simply having multiple points of engagement through to a genuinely integrated omnichannel methodology, whilst an ideal step for many in this sector, is not without its challenges. From the use and management of data, through to the practical challenges of tying different parts of a business and overcoming siloed infrastructures, omnichannel can be a tough ask.

This think-tank will delve into the practical barriers which stand in the way of moving to an omnichannel approach and explore how to overcome these and take the next step in your CX approach