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    Why Omnichannel Commerce Is Now Essential for Food and Beverage Brands

    Why Omnichannel Commerce Is Now Essential for Food and Beverage Brands

    For food and beverage brands, sustained success in the online-first market means standing out from the crowd with an omnichannel approach that creates interconnected customer touchpoints to deliver a cohesive consumer experience. 

    But what does this look like in practice — and how do brands get omnichannel commerce operations off the ground? Let’s dive in.

    Why Opt for Omnichannel Commerce?

    Consumers want a seamless shopping experience. From purchase to pickup or delivery, customer support to order tracking, buyers aren’t interested in jumping through hoops to get the information they need.

    According to Chain Store Age, 85% of customers prefer a blend of physical and digital channels when interacting with brands. The problem? Only 13% of those asked say companies are meeting these expectations.

    For food and beverage brands, the pivot to omnichannel commerce priority creates both challenge and opportunity: If they can deliver a seamless experience, they can earn customer loyalty in a nascent online market. If they can’t, they risk losing long-term relationships to other, more agile competitors.

    Consider a business-to-consumer (B2C) looking to track purchases made online that haven’t arrived. If they need to wade through multiple channels — such as phone, email, and social media — and restate their issue each time, their patience is quickly exhausted.

    If consumer data is carried over from channel to channel, meanwhile, brands can create a unified experience that meets consumers wherever, whenever, and however they prefer to shop.

    How To Get Started With Omnichannel Options

    Opting into omnichannel offers multiple benefits including improved customer loyalty, enhanced personalization, and better customer data — which in turn boosts brand visibility as consumers call out superior service and response.

    But how do food and beverage brands make the move? Here, four steps are critical.

    Step 1: Know Your Market

    As noted above, the digital food and beverage market differs depending on your geographic location. Understanding geographic variations helps zero in on digital market priorities.

    Step 2: Find Your Best Fit

    Customers may also have different channel preferences depending on their market. For example, recent data from We Are Social shows that while consumers in the United Kingdom and the United States spend approximately two hours each day using social media, customers in the UAE spend an hour more per day on social sites. 

    Step 3: Define Key Metrics

    Even the best omnichannel implementation won’t drive success without the right metrics. For food and beverage brands, this means defining what matters most — this might be new customer conversions, total order volumes or global brand reach — then collecting and analyzing relevant data to determine if online efforts are working as intended. 

    Step 4: Deploy the Right Tools

    Effective omnichannel implementation starts with centralization. Equipped with commerce experience management solutions capable of creating a single source of truth for all ecommerce efforts, it’s possible for brands to deliver consistent, connected channel experiences that capture consumer interest.

    To succeed in a post-pandemic world, food and beverage brands must navigate the omnichannel shift by aligning business best practices with evolving user expectations to deliver seamless, end-to-end customer experiences — anywhere, anytime.

    Salsify Complete Guide to Winning Shopping Experiences Featured Image

    Complete Guide To Building Winning Shopping Experiences

    Your customers don’t just want to feel satisfied at checkout — they want to be fully engaged. Download our guide for actionable, step-by-step approaches to elevating your customer engagement.


    Written by: Doug Bonderud

    Doug Bonderud (he/him) is an award-winning writer with expertise in ecommerce, customer experience, and the human condition. His ability to create readable, relatable articles is second to none.

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