Ecommerce Strategy Spectrum

Historically Ecommerce was developed as an independent business. This was done for a host of reasons including rapid growth, nimbleness in decision making and to allow for a different competitive set of online retailers. We have seen integration become more frequent and expansive as today’s customer demands one brand voice and an integrated channel experience. Neither end of this spectrum should be considered right or wrong but each side has business model implications, benefits, and challenges. We know that most retailers fall in the middle of the strategy spectrum with some characteristics as independent, some more integrated. Often we see the customer facing side of the experience putting forward an integrated face but the processes, goals, teams, metrics, and supportive technology is independent.  Making an integrated customer experience difficult to achieve. Even mature cross channel retailers tell us that these executions are not always deliberate.

The implications of a more integrated approach is where many retailers struggle with the customer experience and how it  impacts their business model and broadens internal stakeholder responsibilities. Even with best of intentions some members of the Senior team are unclear on the manner in which to leverage their functional areas in support of a more closely integrated customer experience and integrated business model. Retailers are just beginning to think through the impact of adding digital integration throughout all areas of their business in pursuit of the newly coined “omnichannel experience”.


Having spent over a decade with retailers at all stages of  Ecommerce growth and in various retail sectors, we find that understanding implications of both ends of the strategy spectrum helps to illuminate the characteristics of a modified spectrum.  Thus allowing a facilitated conversation about the benefits and challenges that have to be conquered by the team to achieve a complimentary cross channel customer experience and omnichannel success.

Through our strategy process we work directly with the stakeholders to develop the modified characteristics that will be right for the business.  We identify the activities to prioritize and match the operational capabilities and functional resources necessary to execute the strategy and achieve business goals; both short and long term.

Our end deliverable is a road map that ties all areas of the business together into an achievable and understandable business plan for sustained growth.

We welcome your call. Please contact us to discuss your situation in more detail.