When being everywhere isn't enough: The real omnichannel revolution

In this episode of The I.A.D.S. Retail Park 🎧, Maya welcomes Selvane to rethink one of retail’s most overused buzzwords—omnichannel. What if being “everywhere at once” isn’t actually the goal? 🤯 Together, they unpack groundbreaking research from Erasmus University’s Robert Rooderkerk that challenges a decade of retail assumptions. Discover why the smartest retailers aren’t multiplying touchpoints—they’re mastering customer steering. From Holland & Barrett’s market-specific nudging to Coolblue’s pickup-point optimisations, Maya and Selvane decode what it really means to guide customers profitably through personalised journeys. 🧭🛍️ Expect candid conversation about misaligned incentives, store politics, and the downfall of the so-called “halo effect.” Learn how retailers are redefining omnichannel maturity—turning friction into fuel for smarter growth. Is the future of retail really about being everywhere—or just being right where it matters most? 🚦 👉 Click here to read this week’s IADS Exclusive on omnichannel. 🖇️Click here to read Robert’s article in the Harvard Business Review. For more updates, follow us on LinkedIn at International Association of Department Stores – I.A.D.S., subscribe to our Substack for weekly retail signals, or explore www.iads.org for exclusive insights, market intelligence, and more. 🌐 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit iads.substack.com/subscribe