Part 2 : Omnichannel Transformation and Connected Experiences with Alberto Kechler, Arla Foods

In this episode of the Ecommert Podcast, we sit down with Alberto Kechler, Global Head of E-commerce for Arla Foods, at their Utrecht offices in the Netherlands. We explore the massive shift from e-commerce hypergrowth to a mature, omnichannel landscape—where breaking down organizational silos is the key to creating a channel-less consumer experience. Alberto shares his journey from 15 years in digital commerce across giants like Nestle and Mondelez to leading the omnichannel transformation at Arla Foods. We discuss why the future of e-commerce isn't just about standalone digital teams—it's about embedding e-commerce expertise directly into local business units. In this episode, you'll learn: 🔹 The Omnichannel Shift: Why the industry is moving away from siloed e-commerce teams toward a fully integrated, channel-less approach. 🔹 "Click and Cook" Case Study: How Arla successfully turned 35 million recipe searches into 1 million shoppable carts in Denmark using API integration. 🔹 Retail Media ROI: Why every retail media investment must have a positive impact on sales, and how to navigate fragmented retailer data. 🔹 Mastering the Digital Shelf: Why perfecting the basics of content, imagery, and availability remains vital before adopting advanced AI and conversational search. 🔹 The JBP Advantage: How clear budget allocation, data, and cross-functional collaboration empower brands during Joint Business Plan (JBP) negotiations with retailers. About the Guest: Alberto Kechler is the Global Head of E-commerce for Arla Foods. With over 15 years of experience in the digital commerce space, including leadership roles at Nestle and Mondelez, Alberto is now focused on driving omnichannel transformation, retail media excellence, and seamless consumer experiences for one of the world's largest dairy cooperatives. 🌐 More insights: https://www.ecommert.ai Mert Damlapinar | ecommert About ecommert: We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels. Thanks for tuning in to ecommert podcast.