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Breaking the Silo, or: Is Omnichannel dead? #LTM142
Connected Commerce - just another buzzword? In this episode, it quickly becomes clear that it is about much more than a trend. Ingrid speaks with Janine Hummel and Daniel Zemitzsch from Front Row about why many brands still think in channels while customers have long moved on to journeys. Budgets and KPIs are typically channel-driven, whereas the customer journey jumps between TikTok, Amazon, D2C shops and AI agents. As long as the last touchpoint receives all the credit, teams will inevitably optimise against each other - not out of bad intent, but because the system is designed that way…
The skinny
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