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Consumer packaged goods (CPG) brands operate in a constantly evolving environment that is complex, dynamic and easily disrupted by new options and inputs —online and offline. Brand decision makers are eager to understand and optimize for this fast moving omnichannel retail world. A brand’s ability to deploy impactful and efficient marketing strategies depends on how they understand and respond to relevant consumer journeys.

This article provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.


Omnichannel is a type of retail that integrates multiple shopping channels or methods.