If you are a global brand leader, you have likely sat in a meeting where someone pulled up a roadmap slide labeled “Omnichannel 202x,” or presented a marketing deck promising a “seamless omnichannel experience.”
According to Marco Brucato, Head of eCommerce DTC Transformation at Beko Europe, this moment is a major red flag.
“I hate the word omnichannel,’” Brucatodeclared on LinkedIn. “Because if you need to label it, it means that you don’t have it. Omnichannel shouldn’t be a buzzword that you can use one day and the other one not. It should be just part of your corporate strategy.”
In conversation with hosts Rachel Tipographand Sarah Hofstetter on the BRAVE COMMERCE podcast, Brucato delivered a masterclass on what it actually takes to scale digital commerce across complex global markets while maintaining local relevance. He didn’t offer a three-step hack for better retail media tags. Instead, he challenged the very semantics we use to discuss commerce maturity.
Here is why Brucato believes “omnichannel” can be a dangerous word, and what leaders should do to embed it as an operating principle.
