Post by The Quality Group

TQG @ OMR - Part 3: Scaling a digital-first brand into retail requires more than just distribution. Our VP Commercial Excellence & Activation Carmen Benkö and Anne Bär from Shopfully, along with Julian Klein, shared at the OMR Festival how to approach this transition in a structured, data-driven way. The focus is on connecting digital reach with physical retail execution. This involves using targeted offer communication and a cross-channel setup to create visibility, guide consumers into stores, and measure impact at the point of sale. In this context, it becomes clear how important alignment across channels is. Digital touchpoints don’t replace retail; they strengthen it when used correctly. The discussion highlighted how data can support better decisions throughout this process, from planning to activation. It also showed how digital-first brands can gradually build relevance in brick-and-mortar environments.