Strategy Practice

Digital Retail Strategy

For many retailers, the central question is: How should we respond to and exploit the retail channel shift? Javelin Group has more experience in this arena than any other consultancy.

We work on every element from the design of a compelling omni-channel retail customer proposition through to a clear implementation roadmap and financial plan, to ensure a comprehensive, achievable solution which addresses the key CEO and C-level questions:

  • How should we develop our ecommerce and omni-channel retail business over the next five years?
  • How can we transform our multiple sales channels into a true omni-channel retail business?
  • We are launching our online channel for the first time – how can we ensure it is successful?
  • Will online and omni-channel retail be profitable for us?

We pride ourselves on developing a realistic, actionable strategy with both an achievable implementation plan and business case which is supported by an extensive set of proprietary performance benchmarks.

We typically use our proprietary ‘wheel’ framework as the starting point for building a new omni-channel retail strategy. Our wheel has been honed on over 70+ client engagements in the last 2-3 years.

The Omni-Channel Retail Wheel

We initially spend time with our clients to understand their business, customers and competitive environment – often conducting primary customer research to deliver key insights as to how the business should develop in the future. We then step through the stages of the wheel as appropriate:

  1. Assortment & Pricing  Define the optimal assortment and pricing strategy across all retail channels
  2. Online & Cross-Channel Experience  Design the online user experience by illustrating best practice and reviewing the existing user experience compared to the competition
  3. Store Estate & Experience  Determine the customer experience across all retail channels and how channels should best be integrated
  4. Marketing  Review existing marketing performance including database segmentation, identify opportunities to improve performance and recommend future marketing actions
  5. Operations  Assess current retail and omni-channel operations and recommend the relevant changes required to store processes, fulfilment and customer service
  6. Technology  Assess existing ecommerce technologies, identify gaps in the application architecture and recommend candidate packages to support the omni-channel retail strategy
  7. Organisation  Outline the skill and capability gaps in the current organisation, develop the new organisational structure, roles and responsibilities and change programmes required to instil an omni-channel retail culture
  8. Economics  Develop the business case, financial plans and implementation roadmap

Please see below for omni-channel retail planning clients, or contact Matt Jeffers at or on +44 (0)20 7961 3200 to discuss your requirements.

Contact  Matt
Strategy Practice

Contact Practice Director

Matt Jeffers

Director, Strategy

Matt Jeffers runs the Digital & Growth Retail Strategy service line. He has led projects covering omni-channel strategy and ecommerce performance improvement for multiple retailers across grocery, DIY/building materials, apparel and luxury goods sectors. Prior to Javelin Group, Matt led’s international development, launched it in China and oversaw the internal strategic growth plan for the Group. He also planned’s strategic development in Central and Eastern Europe and across Asia-Pacific.