Omni Market Strategy

Two of the largest players in the retail marketplace are now in the process of rebuilding their strategies to form the retail market in the image that meets their vision and the two strategies are very different because of where these retailers came from in their growth and development. The origins are driving their strategies to allow them each to leverage their base and also to leverage their customer base practices and expectations. Amazon and Walmart are these two giants in the market and they each bring a very different perspective and direction to their actions and capability delivery. These differences in perspective bring different strengths to their practices and this really sets the tone and the direction based on where the consumers are coming from; whether an electronic focus that bleeds into the brick and mortar or the opposite.




You can see from the differences in strategies and focus that were driven by the base customers allowed these retailers to build their strategic capabilities and now they are each trying to re-imagine their omni market strategy incorporating these baseline strategies and capabilities. This is an extremely difficult challenge for both because it pushes them outside of their comfort zone. This is easy to see when viewing the sales and marketing strategies; they both purchased capabilities in their expansion target channel to help move them ahead and they both are now working to integrate these acquisitions into their omni market strategy. These challenges and reactions by these two leaders showcase the value of experimentation and the willingness to fail forward. They both show a great deal of courage in these reactions and their willingness to spend to experiment.




You can also very clearly see where each of these retailers started and their base comfort zone, whether brick and mortar or eCommerce, and each of these starting points are driving interesting interactions and focus based on each of their starting points. As I mentioned earlier, the most encouraging aspect of these results is the willingness and even the excitement to experiment. Each of these retailers realize the importance of their actions and each have truly embraced the value and concepts of this experimentation to develop the new retail model. Each of these retailers realize they are building the the future and they see the value to being first in the development and delivery of this future.




There is no substitute for this experimentation and each of these retailers has embraced the challenge. They both realize that this experimentation is pushing the boundaries forward in the only manner that can be successful, they must experiment to determine what works and what will be accepted by the consumer. They must experiment in this manner because the market is moving so fast and the forward movement will more than pay for the failures and will provide the lead to allow them to maintain a healthy lead on the competitive advantage. There are many other retailers attempting to focus on their omni market strategy and they are facing these challenges in historical manner where these retailers are taking the safe path of change, waiting on the changes to be a little more solidified. This shows the legacy culture that generally waits for the change to solidify. This culture though will fail this time because of the velocity and breadth of change in the market, the retailers that wait run a significant risk to waiting too long to change and then being too late for success.