Digital Transformation Omnichannel Brand Strategy

To win the brave new digital future, brands need cohesive omnichannel strategies

By Ward de Kruiff, Global Head of Web3 and Metaverse

EPAM Continuum


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February 14, 2024 | 6 min read

Digital disruption reshapes commerce across platforms, says Ward de Kruiff of EPAM Continuum. As new technologies create a pivot-point, success lies in cohesive omnichannel experiences.

The tip of an iceberg in a sea of water

With technological shift underway today's e-commerce experiences are just the tip of the iceberg, says Ward de Kruiff

A new paradigm is emerging in the sphere of commerce. The unification of disparate strands – spanning from e-commerce to the nascent realms of gaming and spatial commerce – particularly with the advent of platforms like Apple’s Vision Pro holds great potential for brands. Nowhere is this shift felt more than in the realm of luxury and fashion.

The key to success is crafting experiences that transcend physical and digital boundaries. Omnichannel excellence is no longer a buzzword but a baseline expectation. Consumers seek seamless experiences, whether scrolling through mobile apps, browsing in a physical store, or engaging with a brand in an immersive game environment.

E-commerce, m-commerce, and Gen-Z

The journey began with e-commerce, a digital revolution that turned the entire internet into a potential storefront. But e-commerce is not just about online transactions; it’s about an ecosystem that supports customer journeys with rich content, virtual try-ons, and personalized services. It's a space where luxury fashion isn't just displayed but can be experienced.

The proliferation of smartphones has given birth to mobile commerce (m-commerce) and social commerce, transforming smartphones into shopping assistants. In social and m-commerce, the luxury experience is literally in the palm of a customer’s hand. It's instant, it's personal, and it's where digital-savvy customers are. The buzz yesterday was about building community with Gen-Z, hence brands entering the world of gaming commerce, a place where fashion often meets virtual reality.

Here, luxury brands are not just selling products but crafting experiences and stories. In-game fashion shows, virtual outfits for avatars, and interactive brand storytelling are the tip of the iceberg. Gaming commerce is about being present in a new market and also engaging with a new generation of consumers. With the introduction of platforms like Apple’s Vision Pro, spatial commerce will redefine how we perceive brand engagement.

The new frontier in commerce is spatial

Spatial commerce is about leveraging augmented reality, live-streaming, and socia-media platforms to create immersive shopping experiences. This combination can bring a level of interactivity and community engagement that traditional platforms might struggle to match.

The launch of Apple’s Vision Pro marks the cusp of a substantial transformation across many industries with the onset of Web4. Perhaps most excitingly, the new technology heralds novel methods for transactions and content creation, ultimately leading the way for enhanced use cases of spatial and social commerce.

Akin to the evolution of the App Store since its inception with the inaugural iPhone in 2007, the spatial computing digital economy of visionOS will take several years to fully develop. This time around, however, it’s different. The device disruption of wearables will be broad given the range of the new technology. And there will be lots of experimentation in translating the retail experience into spatial computing.

Marketers can be architects in this digital renaissance

We stand at a pivotal moment. The future for retail and consumer-packaged goods (CPG) brands isn't just about choosing between e-commerce, m-commerce, gaming, or social commerce – it’s about unifying these channels into a cohesive, omnichannel strategy. This strategy should be built on personalization, immersive experiences, and a seamless customer journey. It shouldn’t just be about selling products, it should be about curating experiences and emotions as well.

The call to action is clear: embrace the completeness of digital commerce. Retailers and brands must understand that their customers do not differentiate between a physical store, a mobile app, a social-media platform, or a virtual world. They seek excellence, consistency, and engagement across all platforms.

As we forge ahead, let us be the architects of a new digital renaissance, where luxury meets technology, tradition meets innovation, and commerce becomes an endless realm of possibility. Let's lead with creativity, courage, and commitment to customers, crafting a future that's not only profitable but also profoundly inspiring.

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Digital Transformation Omnichannel Brand Strategy

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EPAM Continuum

Our diverse, integrated consulting teams apply a Systems Thinking mindset to get to the heart of our clients’ increasingly complex business challenges.


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