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Introduction
Today’s consumers have access to more commerce touchpoints than ever, whether they’re shopping on Amazon, at a high street retailer, on a supermarket media network, or across social platforms. This new digital commerce landscape gives brands the opportunity to connect with consumers wherever they are. But with opportunity comes complexity.
Each retailer and marketplace has their own rules, content formats, and campaign structures. Managing multiple relationships simultaneously can be confusing and time consuming. So in this blog, we explore strategies to help you manage coordination, optimise multi-channel retail management and unlock scalable growth.
Why multi-channel retail management matters
Expanding across multiple retail platforms gives you access to high-traffic environments like Amazon, Boots, and Tesco. Customer journeys are no longer linear. So, having a presence on multiple platforms means your brand can be seen across multiple touchpoints, increasing sales opportunities. And by creating tailored campaigns by channel, you’ll increase your retail sales performance. The one watch out is that you need a cohesive approach. Without one, you run the risk of operational inefficiencies, content inconsistency, and missed sales opportunities.
Common pain points for brands selling via retailers
Disjointed product content
Each retailer has its own content requirements and templates. Inconsistent imagery, descriptions, or messaging can dilute brand identity, and affect conversion.
Inventory and availability visibility
While retailers control fulfilment, brands still face challenges in ensuring accurate availability data, avoiding out-of-stock messaging, and managing promotional alignment.
Siloed performance data
Retailers often provide performance data in different formats. Some don’t provide any data, while others do so irregularly – on a quarterly basis for example). Aggregating and acting on insights that come from any given Retail Media Network platform, such as Criteo or CitrusAd, or directly from the retailer can be resource-heavy.
Fragmented campaign execution
Activating promotions or Retail Media campaigns across multiple channels, each with different timelines, creative specs, and audience segments, requires tight coordination.
Disjointed product content
1. Standardise and syndicate product content
Use commerce content tools and syndication platforms to ensure product listings are consistent across retailers. From A+ content on Amazon to PDPs on Tesco.com, consistency in brand tone, imagery, and copy drives conversion.
2. Align Retail Media and promotional campaigns
Coordinate campaign activity across platforms using a shared calendar of media opportunities (Amazon Prime Day, Tesco Clubcard events, Boots Advantage promotions).
3. Build a central view of retailer performance
Aggregate key sales and media metrics from Amazon Vendor Central, Retail Media portals, and EPOS data. This enables holistic decision-making across your retail footprint.
4. Create retail-ready playbooks
Equip internal teams and agency partners with channel-specific guidance for each major retailer. This could include campaign requirements, seasonal trends, and audience insights.
5. Strengthen retailer collaboration
Multi-channel success isn’t just about tech—it’s about partnerships. Collaborate closely with Retail Media and category teams to co-develop activations that align with your brand and business objectives.
Conclusion
Multi-channel success isn’t about being everywhere, it’s about being consistent, strategic, and performance-driven across your retail footprint. By standardising content, aligning campaigns, aggregating performance data, and strengthening retailer collaboration, brands can unlock more value from their retail partnerships, and ultimately drive measurable growth.
