The rise of channel-less customers and how companies can adapt

Low Lai Chow

Nicholas Kontopoulos, Adobe’s regional head of APAC commerce marketing outlines how brands can adapt their organisations and sync up better with channel-less consumers.

The omnichannel story has become very technology-oriented and is not the best way to help marketers struggling to deliver better customer experiences, said Nicholas Kontopoulos, Adobe’s regional head of APAC commerce marketing.

Speaking at the eCommerce Expo Asia conference in Singapore, he described it as a “major concern”, citing a 2015 McKinsey research report conducted in Europe that found that consumer journeys involving multiple channels fared worse on experience compared to the single-channel ones, regardless of whether the experiences were digital or not.

“This is really crazy, when you think about it. Using multiple channels to engage with brands should...

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