What's next for omnichannel? Q1. How will consumers change?

In this series so far, members of Dentsu Business Creation Center (BCC) have explored the challenges of achieving omnichannel. As a follow-up, we've set five new omnichannel-related topics and interviewed Dentsu Inc. employees involved in omnichannel across various layers in a Q&A format about "What will happen next?" We'll deliver this in five parts.

---

Channels will connect beyond previous roles

Maruyama: This time, we've invited four guests from Dentsu Inc., each anchored in their specialized fields, to consider the future of omnichannel. Specifically, we've posed the question: How will "1. Consumers," "2. Retail," "3. Manufacturers," "4. Media," and "5. Marketing" each change? Or remain unchanged?

As this is still an evolving field, we're exploring it ourselves. We hope to gain insights from each guest's perspective to further deepen our understanding of omnichannel. First, please introduce yourselves.

Kanno: I'm Kanno from the Promotion & Design Bureau. This bureau is a section that supports clients' marketing efforts without industry boundaries. Within that, the Channel Solutions Department I lead aims to create synergies between manufacturer clients and retail clients, while also exploring collaboration with media partners—a key strength of Dentsu Inc.

Previously, I was involved in operating e-commerce sites for some time. Amidst the rapidly changing business environment, I came to realize that e-commerce sites are no longer just sales venues; their value as media is increasing. I approach my current work with the awareness that channel connections extending beyond existing roles will likely advance further in the future.

Horikita: I'm Horikita, also from the Promotion & Design Bureau. I'm currently in the Channel Solutions Department, working under Mr. Jinno. Since joining the company, I've primarily focused on promotions, and I'm now leveraging that experience to explore the dazzling world of omnichannel.

Previously, my promotional work centered on consumers—connecting them with manufacturers or creating experiences between consumers and retailers. Since joining my current department, I've ventured into a new territory: connecting manufacturers with retailers.

Matsunaga: I'm Matsunaga from the Integrated Data Solutions Center. As the name suggests, we develop and provide solutions leveraging data.

Until now, we've combined data obtained through Dentsu Inc.'s strength in mass media with audience data gathered digitally to inform advertising planning and marketing. Now, a world leading to the final purchase has opened up. This is what I believe omnichannel means from a data perspective. Our job is to identify what kind of analysis can be done between TV exposure and purchase, and to show how products are bought by consumers as a result.

Uehara: I'm Uehara from BCC. I co-hosted the previous series with Maruyama-san and Watanabe-san. BCC is a division exploring new business models, and within that, we support companies in advancing their omnichannel strategies. Personally, I have experience in manufacturer promotions, but I've spent about ten years supporting retailers. For example, last year I worked on planning and operating consumer-facing apps for retail companies.

From that perspective, when I consider the concept of omnichannel, I feel we're finally approaching the ultimate world. As manufacturers and retailers absorb and internalize all aspects—media, technology, and strategy—advertising agencies and external marketers will need to perform functions different from what they have done before.

Q1. How will consumers change in the omnichannel era? Or will they not change?

Maruyama: Looking at the current state where omnichannel is becoming a reality, we see consumers in each industry, manufacturers and retailers, and broadly defined media acting as intermediaries. Retail itself can be considered a form of media, right? Now, technology is added to this mix, enabling data acquisition. So, for Dentsu Inc., it's only natural to consider connecting all these elements together.

Now, let's move to the questions. This time, we've asked everyone to write their answers on flip charts. The first question is: "In the omnichannel era, how will consumers change? Or will they not change?" Shall we start with Uehara-san, who's already expressed it with her signature drawings?

A.1: "BUY Button"

Maruyama: What exactly is that drawing...?

Uehara: It's a BUY button. Through smartphones and IoT devices, buttons leading to purchases will increase, allowing consumers to buy products with just a tap.

For example, in the US, the "On-Demand Economy" is growing, where you get what you need, when you need it. Services like Uber, where you can hail a taxi to your current location from your phone, are part of this. This situation, where you can get things instantly with just one button press, is becoming possible for various products and services.

As a result, I think consumers, myself included, will start buying things without much deliberation. I also believe O2O will evolve further.

Maruyama: As IoT advances further, this trend will likely intensify.

Uehara: That's right. It's like your immediate surroundings or the palm of your hand becoming a store. I think the feeling that smartphones and IoT devices are like "anywhere doors" will spread.

---

A.2: "Will there be more savvy consumers?"

Matsunaga: I think we might see more savvy consumers. With more appropriate recommendations, people might decide to only buy where they can earn points they're accumulating, for example. Their decision-making accuracy could improve within that context.

But hearing Uehara-san's point just now, I totally get how people might start buying things impulsively and reflexively. So maybe we'll see a polarization.

---

A.3: "Business as usual"

Horikita: I wrote "business as usual." It's true that the distance between real and online shopping will shrink further, and new tools will emerge. But since not everyone will master them, polarization... I see that point clearly.

But I wonder if consumers themselves will change because of these environmental shifts. For example, even if Person A starts using new tools, Person A themselves won't fundamentally change. Person A's desire to buy what's best for them remains the same. Manufacturers and retailers will continue to respond to that need as much as possible. I see the underlying structure as essentially unchanged.

---

A.4: "The Era of 'Choosing'"

Kanno: I called it the "Era of Choice." Maybe that's a bit too abstract? (laughs)

Watanabe: You mean that as options increase, the ability to choose becomes more essential...?

Kanno: Yes, options are increasing. That has both positive and challenging aspects, right?

Omnichannel integration connects channels through various customer-centric technologies, enabling people to choose and buy products anywhere. This empowers consumers with unprecedented choice. While it makes things easier, it can also feel overwhelming. I hope marketing can transform that pressure into enjoyment.

Maruyama: Everyone has different perspectives, but I get the impression the core ideas aren't that different.

Kanno: It was reassuring to see we share a similar vision for the future. Omnichannel isn't just about linking online and offline, or manufacturers and retailers—it's about integrating diverse touchpoints, including media. Since Dentsu Inc. excels in media communication, I feel there's still much we can achieve from that angle.

---

Q.2 "How will retail change in the omnichannel era?" continues