Brands must create desire beyond the transaction for omnichannel success

By Anna King, Managing Director EMEA, M+C Saatchi Consulting

The article was first published on The Drum on 29 May 2025.

Today’s retail landscape is anything but linear. Shopping journeys stretch across screens, channels, moods, and moments – shaped as much by impulse as by intention. As consumers flow between platforms and purchase triggers, the path to conversion is no longer predictable. To succeed, brands must lead with an ever-evolving consumer-first mindset – showing up with relevance, agility, and precision at every touchpoint.

In this new reality, context is king. A rushed tap of a payment card to replenish a household item is a world apart from an indulgent boutique browse. Decisions are shaped by intent in the moment – mood, setting, and circumstance. The scroll of a phone during a commute, a voice search while cooking, or the draw of an in-store experience all represent vastly different entry points into the purchase journey. Brands must be prepared to respond to these moments with real-time relevance and insight-driven content.Simply showing up isn’t enough. Understanding which moments matter most – when attention can be converted into action – means delivering the right message, in the right place, at the right time. A well-timed push notification, an influencer’s trusted recommendation, or a seamless cross-channel transition can all shift a shopper from passive interest to active intent. This requires orchestrated responsiveness, backed by unified data and adaptive technology.

New loyalty

As expectations rise, presence becomes the new loyalty. It’s no longer defined by points programs or frequency. Instead, it’s built through emotional relevance, personalisation, and utility. Consumers are loyal to brands that add value consistently – not just during a transaction, but throughout their daily routines. Whether through social commerce, direct-to-consumer platforms, or brick-and-mortar, leading brands are creating cohesive ecosystems of interaction. Consumers expect flexibility and intentionality, and brands must design for both.

This evolution requires more than omnichannel reach. It demands phygital brand design, where physical and digital experiences are seamlessly integrated. A consumer may discover a product via TikTok, try it virtually using AR, test it in-store, and complete the purchase via app. The expectation is not just cross-channel availability, but effortless navigation. Every handoff – between screens, formats, or environments – is a moment of truth. When executed well, these transitions build trust. When broken, they sever connection.

Earning attention

What fuels this journey is brand-led experience. Attention is a scarce currency, and shoppers only exchange it for something meaningful. Experiences must be immersive, intuitive, and additive. This might come through AR try-ons, live shopping events, or seamless checkout integrations. Retailers are also reimagining spaces through strategic partnerships that blend commerce with lifestyle experiences. From Superdrug’s Aesthetic Clinics at select locations offering in-store Botox treatments to Jamie Oliver cooking schools in John Lewis, these ecosystems inspire discovery.

These activations are not just brand plays – they are buying moments. They transform engagement into intent. For categories where price and convenience are no longer enough, experience becomes the differentiator. And when shaped by cultural relevance, these brand-led experiences don’t just sell – they resonate.

Meanwhile, the data landscape is undergoing a fundamental reset. The phase-out of third-party cookies is redefining how brands reach and understand audiences. The most successful brands are those that earn their insight, be it via loyalty programs, exclusive content exchanges, direct relationships, and retail partnerships. Zero-party and first-party data is about depth, not just volume. It fuels more relevant, respectful personalisation, especially as predictive and AI-driven shopping technologies grow more sophisticated.

But with personalisation comes responsibility. Transparency and trust are now non-negotiable. Consumers expect control, and they can quickly sense when a brand oversteps. The line between helpful and invasive is razor thin. Smart brands are leading with value, offering clear reasons to share data, and using it to create genuinely helpful, human-first experiences. This strengthens trust and sustains engagement across the long term.

Authenticity and value

At the heart of this shift is a deeper truth: consumers no longer buy on utility alone. They buy from brands that reflect their values, identities, and communities. This is where cultural commerce takes hold. Brands must not just react to culture – they must participate in it. Trend-tracking, creator partnerships, and social listening aren’t ‘add-ons’ – they’re core components of brand relevance. The goal isn’t to chase every trend, but to know where and how your brand has the right to play – and to do so with authenticity and value.

Cultural commerce isn’t a buzzword – it’s a new model for growth. In a landscape defined by speed, saturation, and shifting expectations, brand desire is no longer created through campaigns alone. It’s created through contextual precision, consistent presence, and meaningful brand-led experiences.

When brands align with how consumers live, not just how they shop, they become more than a purchase option. They become trusted, valued, and culturally significant. And in a world of limitless choice, that’s what turns engagement into enduring brand love.