CHANNEL BLURRING: BREAKING THE CHANNEL MINDSET TO UNLOCK GROWTH — ECOMMERCE AS A GROWTH MULTIPLIER (CONT.)
Building Hybrid Strategies for Growth
To thrive in this blurred, digitally enabled marketplace, organizations must realign teams, metrics, and innovation frameworks around shared consumer occasions—not separate sales channels.
1. Occasion-Based Segmentation – Reframe category strategy from “channel” to “consumption moment.”
2. Integrated Commercial Teams – Build hybrid sales and marketing teams that combine retail, eCommerce, and foodservice expertise.
3. Unified Data and Insights Systems – Centralize syndicated, loyalty, and digital retail analytics to map the full consumer journey.
4. Omnichannel Storytelling – Align brand narrative across in-store signage, online recipes, and operator partnerships.
Call to Action: Build Your Channel-Fluid Growth Plan
For IDDBA members, the opportunity is both urgent and transformative. Dairy, deli, and bakery are at the center of this omnichannel revolution—connecting the in-store experience with digital discovery, on-the-go convenience, and restaurant-quality experiences at home.
Now is the time to act. Don’t wait for channel lines to blur further— lead the change:
• Audit your structure and mindset. Are your teams still organized by channel or by consumer need?
• Break silos intentionally. Bring sales, marketing, category, and eCommerce together around shared occasions.
• Invest in insight flow. Connect foodservice and retail data to reveal where the next innovation will spark.
• Prototype fast, learn faster. Use eCommerce and DTC as your agile testing ground for what’s next.
The future belongs to those who see the shopper, not the shelf; who design for occasions, not outlets; and who unite physical and digital experiences into one continuous brand story.
Channel blurring isn’t the challenge—it’s the invitation to lead. The time to act is now.
About The Partnering Group (TPG)
The Partnering Group (TPG) partners with leading organizations to design strategies and capabilities that transform how teams go to market across retail, foodservice, and eCommerce. By aligning strategy, structure, and skill, TPG helps clients capture growth in an increasingly interconnected marketplace.
About the Authors
Deena Pitzele is a Partner at The Partnering Group (TPG), a global consulting firm that helps retailers, manufacturers, and industry associations accelerate growth through category leadership, commercialization, and capability development.
Matt Pierre is a Partner at The Partnering Group (TPG), a global consulting firm that helps retailers, manufacturers, and industry associations accelerate growth through category leadership, commercialization, and capability development.
Liz Mayer is a Partner at The Partnering Group (TPG), a global consulting firm that helps retailers, manufacturers, and industry associations accelerate growth through category leadership, commercialization, and capability development.
www.thepartneringgroup.com The Partnering Group
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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