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
32
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86
