The Big Shift: From managing to mastering fragmentation

Commerce has become more connected for consumers, but more fragmented for the teams trying to manage it. Discovery now happens across TikTok, streaming, AI, retail media, in-store activations, and the shelf, while many brands are still planning through separate teams, budgets, partners, and KPIs. In this Decoding Commerce episode, we break down why brands need to move from managing fragmentation to mastering it. The next era of commerce requires one connected strategy across brand, retail, and consumer touchpoints, with teams aligned around outcomes that matter: growth, share, profitability, and repeat consumers. The episode also looks at Danone’s award-winning Home’Rista campaign, where connected creator content, retail media, sampling, retailer.com content, and in-store execution helped turn one consumer insight into a coordinated commerce strategy across 28 retailers. Watch the episode, then download The Big Shift: From managing to mastering fragmentation to learn how brands can build a Total Commerce approach that connects teams, channels, measurement, and execution.