OMNICHANNEL ECOMMERCE

Stores and online should compound. Not compete.

Most days, it feels like you’re running two businesses. Same brand. Same customers. Different teams. Different scorecards.

Split focus breaks momentum

Attention gets divided

Stores need support. Online needs scale. Marketing spend splits across regional and national bets, with impact harder to see.
 

Teams are stretched too thin

The same people juggle ecommerce, store support, and analytics. Everything moves. Nothing moves far. 

Decisions stall under pressure

Which channel grows next? Who gets credit for the sale? What happens when online helps stores or hurts them?
 

Growth adds complexity faster than teams can adapt

Alignment doesn’t happen by default

In-store teams worry about commissions

Online teams struggle to fully use stores

Ownership of the customer stays unclear

Systems multiply quickly

POS. Ecommerce. CRM. Ad platforms.

Inventory split across stores and warehouses

Ship-from-store. Store-as-showroom

Returns moving everywhere

Pricing and promotions require coordination

Communicate changes cleanly so nothing breaks

Sync promotions across teams

Match prices or don’t

Merchandising touches everything

Homepage priorities shaped by in-store logic sometimes correctly, sometimes not

Large SKU counts

Seasonal drops

What if stores and online actually worked together?

Most teams come in saying: “Grow ecommerce revenue.”

What they really want is:

Here’s what that looks like for real omnichannel brands

Across apparel, home goods, wellness, specialty retail, and multi-category brands. At different stages and different scales.

$250M /yr brand

47% increase in revenue72% increase in purchases/user31% decrease in CAC

$25M /yr brand

71% total revenue growth23% increase in repeat purchase rate

$10M /yr brand

3.26× revenue increase YOY6.3× increase in purchases YOY

“Yates gave me a real lift in confidence. I felt like I had a voice at the table and a clear roadmap we were executing against both for the team and with our CEO. It brought peace of mind knowing there was a clear plan we could act on that laddered up to something bigger. Prior to Yates, we had channel and tactical plans but were missing the bigger picture as we worked to hit daily, weekly, monthly and quarterly goals.”

“While we received a tailored comprehensive long-term strategy, Yates was simultaneously able to identify “quick wins” that immediately improved our business. We could feel his enthusiasm for helping us achieve improvements in revenue and brand identity. He delivered impressive results that more than justified his fees.”