January 18, 2023 | 12:00 p.m. - 12:30 p.m. ET 


MSI Webinar: Capitalizing on Convergent Commerce to Reach Consumers in their Blended Online and Offline Shopping Worlds

It’s not just about online and offline anymore. New commerce channels are proliferating, with more than a third of the world’s shoppers now using channels such as livestream retail and social commerce. At the same time, digital and physical purchase environments and touchpoints are converging and shopping journeys are becoming less linear. Consumers are developing their own commerce ecosystems of go-to brands, retailers, channels and touchpoints.


In this session we will explore commerce channel usage trends; the rise of personal commerce ecosystems; and juggling commerce digitization with the need for humanity, personalization, and the sensorial. We will look at what ‘engagement’ is in a Convergent Commerce world; shopper expectations and of different commerce channels, and how measurement metrics could be adjusted by channel and touchpoint type to match the blended nature of commerce channels.


We will showcase how brands and retailers around the world are adapting to these challenges.


Attendees will learn:


  • New and changing shopper journey types and personal commerce ecosystems, and implications for their go to market strategies
  • The business and research questions to ask in order to map a consumer commerce ecosystem in order to determine at which touchpoints to play and what with
  • Potential new metrics to use in measuring commerce performance
  • How companies around the world are achieving and implementing the above.


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Ipsos’ global shopper leader Alison Chaltas is a thought leader in shopper marketing, at the forefront on the future of shopping. She is a pioneer in developing creative and genuinely relevant omnichannel insights and translating them into actionable and convergent solutions across physical and digital channels. Alison’s early career was spent at P&G, connecting the dots across innovative data sets to develop retail growth strategies, leading into continued over two decades of consulting and research leadership. An Adjunct Professor at Brown University, Alison is a frequent industry speaker on the future of omnichannel shopping, a distinguished faculty member of the Path to Purchase Institute, a founding member of the Shopper Marketing League of Leaders and has lectured at Harvard, Northwestern, Michigan State and the University of Connecticut. Alison’s academic credentials include an MBA in marketing & organization behavior at Northwestern’s Kellogg School, an AB in economics at Harvard, and completed advanced work in channels management & communication at New York University.

Brendan leads US Shopper practice at Ipsos, bringing over 25 years of international leadership and innovation experience in shopper and consumer strategy and insights.He has worked with dozens of manufacturers and retailers across sectors, channels, and markets. He brings a relentless focus on Customer First, Customer Experience Design, Loyalty, and CLV. Brendan continuously delivers next generation insights by being at the forefront of emerging data and analytic approaches, from developing and executing the first online research for Ipsos in the early 90s, to creating the first online market research use of projective techniques and word clouds, to pioneering SaaS Virtual Retailer research. He created many products and services that have become standard across the market. As a result, he has received significant industry recognition, including the ARF Great Mind Award for Innovation, the MRS/ASC Technology Effectiveness Award, and Technology Trendsetter by Survey Magazine. Prior to Ipsos, Brendan has led Global Customer Knowledge and Customer Engagment at dunnhumby, product marketing strategy for InContext Solutions, strategy and product development at BuzzBack, and was the head of market research at Grey Advertising.

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