Perhaps you've heard of the omnichannel approach to consumer marketing? Basically, it's a concerted effort to guarantee the consumer's shopping experience is a seamless one as they move from digital
to physical. It's a growing area of focus for marketers and Publicis is getting into the game.
The agency has acquired Expicient, an omni-channel-focused marketing services firm. Publicis
will integrate Expicient into its Publicis.Sapient platform under the Rosetta brand.
Of the acquisition, Publicis.Sapient CEO Alan Herrick said: “Today’s always-on
consumer makes no distinction between devices and channels and as a result our retail clients are increasingly looking for us to build systems -- inventory, supply chain, omnichannel commerce that
enable the experience a 2015 consumer demands. Expicient joining Publicis.Sapient allows us to significantly strengthen our clients’ ability to integrate offer information, order information,
inventory information and pricing information across channels which is a significant change from a world where the online stores and physical stores operated separately."
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