• by Richard Whitman , Columnist, May 5, 2020

Responding to quickly changing consumer shopping behavior during the pandemic Omnicom’s commerce agency The Integer Group has launched a new unit it’s calling the Adaptive Retail Division.

The main idea is to help brands quickly enhance both their physical and digital presences to rapidly respond to that changing behavior.

The new unit serves as both consultant and service provider. For brick-and-mortar locations, the unit will help clients comply with WHO and regional-specific guidelines. It will also target new necessities like contactless shopping.

On the ecommerce side, the division will provide rapid go-to-market strategies across DTC, social commerce and e-retail including Amazon.

“Our clients and retailers around the world need us now more than ever so we’ve adopted a society first mindset,” said Mike Sweeney, CEO of The Integer Group. The dual goal, he added, is to deliver products that “ensure the sustainability of retail and the safety of shoppers worldwide.”