Retail is undergoing a fundamental transformation. It’s no longer confined to physical aisles or digital carts. Instead, it’s becoming a layered, omnichannel experience—one that demands new thinking from brands, retailers, and packaging designers alike. At GS1 Amplify, David Polinchock of Brand Experience Lab made a compelling case for why this moment calls for more than just technology adoption: it calls for a deeper rethinking of the value exchange between shoppers and the brands they choose.
“Consumers don’t think in channels—they just shop,” Polinchock said. “Nobody says, ‘I can’t wait to go omnichannel today.’ They just want to buy what they want, when and how they want it.” That means whether they're interacting on TikTok, picking up curbside, or scanning in-store, the experience must be seamless and intuitive.
