From Shelf to Screen: How Retailers Are Orchestrating Content Across Channels – Trends, Challenges and Best Practices for 2026

The boundaries between online and offline retail are becoming increasingly blurred. Customers expect seamless experiences – whether in physical shops, on social media or in e-commerce. For retailers, this means that content must be conceived, produced and managed across all channels. But how can this be achieved in an era shaped by new technologies, crises and constantly changing consumer behaviour?

Modern marketing teams can efficiently manage content with the help of digital catalogue software and smart omnichannel strategies – from product presentation on the shelf to viral TikTok campaigns. Plus: the latest trends, challenges and best practices for 2026.

Why omnichannel is strategically crucial for marketing teams

Content orchestration refers to the centralised, strategic deployment of content across all channels – from the website and social media to the point of sale. The aim is to create consistent brand experiences whilst increasing efficiency.

Why is this more important than ever today?

• On average, consumers use over 6 touchpoints before making a purchase.
• 73% of customers expect personalised content.
• Crises such as supply bottlenecks or inflation require flexible, rapidly adaptable content strategies.

Recent industry studies show:

• Omnichannel customers spend on average 1.5 times more than purely online or offline shoppers.
• Companies with strong omnichannel strategies can retain up to 89% of their customers.
• More and more shoppers are researching online and then buying in-store – a behaviour known as the ROPO effect (‘Research Online, Purchase Offline’).

For marketing, this means:

Content must work equally well in-store, in the online shop, on social media, in newsletters and in apps.

How does digital catalogue software work? A simple explanation for modern marketing teams

Digital catalogue software is typically based on a central product database in which all relevant product information – such as titles, descriptions, prices, variants and images – is stored and managed in a structured manner. This central data source serves as the ‘central data source’ for all marketing and sales channels. At the same time, catalogue software is often integrated with existing systems such as Product Information Management (PIM), Digital Asset Management (DAM) or Content Management Systems (CMS). Platforms such as LAGO from Comosoft GmbH, for example, enable product data and media assets (in countless variants – language/region) to be consolidated within a single environment, allowing marketing teams to efficiently manage, plan, update and distribute content across all channels.

Hyper-personalisation and AI

Artificial intelligence (AI) is no longer a trend, but the norm. 86% of companies use AI to personalise content and automate purchasing processes. But the challenge remains: how can content remain authentic and consistent with the brand? Only 27% of creator-generated content is strongly linked to the brand – this presents enormous potential for retailers who use AI strategically.

Case study: From print catalogue to omnichannel platform

A regional food retailer with over 300 branches selected a specific region and, using the Comosoft LAGO system, created a bespoke version of its weekly promotional leaflet, which was to be optimised over a ten-week trial period.

The AI-based planning approach led to an increase in weekly turnover and an 8% rise in profit (EBITA).

Conclusion: The future belongs to the orchestrators

Cross-channel content orchestration is not a trend, but a necessity for retailers who want to stay ahead of the competition. With the right tools – above all digital catalogue software – and a clear strategy, companies can create consistent, relevant and efficient brand experiences.

The good news is that the technology is already here. Now it’s a matter of using it wisely – and getting the teams on board.