How to maintain bricks-and-mortar relevance in an omnichannel world

Brick-and-mortar retailers often have a love/hate relationship with the idea of e-commerce. In this Natural Products Expo West 2019 session, Mathis Martines, founding partner of M2 Brands, reveals what it takes to still be successful in retail stores today. As someone who’s worked as both a Kroger buyer and a brand leader, Martines knows what retailers want and shares strategies for how your brand can own the conversation and win trust.

Molly McCahan

May 7, 2019

1 Min Read

“When you see retailers like Kroger, Costco, Safeway Albertsons, and how they’re mobilizing around digital and online, I think what you find is that they have several different questions and it’s a struggle, it’s not something that they’re really doing at their own behest; it’s sort of where the customer’s going, and if they don’t participate, they’re not going to evolve, and they’re not going to be part of the future universe.”


—Mathis Martines, founding partner, M2 Brands


  • Retailing is a relationship: customers, suppliers, enablers; online fits within all aspects of this.

  • Learn about the "endless aisle," the biggest thing for retailers: meeting customers where they are.

  • We still don’t have a solution for shipping fresh items; brands should look at this.

  • Convenience is key in the online world.

  • Get six tips for how your brand can really win at brick-and-mortar by supporting retailers’ online efforts.

This session—Fueling Sales in an Omnichannel World: Maintaining Retail Relevance in an Omnichannel World—was recorded at Natural Products Expo West 2019. Click "download" below to access the presentation slides.

About the Author(s)

Molly McCahan

Molly McCahan is a freelance writer.

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