Catch up on our webinar where we spoke to a panel of experts about the boundaries between physical and digital buying, and explored how this has changed the shopper journey.

The boundaries between physical and digital buying have become increasingly blurred in the wake of the pandemic. From scan-and-go and click-and-collect to direct-to-consumer buying and shopping via social media, shoppers are embracing a growing number of channels and platforms.

And there is every reason for brands and retailers to get this right, with research suggesting omnichannel grocery shoppers spend up to 20% more versus those who only shop in-store.

So what’s next for omnichannel grocery? And what are the opportunities for brands and retailers?

For this Grocer Vision webinar, we are bringing together a fantastic panel of experts to discuss the biggest omnichannel trends and how they are set to transform the way groceries are bought and sold in the UK.

We will explain what the big trends are and what they mean for grocery, explore how brand and retailer strategies are changing to adapt to an omnichannel world and discuss how to acquire, retain and inspire shoppers across multiple channels.

Plus, you’ll get the chance to put your omnichannel questions to our panel.

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Missed the webinar or want to watch it again? Click here to login or Register now 

Meet the panel:


Ana Afan
Commercial development eCommerce lead, Coca-Cola Europacific Partners GB
Ana has over 10 years of experience building and leading the eCommerce and Digital agenda across retail and FMCG companies. Ana joined Coca-Cola Europacific Partners in 2022 to lead the eCommerce Environment for both Grocery and Away From Home, having previously worked at PepsiCo, Lavazza and The Hut Group, architecting and leading sustainable growth channel strategies, with responsibilities ranging from development of channel specific portfolio and operations, to the optimisation of D2C, B2B and performance marketing at UK and European levels. Prior to venturing into the private sector, Ana also worked in Foreign Affairs at the European Union in Brussels.


Vanessa Henry
Head of shopper solutions, IGD
Vanessa is passionate about shoppers and has shaped her career around understanding more about their behaviour over the years. She currently heads up IGD’s bespoke shopper research service at IGD, working with a range of different suppliers, retailers and agencies in the food and grocery industry across a varied range of categories. She has a particular interest in the eCommerce channel and helped develop IGD’s unique methodology in uncovering online shopper insights. She understands the commercial importance of investing in shopper research and is driven to ensure every project she leads delivers actionable insights that drives change for the clients she works with.

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James Barlow
Regional director UK&IRL Akeneo
James Barlow is an eCommerce specialist with the experience and know-how to help organizations of every shape and size automate and improve their product information management. Prior to joining Akeneo, James worked with some of the largest organisations in the world to help them increase their online sales and improve internal productivity while doing so. James has since developed a deep understanding of the role data has in every step of the customer journey and is committed to helping organisations improve and accelerate their commerce strategy’s ROI.


Linda Ellett
Partner UK head of consumer markets, leisure & retail, KPMG
Linda is responsible for ensuring KPMG in the UK understands the most topical issues on clients’ minds, combining expertise  across  different specialist teams, to meet their needs. As Global Lead Partner for several of the company’s most prestigious consumer clients, Linda’s role is to understand those clients’ strategies and requirements throughout their businesses, and bring KPMG’s expertise when requested, as well as proactively when she sees potential value through risk mitigation and/or growth opportunities. In 2014, she co-founded KPMG UK’s C-Suite Leadership Programme, a unique development experience for individuals who are close to executive board level for FTSE100/equivalent organisations, and has taken over 200 top business leaders through this immersive experiential programme, which is about leadership capability in a fast-changing disrupted world. As a result, she is able to help senior executives look ahead at the trends shaping the world, and bring cross-sector insights to her consumer and retail clients.


Julia Glotz
Freelance writer and editor
Julia is a writer, editor and consultant specialising in food and drink, with more than 15 years’ experience working in trade media. She was on staff at The Grocer for nine years, including five years as managing editor.