The Omni-Channel Operating Playbook
How to integrate online and offline to achieve both velocity and viability
TL;DR
- Treat online and offline as one commercial engine
- Online = precision lab, Offline = scale engine
- Fix unit economics before expanding
- Win with a hero SKU
- Run retail as a system
- Build a demand loop
- Govern growth with tight metrics
Online Is Your Precision Lab. Offline Is Your Scale Infrastructure
Online advantages
- Rapid test and learn cycles
- Cohort-level insight
- Controlled storytelling
- Higher contribution margins
Offline advantages
- Trust and legitimacy
- Wider discovery
- Habit formation
- Geographic defensibility
Integrated Growth Loop
- Launch hypotheses online
- Measure cohorts, reviews, returns
- Pass unit-economics gate
- Pilot offline
- Standardize playbooks
- Use retail data to grow LTV
Fix Unit Economics First
If online economics are broken, offline will only amplify the loss.
- First order payback ≤ 60–90 days
- CAC ≤ 70–80% of CM1
- Returns & delivery reviewed weekly
Win With One Hero SKU
- Strong repeat purchase
- Clear customer value
- Operational reliability
Hero SKU readiness
- 4.3+ rating
- Stable margin
- Healthy organic sales
- Low return rate
Offline Is an Operating System
- Retailer & distributor margins
- Trade spend discipline
- On-shelf availability
- Planogram compliance
- Sell-through driven replenishment
Orchestrate the Demand Loop
Online creates intent. Offline captures demand.
- Launch digital storytelling
- Ensure local inventory
- Use retail data for remarketing
Profitability Comes From Discipline
- Clear CM1 & CM2
- Price integrity
- Inventory turns
- Controlled SKU expansion
- Strong CRM loops
90-Day Omni-Channel Roadmap
Days 0–30: Prove
- Choose hero SKU
- Run online experiments
- Track CM1, repeat, returns
Days 31–60: Pilot
- Launch 50–100 stores
- Track OSA & sell-through
- Run geo-targeted ads
Days 61–90: Scale
- Expand regions
- Launch omnichannel promos
- Activate loyalty & referrals
Metrics That Matter
- Brand recall
- CAC payback
- Repeat purchase
- Retail sell-through
- Inventory turns
- NPS & CSAT
Founder’s Checklist
- What is our hero SKU?
- What is our CM1 by channel?
- What is CAC payback?
- Which regions are ready?
- What KPIs do we review weekly?
Closing Thought
Fast growth is exciting. Profitable growth builds real companies.