Omnichannel is not a new concept on Mastering Metail, but how does a large manufacturer or brand tie everything together across its teams to provide the best consumer experience possible? That’s where someone like Todd Hassenfelt, eCommerce Director, Growth Strategy & Planning at Colgate-Palmolive, can help.This episode focuses on 3 key digital shelf management elements -  PDP Content, retailer search, and ratings & reviews - to always be thinking about from an omnichannel perspective and we discuss how your brand can adopt this approach. The Digital Shelf should get as much attention as the physical shelf does since the consumer journey starts anywhere and finishes anywhere.