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Fadi Shuman, Geometry Global, Speaker @ iCEE.fest 2017: “The omni-channel experience is about understanding the different stages a shopper’s mindset is at and presenting them with the right information at the right time”


“Within 5 years, how we buy things will be very different from today”, believes Fadi Shuman, one of the speakers that will showcase at iCEE.fest 2017.

Global Chief Digital Officer @ Geometry Global, Fadi is skilled in growing and developing businesses and has over 15 years of experience delivering omni-channel commerce solutions to brands around the world.

“Fadi is a true digital evangelist with a strong entrepreneurial background”, Steve Harding, Chief Executive @ Geometry Global [source: The Drum]

On the first day of the festival (June 15th), Fadi Shuman will be on Upgrade Stage next to others out-of-the-box thinkers.

The setlist for Session 3: Unleashed Creativity is available in the Agenda.

Until then, iCEE.news talked with Fadi Shuman (the man involved in many spectacular campaigns – check some examples here – about how vital an omni-channel approach is when it comes to eCommerce today.

  • Is the omni-channel the future of digital commerce?

Absolutely. Shoppers today don’t just use a single channel to buy stuff – it’s all about the most convenient way to buy something.  

With the strong penetration of smart phones and broadband, we are seeing an explosion in mobile shopping while people are in physical stores.

For brands to win, they have to be available everywhere a shopper wants them to be or the shopper will buy a competing brand.

Today’s shoppers are not brand loyal and are easy to sway.

  • What distinguishes the omni-channel customer experience from the multi-channel customer experience?

The omni-channel experience is about understanding the different stages a shopper’s mindset is at and presenting them with the right information at the right time.

For example, they will do their initial research online, then go into the store to physically explore something and ask questions but ultimately they will purchase the item online.

So, a brand must understand the need state for shoppers throughout their journey and ensure they are presenting them with the most suitable information. 

  • How important is to have a strong UX Design professional in your company?

It’s critical now more than ever because many brand interactions are happening on digital, so a brand must ensure they are presented in the right way in an easy to understand format that is optimised for the device being used.

  • Why should the audience of the festival attend your speech?

The changing shopping habits of customers is evolving quickly, as is the technology available to them.

Understanding these changes today means you will be able to think ahead of the curve and lead the way for yourself or for your clients in helping them meet the challenges of the future.

About Geometry Global

Geometry Global is the world’s largest and most international brand activation agency, drives conversion, action and purchase through award-winning programs that change behavior and inspire people to buy well.

With teams in 56 markets, Geometry Global has expertise in shopper, digital, experiential, relationship, promotional and trade marketing. Geometry Global is a WPP company.


iCEE.fest 2017 will take place in Bucharest in a few weeks’ time only on June, 15th and 16th.

Don’t miss the best price available and join the place to be for the CEE digital and tech industry in Bucharest, Romania!


Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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