Omnichannel and GEO
Successful duo for peak times in retail?
Black Friday, Cyber Week, and co. are absolute peak times for retailers. But how do you manage to remain visible and relevant across all channels - and how does Generative Engine Optimization (GEO) change the rules of the game? Andreas Moos, Business Development Manager at Arvato Systems, discusses this in an interview with the IFH Cologne about the success factors for omnichannel and GEO in modern commerce in 2026.
Why Is Omnichannel So Crucial, Especially at Peak Times like Black Friday?
During peak times, such as Black Friday, the seamless integration of all channels is crucial to success. Customer: Inform yourself on Social media, compare prices on the web, get advice in-store, or buy directly via the app. If you don't have a cross-channel presence and synchronize data and offers, you will quickly lose visibility and sales. Omnichannel means that customers have an inside experience that is consistent everywhere - with the same brand, prices, promotions, and services. Especially when buying interest is high, consumers appreciate seamless transitions between online and offline experiences, and retailers who offer this benefit tend to enjoy higher conversion rates and greater customer loyalty.
What Role Does Generative Engine Optimization (GEO) Play in the Context of Black Friday?
Generative Engine Optimization (GEO) is the new key to visibility, especially when the competition for customer attention is particularly intense. While classic SEO focuses on keywords, GEO is about providing structured, AI-readable data so that products can be found in the response boxes of ChatGPT, Google AI Overview, or appear in Perplexity. On Black Friday, many people search specifically for deals, recommendations, or product comparisons - often directly via AI-supported systems. Those who are present here with valid data, clear benefit argument,s and current offers end up in the relevant set of Kund:innen. GEO ensures that retailers are not only found, but also understood and recommended.
What Are Typical Mistakes That Retailers Make in Peak Times When It Comes to Omnichannel and Visibility?
A common mistake is failing to synchronize promotions and stock across channels. This leads to frustration if a product is displayed as available online but is missing in the store, or vice versa. Additionally, social media campaigns and onsite promotions are often not coordinated with each other, resulting in wasted potential. In the area of visibility, I usually see that product data is not sufficiently structured or maintained. Without clean data and markup, products are not recognized by AI systems, and therefore do not appear in the relevant response boxes. Especially during peak times, it is crucial to coordinate all channels and data sources and verify them regularly.
How Can Retailers Increase Their Visibility and Conversions on Black Friday?
In the short term, it is worth reviewing the most essential product data from the most recent peak season, including current prices, availability, ratings, and structured markups. Promotions and campaigns should also be consistently played out across all channels, from social media to the web store and newsletter. In the Omnichannel setup, it makes sense to communicate click-and-collect or flexible delivery options prominently. If you also work specifically with social proof (e.g., live reviews or bestseller lists), you can significantly increase the conversion rate. And: don't forget monitoring! Only those who measure performance across all channels can make adjustments for the following year.
Think omnichannel and Generative Engine Optimization (GEO) together - all year round, not just at peak times. If you continuously optimize your data, processes, and channels, you can react flexibly to short-term peaks. Invest in clean, contextual, and AI-readable product data (necessary for both humans and machines) and ensure a consistent customer experience across all touchpoints.
Use the power of Generative Engine Optimization to stay visible in AI search engines and answer boxes. Don't forget the social channels: Use social commerce actively to bring your offers to life, create inspiration, and involve customers in the purchasing process at an early stage. The combination of all these channels creates visibility exactly where consumers are searching, browsing, and buying today - in KI search engines, on platforms, and in social feeds.
And above all: stay curious. Development is progressing rapidly; staying on top of things will ensure your visibility and relevance in the future.
El comercio digital describe el comercio electrónico a través de canales digitales como tiendas online, mercados y aplicaciones móviles. Esta moderna forma de comercio permite a las empresas ofrecer sus productos en todo el mundo. Con el comercio digital, las empresas pueden ampliar su gama de productos, dirigirse a nuevos grupos objetivo y aplicar estrategias de ventas innovadoras para aumentar su éxito.
Arvato Systems es sinónimo de soluciones innovadoras en el ámbito del comercio digital. Con un profundo conocimiento del sector minorista y de bienes de consumo, ofrecemos servicios personalizados que cubren toda la cadena de procesos. Desde una gestión óptima de datos maestros y artículos hasta arquitecturas de comercio electrónico personalizadas y potentes sistemas de fidelización de clientes: le ofrecemos soluciones integrales para su éxito digital.
Written by
Andreas Moos is a Business Development Manager focusing on retail and consumer goods. As an experienced entrepreneur, he brings extensive expertise in e-commerce, omnichannel, marketplaces, and last-mile solutions.