Strategic Circles
Heads of Omnichannel Circle.
For leaders responsible for the integration of physical and digital — unified commerce, organisational alignment across channels, and the operational complexity of doing both well.
Omnichannel leadership is one of the most organisationally complex roles in modern business. You sit at the intersection of retail, digital, technology, and operations — responsible for making them work as one thing when they were built to work as separate things. The people who understand this challenge are the people doing it.
The omnichannel integration challenge
Unified commerce sounds simple in a vendor pitch. In practice, it means aligning technology stacks, organisational structures, incentive models, and customer expectations across channels that evolved independently. The leaders doing this work need peers who understand that the hardest part isn't the technology — it's the organisational change.
What gets discussed
Organisational design for genuine channel integration — not just a matrix diagram. Technology architecture decisions that enable rather than constrain omnichannel execution. How to manage channel P&L when the customer doesn't think in channels. Store digitisation beyond click-and-collect. Building teams that can think across physical and digital simultaneously.
The cross-industry advantage
Omnichannel challenges in grocery look different from those in fashion — but the organisational and technological patterns are remarkably similar. Leaders from different retail categories bring different lessons to the same structural problems.
Curation approach
Every participant holds genuine omnichannel leadership responsibility. The mix spans retail categories and digital maturity stages to maximise the diversity of perspectives on shared challenges.
This Circle is for leaders who:
- —Hold Director+ Omnichannel, Unified Commerce, or Channel Integration roles
- —Are responsible for making physical and digital retail work as one capability
- —Navigate the organisational complexity of cross-channel alignment
- —Want functional peer exchange with leaders who understand the same challenges
- —Value practical insight over theoretical frameworks
Founding Exchange — Shape the Format, Set the Price
2026 gatherings are hosted on a founder basis. Boris covers accommodation. Participants contribute €700 per person — all meals, activities, and local logistics across the full weekend.
€700
per person · all-inclusive
From 2027: €2,000–2,500
Your host
Every gathering is built personally by Boris.
"I built two companies, scaled across borders, then spent years inside EMEA headquarters advising the people who run them. That's why I can build this room: I've sat on both sides of the table."
Boris builds every gathering personally, not through an algorithm, not through a team. He reviews every application, builds the room as a whole, and is present for all four days.
Boris built two companies from scratch, scaling to 35 FTE across four offices before pivoting to enterprise advisory. Through his SO DIGITAL and Otto Ziegler Consulting practice, he worked with Directors, VPs, and SVPs at EMEA headquarters: Nike across 14 markets, Uber across 46, WarnerBrosDiscovery / HBO Max across 17, Amazon Ring across 10, and global HQs like TomTom, Victorinox, and Jacobs Douwe Egberts, spanning brand, marketing, creative, e-commerce, supply chain, operations, and procurement. Parallel to this he attended dozens of cross-industry conferences both across Europe, but also across the globe from Hong Kong to Las Vegas. He saw the downsides of mass gatherings for genuine professional connection. It's this combination, founder experience and cross-industry HQ exposure, that shapes how he builds every gathering: he knows which problems are universal, which people can help solve them, and how to build a room where that exchange actually happens.
Frequently Asked Questions
Register Your Interest
Our events are invite-only. Share your details and interests, and we'll reach out when we're curating a gathering that's right for you.
Ready to join the Omnichannel Circle?
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The best gatherings come together through people who know each other — not through applications. Forward this page to them, or write to Boris with a brief introduction.