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You have to make a big decision about the second biggest line item on your P&amp;L. Understanding omnichannel is foundational to budget planning. Your budget is not going to change so allocating half of your trade budget to online expenses means that you have to plan for the digital AND the physical shelf.<a class="CP_BLOG" href="#" rel="follow"> Dramatic shifts in buyer behavior are causing you to rethink your promotional programs. <img src="https://cdn.buttercms.com/rM0UHxNNRGO9loinIZqC" alt="Group 2289.png" width="17" height="17"></a>&nbsp;Many new questions need to be answered and budgets need to be allocated based upon the answers.

Keep in mind that omnichannel is so much more than ecommerce.
Are you optimized for:&nbsp;
<ul>
<li>AR product trials</li>
<li>Social shoppers&nbsp;</li>
<li>Mobile shopping</li>
<li>Automatic shipments</li>
</ul>
<a class="CP_pdf" href="#" rel="follow">Explore and learn more about these topics <img src="https://cdn.buttercms.com/rM0UHxNNRGO9loinIZqC" alt="Group 2289.png" width="17" height="17"></a>

<ul>
<li>What volume will I lose in-store?&nbsp;</li>
</ul>

<ul>
<li>What volume will I lose in-store?&nbsp;</li>
<li>What does my competition look like online vs in-store?</li>
</ul>

<ul>
<li>What volume will I lose in-store?&nbsp;</li>
<li>What does my competition look like online vs in-store?</li>
<li>Will my products be found&nbsp;online?</li>
</ul>

<ul>
<li>What volume will I lose in-store?&nbsp;</li>
<li>What does my competition look like online vs in-store?</li>
<li>Will my products be found online?</li>
<li>What does the virtual shopper experience look like?</li>
</ul>

<ul>
<li>What volume will I lose in-store?&nbsp;</li>
<li>What does my competition look like online vs in-store?</li>
<li>Will my products be found&nbsp;online?</li>
<li>What does the virtual shopper experience look like?</li>
<li>Do I need to change my packaging to meet online requirements?&nbsp;</li>
</ul>