Kait Stephens, the CEO and cofounder of Brij, a software platform that helps brands connect their offline and online customer experiences. Kait started her career in private equity, investing in omnichannel and the future of retail. That’s where she discovered a major problem—when brands sell through retail, they lose access to customer data. It’s a trillion-dollar issue that’s gone unsolved for decades, and she didn’t think that should be the norm.


She went to Harvard Business School, then started Brij, and launched a podcast called The Omnichannel Marketer, where she talks to brands and experts who are tackling this exact challenge. Let’s dig in to Kait’s expertise and gain some insights:

This interview has been edited for clarity.

Gabe Larsen: You talk to a lot of brands through your work and podcast. What trends are you seeing that separate the winners from everyone else?

Kait Stephens: Brands that win are thinking about the full end-to-end customer experience across every channel. A lot of brands focus on optimizing their ecommerce journey, which is important—but it’s only part of the picture. You also need to think about how your brand shows up at Target, on Amazon, in-store, at events—everywhere.

One brand that’s doing this exceptionally well is Feastables, backed by Mr. Beast. They have a massive digital presence, but 99% of their sales happen through retail. They use QR codes on their candy bar packaging, constantly changing the content behind the code to drive engagement. Sometimes it’s sweepstakes, sometimes exclusive content, all designed to collect customer data and build a relationship.

That QR code turns an offline retail moment into a digital customer connection. It’s brilliant, and it becomes a retention strategy. Without that data collection, they wouldn’t be able to speak to their customers at all post-purchase.

Gabe Larsen: Yeah, that’s such a clever way to connect the full journey—bridging offline and online. The term "omnichannel" has been around for a while, but it feels like it’s evolving. How would you define what omnichannel means today?

Kait Stephens: Historically, people thought of omnichannel as simply having a physical store and selling in that store. That’s outdated.

Today, omnichannel means meeting your customer wherever they shop, whether that’s a digital ad, your ecommerce site, a retail shelf, or an event. It’s about being available and consistent across all of those touchpoints. That’s how customers actually behave now—they shop in multiple places, and they expect the experience to be seamless.

The best brands embrace this. They don’t resist Amazon or retail—they lean into it. A couple of years ago, many brands were avoiding those channels, especially during the DTC boom when customer acquisition was cheaper. But that’s changed. Brands today need profitable, scalable distribution. Amazon and retail give you that reach, and best-in-class omnichannel brands are showing up wherever their customers want to buy.

Gabe Larsen: Totally agree. But figuring out where your customers actually are can be tricky. Any advice for brands trying to make those decisions?

Kait Stephens: Definitely. It starts with understanding your customer, your product, and even logistical factors like how heavy it is because those all influence how and where people shop for your product.

Different categories behave differently. For example, in CPG, about 95% of purchases still happen in-store, so you need to be there. An apparel brand, on the other hand, might do really well starting DTC. So category matters a lot.

That said, listening to your customer is always key. Whether it’s surveys, interviews, or just watching how and where they shop, your customer will guide your channel strategy. One shift we’re seeing is using DTC not just for selling, but as a fast feedback loop. It’s a way to learn what customers want, where they want to buy, and how to show up for them.

Gabe Larsen: Makes a lot of sense. Now, one thing I hear often is that physical retail is “dead” but then we see DTC brands launching stores and doing really well. What’s your take on the role of physical retail going forward?

Kait Stephens: Great question. The truth is, retail is massive. It’s about six times the size of DTC. So the opportunity is huge. DTC is limited by paid channels like Meta, unless you're crushing it organically on TikTok. Retail, on the other hand, offers unmatched distribution at scale. Yes, the U.S. is over-retailed in terms of physical space, but that’s more of a real estate issue than a brand strategy issue.

Let me give you an example. One of our customers is Gozney, a luxury outdoor pizza oven brand that started DTC and is a competitor to Ooni. They entered Home Depot as a retail partner, and almost overnight shifted from 100% DTC to around 75% of sales through wholesale. That’s the kind of impact a single retail partner can have.

Retail gives you access to customers in a way DTC just can’t match. And marketplaces like Amazon and Walmart.com are doing the same, building ad networks and customer insights tools to help brands grow. So yes, I’m very bullish on retail. It’s scalable and still incredibly powerful.

Gabe Larsen: That’s a great example. So helpful. Let’s say someone’s launching a new brand right now. What would you recommend as the first three omnichannel moves they should make?

Kait Stephens: First, align incentives across your team from day one. A great example is Quip—they have DTC and retail, but both roll up into an omnichannel P&L. That way, the team is incentivized to make decisions that are best for the brand overall—not just their channel.

Second, map the full customer journey and align your channel strategy to that. Where does your customer want to shop you? How does your product need to show up in each channel? For example, packaging needs to be designed differently for retail vs. DTC. On a retail shelf, you’ve got just a few seconds to catch someone’s eye.

Third, collect data. Use QR codes or other tools to capture customer information wherever they discover you. That way, a customer who finds you in retail can become a loyal online shopper—and vice versa. Data is the bridge that connects those experiences and drives long-term retention.

Gabe Larsen: I love those points. That first one, aligning incentives: where does that usually break down in your experience?

Kait Stephens: Honestly, I hear it all the time. I’ll be talking to a stakeholder, maybe on the ecommerce team, and they’ll say, “Oh, that’s not my P&L,” or “That’s a sales team problem.” And right away, you can tell there’s a siloed mindset. That’s a red flag.

If ecommerce and retail teams have separate KPIs without any alignment, they’ll make decisions that compete instead of complement. But if you roll everything up under an omnichannel view, you make better decisions for the overall business. Sometimes it’s also an education issue. Teams just need to see how the channels support each other.

Gabe Larsen: Yep. Siloed thinking kills momentum. This has been a fantastic conversation. So many good insights. But for the folks tuning in who might feel overwhelmed, what’s one key takeaway you’d leave them with?

Kait Stephens: Start collecting data from all of your channels and do it in a way that offers something of value in return. You need a thoughtful call to action that creates a value exchange with the customer.

Consumers are willing to share their data if they feel like they’re getting something in return. But most don’t even realize they’re not building a relationship with the brand when they buy through retail or Amazon. The moment you start collecting that data and creating direct relationships, you unlock significant revenue potential.

Gabe Larsen: Totally agree. I’m one of those people who wants personalization. I’m happy to give data if I get something back. That QR code example with Feastables you mentioned earlier? That’s a fun, smart way to create that connection.

Closing thoughts

Customer experience leaders must rethink omnichannel as more than just online + offline. It’s about delivering seamless, connected interactions wherever customers choose to engage. The brands that win are those that meet customers where they are and turn retail moments into lasting relationships. DTC offers quick feedback loops, but retail and marketplaces provide unmatched scale. To drive retention and loyalty, CX leaders should prioritize data-driven strategies that unify every channel into one cohesive brand experience.

If you’re looking for a tool to help you deliver an omnichannel customer experience, explore Kustomer today!