Dr. Francisco Alonso, Director of INTRAS, attended the Masterclass “Omnichannel and International Expansion. How to grow through digital channels: EMUCA, a success case” that was held on May 29, 2024.

Omnichannel refers to the strategy that seeks to provide an integrated experience through all available interaction channels (physical & digital).

This Masterclass has shown why it is essential for a B2B brand to expand beyond its traditional channels and adopt an omnichannel strategy, or what are the main obstacles faced by B2B brands when integrating ecommerce into their business model, among other topics.