April 15, 2014, 1:39 PM

The O Alliance sets its consulting sights on consumer brands as well as retail commerce

The new firm is set to work with consumer brand manufacturers as well as retailers.

Lead Photo

Bill Mirabito

A new consulting operation called The O Alliance LLC could help consumer brands better reach multichannel shoppers.

The approach of The O Alliance, which launched earlier this year, is to focus clients on buyers rather than marketing and retail channels. “There is clearly a new paradigm, yet many retailers are still operating with outdated business models that don’t reflect the new reality,” says co-founder of The O Alliance, Andrea Weiss. “This is evident in the focus on channel. We focus on technology-enabled consumers and helping retailers better serve them.”

Among its activities, The O Alliance will “develop high-level business strategy and tactical execution plans for a broad range of retail and consumer products companies,” the consultancy says in a statement.

Firms affiliated with The O Alliance, including iVibe Global, Olson-Ng Retail Consulting Group and Splashlight, have clients that include financial services firm Citigroup Inc., sports programming giant ESPN, toy manufacturer Mattel Inc., pharmaceutical company Pfizer Inc. and such business-to-consumer e-retailers as sports apparel seller Fanatics Inc. (No. 43 in the Internet Retailer 2013 Top 500 Guide) (http://www.internetretailer.com/top500research/?cid=T500-HP) and girls’ clothing merchant FashionPlaytes Inc. (read about its hiring: http://www.internetretailer.com/2013/05/31/e-retailer-fashionplaytes-hires-its-first-research-vp)

Weiss’s experience includes serving as president, from May 2001 until October 2002, of Delia’s Inc., a direct marketer and retailer that targets teenage girls and young women and which holds the No. 221 spot in the Top 500 Guide. She also serves as CEO of Retail Consulting Inc., a job she’s held since 2002, according to her LinkedIn profile.

Co-founder Bill Mirabito is founder and president of consultancy B2C Partners, a job he’s held since 2007, according to his LinkedIn profile. He previously worked as  an e-commerce analyst at Forrester Research Inc., a director of product marketing at e-commerce technology and services provider Demandware Inc.,  a product line manager at content deliver provider Akamai Technologies Inc., and assistant vice president for e-business at BJ’s Wholesale Club. BJ’s is No. 266 in Internet Retailer’s Top 500 Guide, which ranks companies on their annual web sales.

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