Technological innovation has transformed the execution of business models and activities in areas such as marketing and sales. New strategies, like optichannel, emerge as a strong trend within this market restructuring, driven by the advancement of digital solutions like Artificial Intelligence (AI).
The transformation caused by the popularization of the internet has brought even greater challenges to customer acquisition and retention in the digital environment. Therefore, offering an increasingly personalized and efficient experience has become essential for businesses with a strong presence in digital channels, such as e-commerce and service websites.
From omnichannel to optichannel
The optichannel model represents a strategic evolution of the omnichannel concept, where companies integrate their communication and sales channels—whether digital, physical, or hybrid. The difference is that, in optichannel, the focus is not only to be present in all channels but to identify and prioritize the most efficient channel for each customer, based on their profile and buying journey. This strategic personalization redefines how brands interact with their consumers.
Data mapping and intelligence
Optichannel base is advanced data analysis, using tools like AI and machine learning. These technologies allow mapping each consumer’s profile, identifying behaviors, preferences, purchase history, and engagement patterns.
With this information, the business selects the right channel, at the right time, and with the right message — whether through email, WhatsApp, social media, apps, or even in-person interactions.
Future of Personalization with Economic Efficiency
The optichannel model represents the future of personalization in customer experience. However, personalizing just for the sake of it can be expensive and not necessarily lead to a significant increase in sales. The key is to personalize in an economically efficient manner, ensuring that each personalized interaction creates real value, both for the customer and the company.
In this context, it is worth understanding the digital ecosystem as a biome, where various interdependent elements cooperate to maintain balance and promote sustainable growth. Just like in a biome, it is necessary to:
1. Nurture fertility: ensure that the digital environment is ready to sustain customer acquisition and retention.
2. Set boundaries: clearly understand the target audience and brand’s strategic positioning.
3. Cultivate biodiversity: explore different profiles and journeys, without betting all the chips on a single type of consumer.
4. Build resilience: prepare the ecosystem to deal with behavior changes, new technologies, and market crises.
5. Facilitate exchanges: ensure that the flows of data, feedback, and interactions between brand and customer are continuous and transparent.
With this systemic and strategic approach, optichannel goes beyond simple customization and becomes a tool for sustainable and efficient growth, balancing superior experience and profitability for the business.
*Galba Junior is VP of LATAM sales at Corebiz, a company that is part of WPP and is a reference in the implementation of digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina, and Spain, and has already executed projects in more than 43 countries among the largest brands in the market, offering services in e-commerce implementation and growth, SEO, Media, CRM, and CRO – corebiz@nbpress.com.br – corebiz@nbpress.com.br
