Retailers who invest in omnichannel integration provide smoother experiences and reduce barriers in the purchase decision. Bruno Almeida, CEO of US Media, a leading media solutions hub in Latin America, highlights: “Digital drives visits to physical stores, while offline data refines online strategies. At US Media, we observe this convergence among clients in International Media Buying, who invest in both OOH and DOOH as well as Digital. This synergy enhances results and strengthens consumer loyalty.”
Major retailers such as Amazon, Magalu, and Mercado Livre are already heavily investing in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, applications, and social networks, applying strategies that are driving this movement, such as:
- Retail Media and Data Intelligence: personalized offers and channel monetization;
- Hybrid purchase models: options like “click and collect” and “ship-from-store” that enhance convenience;
- Live Shopping and Social Commerce: interactive experiences that turn social networks into direct conversion channels.
“The future of advertising lies in the total integration of channels, combining AI, personalization, and immersive experiences to cover different moments in the consumer journey, and evidence of this is that companies that structure an efficient omnichannel strategy achieve greater media efficiency and increase the lifetime value of customers, according to the executive,” CEO completes.
