Retailers who bet on integrated omnichannel provide smoother experiences and reduce barriers in purchasing decisions. Bruno Almeida, CEO of US Media, a leading media solutions hub in Latin America, highlights: ‘Digital drives traffic to physical stores, while offline data refines online strategies. At US Media, we observe this convergence among clients from International Media Buying, who invest in both OOH and DOOH and in Digital. This synergy enhances results and strengthens consumer loyalty.’
Major retailers like Amazon, Magalu, and Mercado Livre are already heavily investing in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, apps, and social networks. They are implementing strategies driving this movement, such as:
- Retail Media and Data Intelligence: personalized offers and sales channel monetization;
- Hybrid purchasing models: options like ‘click and collect’ and ‘ship-from-store’ that enhance convenience;
- Live Shopping and Social Commerce: interactive experiences turning social networks into direct conversion channels.
‘The future of advertising lies in the full integration of channels, combining AI, personalization, and immersive experiences to cover different moments in the consumer journey. Proof of this is that companies structuring an efficient omnichannel strategy achieve greater media efficiency and increase customer lifetime value,’ adds the CEO.
