Optichannel presents a new path for customer experience personalization

Technological innovation has transformed the execution of business models and activities in areas such as marketing and sales. New strategies, such as optichannel, are emerging as strong trends within this market restructuring, driven by the advancement of digital solutions like Artificial Intelligence (AI).

The transformation brought about by the popularization of the internet has presented even greater challenges for acquiring and retaining customers in the digital environment. Consequently, offering an increasingly personalized and efficient experience has become essential for businesses with a strong presence in digital channels, such as e-commerce sites and service websites.

From omnichannel to optichannel

The optichannel model represents a strategic evolution of the omnichannel concept, in which companies integrate their communication and sales channels—whether digital, physical, or hybrid. The difference is that, in optichannel, the focus is not merely on being present on all channels, but rather on identifying and prioritizing the most efficient channel for each customer, based on their profile and purchase journey. This strategic personalization redefines how brands interact with their consumers.

Data mapping and intelligence

The foundation of optichannel is advanced data analysis, utilizing tools such as AI and machine learning. These technologies enable the mapping of each consumer's profile, identifying behaviors, preferences, purchase history, and engagement patterns.

With this information, the business chooses the right channel, at the right time, and with the right message—whether via email, WhatsApp, social media, apps, or even in-person service.

The future of personalization with economic efficiency

The optichannel model represents the future of personalization in the customer experience. However, personalizing for the sake of personalization can be costly and does not necessarily lead to a significant increase in sales. The secret is to personalize in an economically efficient manner, ensuring that each personalized interaction generates real value, both for the customer and for 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 as in a biome, it is necessary to:

1. Nurture fertility: ensure that the digital environment is prepared to sustain customer acquisition and retention.

2. Define boundaries: clearly understand the target audience and the brand's strategic positioning.

3. Cultivate biodiversity: explore different profiles and journeys, without betting everything on a single type of consumer.

4. Build resilience: prepare the ecosystem to handle behavioral 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 perspective, optichannel goes beyond simple personalization and becomes a tool for sustainable and efficient growth, balancing superior experience and profitability for the business.

*Galba Junior is VP of Sales LATAM at Corebiz, a company that is part of WPP and is a reference in implementing digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina, and Spain, and has executed projects in over 43 countries for the largest market brands, with services including e-commerce implementation and growth, SEO, Media, CRM, and CRO – corebiz@nbpress.com.br – corebiz@nbpress.com.br