Technological innovation has transformed the execution of business models and activities in areas such as marketing and sales. New strategies, such as optichannel, emerge as a strong trend within this market reshaping, driven by the advancement of digital solutions like Artificial Intelligence (AI).
The transformation brought about by the popularization of the internet has posed even greater challenges for acquiring and retaining customers in the digital environment. As a result, 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 just 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, 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 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 just for the sake of it can be costly and may not necessarily lead to a significant increase in sales. The secret is to personalize in an economically efficient way, ensuring that each personalized interaction generates real value, both for the customer and the company.
In this context, it’s 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’s necessary to:
1.Nurture fertility: ensure 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 data flows, 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 LATAM Sales 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 among the largest market brands, with services in e-commerce implementation and growth, SEO, Media, CRM, and CRO—corebiz@nbpress.com.br—corebiz@nbpress.com.br
