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 a strong trend 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 created 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 digital presence, 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 in 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 enable mapping each consumer’s profile, identifying behaviors, preferences, purchase history, and engagement patterns.
With this information, businesses choose the right channel, at the right time, 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 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 each personalized interaction generates real value—for both the customer and the company.
In this context, it’s helpful to understand the digital ecosystem as a biome, where various interdependent elements work together to maintain balance and promote sustainable growth. Just as in a biome, we must:
1.Nurture fertility: ensure the digital environment is ready 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 data flows, feedback, and interactions between brand and customer are continuous and transparent.
With this systemic and strategic approach, 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 part of WPP and a leader in implementing digital businesses in Europe and Latin America. With offices in Brazil, Mexico, Chile, Argentina, and Spain, Corebiz has executed projects in over 43 countries for top market brands, offering services in e-commerce implementation and growth, SEO, Media, CRM, and CRO –corebiz@nbpress.com.br–corebiz@nbpress.com.br
