In recent years, "omnichannel" has become a key word in retail and, especially, in e-commerce. But what does this strategy mean and how is it shaping interactions between brands and consumers? Let's understand here the concept of omnichannel, its characteristics, and see the impact of this approach on the market.
The term "omnichannel" combines "omni," (Latin) meaning "all" or "universal," and "channel," (English) meaning "channel," referring to the integration of all communication and sales channels of a company. In other words, it is a strategy that unifies sales channels and customer service. This allows the consumer to switch between physical store, app, website, social media, or phone support without interruptions in their shopping journey. The experience is seamless, regardless of where the customer interacts with the brand.
For quite some time, many companies have already implemented various channels for their consumers, however, channels with little or no integration. Who doesn't remember companies that have a different price in the physical store and the online store for the same product? Or the scenario in which the customer could not change the contact channel without having to restart the process from scratch? It is aspects like these that omnichannel addresses.
The goal of omnichannel is to provide a consistent and personalized experience, anytime and anywhere. Unlike multichannel, where interactions are independent, omnichannel seeks full integration. In a world where consumers expect brands to be available wherever and whenever they want, this approach has become vital.
The main feature of omnichannel is the full integration of channels. For example, when making an online purchase, the customer can pick up the product at the physical store (click-and-collect) or choose home delivery. If a doubt arises, he can contact via chat or social media without needing to repeat information — the company already has all the transaction data.
This integration requires a robust technological infrastructure. Companies should invest in management systems that connect inventories, e-commerce platforms, CRM (Customer Relationship Management) tools, ERPs (integrated management systems), and other resources. Technologies such as Artificial Intelligence (AI) and Big Data help personalize the customer experience at every touchpoint.
By the way, personalization is another key point of omnichannel. With the data collected from different interactions, companies can better understand customer behavior, offering targeted product recommendations and promotions. This increases conversion chances and strengthens brand loyalty.
The impact of omnichannel is evident. According to Harvard Business Review (2020), 73% of consumers use more than one channel during the purchase journey. Furthermore, a PwC (2023) survey revealed that 86% of buyers are willing to pay more for a superior experience, something that omnichannel provides. A report by McKinsey & Company (2023) indicates that companies with well-implemented omnichannel strategies are 23% more likely to acquire new customers and 30% more likely to increase the loyalty of existing customers. These numbers highlight the importance of investing in omnichannel to keep up with and lead market trends.
Omnichannel is not a passing trend in retail and e-commerce, but a revolution in the way companies seek to connect with their customers. By integrating all interaction channels and offering a personalized and continuous experience, companies that adopt this strategy will be better positioned to meet consumer expectations. Today, people seek convenience, speed, and personalization in their interactions with companies. The omnichannel responds to these demands effectively, creating a pleasant and continuous contact journey. For organizations that want to stand out, investing in an omnichannel strategy is no longer an option but a necessity.
If you are a merchant and haven't started implementing this strategy yet, maybe it's time to rethink your business model and prepare for the future of retail, which has already arrived.
