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 such as Artificial Intelligence (AI).
The transformation brought about by the popularization of the internet has brought even greater challenges to customer acquisition and loyalty 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.
Do omnichannel ao 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, with optichannel, the focus is not simply on being present in all channels, but rather on identifying and prioritizing the most efficient channel for each customer, based on their profile and purchasing journey. This strategic personalization redefines the way brands interact with their consumers.
Mapping and data intelligence
The foundation of optichannel is advanced data analysis, using tools like AI and machine learning. These technologies allow us to map 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 cost-effective personalization
The optichannel model represents the future of personalization in the customer experience. However, personalization for the sake of personalization can be expensive and doesn’t necessarily lead to a significant increase in sales. The key is to personalize cost-effectively, ensuring that each personalized interaction generates real value for both the customer and the company.
In this context, it is worth understanding the digital ecosystem as a biome, where several interdependent elements cooperate to maintain balance and promote sustainable growth. Just like in a biome, it is necessary to:
1. Nurturing fertility: ensuring 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 placing all your bets on a single type of consumer.
4. Building resilience: preparing the ecosystem to deal with behavioral changes, new technologies, and market crises.
5. Facilitate exchanges: ensure that the flows of data, feedback and interactions between the brand and the customer are continuous and transparent.
With this systemic and strategic view, 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 in Latin America at Corebiz, a WPP company that is a leader in digital business implementation in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina, and Spain, and has executed projects in more than 43 countries for the biggest brands in the market, providing e-commerce implementation and growth services, SEO, media, CRM, and CRO. corebiz@nbpress.com.br – corebiz@nbpress.com.br
