Retailers betting on integrationomnichannelThey provide smoother experiences and reduce barriers to purchasing decisions.Bruno Almeida, CEO yesUS Media, the leading media solutions hub in Latin America, highlights: "Digital drives visits to physical stores, while offline data refines online strategies." In US Media, we observe this convergence among clients ofInternational Media Buying, who invest so much inOOH e DOOHhow much inDigitalThis synergy enhances results and strengthens customer loyalty.
Large chains, such as Amazon, Magalu and Mercado Livre, are already investing heavily in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, apps and social networks, applying strategies that are driving this movement, such as:
- Retail Media and Data Intelligence: customization of offers and monetization of sales channels;
- Hybrid purchasing models: options such as “click and collect” and “ship-from-store” that increase convenience;
- Live Shopping and Social Commerce: interactive experiences that transform social networks into direct conversion channels.
“The future of advertising lies in the full integration of channels, combining AI, personalization and immersive experiences to cover different moments of the consumer journey and proof of this is that companies that structure an efficient omnichannel strategy achieve greater media efficiency and increase the lifetime value of customers, according to the executive”, adds CEO.
