Retailers who invest in omnichannel provide more seamless experiences and reduce barriers to purchase decisions. Bruno Almeida , CEO of US Media , a leading media solutions hub in Latin America, highlights: “Digital drives visits to physical stores, while offline data refines online strategies. At US Media, we observe this convergence among International Media Buying , who invest in both OOH and DOOH as well as Digital . This synergy enhances results and strengthens customer loyalty.”
Large retailers like Amazon, Magalu, and Mercado Livre are already investing heavily in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, apps, and social media, implementing strategies that are driving this movement, such as:
- Retail Media and Data Intelligence: personalizing offers and monetizing 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 total 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," the CEO added.
