In recent years, “omnichannel” has become a keyword in retail and, especially, in and e-commerce. But what does this strategy mean and how is it shaping the interactions between brands and consumers? Here we will understand the concept of omnichannel, its characteristics and see the impact of this approach on the market.
The term “omnichannel” combines “omni,” (latin) meaning “todos” or “universal,” and “channel,” (english) meaning “channel,” referring to the integration of all communication and sales channels of a business.In other words, it is a strategy that unifies sales and customer service channels.This allows the consumer to move between physical store, app, website, social networks or phone service without interruptions in their buying journey.The experience is fluid regardless of where the customer interacts with the brand.
For a long time many companies have already implemented several channels for their consumers, however channels without or little integration. Who does not remember companies that have a price in the physical store and another in the virtual 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? These are aspects like these, which the omnichannel solves.
The goal of omnichannel is to deliver 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 withdraw the product in the physical store (click-and-collect) or opt for home delivery. If a question arises, he can contact via chat or social networks without having to repeat information 'THE company already has all the data of the transaction.
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 to customize the customer experience at each point of contact.
By the way, personalization is another key point of omnichannel.With the data collected in different interactions, companies can better understand customer behavior by offering product recommendations and targeted promotions.This increases the chances of conversion 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. In addition, a survey by PwC (2023) revealed that 86% of buyers are willing to pay more for a superior experience, something that omnichannel provides. A report by McKinsey & Company (2023) points out that companies with well-implemented omnichannel strategies have 23% more chances to acquire new customers and 30% more likely to lead the market in increasing the likelihood of increasing the omnichannel loyalty.
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 customization in interactions with companies. 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 marketer and have not yet started implementing this strategy, it may be time to rethink your business model and prepare for the future of retail, which has already arrived.
