In recent years, "omnichannel" has become a key word in retail and, especially, no e-commerce. But what does this strategy mean and how is it shaping the interactions between brands and consumers? Let's understand the concept of omnichannel here, its characteristics and see the impact of this approach on the market.
The term "omnichannel" combines "omni,"that means 'all' or 'universal'",and channel,"channel,referring to the integration of all communication and sales channels of a company. In other words, it is a strategy that unifies sales and customer service channels. This allows the consumer to move between physical store, application, site, social media or uninterrupted phone support during your shopping journey. The experience is fluid, regardless of where the customer interacts with the brand.
For a long 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 one price in the physical store and another in the online store for the same product? Or in the scenario where the customer could not change the contact channel, without having to restart the process from scratch? These are aspects like these, what omnichannel solves.
The goal of omnichannel is to provide a consistent and personalized experience, anytime and anywhere. Different from the multichannel, where interactions are independent, the omnichannel seeks total integration. In a world where consumers expect brands to be available wherever and whenever they want, this approach has become vital.
The main characteristic 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 storeclick-and-collector 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 tools (Customer Relationship Management), ERPs (integrated management systems) and other resources. Technologies such as Artificial Intelligence (AI) and Big Data help to personalize the customer experience at every touchpoint.
По сигналу, personalization is another key point of omnichannel. With the data collected from different interactions, companies can better understand customer behavior, 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 shopping journey. Furthermore, a PwC survey (2023) revealed that 86% of buyers are willing to pay more for a superior experience, something that omnichannel provides. A report from McKinsey & Company (2023) indicates that companies with well-implemented omnichannel strategies have a 23% higher chance of acquiring new customers and a 30% higher likelihood of increasing 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 another revolution in the way companies seek to connect with their customers. By integrating all interaction channels and providing 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 interactions with companies. The omnichannel effectively meets these demands, 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 one more need.
If you are a trader and have not yet started to implement this strategy, maybe it's time to rethink your business model and prepare for the future of retail, that has already arrived.
