Retailers betting on integrationomnichannelprovide smoother experiences and reduce barriers in the purchasing decision. Bruno Almeida, CEO ofUS Media, 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 Purchase, that invest so much inOOH and DOOHhow much inDigital. This synergy enhances results and strengthens consumer loyalty.”
The big networks, like Amazon, Magalu and Mercado Livre, they are already investing heavily in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, applications and social networks, applying strategies that are driving this movement, how
- Retail Media and Data Intelligence: personalization of offers and monetization of sales channels
- Hybrid purchase models: options like "click and collect" and "ship-from-store" that enhance 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, complete CEO
