Frequent changes in consumption patterns require companies to constantly adapt to the needs and interests of customers. In this context, innovations in the field of technology, in recent years, directly impact the retail sector, which needs to adapt its products and services to the digital scenario. However, traditional consumer models – such as customers going to the brand’s physical store – have not been completely abandoned. Quite the opposite! The physical and online spaces are increasingly integrated in order to offer consumers an even better experience. This phenomenon is what we call the omnichannel strategy.
But, after all, what does that mean?
The term “omni” comes from the Latin and has the meaning of “all, whole”, and “channel”, surprisingly means channel. So, in summary, omnichannel consists of concentrating efforts to develop business strategies in all available channels. However, more than using multiple channels, the technique requires the integration of all of them. Want an example?
Magazine Luiza has its own app, which consumers can make purchases and check the availability of stock in their stores. And purchases made in the brand’s e-commerce can be delivered to the customer’s home or withdrawn from any of its physical stores. Thus, by integrating its services in the online and offline scenarios, the company is developing an omnichannel strategy.
Why can adopting this strategy be a good option?
According to a study made by SPC Brasil, in partnership with the portal Meu Bolso Feliz, 90% of Brazilians with internet access have the habit of searching the network before making their purchases in physical stores. The online path usually includes looking for the product, comparing prices, analyzing recommendations and evaluating various possibilities before closing a deal. This is where the omnichannel strategy comes in, with the aim of guiding consumers through their buying journey and strengthening the brand image.
This method has several benefits and, to better understand the importance of your brand adhering to it, we list some examples:
- offers the consumer an enhanced shopping experience;
- increases visibility and improves customer perception of the brand;
- provides data that helps in understanding the customer’s purchase journey;
- integrates stock flows and generates a consequent process optimization;
- it generates new sales, since the opportunities are better used when using different channels.
And how to implement omnichannel in your company?
This strategy is revolutionizing the retail market and, to implement it in your business, some points need to be considered:
Know your audience
Before developing an appropriate omnichannel strategy for your brand, take the time to get to know your audience in depth. Try to understand what your biggest needs are, their buying habits and the platforms they use most.
Integrate the channels
Bet on technology to integrate digital and physical channels. Remember that, in order to offer the best consumer experience, the platforms used must be functional and adapt to different types of media. Other sectors of the company also need to undergo a reformulation, in which inventory, service, marketing strategies and the relationship of both channels are integrated.
Bet on data analysis
Take advantage of the database made available by the collection in the various channels to evaluate the performance of your strategy and improve your services.
The adoption of omnichannel allows brands to adapt to the new demands of their consumers, who increasingly want freedom of choice in their purchases. By offering this experience to customers, your company is able to bring more convenience and better cost-benefit to them, in addition to giving your brand greater opportunities to close more deals.