‘Omnichannel’: Strategy combines different channels and accelerates business in the Amazon

continuous experience

Business mentor, Marcelo Salum gives tips on the strategy preferred by nine out of ten consumers in the country

Manaus (AM) – Faced with the new business environment, in which consumers are increasingly hyperconnected, ensuring a continuous and similar experience in all sales and service channels of a brand is essential, whether in the physical store, on websites, on social networks. And this is the mission of the “Omnichannel” strategy, which nine out of ten consumers in the country expect to be adopted by companies, according to the study “Omnichannel in Brazil — Data and insights on the perception and desires of the Brazilian consumer in an omnichannel scenario ”.

According to the survey, carried out in April this year with more than two thousand consumers from all regions of Brazil by the market research company Opinion Box and by the retailtech Bornlogic, although 87% of the interviewees were not familiar with the term when they were presented to the concept, realized that it was already part of their shopping journeys.

Ceo & Founder of the Instituto Brasileiro de Vendas & Varejo (IBVV), Marcelo Salum explains that the trend is an evolution of the multichannel approach, in which several communication channels are used, but each one is managed independently.

“Having an omnichannel strategy consists of combining all these different channels – regardless of the company’s segment, be it electronics, building materials, clothing – and making them talk to each other. This integration allows serving customers without any kind of noise, without interference, ensuring a similar experience both in the online and offline world and providing a good experience”,

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The adoption of the trend in the business world is even more necessary when it is noted, by the aforementioned study, that 77% of consumers have already made purchases in more than one sales channel from the same company.

According to the retail specialist – who shares information on this subject and others related to it on his Instagram profile (@marcelo.salum) –, with “Omnichannel”, the company manages to merge all the channels that make up its ecosystem and, consequently, create an identity, a standardization, to expand the possibility of customer interaction with the product or service.

“This allows the company to be able to serve the customer at any point, in any channel, at any time. That’s because, many times, he starts researching the product on social networks and then clicks on it and goes to WhatsApp. Then you can do a search on the company’s e-commerce or marketplace and then buy in the physical store. Or vice versa. With ‘Omnichannel’, you create convenience for the customer, allowing them to have ease of service and purchases wherever they are”,

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Success Stories in the Amazon

A reference as a Business Mentor in the North Region and Master in Competitiveness Management from Fundação Getúlio Vargas (FGV), Salum carries with him the thesis “Impacts of the Omnichannel Strategy in medium and small companies”, whose usability was proven with the applicability in companies locations in the food, health and clothing segments, respectively Top Frozen Açaí, Cliniben Clínicas Médicas and Rebool Camisaria and Uniformes Profissionals.

According to the CEO & Founder of IBVV – who has more than 25 years of experience leading large companies –, the three companies understood that it was not enough just to diversify their sales and communication channels. It was necessary to ensure that they worked seamlessly.

“Even belonging to different segments of activity, companies successfully applied the omnichannel strategy, from the identification of existing channels, recognition of their complexities and synergistic integration of these channels in order to provide interaction and convenience. It was found that the strategy contributed as a competitive differential to maintain, attract, retain and build customer loyalty”,

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Salum emphasizes that the formation of robust ecosystems that interconnect the on and off provide valuable, unique and perfect interactions for consumers.

“This strategy brings several competitive advantages, because it integrates the channels, generates competitiveness, generates synergy with customers, increases the sales volume of organizations and, above all, generates a positive experience for the customer. In the business world, experience is everything and everything is an experience.”

*With advisory information

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