The consumer at the heart of the operation
"Are you prepared?<br /> <br /> Omnichannel has been positioning itself as one of the most important trends in retail. For those who still don't know what it's about, it's better to be aware, because the trend arises to meet a need of the new consumer, used to the online world, but still with many offline habits. Omnichannel emerges to integrate these worlds, making the differences between them subtle and practically imperceptible, but always focusing on the customer experience."
Are you prepared?
Omnichannel has been positioning itself as one of the most important trends in retail. For those who still don't know what it's all about, it's better to be aware, because the trend arises to meet a need of the new consumer, used to the online world, but still with many offline habits. Omnichannel emerges to integrate these worlds, making the differences between them subtle and practically imperceptible, but always focusing on the customer experience.
This means that the consumer will move freely through social networks, websites, SACs and points of sale before and after making the purchase; that each of these locations needs to communicate with the same voice and effectiveness to win the customer; and that there will be no distinction between virtual and physical stores, since purchases can be made through online channels, while contact with products and testing them can be done at points of sale - a behavior that has already occurred since the popularization of smartphones and internet access.
Use of data to generate information
The use of data and artificial intelligence is also a trend that comes with strength. In the case of online offers, they will be increasingly adapted to the profile of customers, and segmentation and customization will be key concepts for assertive sales. Service and offer robots will also be in the spotlight and talking to potential customers more and more.
Another factor to take into account is adherence to a CRM - Customer Relationship Management - that is, a tool for managing customers. Doing this management in a digital and scalable way, with consumer-friendly methods and practices is the most sustainable way to increase customer loyalty.
When we talk about promoting a product or service today, we need to focus equally on the quality of that product and services, and also on the customer's experience – whether it's purchase, use, interaction or relationship. In this sense, points of sale should increasingly be thought of as “show rooms” and experience points where consumers can enjoy sensory stimuli, good service and, of course, contact with the products.
Which of these practices do you, as a manager, want to implement in your business this year?
