Omnichannel: o varejo acompanhando a evolução da tecnologia

Abstract

Companies can relate to the consumer of their brand through various sales channels (websites, social media, smartphones, games, physical stores, door-to-door sales). However, they need to rethink the ways they relate to their consumers through new technologies. There is a new customer profile, called the omniconsumer, which carries out its purchases on several channels, when it is convenient, for the withdrawal of the product in both physical and freight environments in the case of virtual purchases. In this context, it is necessary to map the advantages and challenges faced for the integration of online sales channels to physical stores in order to improve the customer buying experience and leverage the company's profits.