HomePublicationsInsightsThe importance of the Omnichannel strategy in the post-pandemic

The importance of the Omnichannel strategy in the post-pandemic


Since the COVID-19 pandemic, there has been an exponential increase in online purchases, which has triggered a great acceleration in the digital transformation of Brazilian companies. According to a survey carried out by the All In e social miner together with opinion box in March 2021, 60% of Brazilians stated that they consume in a hybrid way (online and physical store) and 16% started buying online in 2020.

Today, the Brazilian consumer leaves the pandemic much more demanding, not only in the search for better prices and delivery times, but also in the expectation of an integrated shopping experience between the physical and online channels.

in a strategy Omnichannel (or Omnichannel) all of the company's communication channels work in an interconnected way, so that one channel helps the other to provide the best possible shopping experience to the consumer and that the online and offline environments work in a complementary way. By adopting the Omnichannel, a company allows the customer, among other facilities, to place an order online and pick it up in the store, buy it in the store and receive it at home, or check the availability of the product of interest in a physical store.

This type of strategy can bring several benefits to the company, such as improving the services offered, increasing sales and customer loyalty, and improving brand perception.

A Brazilian company that has been betting on omnichannel in recent years is Madeira Madeira, which became the first unicorn in Latin America in 2021. Since its founding in 2009, the startup has gone from an online company specializing in wooden floors to a reference in omnichannel, in addition to having the most accessed home and decoration website in Brazil.

How to implement this strategy Omnichannel in your company?

We can divide the implementation into 5 steps:

  1. Know your target audience: it is important to know the buying habits of your consumers in order to understand their demands and be able to offer them something of value;
  2. Integrate company channels: to avoid possible discrepancies between the information passed on to consumers through the different channels;
  3. Customize channels according to target audience: it is important to customize the channels based on the analysis made on the habits and demands of the target audience;
  4. Test the process and assess the quality of channel integration: in this testing stage, it is necessary to involve people who fit the profile of your target audience;
  5. Launch on the market: after completing the previous steps, the strategy is ready to be put into practice.

O Omnichannel it also presents many challenges for its implementation, such as, for example, difficulty in visibility over stock, lack of monitoring of transport, dependence on manual processes, among others. Many of the challenges faced by companies can be overcome in the following ways:

  • Hiring good logistics partners (to do route planning and cargo monitoring);
  • Investing in modern and complete logistics software;
  • Changing the company's culture (stimulating innovation).

Despite the acceleration in digital transformation caused by the pandemic, the physical environment continues to have a significant representation in companies' profits, and in many cases is even responsible for the largest share of sales. Therefore, online and offline channels should be seen as complementary and not exclusive means. Data collected by V12 Data shows that purchase frequency is 250% higher in an omnichannel compared to a single channel, with the average order value being 13% higher in the first model.

With this in mind, the inefficiency of using the physical and online channels independently becomes evident. In order to offer a differentiated shopping experience for customers and an improvement in brand positioning, it is important for the company to consider the possibility of implementing Omnichannel.

Adopting this strategy is something that takes time, effort and investment, so it is not an immediate change. However, if your company is ready for this transformation, the Omnichannel can offer a series of important advantages in an increasingly competitive market.

The challenges of the new e-commerce will be discussed in a series of presentations during the 28th International Supply Chain Forum, from 18 to 20 October 2022. It's worth watching.

 

References:

– E-Commerce Brazil (18/03/2021) – Omnichannel: 60% of consumers already consume in a hybrid way

– Rock Content (22/07/2017) – Omnichannel Strategy: a new consumer experience

– Forbes (25/08/2021) – After achieving unicorn status, MadeiraMadeira boosts its logistics network and bets on offline

– E-Commerce Brazil (22/07/2022) – MadeiraMadeira brings its main Omnichannel strategies to the E-Commerce Brasil 2022 Forum

– E-Commerce Brazil (22/09/2020) – Madeira Madeira's path to becoming the most accessed home and decoration website in Brazil

– CNDL | Varejo SA (09/07/2022) – Omnichannel revolutionizes retail and consolidates in the post-pandemic scenario

– Rodojet (17/03/2020) – Omnichannel logistics: understand how this concept is changing logistics

- TOTVS (05/08/2022)- How can omnichannel integrate your business's sales channels?

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