The word “omni” (from Latin) means “everything” and the term “channel” (from English) means “channel”. Thus, the omnichannel consumer is one who buys on all channels.
The omnichannel consumer is, therefore, the one who negotiates their purchases through interfaces such as:
- System of telesales
- Online stores
– Offline stores (physical)
– Chats
- Social networks
Marketplaces
– Applications
– mobile sites
– Websites mobile first
E-mail
That consumer can shop in one location today and another tomorrow; or, as is often the case, using one channel to research and another to buy. He is different from the consumer who only buys in physical stores or only in virtual stores.
In other words, the omnichannel consumer usually uses more than one sales channel when looking for a product and can buy now in one channel, now in another, that is, wherever they like or are convenient.
Such a consumer has a very peculiar characteristic. A study conducted by Google with 4.500 people aged 16 to 75 in March and published in October 2016 reveals that they spend up to 40% more than consumers who shop in just one sales channel.
This is therefore a significant number that reinforces the use of omnichannel e-commerce platforms among entrepreneurs , which integrate all online and offline sales interfaces of a business.
This integration, in turn, is an important part of the process of offering a good Customer Experience (CX) aimed at customer loyalty.
