Omnichannel: The importance of the Internet even after the relaunch of face-to-face retail

Based on the new habits imposed by Covid-19, the closure of physical stores during the pandemic has made online the most promising retail alternative in the last two years. Despite the resurgence of face-to-face services, digital transformation is here to stay and is increasingly consolidating as a strong ally for retailers.

According to the Brazilian Electronic Commerce Association (ABCOMM), Brazilian e-commerce earned BRL 150.8 billion in 2021, while an increase of 12% is expected this year, with a projected turnover of BRL 169.5 billion. Already this year, it is expected that sales realized on the Internet will amount to a total of R$ 5 trillion at the global level, according to a study by eMarketer.

How to keep online sales high even after offline retail returns?

These phenomena reveal the importance of digital even after the relaunch of physical stores, which, of course, should not be ignored, because they are still strong in the interest of the new consumer. Proof of this is a study conducted by Sociedade Brasileira de Varejo e Consumo (SBVC), which shows that the flow of people in on-site retail increased by 28% in February this year, compared to the same month in 2021. The most important point is precisely that expanding the channels that the consumer can use to interact with the brand. If previously digitization as a complement to physical trade was a difference, today it is fundamental. But how do you maintain online sales even after the return of offline retail?

Keeping online sales high even after offline retail returns

In digital, it is clear that technological solutions help to improve strategic decisions and optimize the entire sales process. Tools for generating and analyzing traffic and user behavior, for example, are essential for anyone who really wants to play this serious game, with profitability and a long-term vision. These are Meta ads, Google ads, Google Analytics and related services. Digital relationship tools (CRM) and marketing automation also help monetize the customer that the company has already won.

It’s a big fact: consumer experience is a key factor for the development and success of a business, whether digital or physical. To provide a good digital experience, the main step is to have websites or apps that are fast, lightweight and deliver what the customer is looking for. The more attention it pays to consumer behavior, research and benchmarking, the more a company is able to understand the dynamics and expectations of the public, in order to build an optimized digital environment capable of delivering value and having a financial return for it.

Avoiding competition

The competition in the digital environment is high and, in order to stand out, we can highlight a few points: Again, a good experience, especially with regard to after sales. If a customer has a problem or the product is not working, how can your company help you? The better the experience and convenience, the more memory you will occupy in the consumer’s mind. Another thing is to look at more operational aspects, such as price: do you always have promotions in your e-commerce for your customer base? Or look at the range of products offered in your business: does your store have few products, but are they always available or are they offered in a large selection? There is no right or wrong at this stage, but choices and strategies to seek consistency and positioning of your e-commerce brand for your consumers.

In digital, it is also important to present promotions to drive sales. The strategy is to combine large and generic initiatives with segmented and targeted actions, that is, to have large actions with smaller discounts, but for everyone at the same time. For a certain type of customer, with a certain behavior, a more specific offer, including the stages of the funnel, is also interesting. For example, promoting an abandoned cart offer when a customer forgets to checkout or for customers who have purchased a product type more than once. This will again require traffic and customer behavior analysis services, as well as digital relationship management (CRM) tools and marketing automation.

For small and medium-sized entrepreneurs, the technical issue of their e-commerce is fundamental and often neglected. Fast loading pages, complete product information and images, a few clicks to buy – all these are just as important as the services or marketing strategies used in the business. The main challenges for the sector in adapting to the internet center on the lack of understanding of how the online channel works effectively, as e-commerce works differently than selling via WhatsApp or in a physical store, for example. Consumers in different channels may behave differently, you need to be aware of this and be proactive to implement improvements and achieve consistent results.

Leave a Reply

Your email address will not be published. Required fields are marked *