La experiencia de compra en omnicanal como estrategia de marketing digital.

Abstract

The omnichannel shopping experience has become an essential digital marketing strategy, improving brand image and optimizing advertising. Integrating multiple channels allows companies to offer a consistent and personalized customer experience. This strategy not only strengthens marketing but also drives customer loyalty and brand recognition. Omnichannel marketing generated the processes known as showrooming and webrooming. The first is based on customers visiting physical stores to view and try products but preferring to buy them online. Webrooming is the exact opposite: customers research online but choose to make their purchases in person. Omnichannel marketing was introduced as a strategy to connect digital and physical environments, offering consumers an integrated shopping experience where the purchasing process is identical and satisfying in both environments. Customers can visualize the product they need through an app and buy it in a physical store, or vice versa. The presence of omnichannel strategies improved the customer shopping experience, as consumption patterns changed following the COVID-19 pandemic lockdown, shifting toward digital channels to attract Millennials and Centennials, who are digital natives and prefer to do everything through mobile devices.