Omnichannel Marketing: Integrating Experiences to Maximize Impact

Zuñiga-Abregu R.R.; Campos-Atoche B.; Neciosup-Rivas M.A.Z. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.859

Resumen

The omnichannel strategy is essential for contemporary companies that seek to be successful in the current digital environment. In this regard, the problem encountered is that there is not enough information to implement omnichannel strateg ies. The objective being to describe the impact of the omnichannel strategy on the customer experience. The methodology used for this research is PRISMA, which consists of searching for highly relevant articles to solve the problem and meet the objectives, through the analysis of each analyzed and selected research. As a result of the application of the PRISMA method, 50 articles belonging to Scopus, Scielo, ScienceDirect and Redalyc are obtained, which allows us to deepen the information on customer experiences in the purchasing process in different channels such as physical stores, website, mobile applications, social networks, etc. Likewise, the authors' discussion tends to agree that companies can offer a fluid and seamless experience to the customer, regardless of the channel they choose, which means greater convenience for the customer since that they can interact with the company wherever and whenever they want, for which the company must have coherent and integrated channels, for which the company obtains data that has been collected and that allows the company to obtain a complete panorama and vision, which implies the most effective segmentation and personalization. With the implementation of the omnichannel strategy, the company seeks to build a competitive advantage that is a differentiating factor to stand out from competitors, attract customers, retain them in the long term and obtain greater productivity.

Instituciones: Universidad Tecnológica del Perú