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For several years, marketing specialists have been in favor of omnichannel strategies because they have become the ideal mechanism to achieve a high level of satisfaction and loyalty on the part of consumers (Jiménez et al., 2019) by allowing interaction with the customer through various channels and influencing the shopping experience.

The adoption of this type of strategies arises from the need and adaptation of new trends among consumers, more and more buyers prefer both the traditional channel and online shopping and the unification of these channels involves the implementation of an omnichannel strategy.

Employing an omnichannel marketing strategy allows brands to seek to significantly and consciously improve the shopping experience, which directly benefits the perspective that is generated before buyers, beneficially associating the brand with a positive feeling (Merca

2.0, 2022).

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