Omnichannel Retail Trends: How to Integrate Physical and Digital to Increase Sales

In the current retail scenario, the integration between physical and digital channels is no longer a differential, but rather a strategic need to maintain competitiveness. In the recent VTEX webinar, Gustavo Gadotti, Director of Growth at CRMbonus, and Elton Deretti, COO of Santa Lolla, discussed how omnichannel is evolving and what are the best practices to increase conversion, retain customers and boost sales. Check out key trends and insights for retailers looking to transform their operation.

1. Unified Commerce: The Key to an Integrated Experience

The evolution of omnichannel led to the need for a more sophisticated model: the Unified Commerce. In this model, all customer interactions are unified, providing a fluid experience regardless of the channel chosen. Data shows that multichannel consumers buy, on average, 3.3 times more per year than those that use only one channel.

Benefits of Unified Commerce:

• Better inventory management and distribution
• More personalized service
• Reduction of cart abandonment
• Increased conversion rate

2. Social Commerce and personalization in the customer journey

Personalization is already an essential factor in increasing conversion. Brands such as Santa Lolla use Social Commerce strategies, allowing sellers to interact with customers via WhatsApp, sharing personalized recommendations. This results in a greater engagement and increased conversion chances.

How to implement Social Commerce:

• Create after-sales campaigns via WhatsApp
• Empower sellers for digital interaction
• Use influencers and user-generated content

3. Vitrine Infinite and ship from store

One of the most effective strategies to avoid losing sales is Infinite display case, which allows consumers to find products outside the store's physical stock. For example, if a customer searches for a sandal at a mall and can't find its size, the seller can locate the piece in another unit and send it directly to their home.

The model Ship From Store it has also been a differential to accelerate logistics and reduce costs. In the case of Track&Field, 72% of orders placed on e-commerce are shipped directly from physical stores, optimizing inventories and reducing delivery time.

4. Cashback and loyalty programs

Another point addressed in the webinar was the growing adoption of cashback programs to increase the recurrence of purchases. Vivara, for example, implemented a program of Giftback, in which customers receive credits for future purchases. This type of strategy generates 12% repurchase within 30 days, directly impacting customer retention.

How to structure an efficient loyalty program:

• Offer cashback to encourage new purchases
• Create unique experiences for repeat customers
• Use data to personalize offers

5. Live Shopping and TikTok Shop

O Live Shopping has been a growing trend, especially with the arrival of TikTok Shop to Brazil. The live stream allows brands to showcase products in real time, boosting the purchase decision. In China, 50% of online sales already take place through this format, and Brazil is expected to follow this trend quickly.

Watch the entire webinar content and discover how CRMbonus can help your brand grow even more!