O impacto do omnichannel na decisão de compra

Abstract

With the evolution of the internet and its popularization, various changes have occurred in the retail system, and consumer behavior has also undergone several changes due to the paradigm shift caused by the digital revolution. In the past, the focus of retail was solely on the product, with advertising as its main sales strategy. However, the retail sector has evolved and gone through various models: single-channel, multichannel, cross-channel, and omnichannel. Omnichannel is a strategy that focuses on the consumer's experience through the total and seamless integration of the channels used by the organization. The aim of this study is to understand if the omnichannel strategy can influence the consumer's purchasing decision. Understanding the topic and objective is necessary to determine whether its implementation can truly enhance the consumer experience and influence them. For this purpose, a questionnaire was conducted using Google Forms and distributed via WhatsApp to a group of people.