Omni-channel logistics - what is it?

Logistics activity today has come to permeate different areas. Referring to the implementation of a communication strategy aimed at establishing contact with customers through various channels, translates an experience that aims to reach consumers, understanding in a comprehensive manner, that there are different ways of access to achieve it.

Connections via telephone, chat, email, social networks, websites or web pages, among others, offer communication alternatives during the purchase process, which can be used simultaneously. As an example, we can see that a first contact with a certain brand can begin with an advertisement on social networks, then through a contact via email and then culminate with an effective online purchase through the website, revealing an unprecedented process in how to carry out the processes of supply and demand of goods and services in an increasingly competitive global economy.

The omnichannel strategy aims, beyond achieving a presence in different channels (multichannel), to make viable and sustainable a form of unified communication that is able to offer the consumer the possibility of choosing which is the most convenient medium to effectively materialize their purchasing processes. In short, the idea is to maximize the shopping experience, generating more benefits for the company and the consumer.

What objectives are to be achieved through the new communication strategy?    

- Establish an effective brand-client relationship, allowing real-time data and implementing a space for the issuance of recommendations and suggestions, in order to streamline action plans in an integrated manner and thus offer new insights or visions, in the face of local and global market dynamics.

- Achieve greater positioning of the image of a given brand by allowing it to be disseminated and integrated into the various communication channels. This possibility will allow a greater analysis of the information required to drive purchasing processes, constantly reorienting productivity plans.

- Drive timely modifications at the level of marketing strategies and offer generation at the right time and place. In this regard, the construction of a data matrix, based on an exhaustive process of collected information, will allow a thorough understanding of the motive, preference and behavior of the demand.  

According to marketing experts, omnichannel logistics must ensure that customers find the same information, regardless of the media or channel they consult, it is about offering the appropriate training and updating of information, adjusted to a particular product and its commercial dynamics. As it is an innovative model of business communication, which allows the connection with producers, distributors, wholesalers, retailers and consumers in general, it focuses on a strategy of height, which aims at all times to meet the needs of a demand that, due to structural factors, is focusing on new modes of consumption.

With a view to increasing business activities, an attempt is made to define and interpret the market dynamics and the information that consumers are handling, in order to meet the needs of an increasingly demanding clientele. Likewise, we seek to manage precisely and in detail the information related to the target or objective public to achieve the optimization of all processes and innovation mechanisms, creating in the same sense, a traceability system that contributes to promote speed and transparency in the delivery processes.

Understanding that the generation of new needs and expectations, increasingly specific, implies the maintenance of a type of well-managed information that is capable of anticipating the forms of consumption that are developing from the social and market point of view, in order to create the conditions for an agile, efficient, transparent and secure service. This is what omnichannel logistics is all about, based on the existence of new technologies and aimed at satisfying the boom in online shopping, which largely reflects the pace and demands of global consumers.