Retail Marketing in the Omnichannel Era

The expansion of sales channels and the multiplicity of points of contact (social networks, for example) between companies and their customers have been one of the challenges for leveraging brand strength with impact on sales and results.

 In many organizations, each sales channel or point of contact is managed separately, with no integration between each. In times of heavy competition, a brand that communicates conflicting messages creates customer confusion and losses to the business.

 As companies are learning how to operate new sales channels and digital contact points, they do not direct integration efforts between new and existing ones and settle into isolated management without realizing that they create noise in the communication with the consumer. These issues reinforce that there are gaps in understanding the characteristics and developments of marketing alignment for multi-channel integrated management. By contrast, customers are not about channels or contact points, but about brands.

 The objective of this seminar is that the participant gets to know the insights of the executives of the sector and, based on shared experiences, can develop actions and plans for the integration of Marketing Management in an Omnichannel environment.

Lecture themes:

• Changes in Marketing in the Omnichannel Era;
• Integration and alignment of digital presence with offline shopping experience and other brand manifestations;
• Marketing and commercial structures for a better Omnichannel experience;
• What are the necessary elements to create a culture capable of aligning and promoting the best Omnichannel experience practices.

Responsible: 

FGVcev

 Coordination:

Beth Furtado (Marketing Decode)