Retail customer’s Journey: how does multichannel transform the industry?

The technology has caused a true transformation in retail market, making necessary to review the sector’s challenges and priorities according to the customer’s journey and his new consumption patterns.

With this in mind, multichannel emerges as a necessary and urgent demand for a solid and continuous relationship with the consumer. Learn more about it below.

What are the current retail challenges?

Retail is one of the most impacted sectors by the new consumption and relationship modalities, since consumer buying behavior has changed a lot with the availability of new technologies and communication channels.

This way, customers are expected to be able to contact and solve their demands through WhatsApp, Facebook, email, chat or phone, depending on what he prefers at that moment.

However, for companies, providing this diversity of channels requires infrastructure and team preparation, as well as a thorough knowledge about the customer’s journey in order better identify his needs at each stage.

So, delivering this multi-channel while delivering a seamless experience across all channels is one of today’s retail challenges

Among the benefits of having several channels of service, there is the possibility of automation of some solutions, such as chatbots and digital agents, besides decongesting the more traditional channels which received a very intense flow of requests, increasing the estimated time of service.

What is the importance of mapping the customer’s journey?

Mapping the customer’s journey is an important step to support the strategies adopted by the brand, both in the ​​communication field and in service and relationship areas.

By mapping the customer’s journey, the company identifies his demands at each step up to the purchase decision. Among the benefits of carrying out this process to develop company strategies, there are:


Having a more assertive communication with the customer, since it identifies in advance what the consumer’s needs are and creates actions and processes focused on these previously mapped demands.

This knowledge makes the relationship and approaches to be more assertive, which improves the chances of success in each contact.


The customer wants to contact the company when it is convenient for him, but expects that brand communication will only be performed when it is truly relevant. Hence, unnecessary communications displease the customers and may ruin their relationship experience.

Knowing the client’s journey all approaches are predefined according to a specific objective inside the customer’s path to purchase and aiming to be relevant to him.

Read also: Learn how to offer personalized service in the era of superclients


The shopping experience should be satisfactory and positive for the customer, so that it adds value to his journey. Thus, by knowing it better, it is possible that its planning is better elaborated, assuring this positive experience.

For having this capability in Retail market, it is important to use the appropriate tools, such as Olos Channel. This customer engagement software allows monitoring the journey and the customer’s history, increasing the assertiveness and relevance of the contacts, both by approach and by selecting the best contact channel according to the customer’s preferences previously seem. Learn more about how Olos Channel works, visit our website!


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