Scientific

Omnichannel is a digital strategy, driven by technological growth, where brands and companies provide an idealized and innovative experience with the consumer, and the communication strategy is standardized between the different points of sale and communication in relation to a product or service. Digital platforms and consumers increasingly informed about a brand, and the products sold by it have led to the emergence of the omnichannel to provide integrated communication between online and offline channels, allowing consumers to start their journey of information and search until they reach their destination. The final product, going through the most varied stages that culminate in a final experience that may or may not be positive, impacts its evaluation and creating value for the brand. Subsequently, all this omnichannel context affects the performance and profitability of companies, as the impact of positive experiences, or not, in this environment alters brand connotations and may harm their loyalty and credibility.

DOI: 10.1007/978-981-97-3698-0_32

Authors: Inês Estêvão; Joana Marçalo; Lara Mendes Bacalhau; Alexandra Leandro.