The consumer of the future is the omnichannel consumer.

Every decade brings a new challenge for the retail sector, and for five years now there has been talk of the challenge that ecommerces will have to take up in the coming years in order to achieve success and consolidation: omni-channeling.

This new business model puts the consumer at the centre of organisations, adapting to all their needs. Omni-channeling makes it possible to configure the purchasing process according to the customer’s wishes, who can now start their transaction online and finish it in the shop or the other way around. An example of this model is Click and Collect, which is becoming increasingly popular because it allows the user greater flexibility.

The key to this new model lies in ensuring that the information reaches the customer in a unified way, making them feel that there is no differentiation between the channels that belong to the physical environment, such as shops, or to the digital world, such as marketplaces.