Omnichannel retailing as a strategic necessity

Abstract

The analysis showed that omnichannel marketing represented a necessary evolution from multichannel marketing, as it allowed for the integration of consistent messages across all points of contact with consumers. According to the studies cited, it was demonstrated that a large proportion of customers began to combine online shopping with the in-store experience, forcing companies to rethink their communication and sales strategies. It was highlighted that cases such as Netflix achieved exponential growth thanks to an omnichannel strategy based on personalisation, consistency in online and offline campaigns, and the use of social media as a means of mass interaction. Similarly, Puppis in Argentina implemented an innovative e-commerce model, powered by segmentation, data integration, and door-to-door delivery, which allowed it to significantly increase its sales. The theoretical development differentiated fundamental concepts such as identity, image, branding, strategy, and brand personality, showing how these influenced positioning. Authors such as Kotler, Aaker, and Kapferer agreed that positioning was based on occupying a distinctive place in the consumer's mind, supported by awareness, association, and perception. It was clarified that the multichannel approach applied by Lozada Viajes was insufficient, and that it was essential to evolve towards omnichannel to transfer its solid offline recognition to the digital sphere. Finally, the conclusions emphasised that omnichannel marketing was not a passing trend, but rather a strategy for differentiation, loyalty and sustained growth, which was key for Lozada Viajes to consolidate its brand in a hybrid and competitive market.