The COVID-19 pandemic accelerated the growth of e-commerce in Mexico, pushing retailers to invest heavily in digital strategies. After the pandemic, retailers face the challenge of satisfying customer needs both in the online and offline worlds.
According to the recent study The Technological Effect: Strengthening Omnichannel to Satisfy Consumer Demands, carried out by technology company SOTI, 62 percent of Mexican consumers are more likely to continue shopping at brick-and-mortar stores.
“Despite the fact that there was a sharp increase in e-commerce in 2021, the physical stores sector has been gradually recovering. About 40 percent of global respondents indicated that they ‘definitely’ will continue to buy in brick-and-mortar stores, compared with the 28 percent of the previous year,” says Michell Escutia, Commercial Director, SOTI Latin America.
Under the current hybrid shopping model, with online and offline experiences, customers are looking for retailers that offer enhanced and more personalized experiences, according to the study. In Mexico, 58 percent of respondents prefer to shop with retailers that offer a personalized experience based on their individual preferences.
"Mexicans want to see the product, get to know it. They want to personalize their purchase, not only wait for it to arrive. They really want to see themselves in a uniform, in a jacket, in shoes," said Escutia.
Furthermore, retailers that do not take advantage of technology to improve shopping experiences will run the risk of losing customers to those "retailers [that] can guarantee constant communication with the customer, provide real-time shipping information and enable payments in any of the sales channels,” said Escutia. According to the study, 75 percent of Mexican customers expect to know at all times where their order is during the delivery process and 74 percent continue to buy with brands that can deliver products faster.
Implementing a Successful Omnichannel Retail Strategy
The retail landscape is more cut-throat than ever, with success favoring an omnichannel approach, according to Salesforce. It is no longer enough for businesses to create a website and offer standard customer service: “Today’s businesses have to be exceptional just to remain competitive,” states a report from the company. An omnichannel strategy focuses on connecting all company touchpoints, from brick-and-mortar shops to website, mobile, email and social media platforms, enabling customers to move seamlessly between all channels while using the same information.
Omnichannel strategies require investment and clear roadmaps. Companies must design campaigns for websites, email and text marketing, social media and print advertising to expand the brand’s reach to several channels working at the same time. Omnichannel retail also gives customers an instant and continuous stream of content that solidifies the experience the product offers and builds brand loyalty, as reported by MBN.