*By Erik Nakandakare
Both physical and digital retail face significant challenges when it comes to attracting and retaining customers. Competition is fierce, consumers are more demanding, and the purchasing journey is increasingly complex. Furthermore, with omnichannel integration, customers expect a seamless experience between physical and digital channels, and any mismatch could mean a lost sale or a switch to a competitor.
In the online environment, attracting customers has become an increasingly challenging task due to the increase in the cost of acquisition (CAC) on digital platforms such as Google Ads and social networks. The competition for visibility has made the return on investment (ROI) of marketing campaigns a central issue for business sustainability. Companies that do not optimize their acquisition strategies run the risk of seeing their margins shrink, compromising their growth.
In physical retail, the challenge is to maintain a steady flow of customers in stores, especially at a time when the convenience of online shopping prevails. Strategies such as attractive promotions, exclusive offers and personalization of the experience have been widely adopted. However, accurately measuring the impact of these actions and ensuring their effectiveness are still critical.
Attracting a customer is just the first step. Retaining them and generating repeat business are the true pillars of sustainability in retail. At the physical point of sale, the customer experience determines their loyalty. In the digital world, this retention is directly linked to a frictionless purchasing journey, fast deliveries and efficient and personalized customer service. Companies that integrate these experiences are able to create a deeper and more lasting relationship with their consumers.
Given the increasing ease of switching suppliers in the online world, maintaining customer loyalty is a growing challenge. Loyalty programs, personalized offers and a closer approach to the customer are some of the strategies used to strengthen this bond. However, without the appropriate technological support, managing large volumes of data and delivering excellent service becomes significantly more difficult.
Keeping customers “warm” after their first purchase is crucial to ensuring recurring revenue. However, many companies still face challenges in creating effective strategies to maintain ongoing engagement. The lack of integration between different communication channels and the absence of a centralized view of customer behavior are barriers that limit a consistent and efficient approach.
In physical retail, effective post-sale actions, such as satisfaction surveys, personalized offers and invitations to special events, have a positive impact on retention. In the online environment, the use of intelligent email marketing, retargeting and remarketing campaigns are essential tools to keep consumers engaged and interested in the brand's products or services.
For these strategies to reach their full potential, it is essential that companies have access to accurate, real-time data, something that is only possible with the adoption of advanced technologies. In this context, TIVIT, with its vast expertise in technological solutions, emerges as an indispensable ally for retail, offering tools that ensure operational efficiency, data-driven insights and seamless integration between physical and digital channels.
Omnichannel integration, one of the key drivers of retention in modern retail, is enabled by TIVIT’s solutions, which connect sales, customer service and marketing platforms. This connection allows retailers to offer a unified and seamless shopping experience, where customers can start their journey online and complete it in a physical store, or vice versa. The convenience and personalization resulting from this integration not only improves the customer experience, but also significantly increases retention rates.
With TIVIT’s data analytics solutions, retailers can better understand their consumers’ behavior and create highly personalized marketing campaigns. Using artificial intelligence (AI) and machine learning, TIVIT helps companies identify purchasing patterns and recommend products based on each customer’s history. This level of personalization not only enhances the customer experience, but also differentiates the brand in the market, increasing conversion rates and loyalty.
Another major challenge in retail is efficient inventory management, especially with the need to meet both physical and digital operations. TIVIT solutions offer automation of this process, providing a centralized, real-time view of inventory, avoiding stockouts or excesses. This ensures that the right products are available at critical times, guaranteeing customer satisfaction and continuity of operations.
In the digital context, data security is a growing priority, and TIVIT, with its expertise in cybersecurity, offers robust guarantees of protection against cyber threats, both in the physical and online environment. Customer trust is an invaluable asset, and protecting sensitive information is essential to preserving it.
Customer attraction, retention and ongoing engagement are the pillars of modern, competitive and sustainable retail. However, achieving these goals can be challenging without the support of advanced technology. TIVIT, with its omnichannel integration, automation, data analysis and cybersecurity solutions, is revolutionizing the retail sector, enabling companies to overcome operational challenges and stand out in an increasingly dynamic market.
By adopting the right technologies, retailers not only attract and retain customers, but also ensure consistent and sustainable revenue, ensuring their long-term growth and success.
About the author
Erik Nakandakare has 21 years of experience in large technology companies and startups, and is Director of Digital Transformation at TIVIT.
*Erik Nakandakare, Director of Digital Transformation at TIVIT
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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