La omnicanalidad comienza a dar frutos. El porcentaje de personas que visitan el canal offline, al menos una vez a la semana, ha pasado del 40% al 48% en los últimos cuatro años. En paralelo, la cifra de compradores online se ha incrementado en 11 puntos, hasta llegar al 30%.
En la actualidad, la mayor parte de los consumidores quiere tener una experiencia integrada y multicanal a la hora de comprar, según se desprende del informe Consumer Insights Survey 2019, elaborado por PwC en base a 21.000 encuestas realizadas a consumidores.
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