By Martín Malievac
Napse Research and Development Director

The line between physical and digital in retail trade has blurred. Current consumers are omnicanal: they don't differentiate between a physical store and an online. For them, both are part of the same ecosystem. This behavior has given rise to practices such as showrooming, webrooming and bopis, terms that reflect new ways to buy in a context marked by immediacy and constant Internet access.

He showrooming It is a practice in which buyers visit a physical store to explore a product, evaluate it in person and then acquire it online; generally looking for the best price. In contrast, the webrooming It occurs when a customer investigates online, compares options and decides to finish the purchase in a physical store, attracted by the possibility of personally evaluating the product before paying. Both practices can even overlap, as in the case of “Live Webrooming”, where consumers compare real -time prices from their mobile devices while they are inside the premises

Another outstanding phenomenon is the BOPIS (Buy Online, Pick up in Store), which allows customers to buy online and collect their products at a physical point of sale; A strategy that combines comfort with savings in shipping costs. These modalities, far from being isolated challenges, are opportunities for retailers that seek to provide more complete purchase experiences, increase the average ticket and loyalty to consumers

Pandemia accelerated the adoption of these hybrid dynamics, promoting the growth of electronic commerce and changing consumption habits. According to a report by the Argentine Chamber of Electronic Commerce (CACE), 7 out of 10 consumers in Argentina investigate online before making a purchase and 91% consider that their final purchase was influenced by previous online research. In this scenario, retail companies have the challenge of offering personalized and omnichannel experiences that integrate the best of both worlds, physicist and digital.

For retailers looking to be at the forefront of these practices, solutions such as Napse Omni can make a difference. This omnicanal platform allows them to manage each stage of the purchase process in an integrated way, from the availability of products and delivery options, to payments and returns. With tools such as advanced algorithms for leaking freight and financial compensation modules, this solution facilitates the integration of physical and virtual stores, optimizing the consumer experience and climbing businesses towards a truly omnicanal model.

The purchase days are increasingly complex, and retailers must adopt strategies that balance the comfort of the e-commerce with the closeness and confidence of physical stores. Only those who manage to integrate both worlds can adapt to the expectations of a more demanding, informed and connected consumer than ever.