Digital Transformation
min of reading
September 20, 2019

Panvel: Omnichannel and the Digital Retail Transformation

Daniela Montanheiro
Specialist in Organizational Marketing from Unicamp, +7 years of increasing experience in developing, managing and evaluating communication projects and programs at national and international level.
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The growth of digital economy is driven by companies looking for new business models and increasingly efficient customer interaction channels. This growth is clearly visible in the retail sector, a segment in which interaction with consumers through digital channels is key and necessary, being no longer a differential, as it used to be a few years ago.

Currently, retail platforms are more than just a means of buying and selling products: the consumer experience has become a priority, and with so many channels to work with and a more demanding audience, the retail environment has become increasingly challenging.

In this scenario, an Omnichannel strategy is critical, integrating all customer service channels, providing a unique and integrated experience across all available channels.

Panvel's pharmacy network works with the concept of omnichannel and thus can offer an integrated experience in any channel. Digital channels, integrated on the same basis, gave the network a much greater operational efficiency. Today, they are present in 60 cities in the south region of the country and in São Paulo capital, and sales systems of over 600 stores are connected. Currently, the chatbot created through APIs serves about 40% of all interactions with the company, namely 25,000 people, and offers the same functionality as the app.

The performance, security and connectivity with multiple digital fronts, Panvel has identified opportunities and needs for its customers that could be met through digital initiatives. Through lockers at airports, gyms, colleges, they can deliver products to customers within two hours (but average 35 minutes). In retail, convenience is a very strong and required aspect, so ensuring fast delivery of products enriches customers' shopping experience and generates great results for companies that invest in it. Learn more about this case:

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