NguHelena Vito Costa, uMqondisi Wezokuthengisa e -nstech*
Abathengisi abasaphatha i-omnichannel njengomsebenzi wokusungula izinto ezintsha sebevele bashiye phansi.
Ngo-2026, ukuhlanganisa iziteshi akuyona inzuzo yokuncintisana—kuyisidingo esincane sokusebenza. Abathengi abacabangi ngeziteshi. Bayacwaninga ku-Google Play, bathole ku-TikTok Shop, bathenge kuhlelo lokusebenza, bese bebuyisela esitolo. Sezivele ziyi-omnichannel. Umbuzo uwukuthi ngabe ukusebenza kwakho kungaqhubeka yini.
Futhi nansi ingozi yangempela: akuyona nje ingozi yokulahlekelwa yikho konke ngesikhathi sokufunwa okuphezulu. Yingozi yokulahlekelwa isikali, inzuzo, kanye namakhasimende nsuku zonke—buthule—ngenxa yokuntuleka kwengqalasizinda yezokuthutha ehlanganisiwe.
Imephu entsha yokuthengisa ye-omnichannel
Ukuthengisa okungokoqobo akuseyona indawo yokuthengisa nje kuphela. Sekuyisipiliyoni, isikhungo sokusabalalisa, indawo yokubuyisela, kanye nombukiso womkhiqizo konke ngesikhathi esisodwa.
I-Digital, nayo, isibe isiteshi sokuthengisa sentando yeningi nesibanzi—futhi iphikiswana kakhulu ngamafomethi amasha. Ukuthenga Okubukhoma kanye ne-TikTok Shop akuzona izitayela ezivelayo: ziyizinto ezisebenzayo esezivele zikhiqiza izigidigidi futhi zidinga ukugcwaliseka ngesikhathi sangempela.
Futhi kuthiwani nge-AI? Abathengi sebevele bafuna imikhiqizo ku-ChatGPT. Lokhu akuyona inganekwane yesayensi—yi-funnel yokuthengisa ehlelwa kabusha njengamanje. Labo abangenazo izinhlelo zokuthutha abalungele ukuphendula kulesi sivinini bazolahlekelwa ukuthengiswa ngaphambi kokufinyelela ngisho nomncintiswano.
I-omnichannel ephethwe kahle isebenzisa konke lokhu ngenzuzo yayo: isitolo sempahla njengesikhungo sokusabalalisa esincane, ukuthunyelwa kusuka esitolo kunciphisa ukulethwa kwemayela lokugcina, kanye nokuchofoza nokuqoqa ithrafikhi ebonakalayo eyandayo. Okumangalisayo ukuthi isebenza kahle kakhulu kuneziteshi zedijithali nezingokoqobo ezisebenza ngokwahlukana—futhi zinenzuzo enkulu.
Kodwa kuphela uma inethiwekhi yezokuthutha isilungisiwe futhi ixhunyiwe.
Ukwenzeka kwesizini akudali inkinga. Kuyayiveza.
ULwesihlanu Olumnyama, uKhisimusi, uSuku Lomama. Lezi zikhathi zesidingo esiphezulu yilapho ubuthakathaka besakhiwo bubonakala khona—kokubili enkampanini nakumakhasimende.
Abathengisi abangenalo ulwazi ngezindleko zesiteshi zansuku zonke abakwazi ukuhlela izindleko zokuthumela ezinyangeni eziyisithupha ezizayo. Okubonakala kusezingeni eliphezulu kuwumphumela wenkinga ebivele ikhona njalo ngesonto elijwayelekile.
Izinhlungu ezintathu zangempela zokusebenza kwe-omnichannel
Ngemva kokuqapha ngokucophelela ukusebenza kwezitolo ezinkulu, kuvela amaphuzu amathathu abuhlungu njalo:
1. Izindleko zokuthutha impahla okungekho muntu ongazahlukanisa — ngomzila, imvelaphi, noma indawo oya kuyo. Umkhawulo uyancipha, kodwa akekho owaziyo ukuthi kuphi ngqo;
2. Ukuthembela kubathwali abambalwa — imisebenzi egxile eba yizithiyo ngesikhathi sesidingo esikhulu futhi ivimbele ukusabalala;
3. Ukulahlekelwa yikhasimende ngenxa yokuhlangenwe nakho okubi — ukulandelela okunganembile, ukulethwa ngaphandle kobufakazi bokulethwa, ukuntuleka kokubonakala ngemva kokuthenga. Ikhasimende elinokuhlangenwe nakho okubi kokulethwa alikhali: liyahamba;
Ngaphandle kokulawula la maphuzu amathathu, ukukhula kwe-omnichannel kuba yinto efanayo nokucindezela emaphethelweni.
Ubuchwepheshe + izinto ezisetshenziswayo: lapho u-1+1 elingana no-2
URiachuelo no-O Boticário bayizibonelo zangempela zabathengisi be-omnichannel abaqophe imiphumela erekhodiwe eminyakeni yamuva ngokuhlanganisa ubuchwepheshe kanye ne-logistics ngendlela ehlanganisiwe.
Ngo-2024, i-Grupo Boticário yafinyelela ku-R$ 35.7 billion ngokuthengisa okuphelele, cishe ngo-20% ngaphezu konyaka odlule. Lokhu kukhula kuwumphumela wesu lemikhiqizo eminingi kanye ne-omnichannel eligxile kokuhlangenwe nakho kwamakhasimende, kanye nokutshalwa kwezimali ekusungulweni okusha kokusebenza kanye nokuthutha.
Leli qembu liyaqhubeka nokweqa izilinganiso futhi kulindeleke ukuthi likhule ngo-7.2% ngo-2027, ngokusho kwe-Brazilian Association of Personal Hygiene Industry (ABIHPEC).
Ngakolunye uhlangothi, uRiachuelo ubike inzuzo eningi engu-R$ 322 million kwikota yesine ka-2025, okuwukwenyuka okungu-28.8% unyaka nonyaka, okuphakeme kakhulu kwikota yesine eminyakeni emihlanu edlule.
Akuyona into eyenzeka ngengozi. Kuyisakhiwo.
I-omnichannel ephethwe kahle akuyona i-ajenda yokumaketha. Yi-ajenda yezezimali. Futhi inethiwekhi yezokuthutha eyisekelayo idinga ukuhlanganiswa njengekhasimende elikhonzwayo.
