{"id":3711,"date":"2020-11-19T10:48:03","date_gmt":"2020-11-19T10:48:03","guid":{"rendered":"https:\/\/pospotential.com\/?p=3711"},"modified":"2024-05-07T10:20:41","modified_gmt":"2024-05-07T10:20:41","slug":"omnichannel-distribution-the-rise-of-shopper-centric-strategies","status":"publish","type":"post","link":"https:\/\/pospotential.com\/en\/blog\/omnichannel-distribution-the-rise-of-shopper-centric-strategies\/","title":{"rendered":"Omnichannel distribution: the rise of shopper centric strategies"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-fb9c0141d9af2f14436e4c22aa26ec7a\">\n.avia-section.av-k4cn8vd6-fb9c0141d9af2f14436e4c22aa26ec7a{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/bg_benandjerrys2.jpg);\nbackground-position:50% 0%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-fb9c0141d9af2f14436e4c22aa26ec7a main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3711'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-ba490ea48cc07f188fa669778728e78b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">Omnichannel distribution: the rise of shopper centric strategies<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-ff89aa54af14cacddff0d1699911a9bd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Stanislas Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-8175b7711eca56a0bd54567b3e4a4e37\">\n.avia-image-container.av-k4cnl2wg-8175b7711eca56a0bd54567b3e4a4e37 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-8175b7711eca56a0bd54567b3e4a4e37 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-8175b7711eca56a0bd54567b3e4a4e37 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-3741 avia-img-lazy-loading-not-3741 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel.png\" alt='omnichannel' title='omnichannel'  height=\"1080\" width=\"1080\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel.png 1080w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-300x300.png 300w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-1030x1030.png 1030w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-80x80.png 80w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-768x768.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-36x36.png 36w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-180x180.png 180w, https:\/\/pospotential.com\/wp-content\/uploads\/omnichannel-705x705.png 705w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">That may sound very obvious but success in distribution starts by being on shelf. If your top products don&#8217;t make it to the aisles of supermarkets, all your innovation, production and sales efforts will be worthless and you can tell goodbye to the beloved <strong>&#8220;<a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/moment-of-truth\/\">moment of truth<\/a>&#8220;<\/strong>. Making it to the shelf, preferably at eyesight level, is the primary mission of sales teams and the literal application of your placement P. Nowadays that also means paying a lot of attention to one concept that is coming in fast and quickly sending us all back to the drawing board of distribution strategies: <strong><a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/distribucion-omnicanal\/\">omnichannel distribution<\/a><\/strong>.<\/p>\n<p style=\"font-weight: 400;\">To us professionals of the <strong style=\"color: var(--verde1);\">FMCG<\/strong> world that may sound like an overheard concept, yet if you ask the oxford dictionary you are still being redirected to <strong style=\"color: var(--verde1);\">&#8220;no exact match found&#8221;<\/strong> page.<\/p>\n<p style=\"font-weight: 400;\">Well then, what is omnichannel?<\/p>\n<p style=\"font-weight: 400;\">At <strong style=\"color: var(--verde1);\">POS Potential<\/strong> we feel good about the following definition (take a deep breath before reading):<\/p>\n<blockquote>\n<p style=\"font-weight: 400;\"><strong style=\"color: var(--verde1);\">Omnichannel:<\/strong> a customer-centric distribution strategy that puts emphasis in a deep understanding and definition of a brand&#8217;s target market\/buyer persona by which a brand makes its products available where its customers are shopping, delivering a unified and personalized experience across the channels where it is present.<\/p>\n<\/blockquote>\n<p style=\"font-weight: 400;\">Wow&#8230;raise your hand if you read that twice&#8230;raise both hands if you read that thrice!<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-8041ad4c7c9fc7c21c886e9965d9c8b0\">\n.avia-section.av-k584ornz-8041ad4c7c9fc7c21c886e9965d9c8b0{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-8041ad4c7c9fc7c21c886e9965d9c8b0 main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3711'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"font-weight: 400;\">Let&#8217;s take a detailed look at this definition:<\/p>\n<ol>\n<li style=\"font-weight: 400;\"><strong style=\"color: var(--azul2);\">Customer-centric:<\/strong> that is the start of well-oiled omnichannel strategy. You want to define extensively your buyer persona: who is buying you? what benefits are they looking for? what other categories are they buying into? and most importantly, where are they shopping?<\/li>\n<li style=\"font-weight: 400;\"><strong style=\"color: var(--azul2);\">Availability of the product:<\/strong> omnichannel does not mean you have to be distributed in every gas station of the country. If your shopper doesn&#8217;t want you to be there, don&#8217;t be! A well-executed buyer persona analysis will tell you exactly in which channels your products have to be distributed.<\/li>\n<li style=\"font-weight: 400;\"><strong style=\"color: var(--azul2);\">Unified and personalized experience:<\/strong> from trial in-store to online purchase, your message has to remain the same and feel like the conversation is flowing seamlessly with your shopper. And yes, omnichannel often means you are going to be selling online as well and that social media will become the link to this unified and seamless experience.<\/li>\n<\/ol>\n<p style=\"font-weight: 400;\"><strong style=\"color: var(--azul2);\">Omnichannel<\/strong> is an earthquake in the world of distribution. We are going away from push strategies where products where made available in a single channel backed by &#8220;unique-message&#8221; communication strategies. The balance of power is shifting towards customers and their expectations in terms of product availability is rising as well as their need for a more personal interaction with your brand.<\/p>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-f41c8e2e32825fa1acc76cdd2d39f8f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">Let me give you a practical example:<\/p>\n<ul>\n<li>It&#8217;s Saturday night 10pm and I (30-sthg DINK) am about to start watching a movie on Netflix with my girlfriend.<\/li>\n<li>*Add pops up on Instagram*: try our new vegan flavor 6\u20ac ice-cream tub<\/li>\n<li>*My brain* sounds great, I want it NOW!<\/li>\n<li>That\u2019s where your capability to be there for your client comes in:<\/li>\n<\/ul>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol style=\"font-weight: 400;\">\n<li style=\"font-weight: 400;\">In-Store: show me (literally take me there on google maps) the nearest convenient store where I can find it!<\/li>\n<li style=\"font-weight: 400;\">Home delivery: redirect me to home delivery options: Deliveroo, Glovo, Uber Eats\u2026you name it<\/li>\n<li style=\"font-weight: 400;\">Click &amp; collect: collaboration with nearby restaurants that can distribute the product<\/li>\n<li style=\"font-weight: 400;\">eCommerce\/QCommerce: also prompt me to add it to my next shopping list or offer QCommerce options<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5\">\n.flex_column.av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-5e9fcce38abe69785b8fb66d7daed974\">\n.avia-image-container.av-k4cnl2wg-5e9fcce38abe69785b8fb66d7daed974 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-5e9fcce38abe69785b8fb66d7daed974 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-5e9fcce38abe69785b8fb66d7daed974 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-3719 avia-img-lazy-loading-not-3719 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/netflix.jpg\" alt='Foto de cottonbro en Pexels' title='netflix'  height=\"667\" width=\"1000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/netflix.jpg 1000w, https:\/\/pospotential.com\/wp-content\/uploads\/netflix-300x200.jpg 300w, https:\/\/pospotential.com\/wp-content\/uploads\/netflix-768x512.jpg 768w, https:\/\/pospotential.com\/wp-content\/uploads\/netflix-705x470.jpg 705w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-daa88eae01e702c02e147b91b7437aae '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Yes, <strong style=\"color: var(--verde1);\">omnichannel distribution<\/strong><strong> is a huge challenge and implies a great deal of changes at all levels of the organization and especially how and when your different department will interact with each other. We will cover more topics on omnichannel distribution including specifics about new business channels on <strong style=\"color: var(--verde1);\">our blog<\/strong> and <strong style=\"color: var(--verde1);\">POScast<\/strong>.<\/p>\n<\/div><\/section><\/div><\/strong><\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khqfwwyk-dd83a50d0c52f27b85bd942329e50acc\">\n.avia-section.av-khqfwwyk-dd83a50d0c52f27b85bd942329e50acc{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-khqfwwyk-dd83a50d0c52f27b85bd942329e50acc main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3711'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2 class=\"claim-blog\">If you\u2019re reading this, you\u2019re one step away from selling more and better! Did you enjoy the read? Please, tell us more!<\/h2>\n<\/div><\/section><br \/>\n<br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-567f45bb326de5ba08b834a0c0400430\">\n#top .av_textblock_section.av-k4b8xxgm-567f45bb326de5ba08b834a0c0400430 .avia_textblock{\nfont-size:10px;\ncolor:#000000;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-567f45bb326de5ba08b834a0c0400430 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>ThinkBI SLU processes personal data in order to address your request or enquiry with your consent. To learn more about how we manage your personal data and to exercise your rights, please refer to our privacy policy.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At POS Potential we feel good about the following definition (take a deep breath before reading): Omnichannel: a customer-centric distribution strategy that puts emphasis in a deep understanding and definition of a brand&#8217;s target market\/buyer persona by which a brand makes its products available where its customers are shopping, delivering a unified and personalized experience across the channels where it is present.<\/p>\n","protected":false},"author":4,"featured_media":3747,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-3711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/comments?post=3711"}],"version-history":[{"count":27,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions"}],"predecessor-version":[{"id":8336,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions\/8336"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media\/3747"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media?parent=3711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/categories?post=3711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/tags?post=3711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}