{"id":170961,"date":"2025-09-23T11:45:29","date_gmt":"2025-09-23T17:45:29","guid":{"rendered":"https:\/\/tecscience.tec.mx\/en\/?post_type=sciencecommunication&p=170961"},"modified":"2025-09-23T11:45:48","modified_gmt":"2025-09-23T17:45:48","slug":"omnichannel-experience","status":"publish","type":"sciencecommunication","link":"https:\/\/tecscience.tec.mx\/en\/science-communication\/omnichannel-experience\/","title":{"rendered":"From \u201cLike\u201d to \u201cBuy\u201d: Inside the New Omnichannel Consumer Experience"},"content":{"rendered":"\n

By Francisco Jes\u00fas Guzm\u00e1n Mart\u00ednez<\/a><\/p>\n\n\n\n

Have you ever entered a brand\u2019s physical store, tried a product, but ended up buying it online? Or the other way around: discovered something on social media and then went to the mall to check it out?<\/p>\n\n\n\n

This back-and-forth between physical stores, digital platforms, apps, call centers, and social media is kn<\/span>own as an omnichannel experience, and it can be the difference between trusting a brand and leaving it abandoned in your shopping cart.<\/p>\n\n\n\n

The study \u201cFrom Trust to Purchase: Omnichannel Experience, Brand Trust, and Purchase Intention\u201d<\/a><\/em> examines how omnichannel experiences shape brand credibility and, ultimately, influence our purchase intentions.<\/p>\n\n\n\n

In today\u2019s world, purchasing decisions are no longer linear: you research on Instagram, compare prices on Amazon, check the product in-store, and then buy it from your phone. This pattern, known as webrooming<\/strong> or showrooming<\/strong>, requires brands to stop thinking in separate channels and start designing emotionally connected experiences.<\/p>\n\n\n\n

It\u2019s not just about convenience. The study shows that when a brand\u2019s channels are aligned, customer trust increases\u2014and with it, their willingness to make a purchase.<\/p>\n\n\n\n

What is an Omnichannel Experience?<\/h2>\n\n\n\n

It\u2019s about being everywhere and making sure all channels work together like a well-tuned orchestra. Omnichannel experiences aim to eliminate breaks when moving from store to website, from Instagram to WhatsApp, or from email to app.<\/p>\n\n\n\n

When executed well, this experience builds consumer trust\u2014the invisible ingredient that makes someone say, \u201cYes, I\u2019ll give this brand my credit card.\u201d<\/em><\/p>\n\n\n\n

The study found that a smooth omnichannel experience boosts cognitive trust<\/strong> (what we think about the brand: \u201cit delivers on its promises\u201d) and affective trust<\/strong> (\u201cI like it, it makes me feel good\u201d). Both types of trust directly enhance purchase intention.<\/p>\n\n\n\n

In other words, omnichannel experiences smooth the path and make consumers feel more confident and emotionally connected to the brand\u2014pure gold for brands aiming for loyalty and sustained sales.<\/p>\n\n\n\n

Another key finding: the way omnichannel experiences build trust differs between men and women. For women, emotional trust<\/strong> (feelings of liking, closeness, or empathy toward the brand) carries more weight in purchase decisions. Men, in contrast, tend to rely more on rational trust<\/strong>, the type that says, \u201cThis brand delivers on its promises.\u201d<\/em><\/p>\n\n\n\n

This reminds us that there\u2019s no single path to trust, and omnichannel design must also consider differences in how audiences build relationships with brands.<\/p>\n\n\n\n

Brand Decisions<\/h2>\n\n\n\n

Next time you make a purchase, ask yourself: Did I trust this brand because it answered a question in chat? Because the experience flowed seamlessly between web and store? Or because it made me feel good throughout the process? If the answer is yes to any of these, you\u2019re seeing the power of a well-executed omnichannel strategy.<\/p>\n\n\n\n

Recommendations for brands:<\/strong><\/p>\n\n\n\n