This is a new trend that has emerged in the context of multichannel vs. omnichannel dynamics, and refers to the fact that the brand can translate some channels into others to facilitate the deployment of new experiences and customer journeys.
Transchannel communication facilitates communication not only in a buy phone number list collective way, but in a personalized way. It goes beyond channels and takes advantage of the deep knowledge that brands have of their customers to provide value at specific times. It is the best way to satisfy their requirements, which are usually changing. To do so, it relies on cutting-edge technologies such as big data and artificial intelligence.
Angela Lopez, Director of Initiatives and Strategies at Nielsen, in an interview with Foodretail, states that “ the market is facing a context of stagnant demand, to which we must add challenges such as lower disposable income or an ageing population. This forces us to turn towards a new path of growth that involves technology as a means of reaching an already prepared consumer, who must be known in a particular way, both their profile and their moments .”
