The way we buy “is changing radically,” says business school professor Pablo Foncillas. And the great challenge for companies is not to lose customers between the channel in which they generate value and in which they capture it. Because many times with the change of channel “whoever is going to buy from you switches to the competition,” he warns.

To avoid this, companies have two tools. The first of them is technology, since “there are more and more technological tools to connect” the digital and the physical. The second tool is the business proposals that must be designed to prevent customer abandonment, for example, promotional activities, guarantees, personalization and after-sales services.

Finally, we must not forget that the most important thing is to generate relationships with customers “and then have transactions.” And this happens, adds the disseminator, by transforming each interaction into a “valuable” experience for them.