Experiencia Omnicanal Punto de venta

Redesigning the omnichannel experience to seamlessly connect online and physical store touchpoints, creating unified customer journeys that drive engagement and sales.

Customer Experience

Omnichannel

Retail

Service Design

Experiencia Omnicanal Punto de venta - Arredo

Contexto

Arredo, a leading furniture retailer in Argentina, was facing challenges with disconnected customer experiences between their online platform and physical stores. Customers were frustrated by inconsistent information, inventory discrepancies, and lack of seamless transitions between channels.

Business Challenges

• 35% cart abandonment due to inventory confusion
• Inconsistent product information across channels
• Customer service overwhelmed with channel-related queries
• Lost sales opportunities at store handoff points

Project Goals

• Create unified customer experience across all touchpoints
• Reduce friction in online-to-store transitions
• Improve inventory visibility and accuracy
• Increase overall customer satisfaction and sales

Oportunidad

The opportunity was clear: by creating a truly integrated omnichannel experience, Arredo could differentiate itself in the competitive furniture market while significantly improving customer satisfaction and business metrics.

Market Opportunity

73%

of customers use multiple channels

30%

higher lifetime value for omnichannel customers

89%

expect consistent experience across channels

Opportunity analysis showing customer journey gaps

Entrevistas

I conducted extensive research with 45 customers and 12 store employees to understand pain points and opportunities across the customer journey.

Customer Insights

"I saw a sofa online but when I went to the store, they said it wasn't available. Very frustrating."

— Customer Interview #23

"I wish I could reserve items online and pick them up in-store without any hassle."

— Customer Interview #31

Employee Insights

"We spend too much time explaining why online prices or availability differ from what we have in store."

— Store Manager

"Customers expect us to know about their online interactions, but we have no visibility into that."

— Sales Associate

User research findings and customer journey mapping

Insights

The research revealed three critical insights that would shape our design strategy and solution approach.

Information Consistency

Customers need real-time, accurate information across all touchpoints to make confident purchasing decisions.

Seamless Transitions

The handoff between online and offline experiences must be frictionless and contextually aware.

Employee Empowerment

Store staff need access to customer context and tools to provide personalized service.

Wireframes

I created detailed wireframes for key touchpoints in the omnichannel experience, focusing on information architecture and user flow optimization.

Online Product Discovery

Store Pickup Flow

Wireframes for in-store pickup and customer service interface

Solución

The final solution integrated multiple touchpoints into a cohesive omnichannel experience, featuring real-time inventory sync, contextual customer service tools, and seamless online-to-store transitions.