Optichannelity is the strategic response to the abrupt change in how people behave and interact with their environment—especially with organizations. Traditional channel strategies are now outdated, giving way to a landscape where adapting is no longer optional, but essential.

This shift is not temporary. A new model of relationship with consumers has taken hold, forcing companies to strengthen their digital channels, eliminate inefficient ones, and move forward in their transformation.

People—now more flexible and demanding—expect customer experiences that are simple, coherent, and effective. Organizations, meanwhile, are compelled to act with precision, delivering value in the right place and at the right moment.

In response to this scenario, omnichannel strategies emerged, aiming to integrate multiple channels and give customers freedom of choice. However, this integration often comes with high costs and unclear benefits. This is where optichannelity appears as a more effective, value-driven alternative.

What Is Optichannelity?

Optichannelity represents a strategic evolution. It is not about being present on every possible channel, but about deliberately choosing the most appropriate ones for each stage of the customer journey—based on real customer preferences and business objectives.

This approach benefits organizations by allowing them to focus resources, operate more efficiently, and elevate service quality without overloading technological infrastructure or teams. At the same time, it benefits customers by enabling smoother interactions with fewer unnecessary frictions.

Having more channels does not necessarily add more value. In fact, most people interact with only two or three channels during a service experience. Adding irrelevant touchpoints can complicate rather than improve the experience.

How to Build an Optichannel Strategy

Implementing an optichannel approach requires data-driven planning, deep customer understanding, and well-informed decision-making. Along this path, three key questions should guide the process:

1. What are the stages of the service I provide?
2. What does the customer want to achieve at each stage?
3. Which channel is best suited to facilitate that outcome?

This analysis does not mean limiting the number of channels arbitrarily, but rather selecting the right ones for each interaction. In some cases, optichannelity may involve just one app or a single website, as seen in services like Cornershop. The decision must be based on efficiency, experience, and real value for the user.

Tools such as those provided by BBK Estudios help ground these decisions in both qualitative and quantitative data on user behavior, context, and expectations.

Technology, Experience, and Strategy: The Keys to Optichannelity

Implementing an optichannel mindset requires more than commercial decisions. It involves redesigning processes, incorporating the right technology, and aligning the organization around a customer-centric vision.
At BBK Group, our Experience & CX team focuses precisely on designing integrated experiences that deliver value at every touchpoint.

Optichannelity: Less Is More (When Done Right)

Optichannelity is not simply a cost-cutting solution. It is a way to focus—to create a relevant presence in the customer’s life and deliver service that truly meets expectations, without forcing unnecessary channels or overwhelming users with options.

It is a strategic commitment to being where the customer actually needs you, with the right channel, at the right moment.

Ultimately, optichannelity is not only about efficiency, but about making conscious decisions regarding how organizations connect with their customers—through strategies that simplify and integrate experiences.

At BBK Group, we help organizations build these decisions based on evidence, experience design, and the right technology.