In recent years we have been witnessing a rapid evolution of the digital landscape which has greatly contributed to supporting the recovery of the retail sector: according to the projections for 2022 on the value of eCommercein fact, this digital sector will surpass for the first time i 45 billion euros in Italy. It also appears that these figures are set to increase until 2025.
The value of ecommerce in Italy in 2022
New consumer buying habits have led to one greater convergence between online and offline sales channels. This means that customers would like to live at home as well a shopping experience like the one they experience in a storeprecisely through these digital sales channels.
These needs have increased throughout the entire purchase journey. People are now turning to digital when planning to buy something. However you need to know that when they use online channels, like the Google searchnot only products are sought but also nearby places that can offer what the customer needs.
So, to increase sales, businesses need to offer their customers a consistent, personal, and valuable experience.
First step: making the relationship with your customers more personal
It is clear that planning your budget is not enough. Nowadays it is more and more important to be able to intercepting needs e i values of customers and the community. Buyers have always been looking for value for money, that is convenience e quality. All of this, however, is no longer enough because consumers are looking for one personal relationship with the brand.
According to a recent report by McKinseybeyond 2 out of 3 consumers they expect brands to interact with them in an increasingly personal way through advice e ad hoc creativity.
To deliver relevant and meaningful shopping experiences, businesses and retailers must therefore focus their digital strategy on first party data and using innovative solutions like machine learning. Companies with first-party data-driven strategies will therefore be better prepared and able to deliver value e relevance to its customers.
To help retailers adopt a privacy-centric marketing strategy, Google recently developed Marketing privacy planner. It is a progetto pilota available only for the Italian market, capable of support digital marketing professionals to identify the Google advertising solutions best suited to their needs.
Google for small and medium-sized businesses
Google’s commitment to foster the digital growth of Italian retailers is aimed at companies of all sizes. In order to encourage the development of digital skills, it makes a new Basic Guide to digital available to small and medium-sized Italian companies. It is the perfect tool to start from identify the most suitable Google solutions to achieve business goals.
The new Guide is dedicated to companies that have decided to enter the digital world for the first time but also to those who have previous experience and would like to explore new ways to be present online.
For more information, see the 2022 Retail Marketing Guide drawn up on the basis of the latest research conducted by Google with its partners. Here you will find more tips and tricks for one successful digital strategy.