It is increasingly important for companies to adopt advanced platforms and tools to assist consumers in the customer journey.
He Customer trip of Italians is increasingly articulated and reveals a decisive importance of digital contact points, with the growing need for companies to adopt advanced platforms and tools that allow them to reach and retain their customers in the context of a omnichannel strategy: this, in short, is one of the main evidences that emerged from the survey “The Customer Journey Revolution in Italy: The Figital Shopping Paths of Italians and the Implications for Business“conducted by Netcomm in collaboration with magnews and presented during the last Netcomm Forum.
The investigation was directedaim to analyze the purchasing channels of Italian consumers within four widely distributed product categories: Fashion, Beauty, Home and Food – at a historic moment of return to post-pandemic normalcy, or rather in a phase of consolidation of new normality which in terms of marketing presents new challenges and new ambitious goals for brands.
Customer Journey increasingly digital
How do consumers buy today? Although they vary considerably in the different product categories, all of them Customer trip They are now considered to show a mix of online and offline channels and contact points, which companies are called upon to improve, harmonize and make the most of.
Many people today buy through theirs digital devices different types of products, and this applies to all areas considered by the research, with an obvious peak Fashion (for which more than 76% of purchases are made online) and important results in terms of the Supplies (75.4%), Furniture (70.8%) e Beauty (68.2%).
He smartphone it is, in particular, the most widely used tool for shopping Food (especially for prepared dishes and food and wine products), as well as for fashion products, while the computer remains the preferred channel for the Home category, especially in terms of furniture and accessories. The first challenge for companies, then, is to prepare increasingly optimized digital paths for different devices, fluid, simple and fast, from the first contact to the payment.
Relevant contact points and post-purchase phase
Each Mark offers the customer numerous possibilities for contact, but only a few points of contact are crucial to complete the purchase: therefore, it is essential to identify the most relevant moments of the Customer Journey, those able to make a difference in terms of customer experience and drive decisions. of purchase.
The research data show how number of contact points activated and those relevant to the purchasing decision increase with the increase in spending on the purchasing category. An increasingly crucial phase is that of post-purchase: today more than ever we need to ask ourselves, in retrospect, what is the consumer perception regarding the purchase made, which has been successful in its experience. These are fundamental questions and attitudes to be measured in order to establish a long-term value relationship with customers, encouraging repurchase and brand loyalty.
The centrality of the relationship with the trader
Equally remarkable is the relationship with the merchantan element considered of great value by many consumers of all categories: the relationship of habit, trust and attachment to those who sell the product is increasingly crucial, and represents a factor that the company must now be able to maintain and nurture with directed communication. and direct marketing.
Feed the customer loyalty today it is fundamental not only in the Food sector (category that sees significant the relation identified by almost 40% of the buyers) but also in the rest of sectors considered.
The importance of customer satisfaction and personalization
In general, the strategy of companies must be increasingly customer-focused, personalized, able to make the individual customer make a unique and memorable trip. It is very important to work on these issues and design complex, interconnected and tailor-made Customer Journeys, as well as know how to measure and improve customer satisfaction with the right tools.
Research shows that hybrid Customer Journeys are those that report very high levels of satisfaction on average, rather than on traditional and offline shopping routes. It is time to take strategic action to further increase satisfaction, focusing on a multiplicity of elements: if price remains the main factor in this perspective, consumers also consider the assortment increasingly important, the speed and convenience of the shopping experience, the relationship. trust with the merchant (as we have seen), membership in loyalty programs, the possibility of receiving discounts or personalized promotions, free shipping / return / exchange service. The variety and complexity of shopping experiences, increasingly flexible and fictitious, opens up new perspectives and sets new and challenging goals for brands, all to explore.