Customer targeting tools used by Italian multichannel retailers 2020

In 2020, customer data gathered from loyalty programs were essential for customer targeting initiatives, according to a third of Italian retailers. The results of a poll showed that the interaction with customers through the online touchpoints was also useful to target consumers (25 percent), while 23 percent of professionals considered the sales receipt a useful tool for this purpose. However, the type of communication influenced the choice of the medium. 20 percent of surveyed retailers used mobile apps to engage consumers on loyalty programs, while 23 percent did the same in occasion of drive-to-store initiatives.

Drive-to-store advertising

The purpose of advertising is often driving consumers to actual in-store purchases. In 2019, about 64 percent of advertising spending in Italy was made up by digital drive-to-store advertising. In the retail sector, this share is expected to reach 73 percent by 2023.

Multichannel retail for multichannel consumers

Retailers are communicating with consumers through multiple channels (included mobile), mainly because consumers are becoming multichannel, too. In fact, according to a survey, the share of Italian retail consumers purchasing both online and offline increased from 15.7 percent in March 2017 to 18.8 percent as of September 2018.