To better understand the challenges facing retailers, let's analyze the context based on the data published in a study by the BVA Doxa and Salesforce Observatory on retail trends in Italy, now in its third edition, "Retail Evolution", carried out in April 2024 with a sample of over a thousand consumers.
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Over 68% of Italian consumers say they are more demanding than in the past , and this requirement no longer concerns only product-related aspects (e.g. cost, features, convenience), but the entire purchasing experience . 50% of consumers surveyed expect the purchasing process to be simple and fluid, 49% of them say they appreciate innovative digital services and the personalization of services plays an increasingly crucial role, appreciated by over 47% of respondents.
Consumers are looking for the product experience above all else and prefer to buy from vietnam mobile database brands that value relationships. From the personalization of offers and communications to advice on purchase: each retailer must know how to get closer to the consumer, offering consistent experiences across channels that allow the latter to think and feel comfortable. With tastes and preferences changing rapidly, it is important that retailers are able to intercept trends, but also emotions, by always offering attractive and useful experiences.
Let's also not forget that consumer expectations are now heavily influenced by comparisons with global brands and players: Amazon's fast delivery times are a perfect example, as are the level of efficiency of customer support services from other major players.
These expectations are also reflected at the point of sale, where there is increasing demand for efficiency, product availability within short lead times, and effective and efficient support services.
Finally, let's not forget to add to this complexity the issue of privacy and personal data protection, which increasingly requires us to juggle articulated regulations, with the dual objective of using data to drive business, and at the same time ensuring that customer privacy and security are always protected, a fundamental prerequisite for maintaining their trust over time.