A recent Consumption analysis conducted by Salesforce delved into the buying desires of Italians for 2021.
It found that 50 percent will shop in Fashion, 26 percent in Tech, and 24 percent in Home Appliances. According to “The State of Connected Customer 2020″ research, the way online shopping is accessed through personalized experiences and services will be key.
Very few consumers (37%) say they have the perception that brands are working in this direction so much so that only 34% of them claim that online stores today are able to offer personalized experiences including Personalized Logistics that take into account the needs and time available to the consumer.
The consumer today has changed profoundly and has learned to move across multiple platforms, often on an ongoing basis. Not only that, both B2b and B2c customers have become much more demanding with respect to what they ask for, and in a matter of seconds they can evaluate the way brands propose the customer journey. For this reason, it is increasingly important to implement and invest in personalized services especially in the payment & shipment phase that enable 360° digital consumer management.
Promotional strategy will also be particularly important considering that 59% of Italians surveyed plan to allocate an equal or greater budget to online purchases Compared to 2020.
Most consumers look to 2021 with mixed feelings, on the one hand hope for new vaccines and a return to normalcy, on the other hand fear for a third wave of Covid-19. But, as it should be after a difficult year like the one just ended, it seems that in these early months of 2021 the feeling of hope prevails, as reflected in the positive outlook on purchase intentions. Italians say they are clear about the areas in which they want to make purchases, but the need to invest in new technologies and services that will be an even more important competitive factor than in past years for all companies clearly emerges.
