Overall, global e-commerce has increased by 58%, compared to 17% last year. However, if we look more closely at the drivers of this surge, we realize that phygital experiences have established themselves on the scene . and digital channels have intersected: think for example of the online purchase of the product and subsequent collection in store or booking your place in line, as well as the establishment in the sector of digital and contactless payment systems, which were already present in the pre-pandemic era.
Whatever innovation was introduced
what is certain is that the ultimate goal teacher database of the retailers was to find solutions that would allow them to interact with their store even remotely and thus maintain contact with customers. Italians and phygital : over 70% have made purchases in this way in the last year The BVA Doxa research also revealed that over 3 out of 4 Italians (74%) have made purchases in phygital mode in the last year, particularly for clothing (28%), electronics (24%) and beauty (21%) products.
Offering tailor-made shopping experiences
Thanks to digital The data collected allowed us to observe the preferences of Italians in this area: if digital tools allowed sales staff to identify customers and know their preferences and past experiences, consumers would generally say they are happy, especially because they could get advice on specific products and services (48%) and would appreciate the fact that the retailer is already aware of any problems that have occurred previously (44%).
This type of personalization facilitated by digital
would then have a positive effect on the brand itself: in fact, half of consumers declare that they would recommend the store to friends and acquaintances based on this service. However, the issue of privacy remains central: 59% say they are concerned about the processing of their sensitive data.
To ensure that a customer retains a pleasant memory of an experience
It is necessary to play on the emotional aspect improve your email campaign click-through rate by triggering one or more “emotional peaks” in consumers. According to BVA Doxa, customer experience must not focus on simply resolving dissatisfaction, but on identifying and planning significant, surprising and memorable moments of experience in the journey . From this assumption, the EPIC model was born: Elevation, Pride, Insight and Connection .
EPIC model to hypothesize future scenarios
Also for this research, BVA Doxa used the facebook users of a phygital experience that can become unforgettable. And the phygital world is the emblem of the integration of all channels .