Retail, the point of sale returns central. The enthusiasm for online shopping is cooling

From the studio Best Sign 2024annual survey of Ipsos e Long Consumptiona fact emerges that might surprise: Post-pandemic enthusiasm for online shopping is cooling. The point of sale regains centrality, so much so that the advocacy index grew by 2.5% in one year, while e-commerce fell slightly (by 1%). However, these data only concern physical brands, and, in particular, the food and grocery sector, where online purchases drop by 2.9% in a year.

Armando Garosci, director of Largo Consumo, explains that we are seeing “a clear return to the store by consumers. This is why the post-pandemic setback in e-commerce is leading companies to return to investing in the point of sale which has always been a flagship of the brands, but gradually neglected in recent years”.

Herbalists, bookshops and jewelery shops are the most recommended categories

The categories of signs most recommended by Italians are herbalists, libraries e jewelry stores. Categories in which there is one strong assisted sales component and where a lot of work is being done to create an “emotional” connection with customers. Italian consumers especially appreciate accessibility (e.g. the presence of parking) and assortments in stores. Among the least appreciated aspects, in addition to prices as is to be expected in times of inflation, some aspects relating to services, such aspurchase assistance which is an area for improvement.

Another surprising trend are the consumer judgments on the functional aspects of the shopping experience. Product assortment and quality, which have always been strong points of Italian distribution, do not satisfy consumers. A constant decline that marks the lowest point since 2021. In detail, the average opinions that measure functional satisfaction, i.e. prices, promotions, product quality, assortment, purchasing assistance and appearance of the stores, decreased by 1.6% from 2021 to date.

The identity of the sign

However, important confirmations also emerge. The importance of brand identity in retailers’ strategies is growing. The uniqueness of the brand and its ability to create an emotional bond with its customers has become a key element to ensure differentiation and increase the strength of the brand. The opinions, in this case, have grown constantly, increasing by 6% from 2021 to today.

“Generalist retail is in more difficulty than retail that specializes, is structured and positions itself, so much so that the brands that perform best are precisely those that have a strong identity,” he further states. Garosci.

On this point Margherita Limido, client officer of Ipsos, adds: “The brands are working very well in enhancing the identity part. Customers have noticed this and recognize it as a positive element.”

In the fourth edition of the study, new items relating to multi-channelai innovative technological servicesat the clarity of communication. Speaking of multi-channel, Federica Aceto, cx lead of Ipsosspecifies: “Beyond the offer, the multi-channel experience is the most important aspect to guarantee a customer experience successfull. The sense of belonging can differentiate from the experience and contribute to not only meeting, but also exceeding customer expectations through quality, attention to the environment and personalized experiences”. Aceto then highlights another significant aspect: the paradigm shift in the shopping experience brought about by the new generations. “Be careful when interacting with younger generations who have different relational needs than more traditional customers,” he warns.