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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 (** percent), while ** percent of professionals considered the sales receipt a useful tool for this purpose. However, the type of communication influenced the choice of the medium. ** percent of surveyed retailers used mobile apps to engage consumers on loyalty programs, while ** 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 ** 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 ** 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 **** percent in March 2017 to **** percent as of September 2018.