What is it about?
"In 2019, eight out of ten Italians are multichannel consumers (43.9 million). 53% use eCommerce services (27.8 million). In the last year, digital has played a role in the purchase path of 83% of the Italian population over the age of 14. Among the multichannel consumers, about one third is represented by InfoShopper, users who use the net only to get information (16.1 million, 37%), while almost two thirds are eShopper, those who use it also to buy (27.8 million, 63%). Cherry Pickers, the newcomers to the eCommerce market, are the largest eShopper group (8.1 million). "
19Adv implements Omnichannel strategies that intervene on the user’s activities whether it is B2C or B2B through a study of the channels available on and offline. We talk about Omnichannel Marketing when we analyze the interactions with the customer, with the product, with the brand and implement an appropriate strategy.
Which points of contact in the Omnichannel world?
- digital campaigns
- direct marketing / brochure
- physical stores
- email, sms..
- social media
- web site, App
- distributor
- word of mouth
The key to this activity is effectiveness and performance through the balance of the channels without them cannibalizing. The digital approach is fundamental as it is perfectly measurable.
Today the Omnichannel approach is especially an opportunity.
The Omnichannel strategy is directed towards the user’s preference and measures its effectiveness: it is born a competition between channels that allows us to make evaluations of fundamental effectiveness for a construction of the medium-long term strategy.