The evolution of retail
Constantly changing, the retail sector continues to evolve at a double speed right in the middle of the pandemic, hand in hand with the changing consumer, increasingly aware and demanding and constantly looking for new and stimulating shopping experiences. This is what emerged from the webinar entitled "The new challenges of retail" organized by Retail Hub, the business accelerator that offers companies and brands the opportunity to discuss and stay updated on distribution trends.
The hyper-awareness of the modern consumer represents the main challenge for companies and distribution players, who are now invited to focus on people and build a 360-degree relationship with each individual, in order to create ad hoc experiences for each one. "Technology is certainly one of the privileged means to establish this connection" says Elisa Fabbi, Professor of the University of Modena and Reggio Emilia, "discerning, at the same time, the physical reality from the virtual one and conceiving the digital dimension in natively: online stores, in fact, must be created ad hoc, not on the model of physical ones, so as not to simply offer a product, but to transform the purchase act into an experience ".
Beyond the more or less widespread concern for the economic and financial situation and the progressive decline in confidence in the measures implemented by governments, consumers have developed three different ways of approaching their shopping experience: in fact, they tend to buy more, but from a reduced number of points of sale, they are much more demanding and pay particular attention to the value of the offer. “To respond to the new needs that have emerged”, underlines Gianluca Carrera, Chief Solution Officer of Dunnhumby, “it is no longer sufficient to simply expand the set-up, but it is necessary to make careful choices, privileging shelf variety only where it is needed. It is also essential to invest in multi-channels and shift the focus on the data that consumers themselves provide, in order to proceed with the personalization of the offer, with important benefits on loyalty. "
But how are the brands responding to the new and increasingly complex trends on the rise in the sector? Francesco Iuculano, Todis Commercial Director, explained how much what is now increasingly envisioned as a single-brand supermarket is working on the assortments in order to make them increasingly agile, but at the same time complete, paying great attention to the sustainability of the packaging, to the localism and the Italian character of the products. E-commerce has grown exponentially, with peaks that have touched + 700% of requests, while we proceed towards greater personalization of the offer by sending news letters and proposals dedicated to profiled users.
At the same time, Carrefour, which even before the health emergency had undertaken the expansion of the e-commerce site by favoring home delivery and click and collect, strengthened its strategic partnerships with Glovo and Supermercato 24, which make it possible to cover unmanned territories directly from the 'teaches. As the Marketing Director Luca Ambrosini Carrefour points out, therefore, it aims to consolidate the site infrastructure and the logistics system, focusing on customizing the offer that is increasingly “tailor-made”.