意大利多渠道客户来源分析报告-培训课件外文版2024.6

DIGITAL

&TRENDSMultichannel

customer

journeyin

ItalySpotlight

reportWhatdrivesconsumers

toonlinestoresKey

questionsanswered

inthisreport123How

isonlinegroceryshopping

evolving?How

isonlinefashion

andlifestyleshopping

evolving?How

isonlinehealthandpharmaceutical

shopping

evolving?•

21

percentofshoppers

purchasein-store

andonline.•

39

percentofshoppers

purchase

in-store

andonline.•

27

percent

ofshoppers

purchase

in-store

andonline.•

Supermarkets

outshinethird-partydelivery

providers.

In2022,

Esselungaheld

64

percentof

the

online

groceryretail

delivery

market.•

Amazon,Zalando,and

Shein

corner•

Onlinepurchasesare

influenced

byadvicefrom

professionals

andopinionsfrom

friends.the

e-commerce

fashion

market.•

Apparel

and

accessories

arethe

mostreturnedonline

purchases.•

Generalistmarketplaces

andonlinepharmacies

accountfor86

percent

ofonlinepurchases.•

Thehybridizationlevel

ofgrocery

retailhasbeen

assessed

at2.18

outof

10.2How

isonline

groceryshopping

evolving?1Grocery:

Physicalstoresare

stillvitalforretailersOneinfiveItalian

consumers

combine

offlineand

online

channels

fortheirgrocery

shoppingHybridshopping

rate

among

groceryshoppersinItalyin2022Numberofusersintheonline

groceryretail

market

inItalyIn2022,

over

three-quarters

of

Italianshopperspurchased

grocery

products

exclusively

offline(i.e.,inphysicalstores).

Theshareof

hybridshoppers,

whouseamix

ofonline

and

offline

channels,was

21percent.

Inthe

online

grocery

retail

market,

boththenumberof

users

and

themarket

valueare

forecasttoincrease.Onlineonly77%2%Offline&online21%14.511.3millionin2023millionin2027However,

e-grocery

accounted

forjust2.3

percent

oftotalgrocery

retail

salesin2022.

Among

othersegments

inthefast-moving

consumer

goodsmarket,the

online

shares

ofpersonal

care

and

pet

care

werehigher,at5.5

percent

and

6.8

percent,

respectively.OfflineonlyE-grocery

share

ofretailmarket

in2022:2.3percentValue

oftheonlinegroceryretail

market

inItalyfrom

2019

to2027

(inbillion

euros)5.415.034.594.13.613.262.621.911.202019202020212022202320242025202620273Notes:(1)

Italy;

2022;

(2)

Italy;

2023

and

2027;

(3)

Italy;

2019

to2027Sources:

(1)

NielsenIQ;

OsservatoriDigital

Innovation;

ID:

572903;

(2)

(3)MarketInsights;

Text:Consorzio

Netcomm;Nielsen

IQ;ID:1295868How

isonline

groceryshopping

evolving?1Shoppers

monitormultipletouchpoints

andbuyonlineforconvenienceAbrand’swebsite

or

appisthemost

relevant

touchpoint

inthecustomer

journey,

while

home

delivery

isthemainreason

topurchasegroceries

onlineTouchpointsto

online

grocery

purchaseinItalyin2023Main

reasons

consumerspurchasegroceriesonlineinItaly

in2023In2023,

more

thanfourin10

online

shoppersbrowsed

brands’websites

or

appsbefore

shoppingforgroceries.

Second

inthe

rankingwas

pushnotifications,signalingthatshoppers

are

atleastaware

ofonline

reminders

they

receive

fromretailers.Forfashion

shoppers,

e-mail

or

app

pushnotificationswere

the

least

relevant

touchpoint

(see

page

eight).Websiteorappofproduct'sbrandHomedelivery41%44.2%42.1%41.9%Timesaving40%PushnotificationsEasierpre-purchaseexperience(productsearch

andcomparison)21%18%12%11%9%7%5%OnlinereviewsHome

delivery

andamore

convenient

shoppingexperience

encourage

consumers

toshoponline,outdoing

the

preference

for

in-store

collecting.

Thisisalsodueto

thelow

numberof

stores

allowing

click-and-collect

options

(see

pagesix).

Inaddition,e-commerce

sitesallow

foramuch

easier

comparisonbetween

prices

andproductsthanphysicalstores.DiscountseasiertobefoundE-commercesiteor39.6%appIn-storepickupLackofphysicalstorenearbyDislikefor

in-storeshoppingEasierpaymentWordofmouth37%PricecomparisonsiteMagazines31.6%30.1%28.5%SocialmediaEstablishedhabit4Notes:(1)

Italy;

March23

to

April

3,

2023;

(2)

Italy;

January2023;

1,992

shoppers

buying

groceries

both

online

and

offline;

18

yearsand

olderSources:

(1)

Consorzio

Netcomm;

Human

Highway;

ID:860992;

(2)

YouGovItaly;

ID:

1372141How

isonline

groceryshopping

evolving?1Consumersare

more

familiar

withsupermarket

appsDelivery

services

cannotbeatthepopularityof

biggrocery

retailersShare

ofconsumerspurchasinggroceriesonlineinItalyin2023,

bytypeofplatformShare

ofconsumersaware

ofgrocerymobileappsinItaly

in2023,

bybrandBrick-and-mortar

retailers

haveusedtheirestablishedpresence

andexisting

infrastructuretooutpacenew

playersinonlinegrocery

delivery.

Nearly

60

percent

of

Italian

e-grocery

shoppers

purchased

from

supermarkets

in2023.According

toaYouGov

poll,55

percent

of

respondents

saidthey

recognized

theappsof

supermarkets.Do

notknowSupermercato24UberEats25%26%Websiteorappofsupermarkets19%57%AmazonFreshSupermarketappsGlovo35%24%Esselungawasthemost

popularsupermarket

among

in-storeandonlineshoppers

in2022.

Furthermore,

according

toMarket

Insights,Esselunga

held

a64

percent

shareoftheonline

grocery

retail

delivery

market

in2022,

whileAmazon’s

sharewas

17

percent.55%Websiteor

appofgrocerydeliveryservices59%Most

popularsupermarketsamongin-store

andonlineshoppersinItalyin2022Esselunga’s

onlineshoppingservice

is

limited

toseven

ofItaly’s20regions.

InNovember

2023,

thecompany

expandeditsonline

offering

with

adedicated

wine

e-commerce

service,which

–unlikethestore

network

–will

operate

inthesouthern

regions

ofthecountry,too.12%13%28%26%22%38%In-storeOnline17%43%CarrefourConadCoopEsselunga5Notes:(1)

Italy;

January

2023;

shoppers

buying

groceries

both

online

and

offline;

(2)

Italy;

January

2023;

(3)

Italy;

2022Sources:

(1)

(2)

YouGov;ID:1372209;

ID:1372201;

(3)

AdKaora;

Hej;

Next14;

ID:1424366;

Text:Sole24

Ore;Market

InsightsHow

isonline

groceryshopping

evolving?1Grocery

retailers

can

domuchmore

toimprove

onlineshoppingexperienceKey

indicatorsof

omnichannel

services

provided

bygrocery

retail

stores

inItaly

as

ofApril2023HybridizationDelivery

andpickupMobileappsCustomerexperience€On

ascalefromzeroto10,

thehybridizationlevel

ofgroceryretailhasbeenassessed

at2.18.

Astudycarriedoutwith34

groceryretailbrandsshowedthat82

percentofretailersenabledonlinepurchasesofproductsIn2023,

foodandgroceryordersweredelivered

inanaverageof2.4

days,

whereasonlineorders

werecollectedinstoresby1.9

days.

Only17.8percentof

groceryshopperscollectedtheironlineordersinsteadofhavingthemAbout70

percentofgroceryretailbrandsprovidemobileappstobeusedinstores,whereas38

percentservease-commerceplatformsforonlinepurchases.13.1percentof

in-storetransactions

involvethe

useofsmartphones.In2023,

the

netpromoterscorefor

foodpurchaseswas64.7

percent–

othercategories,

such

asbeautyandelectronics,

performed

betterwithover70

percent.Itisasignthatretailerscan

optimizethe

onlinecustomeravailable

instores.delivered.Lastly,

clickandcollect

wasprovidedinjust0.8

percent

ofpointsofsale.experienceeven

more.6Notes:Italy;

as

ofApril

2023Sources:

Consorzio

Netcomm;

Human

HighwayHow

isonline

fashionshopping

evolving?2Fashion:Shopping

onlineisanestablished

habitthankstomarketplacesFashion

retail

canrely

onasolid

andincreasing

onlinecustomer

baseHybridshopping

rate

among

fashion

shoppersinItaly

in2022Numberof

fashion

e-commerce

usersinItalyAmong

the

three

categories

examined

inthisreport,fashionis

the

largest

e-commerce

segment,

valuedat27

billioneuros

in2024.

Close

to40

percent

ofItalianfashionconsumers

engaged

inmultichannel

shopping.International

marketplaces

are

key

playersthroughoutthe

entire

customer

journey

as

theyhold

the

biggestmarket

shares

and

serve

asrelevant

pre-purchasesources

ofinformation

(see

next

page).OnlineonlyOffline&online4%23.619.2millionin202339%million57%in2027OfflineonlyOtherAmazonValue

ofthee-commerce

fashion

market

inItaly

from2019

to2027

(inbillion

euros)35%43%42.97202738.21202633.2427.51202420.89202122.10202222.57202317.00202011.9420195%Shein17%2025Zalando7Notes:(1)

Italy;

2022;

(2)

Italy;

2023

and

2027;

(3)

Italy;

2019

to2027Sources:

(1)

NielsenIQ;

OsservatoriDigital

Innovation;

ID:

572903;

(2)

(3)MarketInsightsHow

isonline

fashionshopping

evolving?2More

thanhalfof

fashionshoppers

read

onlinereviews

before

buyingSocial

media

isatouchpointforone

inthree

shoppers

and

avaluablesource

ofinformation

forfashionproductsTouchpointsto

online

fashion

purchaseinItaly

in2023Online

sourcesofinformation

for

fashion

andlifestyle

productsinItaly

in202364%56%48%PushnotificationsSocialmedia25.1%25%21%32.9%Search

enginesMarketplaces(Amazon,eBay,Zalando,etc.)WebsiteorappofthebrandAskmyfamilyorfriendsSocialmediaWordofmouth34.7%38%MagazinesOnline

activitiesshoppersalways

oralmost

always

engageinwhenpurchasingfashion

or

lifestyleitemsinItaly

in2023PricecomparisonsiteE-commercesiteorappOnlinereviews43.6%69%62%47.4%59%52%51.6%Websiteorappofproduct'sbrand58.9%IsorttheproductsbypriceIfilterbycategoryIfilterbyproductsthathaveapromotionIsortthelistofproductsbybestrating8Notes:(1)

Italy;

March23

to

April

3,

2023;

(2)

(3)

Italy;

May2023;

1,000

respondentsSources:

(1)

Consorzio

Netcomm;

Human

Highway;

ID:1424441;

(2)

(3)

Consorzio

Netcomm;

Vente

Privée;

ID:644661;

ID:1427070How

isonline

fashionshopping

evolving?2Fashionshoppers

wishtovisualize

productsbetterProduct

displaytechnologies

canenhancethefashioncustomer

experienceShare

offashion

andlifestyle

shoppersinterestedinnew

technologiesinItaly

in2023Product

visualization

iscrucial

inthe

shoppingjourney.Technologies

thatcanbettershowcase

products

areregarded

highlybyItalians.According

toa2023

survey,

aquarterof

fashionandlifestyle

shoppers

appreciate

theadvanced

featuresof

photography,which

enables

itemstobeshown

ingreater

detailandfromdifferent

angles.360ºproductphotographyAugmentedreality25%22%22%MetaverseshopDeliveryrobotsanddronesVisualcommerce20%19%17%16%ugmented

reality

and

metaverse

shopstied

forsecond.Rcombines

virtualimages

with

real-life

environments,hile

metaverse

shops

arefullyvirtual

worlds

thatcreatemore

immersive

shoppingexperience.AIshoppingrecommendationsMobile-onlycommerceSocialmediapurchasingShoppableTV13%12%11%11%VoiceshoppingChatbotassistance9Notes:Italy;

May

2023;

1,000

respondents;

originalquestion:

Which

ofthe

following

would

youlike

to

know

moreabout?Sources:

Consorzio

Netcomm;

Vente

Privée;

ID:1427054How

isonline

fashionshopping

evolving?2Thepost-purchasereturns

dramaFashion

dominates

therankingof

themost

returned

productcategories

inItalyMost

returnedonline

purchasesinItalyin2023

bycategoryTopreasons

for

returning

onlinepurchasesFashion

purchasesare

more

likely

tobesent

backthan

anyother

itemof

merchandise.

Survey

responsesin2023

showed

thatclothing,shoes,

andaccessorieswere

the

most

returned

online

purchasesintheprevious

12

months.

Aseparate

studyfound

thatdamages

or

defects

were

theleadingreason

forreturning

online

orders.inItalyin2022Householdappliances5%5%5%39%30%30%Books,movies,music,and

gamesDamagedordefectiveproductWrongitemorsizeProductdidnotmatchdescriptionBagsandluggageConsumerelectronicsAccessoriesThenumberof

fashionreturnshasbecome

sosignificantthatretailers

havestarted

chargingshoppers

forsending

backorders.

In2022,

theshareof

Italian

shoppers

sayingfree

returnsare

importantwas

nearly

70

percent,

down

from

91

percent

in2018.7%Importance

offree

returntoonlineshoppersinItaly

from

2017

to20227%91%100%75%50%25%0%69%BagsandaccessoriesShoes10%12%Clothing16%2017201820192021202210

Notes:(1)

Italy;

October

2022

to

September

2023;

(2)

Italy;

June

to

September

2022;

(3)

Italy;

2017

to2022Consumer

Insights;

ID:1000695;

(2)

OnePoll;

Signifyd;

ID:1382034;

(3)

DPD;

Geopost;ID:971743Sources:

(1)How

isonline

healthshopping

evolving?3Health

andpharmaceuticals:

Theonlinemarket

issettosurgeOneinfourshoppers

purchaseofflineandonline;

over-the-counter

pharmaceuticals

represent

agrowing

market

segmentHybridshopping

rate

among

pharmashoppersinItalyin2022Numberof

e-commerce

usersofOver

aquarterof

Italianshoppers

purchasedhealthandpharmaceuticalsbothoffline

and

online

in2022.Thiscategory

of

products

includesavariety

of

items,mostly

medications

thatcanbeboughtover

thecounter

without

prescriptions.

Theonline

market

ofover-the-counter

pharmaceuticals

was

worth

1.8billioneuros

in2023

and

isexpected

to

grow

to

3.5billioneuros

by2027.over-the-counter

pharmaceuticals

inItalyOnline3%70%6.95.5millionin2023millionOfflineonly27%in2027Offline&onlineE-commerce

market

valueof

over-the-counterpharmaceuticals

inItaly

from

2019

to2027(inmillioneuros)3,53220273,09120262,6262,16320241,73420221,80320231,60220211,14820207202019202511

Notes:(1)

Italy;

2022;

(2)

Italy;

2023

and

2027;

(3)

Italy;

2019

to2027Sources:

(1)

NielsenIQ;

OsservatoriDigital

Innovation;

ID:

572903;

(2)

(3)MarketInsights;

Text:Consorzio

NetcommHow

isonline

healthshopping

evolving?3E-commerce

offers

health

andpharma

productsat

lower

costsMost

customer

journeys

includeaninternet

search

andprofessional

advice,with

shoppers

seeking

cheaper

pricesTouchpointsto

online

healthandpharmapurchaseinItalyin2022Main

reasons

consumerspurchasehealthandpharma

productsonlineinItaly

in2022Thepath

to

purchase

isquite

fragmented

inthehealthandpharmaceutical

segment.

Opinionsfrom

friendsor

family

influenceonline

purchases,as

does

theadviceprovided

byprofessionals.Influencer'ssocialmedia2.5%4.2%Lower

priceSpecialofferConvenienceHomedelivery41%ArticlesoradvertisingonprintedmediaSurvey

resultsshow

thatItalianconsumers

buyhealthandpharmaceutical

products

onlinebecause

they

arecheaper.

While

home

delivery

isanotherleadingreason,

thedegree

of

importance

was

not

asstrikingastheothertwo

categories

analyzed

inthisreport.19%18%Pharmacy

website4.5%4.5%4.5%5.3%5.8%6.3%Manufacturer's

websiteOnlinemagazine,

specializedblogsandforums15.5%Pharmacy

orshopwindowsBrand's

socialmediapagesAdvicefromother

professionalsOnlinereviewsWideselectionofproductsandbrands12.1%Discount

voucher9.3%10.0%11.0%11.6%DetailedandinformativeproductdescriptionAdvicefrom

health7.7%7.4%7.3%professionals(e.g.,doctors)OpinionsfromfriendsorfamilyIknow/trust

theretailerItisarepeatedpurchaseE-commerce

sites12.9%16.7%Searchengines12

Notes:(1)

(2)

Italy;

September

26

to

October1,

2022;

health

and

pharma

products

include

self-medication

(over-the-counter

drugs,

non-prescription

medicines,

supplements,

and

medical

devices),

dermatologicalproducts,medication

products,

foodand

dietary

products,

homeopathic

products,

electromedicalinstruments

and

accessoriesfordiagnostics

and

orthopedics,

aswell

as

contact

lenses,

eyeglasses,and

other

optical

productsSources:

(1)

(2)

Consorzio

Netcomm;ID:1286419;

ID:1425587How

isonline

healthshopping

evolving?3Onlinepharmacies

competewithgeneralist

marketplacesGeneralist

retailers

accountforthelargest

share

ofonline

purchases,while

PayPaldominates

paymentsShare

ofonlinepurchasesof

healthandpharmaceutical

productsinItaly

in2022,

bychannelFavoritechannelfor

drugs,ointments,

homeopathic

medicineFavoritechannelfor

vitamins

andsupplements,

self-medicationproducts,

orthopedic

productsFavoritechannelforoptical

products46.0%39.9%7.9%5.5%ManufacturerHealthandpharmae-retailerOnlinepharmacies(eFarma,Farmasave,FarmacieItaliane,etc.)Generaliste-retailer(Amazon)ForItalianconsumers,

generalist

retailers

were

thepreferredonlinechannel

forhealthandpharmaceutical

products

in2022.

Generalist

retailers

were

alsothefavorite

channelforvitaminsand

supplements,

self-medication

products,andorthopedic

items.Leadingpaymentmethodsfor

purchasesof

healthandpharmaceutical

productsinItaly

in202234.1%24.1%21.7%Forover

athirdofhealth

and

pharma

shoppers,

PayPalwasthe

leading

payment

method

in2022.

According

toaresearchreport

produced

bythe

digitalpaymentscompany

in2022,PayPalhasaparticularly

high

level

ofengagement

inItaly

–

40percent

of

Italian

consumers

saiditwas

their

preferredpayment

option.4.9%4.1%3.7%2.7%Cash1.4%0.6%PayPalPre-paidcardCreditcardPre-paidcardatcollecting/deliveryCreditcardatcollecting/deliveryDiscountvoucherBankInstallmentstransfer13

Notes:(1)

Italy;

September

26

toOctober

1,

2022;

health

and

pharma

e-retailersspecialize

in

one

product

category

(e.g.,

lens,

supplements);

online

pharmacies

sell

awide

rangeofdrugsandhealth

and

pharma

products;

(2)

Italy;

September

26

to

October

1,2022Sources:

(1)

(2)

Consorzio

Netcomm;ID:1286801;

ID:1426078;

Text:PayPalHow

isonline

healthshopping

evolving?3The

mostlyuntappedpotentialofflexible

delivery

optionsConsumers

wish

foramix

ofchannels,but

home

delivery

is

stillthe

most

usedmethod

toreceive

ordersInterestinonline

shoppingservicesamonghealthandpharma

e-shoppersinItaly

in2022Deliveryandcollectingmethodsusedbyhealthandpharma

e-shoppersin

Italy

in

2022Among

onlineshoppers

of

healthandpharmaceutical

products,nearly

eightin10

had

theirorders

delivered

athome.However,

there

isinterest

inalternativefulfillment

methods.

Italian

consumers

arekeen

to

buyandreceive

items

inmultipleplaces–

ordering

onlineandcollecting

in-store,

forexample.Subscriptionservices31.3%Homedelivery76.8%In-storeautomatedsolutions35.5%Pickedfromacollectingpoint5.2%4.9%4.3%3.3%3.1%1.4%Phoneorderingand

collectingfromalocker/distributionpoint36.8%37.5%39.1%40.4%PickedfromanautomatedlockerPhoneorderingandin-storecollectingReceivedattheofficeOnlineorderingandin-storecollectingDeliveredtosomeoneelseOnlineorderingandcollectingfromalockerordistribution

pointPickedfromthepharmacyIn-storeorderingand

homedelivery43.6%PickedfromapackingstationHomedelivery49.7%14

Notes:(1)

(2)

Italy;

September

26

to

October1,

2022Sources:

(1)

(2)

Consorzio

Netcomm;ID:1289925;

ID:1426167Outlook123How

isonlinegroceryshopping

evolving?How

isonlinefashion

andlifestyleshopping