Multichannel

The Multichannel Observatory started in 2007 with the aim of analysing the inclination of Italian individuals towards multichannel /omnichannel interactions with the business world.
After 15 years of Research the Observatory has become the point of reference of the Italian business community, helping to understand the evolution of consumer behaviour throughout their customer journey, encouraging an open discussion between supply chain players, with the addition of an ever increasing element of in-depth analysis and dissemination of multichannel/omnichannel related topics while building awareness among decision makers on the numerous opportunities available, to ultimately support market development.

Multichannel Observatory Research

Study of Italian consumer behaviour through:

• analysis of the evolution of multichannel consumer scenarios in terms of:
  • quantification and qualification of online purchases compared to the entire Italian population;
  • profiling of purchase styles and measurement of their evolution over time;
• analysis of the role of touchpoints within the customer journey;
• identification of predictive trends of the evolution of the behaviour of Italian consumers;
• analysis of the role of brands and the use of the Internet in the purchase process.

The goal of the Research is to propose:

• confirm the segmentation map presented in the 2020 edition;
• an in depth examination of the relationship between consumers and brands and use of the Internet;
• ad hoc insights for the various sectors: food and beverage, household cleaning products, small electronics/ computer products, large household appliances, personal care products, clothing, medicines/ supplements, insurance, travel.