Whether printed or digital, it makes little difference. Leaflets remain the retailer ‘touchpoint’ most appreciated by Italian consumers, with virtually identical usage rates: 51.6 per cent for printed leaflets and 51.4 per cent for digital ones. In addition to standard promotions, however, Italian shoppers are increasingly turning to personalised offers via dedicated apps (43.6 per cent), vouchers obtained following previous purchases (37.5 per cent) and messages received whilst shopping (34.9 per cent). These findings come from YouGov’s Shopper Panel, based on a sample of over 18,000 households representing 26.5 million families living in Italy. Holding at least six different loyalty cards, the main shopper uses an average of 9.5 retail channels, five of which on a regular basis.
More than one in two consumers (50.3 per cent) make use of ‘digital coupons’ or loyalty schemes, with figures peaking at 63 per cent amongst households with young children and 62 per cent amongst young people without children. With an average penetration rate of ‘in-store touchpoints’ such as digital screens and kiosks standing at around 23 per cent – compared with an average of 15.5 per cent – it is the Dinks (Dual Income No Kids) who represent the most digitally engaged target group. This familiarity with new technologies, which is particularly evident among younger people, is also reflected in their comfort with retailers’ apps (59 per cent) and ‘personalised’ online offers (54 per cent). “Retailers’ ‘touchpoints’ are multiplying and complementing other forms of communication, both digital and traditional, creating new opportunities to reach consumers who are increasingly open to personalisation,” comments Elisa Pucci, Media Solutions Lead at YouGov Shopper – “The data and insights gathered enable brands and retailers to maximise the value of every touchpoint through integrated communication and activation strategies, as well as personalised messages that are relevant and consistent with the current omnichannel landscape.”