In the last two years, consumers have profoundly changed their purchasing habitsinitially driven by the state of emergency, to then benefit from the availability of new digital channels and transform their customer experience, making it more authentic and personal.
However, only six out of ten consumers in Italy declare that the relationship with a brand has been enriched following online experiences over the last year (percentage that rises slightly for young people aged 18 to 44).
This is what emerges from the new Sitecore Brand Authenticity report promoted by Sitecore, a leading provider in the field of end-to-end digital experience, which with the support of Advanis interviewed over 1,000 people in our country for understand what has been the evolution of the relationship that binds consumers to brands in the post-pandemic era.
But also what are the new needs e future expectations and how to strengthen brand loyalty and further improve the customer experience.
The report highlights how today in ours Country More than two-thirds of consumers want the brands they choose to show greater empathy and engagement by connecting directly with them and providing in-depth advice.
The percentages relating to consumers Italians, when it comes to the willingness to be represented by a brand through a common language and imagination or to a greater understanding of the principles that guide the experience of purchases, are very high, particularly among the interviewees in the 18-44 age group.
The need for greater empathy and communication for consumers has deep roots and arises from the desire to be represented by the brands from which it is purchased.
79% of Italian consumers believe, for example, that it is It is important that the brands that are chosen demonstrate that they concretely support the causes embraced by their consumers and not just in words and 82% of Italian consumers add that brands should make a conscious effort to ensure that their customers feel represented in marketing and communications.
Although in our country only one in 5 consumers (of all age groups) defines themselves as a “fan” of a particular brand and 10% claim to be a “member of a community”most Italians describe themselves in some way as “loyal to a brand” (25% claim to be very loyal), underlining the importance for companies of continuing to exploit this relationship in a context that sees, in our country , enhance the aspects related to transparency and communication.
Also following changes in shopping habits, today the brands towards which Italians show greater loyalty are consumer productselectronics and products related to health and well-being.
Regarding transparency, a fundamental value highlighted by Italians, even 97% of consumers ask brands for greater clarity when prices increase.
Unlike consumers in many other countries, Italians show that they equally appreciate digital and in-store purchases. However, those who choose to transform their shopping experience into totally digital declares that the latter must be of the highest levelespecially on mobile (50% say this is crucial to the digital shopping experience.)
“Brand loyalty has been severely tested in the last two years, which is why the values ​​that consumers today place at the basis of their experience are stronger and more differentiating than in the pre-pandemic period”, he comments Federico Tota, Sitecore Regional Vice President.
“Today, to increase the trust and involvement of buyers, companies they must adopt a new approach and improve the customer experience by placing empathy and transparency at the center in order to create deeper and more personal relationships with their consumers“.
“Our research confirms that the main challenge facing them companies will have to face in the next few years will surely be able to adapt to the evolution of the relationship that the different generations of consumers have with brands “, concludes Federico Tota.
“To deliver a relevant message to their entire audience, they will need to adopt diversified marketing strategies and create new strong and personalized digital experiences. Sitecore will support them in building more and more relationships lasting with their customers and in shaping their business in the light of these new opportunities“.
