3047 CommerceTrends_NL 2023 LR los

Retail is a relationship The idea that the consumer buying journey is a linear, transactional process is a concept long outdated. What should be a cornerstone of retail is relationship. Relationship is a virtue, as well as a goal, of unified commerce in order to offer a complete and fluid shopping experience - a notion also endorsed by the interpretation of data from the latest Netcomm Forum in Italy, May 2023. S hopping is no longer a mere act of purchase, but an expression of the person, driven by values, needs and new points of contact

Losing customers Some retailers, lacking critical vision and a broader context in terms of merging digital and physical experiences, miss important opportunities to grow their business; while consumers, with their values and needs, rely on different channels in their buying journey, creating buying processes that need unified commerce and omnichannel. Retailers that lag behind in this respect create difficulties in the buying process and risk losing customers.

with the retailer. Previously, retailers and brands tried to manage their online and offline channels with the sole objective of ephemeral sales, but now the goal is to establish a lasting relationship with the consumer. This relationship is strongly based on values and needs such as the personalisation of the offer, the flexibility required, or even convenience, as well as the visibility of an order or sustainability and transparency.

Roberto Vismara Sales Director Italy at Manhattan

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COMMERCE TRENDS - 2023/2024