Our retail client, offering home and gardening products, wanted to understand which online and offline touchpoints were the preferred and most important by customers and which were optimal to increase conversions. How to assess the impact of omnichannel experiences on information and purchasing processes and what value does it generate for the shopper?

To assess the omnichannel journey, we developed a multidisciplinary funnel, beginning with a foundational phase. This phase involved a desk analysis to consolidate available information and data on the purchasing behaviour of both Italian and global consumers. To intercept the mindsets and needs that lead to purchase and identify the drivers and barriers of each stage of the journey, we activated a qualitative discovery phase. This involved gathering insights from shoppers through experiential homework, providing a 360° view of their experience. These insights were then discussed in brainstorming sessions using a mix of in-person and online focus groups.

In parallel, a usability test was conducted on the brand’s websites and apps, as well as those of competitors. Using neuroscience, we were able to define guidelines to optimise the digital experience. The insights gathered were then quantified through an extensive phase that allowed us to segment the results and build personas with distinct behavioural profiles.

We confirmed that for the shopper, the boundary between online and offline has almost disappeared! The keywords are fluidity and simplicity and the TOUCHPOINTS —whether online or offline—must respond to this need. However, there is no definitive solution or omnichannel journey that suits all types of customers. A digital transformation and customer segmentation are needed to make the shopping experience unique for each customer.