The restrictive measures imposed by the fight against covid19 have changed the purchasing habits of many consumers, generating a surge in e-commerce and the consequent increase in digital payments. According to the analysis of the B2C e-commerce observatory of the Politecnico di Milano, the sector that has benefited most from this growth is Food & Grocery. Some actors of food distribution in the traditional sense such as Coop, Carrefour, Auchan, Eataly, Esselunga have been reached by the peak of demand by joining some specialized dotcoms such as Amazon Prime Now, Cortilia and Glovo.
But if on the one hand, the Food & Grocery has experienced, in recent weeks, an increase in online purchases from 1.1% to 20%, on the other hand, this boom in demand has highlighted the limitations of information systems and Operations and this allows us to reflect on the need to equip ourselves with technological infrastructures capable of withstanding the telematic load and the investments resulting from an epochal change from a commercial point of view. The end of this terrible pandemic will permanently change the nature of sales and trade in general.
Companies will have to think about an integration between physical and virtual store, but the paradigm shift, in consumption, has not only benefited the Food sector, in fact, online purchases of consumer electronics, fitness products and films have grown and entertainment. Other commercial and corporate sectors have not seen the same growth curve. This shows that the phenomenon we are experiencing is not homogeneous, but shrewd and far-sighted entrepreneurs have not reduced communication in online channels to keep the Brand profile and contact with the public alive even if, in this period, they do not sell.
The speed with which we will all be able to assimilate the new market rules will make the difference between success and failure and the web with digital marketing is the tool that can help us be successful.
Francesco di Francesco
Manage Area r