Osservatorio Multicanalità 2015: the results are in


The results of the 2015 Osservatorio Multicanalità (Multichannel Monitoring Centre) were presented at the “Multicanalità: qual è la novità?” (What’s New in Multichannel Retailing?) event. The Osservatorio Multicanalità research project led by Nielsen, Connexia and the School of Management at Milan Polytechnic is now in its eighth year. The project studies how the multichannel consumer is changing in Italy and the strategic approach to multichannel retailing taken by Italian companies.

Multichannelling is common practice in everyday life for more than 60% (of the over-14 population) of Italians, and is part of the purchasing process irrespective of the categories of products being bought. We are also seeing new behaviours and dynamics in the purchasing process and in relations with products and brands.

Italian consumers are gradually phasing out the conceptual separation between “physical” and “digital”: they are using and mastering all points of contact, and creating increasingly more complex personalised customer journeys. So it’s not just ecommerce, it’s Everywhere Commerce: every place or time can now represent an opportunity to influence purchases.

The online shopping trend continues to grow: not only have more consumers purchased a product/service on the internet during the past year (+11%), but the frequency with which online purchases are made has increased in particular. 4.8 million people have purchased something online at least ten times over the past year. For these people, which the Osservatorio Multicanalità calls Everywhere Shoppers, ecommerce is a habitual practice: predominantly men (59%) and mostly those in the 25-44 year age bracket (60%) present a markedly above average socioeconomic level. Characterised by a more logical and planner-like spirit, these Everywhere Shoppers love technology and reading and are open to new innovations without letting themselves be distracted by the fashion factor. They love looking after themselves and are driven by the desire to realise their personal aspirations; they use technology pragmatically and intelligently as they seek high standards of service. Amongst these, 1.7 million people are the consumers of the future: they do everywhere shopping on a daily basis and it makes no difference whether they are online or offline or using a PC or mobile device.

The congress minutes are available at