Customer targeting tools used by Italian multichannel retailers 2020
the choice of the medium. 20 percent of surveyed retailers used mobile apps to engage consumers on loyalty programs, while 23 percent did the same in occasion of drive-to-store initiatives.
In 2020, customer data gathered from loyalty programs were essential for customer targeting initiatives, according to a third of Italian retailers. The results of a poll showed that the interaction with customers through the online touchpoints was also useful to target consumers (25 percent), while 23 percent of professionals considered the sales receipt a useful tool for this purpose. However, the type of communication influenced