How has the pandemic affected customers’ expectations and relations with them?
2020 was a difficult year in many ways, but it also opened up important new opportunities, because it forced many brands into speeding up a digital evolution that would not otherwise have happened in such a short time.
According to Guido Gorlato, Digital Marketing Manager & E-Commerce Manager of Calligaris, this is a question that can be analysed from the perspective of three different groups: employees, end customers and partner customers.
The first of the challenges regarded end customers, who were not able to access the stores, so the physical presence no longer offered sufficient support, with only the digital experience available.
A response to this was offered by web rooms, but these are not entirely satisfactory in providing a sensory dimension. A complex product needs to be tried out and to be touched, and the tool that comes closest to the in-store experience is the digital configurator, which allows the user to customise their product and get as close to it as possible.
<<Partner customers were the hardest hit, especially in the hotel and catering sector. Callegaris, which works with both the residential and contract sectors, was able to compensate for the losses in the latter with gains in the residential sector, because consumers started taking a new approach to the home. Upholstered products, for example, sold particularly well. And we supported our partners with drive-to-store, through continuous communication via social media. There’s a new approach to the home experience, and the home is blending with the office>>, concludes Gorlato, in his account of the last year for Calligaris.