A recent article on ThinkwithGoogle points out, compared to some time ago the technological context has completely changed: the use of new digital tools has made a great leap forward in the sectors of work, training and relationships.

Starting from this growth in the online audience, the idea of optimizing the digital presence could help small businesses to also reach their respective offline target who wants to physically go to the store: integrating traditional experiences with digital ones assumes, day by day, increasing importance.

In a ThinkwithGoogle article on the future of retail, we read that in 2024 the majority of purchases will still be made offline (78%). He goes on to say that retailers who can count on a solid digital offering in 2024 will increase their sales and make a competitive difference. Hence the importance of organizing with both a commercial and marketing strategy integrated between the online and offline world, creating various touchpoints in the potential user’s shopping experience is more important than ever.

The Covid-19 pandemic has actually accelerated the digital transformation process and small businesses have also pushed these channels quickly, and some of these  technologies, as ecommerce for example.

Creating the digital environment of your company can prove to be a functional solution to face this period of uncertainty: the ability to quickly change a strategy, the ability to work remotely with your employees, have a digital suite available that connects all collaborators involved, perhaps with a data repositor and a communication environment. Fundamental tools, never like now.


Even small businesses must adapt to new consumer behaviors and to do so they must adequately build an omnichannel customer journey (“consumer journey”): it will seem like a repetition, but in this historical moment it is necessary to accompany the consumer in the journey towards conversion, through multiple touchpoint.


Other touchpoints, in addition to eCommerce, could be represented by digital marketing tools (e.g. ads on search engines), presence on service aggregators (e.g. service apps for home delivery of food in the case of busy companies in catering), communication and awareness campaigns on social networks, on and offline commercial campaigns, web presence with a responsive site. There are many possibilities, the important thing is to have clear ideas about the omnichannel strategy to be implemented and the customer journey to be reserved for your target.


Are you ready to click on and create your online presence? Ask us info@playmarketing.ch.

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