The large-scale retail sector (GDO) has undergone a significant evolution in the digital age, with the emergence of online channels taking their place alongside traditional physical stores.

In our latest research, entitled "GDO: welcome to the next normal," AdKaora collaborated with Hej! and Next14, one of Italy's leading groups in integrated communications and marketing technologies, to analyze the changes that have occurred in the GDO market before, during and after the pandemic. This report provides a detailed picture of the transformations in consumers' shopping habits, relationship with physical stores, and preferences for key supermarket services.

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Here are some highlights from the study "GDO: welcome to the next normal":

- Preference for online during the pandemic

During the pandemic, many consumers preferred to avoid physically going to the supermarket, preferring to buy the products they needed online. The ability to avoid physical contact with items, to walk through the aisles, and to meet many people on the way to the store made consumers feel safer. In addition, people still intent on shopping in physical stores opted for the nearest supermarket instead of their usual one. This led to a reduction in the number of trips and an increase in the average shopping cart value.

- The importance of time and the multichannel approach

Today, consumers place a high value on their time. Digital channels have established themselves as key consumption habits for millions of people. Despite the push toward e-commerce during the pandemic, many Italians have adopted a multichannel approach to shopping. About one in four Italians said they have made purchases both online and in physical stores of the same brand. This shows that despite the growing importance of e-commerce, physical stores continue to play a key role in consumers' shopping habits.

- The new normal for large-scale retail: online and offline integration

The large-scale retail sector is facing a new normal, in which an online presence has become essential to meet consumer needs. Companies in the sector must adapt and offer integrated shopping experiences, in which online and physical channels are integrated synergistically. Digital transformation represents a great opportunity for large-scale retailers, enabling them to reach a wider audience and offer personalized services to customers.

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Did you know we published a similar analysis on the Pharma sector? Click HERE to download the research!