Prices (28%), special offers (24%), and product quality (23%) are the factors that influence consumers’ choice of brick-and-mortar store
Against the backdrop of a gradual improvement in Italian households’ purchasing power, the retail sector is undergoing a profound transformation: it is no longer just price that drives consumer choices, but increasingly the ability of retailers to build meaningful relationships with their customers. This is what emerges from the “Best Retailer 2026” study, conducted by Ipsos Doxa and presented at the Pianeta Distribuzione conference, an event organized by Largo Consumo. The study is based on a large sample of 8,000 interviews, conducted among customers of both physical and online stores using the CAWI method, yielding over 34,000 evaluations of actual shopping experiences across 118 national retailers spanning 27 product categories.
According to the study’s findings, the physical store is once again taking center stage in the shopping experience, thanks to its evolution from a simple point of sale to a space for interaction, consultation, and service. Integration with digital channels remains important, but the store continues to establish itself as the central hub of the retail experience, capable of creating direct contact with the customer and strengthening the relationship with the brand.
In this scenario, affordability remains a key factor in how consumers perceive a product or service, but it is not enough to ensure customer loyalty. In fact, only a minority of consumers say they always shop at the same store, while most compare several options before making a purchase.
“The Italian retail sector is undergoing a profound transformation that goes beyond just prices or product selection: the real challenge is to reestablish a genuine connection with customers, who today feel less and less at the center of the experience,” explain representatives from Ipsos Doxa. “Traditional loyalty programs are no longer enough; what’s needed are meaningful human connections and a clear, recognizable brand identity. The physical store remains the natural anchor point, but only if it becomes an integrated ecosystem capable of truly simplifying the consumer’s life”.
From traditional advertising to digital tools such as Newsletter and Direct Email Marketing. Let's build together the most effective communication strategy for your growth.
Find out
From traditional advertising to digital tools such as Newsletter and Direct Email Marketing. Let's build together the most effective communication strategy for your growth.
Find out