For more than a year already the whole world has registered one extraordinary increase in online purchases following the now infamous SARS-Cov 19, which forced the entire society to remain confined within the walls of their home.
If on the one hand it is certainly important to highlight the economic instability suffered by a large part of the population, on the other it is equally interesting to investigate why the sales boom happened.
An investigation into 3700 consumers (from developed and emerging economies) demonstrated how online shopping is increased by at least 10 percentage points in most product categories, with particular interest in electronics, cosmetics, household products and pharmaceuticals.
It is probably easy to believe that such a trend is the result of a forced choice. In reality the phenomenon of online commerce has solid roots, and a situation like the one we are experiencing has done nothing but speed up a determination process now necessary and longed for.
It's not the temporary closure of stores that has encouraged online sales, it's that society is radically changing habits and lifestyles: spending Saturday afternoons at the mall it is no longer a priority; going to the supermarket for the weekly shopping and filling the trunk is no longer a priority.
People are increasingly inclined to indulge in physical and mental well-being, preferring days of sport, contact with nature and socializing.
In the reality thus delineated, people are more empathic and sociable individuals and not the other way around, as one might argue.
And it is right onempathy that it is necessary to focus one's efforts as a Brand, to re-enter the life choice of individuals.
How to do? The answer is as trivial as it is too often ignored: you need people to sell. The Influencers have long represented the imaginary thread that binds the customer to the Brand: the statistics clearly speak of a radical influence for purchases of all kinds.
An Influencer is a figure who places himself, by interests or way of expressing himself, alongside the user, who over time is led to recognize one reliable and credible figure. What we call Influencers are people who make empathy their job, creating communities more like large families and whose advice is as good as that of a loved one.
Those who aspire, therefore, to transform a moment of crisis into an opportunity to redesign its business on the basis of concrete new trends, it cannot ignore the definition of one marketing strategy that puts in place all the useful tools to create successful collaborations through Influencers.
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