The retail industry in Europe has undergone significant changes in recent years, with the rise of e-commerce and an increased focus on online shopping, which have also impacted the way that retailers advertise their products, as companies look for new and innovative ways to reach consumers in a digital landscape.
One of the biggest changes has been the shift towards digital advertising. Online shopping has become increasingly popular in Europe, with many consumers now turning to the internet to purchase goods and services. This has led to an increase in the use of digital advertising, such as social media advertising, search engine advertising, and display advertising, to reach consumers.
Another trend that has been observed in recent years is the use of personalisation in retail advertising. With the rise of data-driven marketing, retailers are now able to use customer data and purchase history to create highly targeted and personalised advertisements, which allows them to reach consumers with ads that are more relevant to their interests and needs, leading to increased engagement and sales.
Retailers are also beginning to experiment with new technologies, such as virtual and augmented reality, which can be used to create immersive and interactive advertising experiences. For example, retailers can use virtual reality to create virtual storefronts or showrooms, where customers can browse and purchase products, while augmented reality can be used to create interactive product displays in-store.
In conclusion, retailers are now looking to digital advertising, personalisation, new technologies and social media to reach consumers and drive sales. As the retail industry continues to evolve, it will be interesting to see how these trends continue to shape the future of retail advertising in Europe.
Recent survey by the European Commission:
- 2020, e-commerce accounted for 15.5% of total retail sales in the EU, up from 14.1% in 2019.
- Online sales of non-food products in the EU reached 21.2% in 2020, up from 19.8% in 2019.