The online traffic landscape has undergone a significant transformation since mid-2024. Constant updates to the Google algorithm, along with the massive implementation of AI Overviews (searches powered by generative AI), have caused a notable decrease in clicks received by online stores.
This phenomenon, known as “Zero-Click Searches,” means the user finds the answer directly on the Google results page, eliminating the need to visit the retailer's website. Recent studies by consultancies like Gartner already predicted that organic search traffic could fall by up to 25% by 2026 due to the rise of chatbots and generative AI.
The dependence on a single traffic channel now highlights the fragility of many business models, especially when the tech giant prioritizes its own content.
Given this new reality, having a proprietary mobile application has gone from being an optional complement to becoming an essential tool. This strategy allows businesses to regain direct access to customers without intermediaries, offering first-party data and marginal cost-free communication via push notifications, with a conversion rate up to 3 times higher.
In this context, FielHogar, a family project with over 26 years of experience in home equipment, has just launched its own mobile application. This tool, developed by the company Reskyt, allows customers of physical stores in Manresa, Balaguer, Tàrrega, Mollerussa, and l’Hospitalet to make purchases easily and securely.
The initiative is part of FielHogar's omnichannel strategy to consolidate its market presence and maintain the close relationship that characterizes them, thus adapting to the new trends in e-commerce in an increasingly complex digital environment.
