{"id":11578,"date":"2018-11-27T14:49:00","date_gmt":"2018-11-27T13:49:00","guid":{"rendered":"https:\/\/www.aeffelab.com\/2018\/11\/27\/multicanalita-e-commerce-opportunita-o-minaccia-per-il-retail\/"},"modified":"2023-09-29T16:36:35","modified_gmt":"2023-09-29T14:36:35","slug":"multicanalita-e-commerce-opportunita-o-minaccia-per-il-retail","status":"publish","type":"post","link":"https:\/\/www.aeffelab.com\/it\/2018\/11\/27\/multicanalita-e-commerce-opportunita-o-minaccia-per-il-retail\/","title":{"rendered":"E-Commerce: opportunit\u00e0 o minaccia per il retail?"},"content":{"rendered":"<p><strong>Secondo l\u2019Osservatorio Multicanalit\u00e0, 2 italiani su 3 acquistano online e la <em>shopping experience<\/em> integra sempre pi\u00f9 online e offline.<\/strong><\/p>\n<p><!--more--><\/p>\n<p><strong>\u00a0AEFFE Lab risponde alle domande di <em>eBusiness, lo speciale di Fashion Magazine,<\/em> offrendo consigli per creare e-commerce di successo attraverso soluzioni su misura.<\/strong><\/p>\n<h2><\/h2>\n<h2><strong>Gli ultimi dati sulla multicanalit\u00e0<\/strong><\/h2>\n<p>L\u2019era omnichannel \u00e8 inarrestabile. Il consumatore non fa pi\u00f9 distinzione tra punto vendita fisico ed e-commerce: ormai <strong>35,5 milioni di italiani sono individui multicanale<\/strong> (+7% rispetto al 2017) e per loro il digitale ha un ruolo fondamentale nella <em>shopping experience<\/em>. Questi gli ultimi dati dell\u2019<strong>Osservatorio Multicanalit\u00e0<\/strong> promosso da School of Management del Politecnico di Milano e Nielsen. Nel settore Abbigliamento, l\u2019esigenza \u00e8 ancora pi\u00f9 evidente, dato che continua a crescere la percentuale di consumatori che preferiscono comprare online.<\/p>\n<p>Leggi il comunicato dell\u2019Osservatorio &gt;<br \/>\n<a href=\"https:\/\/www.osservatori.net\/it_it\/osservatori\/multicanalita\">https:\/\/www.osservatori.net\/it_it\/osservatori\/multicanalita<\/a><\/p>\n<p>Ecco il convegno di presentazione del MIP &gt;<br \/>\n<a href=\"http:\/\/www.mip.polimi.it\/it\/news-eventi\/events\/osservatorio-multicanalita-2018\/\">http:\/\/www.mip.polimi.it\/it\/news-eventi\/events\/osservatorio-multicanalita-2018\/<\/a><\/p>\n<h2>I consigli di AeffeLab per un approccio multicanale<\/h2>\n<p>Non \u00e8 pi\u00f9 possibile pensare all\u2019e-commerce come a una sfida: le aziende devono cogliere l\u2019occasione e puntare ad una <strong>presenza digitale con un approccio multicanale<\/strong>. AEFFE Lab, digital agency con una forte expertise nel fashion e-commerce, mette in evidenza luci e ombre del processo di trasformazione digitale per le aziende.<\/p>\n<p>Angela Boggian, founder di AEFFE Lab e ingegnere, rivela come affrontare le specificit\u00e0 del mondo della moda: \u201c<em>La visione omnichannel deve tenere conto delle necessit\u00e0 dei vari business (<strong>wholesale b2b <\/strong>e<strong> retail b2c<\/strong>) e della <strong>complessit\u00e0 del prodotto fashion <\/strong>dove entrano in gioco un\u2019infinit\u00e0 di variabili.<\/em> Bisogna trovare una soluzione su misura per le necessit\u00e0 della singola azienda: outsourcing, insourcing o un ibrido. Poi \u00e8 necessario scegliere e integrare una<strong> variet\u00e0 di piattaforme.&#8221;\u00a0<\/strong>Qui arriva il bello: le opportunit\u00e0 del digitale sono infinite e pu\u00f2 essere facile perdere la bussola tra le tecnologie a disposizione, se non ci si affida ad una guida sicura che conosce mezzi e obiettivi. \u201c<em>Ci\u00f2 che \u00e8 utile ad un\u2019azienda potrebbe diventare controproducente per un\u2019altra<\/em> &#8211; conclude Angela<em> &#8211; Non c\u2019\u00e8 una strategia unica per raggiungere il successo, ma va studiata per ogni cliente<\/em>\u201d.<\/p>\n<p>La sfida del digitale richiede competenza ma anche un po\u2019 di emozione con cui comprendere a pieno le esigenze aziendali da un lato e immedesimarsi nel consumatore finale dall\u2019altro. Fabio Genovese, Web Developer e Founder di AEFFE Lab, lo spiega bene: \u201c<em>Siamo tutti <strong>professionisti del mondo fashion<\/strong> e riusciamo ad <strong>analizzare il business a 360 gradi <\/strong> per individuare la soluzione pi\u00f9 adatta a far crescere le aziende.<\/em> Siamo in grado di anticipare le richieste dei clienti e di capire le loro necessit\u00e0, sia online che offline. Per questo non ci limitiamo a confezionare soluzioni tecnologiche: ci mettiamo nei panni dell\u2019azienda con cui collaboriamo e ci viene naturale offrire loro consigli e trucchi del mestiere, che vanno oltre il prodotto offerto\u201d.<\/p>\n<p>Ecco alcuni consigli su quale piattaforma e-commerce scegliere &gt;&gt;<br \/>\n<a href=\"https:\/\/www.aeffelab.com\/it\/2018\/08\/06\/e-commerce-quale-piattafoma-scegliere\/\">https:\/\/www.aeffelab.com\/it\/2018\/08\/06\/e-commerce-quale-piattafoma-scegliere\/<\/a><\/p>\n<p>Leggi la nostra guida per scegliere tra outsourcing o insourcing &gt;&gt;<br \/>\n<a href=\"https:\/\/www.aeffelab.com\/it\/2018\/03\/08\/outsourcing-o-insourcing-quale-strategia-ecommerce\/\">https:\/\/www.aeffelab.com\/it\/2018\/03\/08\/outsourcing-o-insourcing-quale-strategia-ecommerce\/\u00a0<\/a><\/p>\n<h2>Digital Marketing e Multicanalit\u00e0<\/h2>\n<p>Secondo l\u2019Osservatorio Multicanalit\u00e0, il percorso d\u2019acquisto diventa sempre pi\u00f9 complesso e si riduce il gap tra chi cerca informazioni offline e acquista online (48% degli individui multicanale) e chi cerca notizie online e acquista offline (53%), a dimostrazione dell\u2019impiego sinergico di tutti i canali.<\/p>\n<p>\u201c<em>\u00c8 indispensabile ricorrere ad un approccio olistico al digital business<\/em> \u2013 dice Antonella Fontebasso, Digital Marketing Specialist e Founder di AEFFE Lab \u2013 <em>Se si vuole intercettare il consumatore nel suo percorso d\u2019acquisto, non \u00e8 sufficiente gestire bene tutte le fasi <strong>dell\u2019e-commerce B2B e B2C<\/strong>.<\/em> Bisogna sperimentare tutte le leve del <strong>Digital Marketing <\/strong>per accrescere le vendite, affidarsi alla <strong>Business Intelligence<\/strong> per agire supportati dai dati, utilizzare la <strong>Retail Expertise<\/strong> e l\u2019<strong>Identity Design <\/strong>per creare un percorso multicanale ed emozionare il consumatore attraverso il <strong>Visual Storytelling. <\/strong>Solo attraverso l\u2019integrazione tra queste attivit\u00e0 \u00e8 possibile chiudere il cerchio della shopping experience.\u201d<\/p>\n<p>Se oggi il consumatore sta cambiando velocemente in ottica digitale, i brand devono accelerare la loro trasformazione rinnovando l\u2019esperienza d\u2019acquisto offerta al proprio cliente, per renderla efficace e personalizzata. E cos\u00ec non ci sar\u00e0 pi\u00f9 dubbio sulla grande opportunt\u00e0 rappresentata dal digitale, online ed offline.<\/p>\n<p>Sfoglia eBusiness per leggere l&#8217;articolo integrale &gt;&gt;<br \/>\n<a href=\"https:\/\/issuu.com\/fashion_ecomarket\/docs\/flip.page_ebusiness_n_2-2018?e=19319941\/65806376\">https:\/\/issuu.com\/fashion_ecomarket\/docs\/flip.page_ebusiness_n_2-2018?e=19319941\/65806376<\/a><\/p>\n<p><!-- FINE CODICE BLOCCO NEWSLETTER --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Secondo l\u2019Osservatorio Multicanalit\u00e0, 2 italiani su 3 acquistano online e la shopping experience integra sempre pi\u00f9 online e offline.<\/p>\n","protected":false},"author":7,"featured_media":3446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25,71,69],"tags":[24,38,32],"class_list":["post-11578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-omnichannel","category-retail","tag-e-commerce","tag-moda","tag-multicanalita"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-Commerce: opportunit\u00e0 o minaccia per il retail? 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