Marketplaces and eCommerces are the masters, between new omnichannel strategies and digital sales supports within the points of sale; collaboration between the respective company is emerging as increasingly important and necessary.
The point of view were numerous, from the introduction of the Roberto Liscia with detailed overview of the sector up to the managers representing Veepee, Pupa, Miroglio Group, Stroilli, Petit Bateau, Aeffe Spa, CDO Digital, etc. It was highlighted how the sector of fashion in Italy is always one of the most prominent areas, often acting as a precursor in digital activities compared to other less creative and performing sectors.
But were are we at?
We are at a turning point despite the constant delay in the evolution of the Italian market, the penetration of eCommerce in Italy reaches 68%, compared to 83% in the UK or 79% in neighboring France.
75% of users now purchase from Mobile, reaching peaks of 90% in some companies.
It is increasingly evident that users are looking for feedback, reviews and more information on products online before purchasing them (90%), and consequently CRM sees an increasingly important role with the customer.
IoT, Blockchain and AI see a +30% increase in adoption for efficiency, security and transparency.
Ar and VR lead to a decrease in returns (-25%) and NFTs are increasingly present in products with expected investments of 2.3 billion by 2025.
Online purchases in Europe are between 28% and 42%, a wide percentage range but which includes various characteristics of the consumer in Europe, including the search for sustainable shopping (46%) or the second hand phenomenon described by Claudia Ferraris, eCommerce Country manager of Petit Bateau.
Attention is increasingly focused on analysis: from the user’s needs to the activities of competitors, structuring activities aimed at improving the customer experience and loyalty of its users.
CRM with personalized AI like a tailor-made suit for the Customer becomes a further strong point in the B2C relationship, chatbots, although always growing, if not personalized seem almost limiting and cold; the customer is therefore increasingly at the center of every strategy, omnichannel communication is fundamental.
In Conclusion
eCommerce and physical stores are increasingly coming together, allowing companies to offer the best possible shopping experience to their costumers. It is no longer a question of “push” actions towards one’s user base but of “pull”, trying to intercept “the right content, at the right time, for the right customer”.
In these cases it is essential to be supported by expert partners in the digital activities, with constant monitoring of the data. E-Business Consulting is a marketing agency active since 2003 specializing in lead generation activities and in the rental of lists for marketing activities in full compliance with legislative constraints. Call now for a free no-obligation quote.
