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L'orientamento Al Cliente

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L'orientamento Al Cliente the Italian member of In coll Omniexperience, Engagement e Smart shopping: 45 casi da 17 Paesi a Retail Innovations 14. Quando l’innovazione porta al successo Si è appena concluso con successo a Milano il convegno ‘Retail Innovations 14. Quando l’innovazione porta al successo’, organizzato da Kiki Lab, all’interno del quale è stata presentata la quattordicesima edizione della ricerca realizzata in partnership con il consorzio internazionale Ebeltoft Group. Ad arricchire l’evento le testimonianze aziendali di DMO – Isola dei Tesori, Conad Adriatico, Lanieri, OVS, Nova Coop, Flying Tiger Copenhagen e Huawei con i loro casi di innovazione e di successo. ‘Quest’anno l’Award per il caso più innovativo del mondo, assegnato dal nostro consorzio Ebeltoft Group, è andato a Hema, il concept di superstore lanciato dal gruppo cinese Alibaba, che ha profondamente innovato l’idea di negozio alimentare, in una dimensione omniexperience – Jack Ma preferisce definirla di New Retail. Una prospettiva in cui la fisicità estrema, come pescare con le proprie mani dalle vasche pesci e crostacei vivi che si vogliono acquistare, si integra in modo fluido con la digitalizzazione più radicale, con smartphone che si attivano per scoprire tutte le informazioni sui prodotti e runners che attraversano il negozio per raccogliere i prodotti ordinati online dai clienti.’ – ha spiegato Fabrizio Valente, Founder e Amministratore di Kiki Lab-Ebeltoft Italy – ‘Oggi per una maggiore attrazione e soddisfazione dei clienti è richiesta una rivoluzione copernicana. Le tre aree chiave dell’innovazione individuate quest’anno sono: Omniexperience, Engagement e Smart Shopping.’ Oggi non si può più ragionare in termini di canali, multi-canalità, omni-canalità, ma è necessario mettere al centro l’esperienza complessiva di ogni singolo cliente, ovvero l’omniexperience. Ponto Frio a San Paolo è un caso di downsizing di elettronica: forte riduzione degli spazi e degli assortimenti, catalogo virtuale infinito, forte esperienza dei prodotti in store, con AR per simularli a casa propria e un sistema di riconoscimento facciale che analizza il grado di soddisfazione dei clienti. Il coinvolgimento dei clienti – engagement – è un processo che facilita il successo nel retail e delle innovazioni, perché riesce ad attivare i canali emozionali dei clienti, fino a coinvolgerli in percorsi di co-progettazione. Negli Stati Uniti, Glossier è un concept retail che nasce da un brand che era partito da un blog di beauty. Teenager fan, clima allegro e festoso e molte 030.22.16.81 1 di 3 the Italian member of [email protected] www.kikilab.it the Italian member of In coll innovazioni per valorizzare la retail experience in un punto vendita dove tutto è ‘instagrammabile’. Velocità e semplicità sono sempre più apprezzati dai clienti: smart Shopping è il retail ‘intelligente’, furbo, pratico, ma anche elegante e bello, empowered dal digital e dalla cross- canalità che consente processi fluidi e negozi di piccole dimensioni grazie all’ecommerce. In Francia, Leclerc Piétons offre un clicca e ritira solo pedonale in centro città, per il ritiro dalla spesa ordinata online: una soluzione metropolitana per il crescente numero di clienti che non possiedono l’auto o la usano sempre meno. Stefano di Bella, Direttore Generale Gruppo DMO – Isola dei Tesori, ha approfondito nel suo intervento le ultime innovazioni del format, a partire dal focus sulla speciailzzazione e sui servizi, come ad esempio ‘L’isola di Bellezza’, servizio specializzato di toelettatura presente in 40 negozi. A seguire, Claudio Troiani, Direttore Marketing e Rete Vendita Conad Adriatico ha presentato il caso del nuovo superstore di Pescara ‘per il cliente che vuole acquistare “prodotti” ci sono tanti luoghi e tanti canali, per il cliente che desidera acquistare “valore ed esperienze” c’è lo store con le persone che vende valore esperienziale ed emozioni....’. Simone Maggi, Amministratore Delegato e Co-fondatore Lanieri ha evidenziato come fattore critico alla base del successo del caso Lanieri l’omichannel experience. Il progetto, nato nel 2013, conta oggi 6 atelier di proprietà in Italia, Francia e Belgio e un giro d’affari pari a 6 milioni di euro, di cui il 50% con l’online. Monica Gagliardi, Brand Marketing, E-Commerce and Communication Director OVS ha presentato numerosi progetti speciali approfondendo il tema della comunicazione nell’era dell’omnichannel: quando la customer experience passa attraverso lo storytelling del brand. ‘Con un innovativo percorso di coinvolgimento delle nostre risorse, senior e junior, prende forma il modello di Superstore Torino Botticelli che si è fatto conoscere al territorio lo scorso 29 Novembre. Attenzione al “nuovo” nella mano sapiente ed esperta delle nostre persone.’ - ha affermato Marco Gasparini, Direttore Vendite Nova Coop Javier Gomez, Country Manager Italia Flying Tiger Copenhagen ha presentato le ultime innovazioni in casa Tiger: ‘La stampa 3d disegna nuovi paradigmi anche nel retail. La produzione in serie continua a generare il classico problema della “bad tail”, e nel frattempo i primi esperimenti sulla dematerializzazione del prodotto promettono un costo marginale zero (o quasi).’ 030.22.16.81 2 di 3 the Italian member of [email protected] www.kikilab.it the Italian member of In coll ‘Il consumer journey cambia grazie all’integrazione innovativa tra tecnologia e design, in grado di ridefinire e arricchire il ruolo dello store facendolo evolvere a luogo di esperienze e non più solo di acquisti.’ – ha affermato Isabella Lazzini, Marketing & Retail Director Huawei. Alcuni dei partner della ricerca hanno presentato studi e progetti innovativi. ‘Luce su misura, luce che misura: dalla customizzazione allo smart lighting; nuove tecnologie rendono l’infrastruttura lighting uno strumento che interagisce con spazi e persone per aiutare a capirne comportamenti e guidarne l’orientamento’ è stato il tema dell’intervento di Claudio Battaglia, Responsabile vendite clienti direzionali Side. ‘Chi meglio conosce i propri clienti e ha strumenti adeguati di interazione e per l’ingaggio di nuovi potra’ vivere il mercato da protagonista’ ha affermato Roberto Rocchi, Country Manager Toshiba Global Commerce Solutions. Armando Garosci, Giornalista Largo Consumo ha modererato la giornata introducendola con il suo intervento ‘Cos’è la shopping experience?’. ---------------------------------------------------------------------------------------------------- Kiki Lab - Ebeltoft Italy, società specializzata nel retail a 360°, opera con attività di consulenza, ricerche e formazione per retailer, real estate e industrie di marca di vari settori, posizionamenti e dimensioni. È l’unico membro italiano del consorzio Ebeltoft Group, che oggi raggruppa 22 società presenti nei 5 continenti, e opera in tutto il mondo. Fabrizio Valente fondatore e amministratore di Kiki Lab, si occupa di retail e consumi da oltre 30 anni come ricercatore e consulente per aziende italiane ed estere. È frequente speaker su temi legati a retail, innovazione, cambiamento, motivazione dei team in convegni e convention in Italia e all’estero. È presidente della giuria che assegna il premio Innova Retail e membro delle giurie che assegnano i premi del World Retail Congress e di Confcommercio. Per contatti e richieste di interviste o immagini: Cristina Savoldi, [email protected], 030.22.16.81, 338.13.54.716 Partner: Side, Toshiba, Promotica, AllWays, Proxima, Sint Group, Retex, Confcommercio, 4Flying Main Media Partner: Largo Consumo - Media Partner: Az Franchising, BeTheBoss, Beesness, B2Eyes, Display Magazine, Distribuzione Moderna, DIY Garden, Infofranchising.it, Promotion Magazine, Retail Project - Association Partner: AICEX, Assofranchising, Assogiocattoli, Confimprese, CFMT, Federmobili, Federazione Moda Italia, PLEF - Award Partner: Insegna dell’anno, Superbrands - Academy Partner: ALMA - Event Partner: Salone Franchising Milano – International Partner: Mapic, Tech, World Retail Congress – Patrocinio: Assintel 030.22.16.81 3 di 3 the Italian member of [email protected] www.kikilab.it .
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