Omnicanalità: come può usarla il retail tradizionale per competere con l’ecommerce

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Per chi gestisce un’attività di retail è diventato indispensabile impostare una strategia omnicanale per intercettare e mantenere il collegamento con il cliente nel suo continuo passaggio tra negozio fisico e piattaforme online. Ma, attenzione, non basta aprire un sito web.

Omnicanalità è diventata la parola chiave nel mondo del retail, dove i processi di vendita negli ultimi anni sono radicalmente cambiati. Il passaggio costante e senza soluzione di continuità tra offline e online nel processo di acquisto di un prodotto (è questa, in sintesi, l’omnicanalità) è diventato comune perché, a differenza del passato, oggi nel viaggio del cliente entrano in gioco una molteplicità di fattori e di variabili. Ingaggio e fidelizzazione dipendono da un percorso emozionale dove assumono rilevanza gli amici, l’ambiente, le mode così come le diverse dimensioni digitali con cui ognuno di noi, ogni giorno, si confronta. È diventato perciò indispensabile, per chi gestisce un’attività retail, impostare una strategia omnicanale che permetta di fidelizzare il cliente attraverso il customer journey nei vari canali di vendita e impostare strategie di marketing omnicanale. Vediamo dunque come i negozi del retail tradizionale possono gestire l’omnicanalità per competere con l’e-commerce, partendo da un’analisi del passato più recente per poi guardare alle prospettive future.

 

Omnicanalità nel retail: ieri e oggi

 

 

In un passato non troppo lontano lo shopping in store era del tutto lineare. Il cliente entrava in negozio, si soffermava su un articolo che aveva catturato la sua attenzione e, se lo convinceva, procedeva all’acquisto. Oggi il customer journey ha perso linearità. Elementi come la rapida connessione ad Internet, gli smartphone e i social network hanno rivoluzionato il modo in cui le persone acquistano prodotti. Adesso i consumatori utilizzano molteplici canali e device per cercare informazioni, chiedere consigli e acquistare. Può capitare che un cliente osservi un prodotto sul proprio telefono, compri l’articolo online e lo ritiri in negozio, o anche che si faccia un giro in negozio e lo acquisti attraverso l’e-commerce e così via. Comunque vada, i retailer devono essere in grado di attrarre e catturare i clienti a prescindere da come e dove questi fanno shopping. Ecco perché è importante adottare una strategia omnicanale.

Omnicanalità non significa solo aprire un sito web

Omnicanalità significa stabilire una presenza nei diversi canali e piattaforme permettendo ai consumatori di fare acquisti , interagire ed essere coinvolti attraverso i canali in maniera simultanea e senza nessuna perdita nella customer experience.

“È importante notare che l’omnichannel va oltre il semplice essere presenti su diversi canali” spiega Massimo Sacchi, Managing Partner di RetApps, un Full Digital Solution Provider che dal 2012  ha  sviluppato una piattaforma modulare estremamente  flessibile (SmartBip) per permettere al retailer di attuare la  propria strategia digitale erogando servizi digitali innovativi ed interattivi In-Store e Out-of-Store. “Soltanto perché l’azienda ha un sito web, dei negozi fisici e un’app – prosegue Sacchi, intervenuto al Retail Summit 2019 – non significa necessariamente che stia fornendo un’esperienza omnicanale ai clienti. Per poter parlare di omnicanalità, questi canali devono essere fusi insieme e fornire un’esperienza unica”.

Cosa fare in concreto?

1.Aumentare i canali di vendita

Aprire canali di vendita aggiuntivi permette di raggiungere nuovi clienti. Offrire ai consumatori molteplici modalità di acquisto non fa che aumentare le vendite, poiché dà loro modo di usufruire della tipologia di acquisito più conveniente e comoda. La vendita su più canali può portare a maggiori quantità di acquisti. Da uno studio della Harvard  Business Review è emerso che i clienti omnichannel sono più preziosi. In media trascorrono il 4% in più in ogni occasione di shopping nel negozio e il 10% in più online rispetto ai clienti “non omnichannel”. La ricerca ha poi evidenziato che “per ogni canale aggiuntivo utilizzato, i consumatori hanno speso il 9% in più nel negozio, rispetto a quelli che hanno utilizzato solo un canale. Inoltre i clienti che utilizzano più canali sono più fedeli”.

2. Creare un ecosistema dove la tecnologia è uno strumento, non il fine

“Le aziende – dice ancora Massimo Sacchi – devono pensare al contesto generale invece di seguire una qualsiasi tendenza o innovazione tecnologica. L’obiettivo dovrebbe essere quello di creare un ecosistema di brand in grado di fornire la migliore esperienza possibile. Non ha senso accaparrarsi l’ultima tecnologia disponibile senza che essa si fonda con il resto del customer journey”.

Una volta in possesso delle tecnologie adeguate sarà compito del retailer valutare come migliorare l’esperienza del cliente e identificare le azioni da eseguire. In questo modo i successivi investimenti saranno basati su una struttura già esistente e saranno maggiormente mirati. Parlare di omnicanalità non significa solo parlare di tecnologia. Prima di tutto l’omnichannel riguarda il consumatore. La tecnologia gioca un ruolo importante, ma rappresenta solo uno strumento per fornire un’esperienza migliore ai clienti.

Un esempio interessante di adozione di una strategia omnicanale nel retail tradizionale riguarda Walmart, che  negli ultimi anni si è resa conto che i punti vendita fisici non bastavano più e ha capito l’importanza dell’online. Già nel 2014 ha aperto un primo centro dedicato espressamente all’e-commerce in Texas e l’anno successivo ha deciso di rivoluzionare completamente la propria organizzazione con l’obiettivo di triplicare i ricavi delle vendite online in 3 anni. Negli anni Walmart ha aperto la sezione ecommerce ed ha investito miliardi di dollari nel digitale e nel marketing digitale. Un percorso inverso a quello di Amazon che, partendo dall’ e-commerce puro, ha cominciato in anni recenti ad aprire punti di vendita fisici, seppure alcuni dei quali totalmente automatizzati come Amazon Go. “Si noti – rileva Massimo Sacchi, Managing Partner di RetApps – che Walmart non ha chiuso i suoi punti vendita, ma ha aperto anche shop online per andare incontro alle esigenze di tutti i consumatori e non perdere nessuno lungo il processo di acquisto”. Un esempio di come si può affiancare alla tradizione l’innovazione proveniente dalle nuove tecnologie.

Omnicanalità: per il retail fisico il futuro è aprire un punto vendita online

“Il futuro del retail nell’era e-commerce – afferma Massimo Sacchi – non è chiudere i punti vendita locali e vendere solo online, ma tenere aperto il negozio di prossimità  ed avere un e-commerce per quei clienti che preferiscono ordinare prodotti e servizi direttamente dal web, senza recarsi in negozio, o per gli altri che cercano sul web e poi comprano in negozio. Noi siamo convinti – conclude – che i negozi fisici opportunamente ristrutturati per rispondere alle esigenze della clientela avranno vita lunga e ci saranno sempre, perché danno ai clienti un’esperienza di acquisto che non ha pari con quella degli shop online. Ma, per affrontare questo scenario, occorre aggiungere un punto vendita online a quello fisico”.

Omnicanalità: non basta essere online

“ Inoltre – afferma Massimo Sacchi –  per  sfruttare  al  meglio  in termini  efficaci  ed  efficienti  la  massima  disponibilità  che  queste  soluzioni  offrono , bisogna  tenere  conto  che  vi è un impatto su  tutta l’organizzazione, sui  flussi di  lavoro e  sulle  priorità , ed  è  assolutamente  necessario  avere  la  consapevolezza   di tutto  ciò  per  poter  avere  successo. Noi  di RetAPPs  siamo  molto  sensibili  su  questo  fatto  e,  aldilà  della  soluzione  tecnologica, riteniamo  che sia  necessario dedicare  il  corretto  tempo e  le risorse all’implementazione  e  alla gestione  della soluzione  applicata . L’esperienza  maturata ci  consente  di  affiancare  il  cliente  per  suggerire  le  corrette  modalità  da  valutare “.

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