Presentation Title:

WORLDWIDE OMNICHANNELNon piu una rivoluzione , ma una solida realta.

TRASFORMA LA TUA AZIENDA IN UN #1Countdown per accelerare il tuo business con il Cloud ERP NetSuite

#CD4T16 // 14 Aprile 2016 // Assago Milanofiori

1

MASSIMO MORETTIOMNICHANNEL STRATEGIST & ERP SPECIALISTCLUSTIN EMEA

Che cosa e cambiato ?

30 anni

Molte cose sono cambiate , sicuramente la musica (il servizio consumato) e la stessa.

La Multicanalita

4

Il Customer Journey - Fonte McKinsey

EX ANTE EX POST

What's really changed?McKinsey say that the traditional funnel does help by providing a way to understand the strength of a brand compared with its competitors at different stages, whilst making it possible to focus on different aspects of the marketing challenge. McKinsey suggests that consumers systematically narrowing the initial-consideration set as they weigh options, make decisions, and buy products is not true anymore. Marketers have been taught to push marketing toward consumers at each stage of the funnel process to influence their behaviour, so what's changed?Noise: The proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. Advertising or sales promotion alone cannot cut-through.Two-way: A shift away from one-way communication from marketers to consumers toward a two-way conversation, requires that marketers have a more systematic way to satisfy customer demands and manage word-of-mouth.Alignment: Aligning all elements of marketing (strategy, spend, channels, and message) with the journey that a consumer undertakes when they make purchasing decisions. The moments of maximum influence.Loyalty: The research identifies two different types of loyalty, this challenges companies to reinvent their retention or loyalty programmes and the way they manage the customer experience post purchase.

5

OMNI CHANNEL SHOPPING BEHAVIOUR

6

OMNICHANNEL E MARGINALITA

LA SUPPLY CHAIN COME FRONT OFFICE

OMNICHANNEL E SINCRONIZZAZIONE DATI Le Operations in un Progetto Omnichannel

Conclusioni

L IMPATTO DELLA RIVOLUZIONE DIGITAL SUL VANTAGGIO COMPETITIVO

IL VANTAGGIO COMPETITIVO , RETAGGIO DEGLI ANNI 80

VANTAGGIO COMPETITIVO , TRASFORMAZIONE DA STABILE A TEMPORANEO

IL CASO WALMART-AMAZON

IL PASSAGGIO DA MERCATO/I AD ARENA/E

RICONFIGURARSI PER COMPETERE