{"id":18549,"date":"2014-06-09T14:38:25","date_gmt":"2014-06-09T12:38:25","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=18549"},"modified":"2023-02-27T14:35:30","modified_gmt":"2023-02-27T14:35:30","slug":"ecommerce-e-mobile-le-nuove-opportunita-per-il-retail","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/ecommerce-e-mobile-le-nuove-opportunita-per-il-retail\/","title":{"rendered":"eCommerce e mobile: le nuove opportunit\u00e0  per il retail"},"content":{"rendered":"<p><strong>Ecommerce e mobile<\/strong> sono ancora un argomento spinoso per chi da anni lavora in un negozio fisico: molti commercianti infatti, quando si parla di vendita finale al cliente, percepiscono entrambi come minaccia pi\u00f9 che come risorsa da sfruttare.<\/p>\n<p>Se parliamo di tecnologia e soprattutto di fashion, \u00e8 facile in effetti vedere solo quei <strong>benefici per il consumatore<\/strong>, che creano difficolt\u00e0 a chi invece possiede un negozio fisico. Non stiamo parlando solamente degli ecommerce dove effettivamente si pu\u00f2 trovare la merce scontata, bens\u00ec anche di tutte quelle app che permettono il <strong>confronto prezzi<\/strong> in tempo reale (anche quando il cliente \u00e8 nel nostro negozio fisico).<\/p>\n<p>Tuttavia \u00e8 sempre meglio considerare le opportunit\u00e0 che la rete offre, piuttosto che concentrarsi (e quindi denigrare) quelle che si considerano minacce. Alcuni grandi retail lo hanno gi\u00e0 capito, ed \u00e8 a loro che dobbiamo ispirarci: per prima cosa <strong>fidelizzare il cliente<\/strong> con le classiche carte fedelt\u00e0. Avremmo sicuramente email e\/o numero di cellulare e quindi poteremmo inviare perci\u00f2 <strong>coupon o buoni sconto<\/strong> spendibili all&#8217;interno del nostro punto vendita. Ed in futuro potremmo dare la possibilit\u00e0 di fare la spesa online e <strong>ritirare in negozio<\/strong> (il tempo \u00e8 sempre pi\u00f9 prezioso ed offrire un servizio simile pu\u00f2 tornarci molto utile quando il cliente deve preferirci ad un altro punto vendita).<\/p>\n<p>Un altro modo per utilizzare la tecnologia in maniera costruttiva \u00e8 la possibilit\u00e0 di monitorare il cliente quando \u00e8 gi\u00e0 in negozio. Si possono usare ad esempio i sensori di eye tracking, visionando le attivit\u00e0 che un consumatore attua in negozio: da quali prodotti \u00e8 maggiormente attratto? In quali scaffali si dirige? Un altro utilizzo molto intelligente \u00e8 quello di far usare lo smartphone come <strong>self scanning<\/strong>, dando modo al cliente di visionare la disponibilit\u00e0 in magazzino di un determinato prodotto e di conoscere la provenienza e l&#8217;utilit\u00e0 dello stesso. Oppure dare al cliente la possibilit\u00e0 di vedere dei <strong>video-tutorial<\/strong>, in cui egli possa venire a conoscenza anche di un inedito utilizzo dell&#8217;oggetto in questione.<\/p>\n<p>Tutte queste novit\u00e0 non devono spaventare chi possiede un piccolo negozio. Certo, la strada \u00e8 ancora lunga, ma ricordiamo che spesso un cliente sceglie uno store\u00a0soprattutto perch\u00e9 <strong>accuratamente fidelizzato<\/strong>: in pratica perch\u00e9 considera un determinato\u00a0negozio il migliore, e non necessariamente il pi\u00f9 economico. Pensando a questo, ad una gestione di ingenti quantit\u00e0 di dati (che il cliente ci permette di acquisire tramite\u00a0tutti i nuovi canali digitali) e tenendo d&#8217;occhio tutte le novit\u00e0 in fatto di marketing, possiamo quindi sfruttare ecommerce e mobile in modo costruttivo e soprattutto vantaggioso per la nostra azienda.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>Ecommerce e mobile<\/strong> sono ancora un argomento spinoso per chi da anni lavora in un negozio fisico: molti commercianti infatti, quando si parla di vendita finale al cliente, percepiscono entrambi come minaccia pi\u00f9 che come risorsa da sfruttare.<\/p>\n","protected":false},"author":4,"featured_media":18581,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[72,220],"class_list":["post-18549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-e-commerce","tag-mobile"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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