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Dirk Pinamonti - Come affrontare la sfida del nuovo mercato multicanale e del Digital Commerce

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Sempre più evoluto, sempre più informato, sempre più omnicanale: il consumatore cambia il proprio comportamento di acquisto, manifestando esigenze nuove e variegate.
Per il merchant diventa fondamentale affrontare le sfide imposte dai nuovi modelli di acquisto attraverso una strategia integrata, che ponga sempre il cliente al centro, soprattutto nella delicata fase del pagamento.
Ma quali sono i fattori chiave di successo in tale contesto? Quali sono gli strumenti che il merchant ha a disposizione per offrire una smart experience e customer journey adeguata al proprio cliente?

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Dirk Pinamonti - Come affrontare la sfida del nuovo mercato multicanale e del Digital Commerce

  1. 1. 2 Digital disruptors are revolutionizing industries and consumer behaviours through platforms and technology The world’s largest taxi company doesn’t own any taxis The world’s largest hospitality player doesn’t own any hotels The worlds’s largest telco doesn’t own any telecom infrastructure The worlds’s largest editor doesn’t produce any content The worlds’s largest motion picture company doesn’t own any cinemas The worlds’s largest software providers don’t produce any apps The worlds’s largest recruiting company doesn’t own any agencies
  2. 2. 3 New consumers and new behaviours stimulated by the digital revolution ✓ YOUNG ADULTS ✓ Boom of the 3RD DIGITAL GENERATION ✓ Continuous BROADCAST of personal & public content ✓ COLLECTIVE ACTIVITIES: co-working, sharing economy, uberization of services ✓ GAMIFICATION of social relations ✓ BRANDED EDUCATION: brands interact directly with their customers ✓ SHOPPABLE & WEARABLE MEDIA ✓ New golden era for HANDICRAFT products ✓ PERSONALIZATION Vs. MASS PRODUCTION
  3. 3. 4 More density and digital convergence MOBILE & SOCIAL, ALWAYS & EVERYWHERE PRODUCTS, SERVICES & PROCESSES ARE DATA DRIVEN STORES ARE CHANGING THEIR ROLES PRODUCTS BECOME DIGITAL TOUCHPOINTs VIRTUALITY & AUGMENTED REALITY INCREASES THE INTERACTION WITH THE CUSTOMER VOICE ENABLED ACTIONS, ALSO SHOPPING THE HOUSE & THE CAR ARE BECOMING DIGITAL PLATFORMS DEVICES WILL ORDER EXPENDABLES AND RECHARGES ON THEIR OWN
  4. 4. 5 Customer Engagement: the new scenario Customer Driven Vs. Company Driven Omni-channel Touch Points everywhere Big Data Mobile first Social Media Experience Design Interoperability Internet of Things Uberized Economy Learning Economy Sharing Economy
  5. 5. 6 The ongoing evolution of the Super Consumer. The consumer is King again. • One channel for marketing, sales & post-sales interactions • New blurring boundaries and links between company functions Mobile always & everywhere Social Before, during and after the shopping experience
  6. 6. 7 The retail sector has been taken over by digital trasformation by storm Source: Global Center for Digital Business Transformation, Cisco 2015 #3 Retail The impact of the digital ecosystem on retailing • The retail world has been radically changed in the last years • The retail environment has been totally disrupted • The new paradigms are Onlife Retail, Always Connected Retail and Everywhere Commerce • Business models are more and more linked, interwoven and interconnected • We are in the age of a B2C2C2B model Traditional players are taking on new roles and new players are showing up
  7. 7. 8 The digital era triggers new supply chain scenarios & new business models: disintermediation, re-intermediation and new flows
  8. 8. 9 The relationship between company and customer has changed: from mass production to mass customization
  9. 9. 10 Third place in-store, store-in-store, in-store mobile shopping, connected sensors, cue busting apps Retailers cannot force their environment on customers anymore: they need to help them in their shopping experience with new tools
  10. 10. From e-retailer to technological platform: ZALANDO From bank to retailer: China Construction Bank From shopping neighbourhood to online marketplace: 9straatjesonline From social blog to e-commerce platform: Houzz Subscription based models (Gillette Vs. Dollar Shave Club)
  11. 11. From e-retailer to technological platform: ZALANDO From bank to retailer: China Construction Bank From shopping neighbourhood to online marketplace: 9straatjesonline From social blog to e-commerce platform: Houzz Subscription based models (Gillette Vs. Dollar Shave Club)
  12. 12. From e-retailer to technological platform: ZALANDO From bank to retailer: China Construction Bank From shopping neighbourhood to online marketplace: 9straatjesonline From social blog to e-commerce platform: Houzz Subscription based models (Gillette Vs. Dollar Shave Club)
  13. 13. From e-retailer to technological platform: ZALANDO From bank to retailer: China Construction Bank From shopping neighbourhood to online marketplace: 9straatjesonline From social blog to e-commerce platform: Houzz Subscription based models (Gillette Vs. Dollar Shave Club)
  14. 14. From e-retailer to technological platform: ZALANDO From bank to retailer: China Construction Bank From shopping neighbourhood to online marketplace: 9straatjesonline From social blog to e-commerce platform: Houzz Subscription based models (Gillette Vs. Dollar Shave Club)
  15. 15. 16 It will be worth around €25B in 2018 (+18% Vs. 2017) 22 M ITALIANS BUY ONLINE (+10% Vs. 2016) ONE THIRD OF THE E-COMMERCE TRANSACTION VOLUMES IS MOBILE: SMARTPHONE(+65%) & TABLET (+8%) 2 OUT OF 3 MOBILE PURCHASES HAPPEN WHEN STORES ARE OPEN AND IN «HIGH STREET» AREAS MAIN SEGMENTS: TRAVEL (> €9B) ELECTRONICS (€4B) FASHION APPAREL (€2,5B) FASHION & APPAREL IS WORTH 43% OF THE ITALIAN E- COMMERCE EXPORT (WHICH IS €3,5B IN TOTAL) SMALL MEDIUM MERCHANTS: 64% OF THEM USE ONLINE E- COMMERCE PLATFORMS The DEVELOPERS role is increasingly important as INFLUENCER Credit cards (tokenization) and PayPal are widespread The Omni-Channel customer buys more (generating x1,9 revenues) 6% of PENETRATION on total retail (9% services, 4% products) The Italian B2C e-Commerce market
  16. 16. 17 the Italian paytech leader and 4th biggest European payments player 28M CREDIT, DEBIT & PREPAID CARDS New e-Commerce gateway since May ‘17 (ecommerce.nexi.it) > 700 Partner Banks 1B TRANSACTIONS managed each year 733.000 MERCHANTS (ACQUIRING, POS & e-COMMERCE) > 1B € investments in technology in the next 5 years Off line and on line integration Dedicated technical support for developers in Italian On line onboarding within 48 hours
  17. 17. Facebook.com/Nexi @Nexipayments Nexipayments dirk.pinamonti@nexi.it Dirk Pinamonti

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