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Le strategie marketing per vendere al consumatore omincanale - Plenaria Netcomm 2014

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Una delle opportunità più interessanti per gli operatori e-Commerce è di scalare a dimensioni globali per raggiungere i mercati emergenti e ad alto potenziale: quali sono i fattori da considerare nella definizione delle nuove strategie di go-to-e-market?

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Le strategie marketing per vendere al consumatore omincanale - Plenaria Netcomm 2014

  1. 1. Diventare globali con l’e-commerce Quali sono i fattori da considerare nella definizione delle nuove strategie di go-to-e-market? Netcomm e-CommerceForum, Milano 20 Maggio 2014 Federico Gasparotto
  2. 2. Copyright © 2014 Accenture All rights reserved. 2 L’E-Commerce non esiste più: esiste solo il «commerce» che si articola in tutti i canali e i contesti preferiti dal cliente. I processi e le piattaforme di e-commerce aiutano a globalizzare il business più facilmente. Gli strumenti digitali potenziano i canali commerciali tradizionali.
  3. 3. Copyright © 2014 Accenture All rights reserved. 3 I mercati obiettivo da conquistare Le priorità di espansione Gli elementi esogeniGli strumenti per l’espansione I 4 fattori chiave di una strategia di un’internazionalizzazione vincente
  4. 4. Copyright © 2014 Accenture All rights reserved. 4 Quali sono i principali flussi di export globale? 10% Intra-NA 26% Intra-EU 8% NA to EU 13% EU to NA 10% NA to APAC 5% Intra-APAC 4% APAC to EU 11% EU to APAC L’e-commerce B2C fuori confine nazionale continua a crescere e nel 2014 varrà € 78 miliardi Source: Modern Spice Routes,The Cultural Impactand Economic Opportunity of Cross -Border Shopping,July 2014; PayPal and Nielsen (US,UK,Germany, China,Brazil and Australia)
  5. 5. Copyright © 2014 Accenture All rights reserved. 5 Quali sono le aree più interessanti per l’exoprt globale? America del Nord America del Sud Sud Europa Nord Europa Paesi dell’Est Asia Emirati Uniti Source: Accenture analysis on International Bank corporation 2014,World Bank 2014, eMarketer 2012 e 2014,Euromonitor 2014,Internetretailer 2012 e 2014, idata,CBInsight,Netcomm,TNS.
  6. 6. Copyright © 2014 Accenture All rights reserved. 6 Quali trend stanno facendo evolvere il mondo digitale? In Brasile ogni regione ha un regime fiscale differente e diversi tipi di Controlli Alibabà è in attivo e si quoterà in US con un IPO di $200 miliardi (il 1250% più di Facebook) In UK gli investimenti in advertising digitale hanno superato da tempo TV e radio I marketplace amplieranno la copertura e-commerce oltre le grandi città Nel 2014 il 50% degli articoli di lusso venduti al mondo è stato acquistato da clienti cinesi. A Dubai si concentrano gli acquisti di molti dei clienti “affluent” del medio-oriente Source: Forbes 2014, ANSA 2014 e 2014, Stamapa 2014,Harvard Business Review,2014,eMarketer, Dal 13 giugno le normative italiane sull’e- commerce recepiscono gli standard europei
  7. 7. Copyright © 2014 Accenture All rights reserved. 7 L’influenza delle leve strategiche sulla scelta dei mercati Mercato Potenziale Maturità del mercato digital Investimenti di comunicazione Logistica e barriere doganali Gestibilità del business America del Nord America del Sud Sud Europa Nord Europa Paesi dell’Est Asia Emirati Uniti Particolarità del mercato Leve di business Cluster di paesi Prevista una crescita di oltre il 340% Importanza dei social- network Alte barriere all’accesso e logistiche Necessari alti livelli di servizio Scarsissima protezione del business Il mercato è molto dinamico Il mercato è in evoluzione Source: Accenture analysis on International Bank corporation 2014,World Bank 2014, eMarketer 2012 e 2014,Euromonitor 2014,Internetretailer 2012 e 2014, idata,CBInsight,Netcomm,TNS.
  8. 8. Copyright © 2014 Accenture All rights reserved. 8 Come declinare digitalmente la logica di apertura di canale commerciale per area geografica 1 3 Off-line On-line Retail (Negozi diretti) Wholesale Multi-brand Retail chain (Dixons, John Lewis, Tesco) Direct e-Commerce (mysite.com) Mono brand store (My brand) 2 4 Wholesale Mono-brand Outlet Siti gestiti da terze parti (paesi gestiti da distributori) Marketplace (eBay, Amazon, Ozon, Asos) Stockisti / Falsh-sales (Yoox,Vente-Privee, Privalia) Franchising (franchisee, dept stores corner) Outlet (factory outlet, barters,…) Customer satisfaction: average customer satisfaction bysales channel Potenziale: the forecasted business potential compared with the productretail format positioning and lifecycle map Controllo: ability to influence all the business levers as, brand protection,price,… Source: Accenture benchmark Source: Accenture analysis on GFK, Forrester, Source: Accenture analysis on Netcomm, European e-Commerce Association Canale usato in Italia spesso esportabile Canale usato in Italia ma costoso da esportare Canale usato in Italia ed abbordabilenei paesitarget Outsourcing molto usato difficlmente controlabile Partnership in mercatidi difficile gestibilità Canale poco usato adatto a mercatispecifici Canale molto usato difficlmente controlabile Modello usato in Italia spesso esportabile
  9. 9. Copyright © 2014 Accenture All rights reserved. 9 Quale importanza verrà attribuita alle seguenti tecnologie digitali nella sua azienda? Source: Accenture CEO Briefing 2014 The Business Agenda for Europe: Growth in a Digital World 54% 52% 43% 40% 39% 54% 48% 47% 65% 53% 40% 53% 37% 47% 39% 47% 42% 50% 46% 52% 44% 44% 29% 47% 29% 40% 43% 39% 33% 45% 46% 49% 46% 29% 27% 43% 0% 10% 20% 30% 40% 50% 60% 70% France Spain UK Italy Germany Global Average e-Commerce Data Analysis Machine-to-Machine communications Mobile Cloud Computing Social Media
  10. 10. Copyright © 2014 Accenture All rights reserved. 10 “So what ?” • La strategia di internazionalizzazione deve tenere conto dei vantaggi prospettici ma anche delle barriere all’ingresso per calibrare sforzi e risultati. 1 • Gli strumenti necessari per creare un business profittevole possono essere atipici (marketplace) e sono orchestrati dalle piattaforme e-commerce. 2 • Si può accelerare l’accesso ai mercati stranieri con partnership locali e servizi specializzati con cui integrare le proprie infrastrutture e i propri processi. 3
  11. 11. Copyright © 2014 Accenture All rights reserved. 11 Federico Gasparotto E-Commerce Strategy Lead Accenture Interactive Cell: +39-331-7550490 @: federico.gasparotto@accenture.com Blog: www.gasparotto.biz IM: federico.gasparotto Thank you!

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