The document discusses how retail is changing in the digital era. It notes that customers now frequently check product prices online before buying, buy products online, and discover products on Instagram. It also shows statistics on internet usage in Italy and describes how the customer journey has evolved from awareness to purchase across different channels like search, social media, reviews and both online and offline stores. The document advocates that companies adopt an omnichannel approach and highlights how customer expectations have increased in terms of convenience and experience. It also discusses opportunities for companies to create extraordinary experiences and the value of human connections in a changing retail landscape.

1. RETAIL IN THE DIGITAL ERA
DEC 2019

2. STEFANO
CATRACCHIA

3. CHECK A PRODUCT PRICE ONLINE BEFORE BUYING IT
BOUGHT A PRODUCT ONLINE
DISCOVER A PRODUCT ON INSTAGRAM
WHEN WAS THE LAST TIME…

4. Source : We are Social Report 2019, Italy data
54.8M
INTERNET USER
5H33M
AVG PER DAY PER PERSON
76%
MOBILE
92%
penetration
5,8GB
monthly avg
traffic
Search,
Social,
Streaming
WE ARE CHANGING

5. Apple Confidential–Internal Use Only
YESTERDAY CUSTOMER JOURNEY
AWARE APPEAL PURCHASE USE LOYALTY

6. Apple Confidential–Internal Use Only
AWARE APPEAL PURCHASE USE LOYALTY
TV, RADIO, OOH
INFLUENCERS
REVIEWS
DIGITAL
FORUM
EMAILSOCIAL
BLOGS
CALL CENTER
STORE
TODAY CUSTOMER JOURNEY

7. Apple Confidential–Internal Use Only
86%
SEARCH A
PRODUCT ONLINE
NOT PRICE, BUT CONVENIENCE
93%
VISITED AN
ONLINE STORE
78%
OFFLINE
PURCHASE
53%
ONLINE
PURCHASE
Source : We are Social Report 2019, Italy data - Smash The Funnel 2018

8. WHAT DOES IT MEAN FOR CUSTOMERS?

9. WHAT DOES IT MEAN FOR COMPANIES?

10. Apple Confidential–Internal Use Only
HIGHER
EXPECTATIONS
EXPECTATION REALITY

11. Apple Confidential–Internal Use Only
MULTI-CHANNEL OMNI-CHANNEL OMNI-PRESENCE

12. SOURCE: Duncan, R. (1976)
AMBIDEXTROUS
CONSTANTLY LOOK BACKWARD,
ATTENDING TO THE PRODUCTS
AND PROCESSES OF THE PAST,
WHILE ALSO GAZING FORWARD,
PREPARING FOR THE INNOVATIONS
THAT WILL DEFINE THE FUTURE

13. I DON’T NEED A DRILL
I NEED A HOLE IN THE WALL

14. SHARING IS THE NEW BUYING

15. “THE WORLD’S LARGEST TAXI FIRM, UBER, OWNS NO CARS.
THE WORLD’S MOST POPULAR MEDIA COMPANY, FACEBOOK, CREATES NO CONTENT.
THE WORLD’S MOST VALUABLE RETAILER, ALIBABA, CARRIES NO STOCK. AND THE
WORLD’S LARGEST ACCOMMODATION PROVIDER, AIRBNB, OWNS NO PROPERTY.
SOMETHING BIG IS GOING ON.”
Tom Goodwin
THE VALUE OF THE CONNECTION

16. OPPORTUNITY TO MAKE SOMETHING
EXTRA-ORDINARY
Source: Apple Environmental report 2019

17. AMBITION: MAKE PRODUCTS WITHOUT
TAKING FROM EARTH
100%
of Apple global facilities
powered by renewable
electricity
70%
decrease in average
product energy use
in 10 years
35%
reduction in overall
carbon footprint
compared to 2015
100%
recycled aluminium
enclosures in MacBook
Air / Mac mini
100%
responsibly sourced
wood fiber in all retail
packaging
14
priority materials
transitioning to 100%
recycled / renewable
Source: Apple Environmental report 2019

18. 2020 RESOLUTIONS
FOR RETAILERS (& NOT)

19. BE HUMAN
HUMANS ARE STILL THE KILLER APP
Source : RETAIL 4.0. Le 10 regole del retail.

20. ALGORITHMS
ARE NOT
ALWAYS RIGHT

21. BE SIMPLE
MAKE EVERYTHING AS SIMPLER AS POSSIBLE
BUT NOT SIMPLER
- A. Einstein -

22. BE AUTHENTIC
HARD TIMES AROUSE AN INSTINCTIVE
DESIRE FOR AUTHENTICITY.
- C. Chanel -

23. Source : RETAIL 4.0. Le 10 regole del retail.
BE BOUNDLESS
ONCE WE ACCEPT OUR LIMIT
WE GO BEYOND THEM
- A. Einstein -

24. Source : RETAIL 4.0. Le 10 regole del retail.
BE BRAVE
IRONICALLY, IN A CHANGING WORLD, PLAYING IT
SAFE IS ONE OF THE RISKIEST THING YOU CAN DO
- R. Hoffman -

25. BE EXTRA-
ORDINARY

26. Thank You