Digital Transformation week

Michele Caprini
In brief
Neologisms are often misleading and, therefore, we are not convinced by the intrusiveness of the so-called "new normal". We think, instead, that a broad and complex phenomenon such as digital transformation cannot be codified in a definitive way and time, to the point of becoming a model and reference for all. The phases and speed of change, in fact, are such that the need to understand it and, when possible, anticipate it, is chronic. Digital Transformation Week is an online event that has in this premise its origin and presents itself as an opportunity to grasp the trends of the present and the future perspective.

Digital transformation’ runs the risk of becoming a figure of speech without grasping the true scope of the phenomenon, namely the difference between what is and what will no longer be. For us, it is simply the need to make new technologies the effective means of responding, earlier and better, to market demands by increasing the value of the offer. In retail, it is the ever more discerning modern and selective customer who is in the driver’s seat and only a personalized and unique sales experience can make him favour a brand or a store over all others.

Digital Transformation Week, 23-25 November – Agenda and registration


Data as a driver of sales processes

The digital management of operations serves to improve their efficiency, enabling the best possible customer service while rationalising costs and capital expenditure. The result is faster, data-driven decision-making, simplified workflows and greater operational visibility across channels.

In retail, the value of change lies in the rationality and timeliness of resolutions, and it is consequently the data that must provide actionable insights to inform key business decisions. What matters is to anticipate results through a combination of technology, advanced analytics, mathematical models and predictive analysis, so as to achieve a single unified vision of the customer and his behaviour, effectively supporting the sales cycle and maintaining control of the relationship between costs and benefits of sales processes.

The sale

In digital transformation, the point of contact with the consumer can be anywhere and at any time. Retailers need to be able to offer advanced and consistent purchasing and delivery options, regardless of sales channel, location, time or medium used.

The digital evolution of headless commerce structures allows the freedom to act on the own target audience without the complexities, obligations and delays imposed by traditional eCommerce sites. Digital marketing. advertising, streaming and any other form of advanced communication are an integral part of the sales cycle and a natural response to the need for consumer engagement and loyalty.

Given the importance of social media, it is unthinkable to ignore such tools as they are an effective means for reaching out to old and new customers. These digital spaces are one of the major sources of brand recognition, of direct relationship with those who engage in them, and of managing the sales and after-sales cycle. Social commerce will establish itself as a traditional sales channel, on a par with eCommerce and stores.

This due to the tendency to make conversations between the brand and its target audience the natural outlet for the huge flow of information acquired from advertising media, eCommerce sites and direct contacts with the brand, blogs, wiki systems and individual contributions in the various online communities. In addition, of course, to the simple and straightforward commercial activities.

China and the new markets

Today, with the increasing digitalization of commercial trade, the importance of commercial intermediation is decreasing and direct contact with the end customer is growing. The strategic objective is undoubtedly China and the countries that show a strong increase of newcomers with high spending capacity, where the growth in consumption passes through eCommerce and generates additional sales to those of the physical distribution with significantly higher incidence levels. Access can only take place with tools compatible with a sophisticated demand, typical of lead markets and natively digital consumers.

Why Digital Transformation Week?

The digital transformation of retail means much more than an online store. It is a complex phenomenon that inescapably crosses the different operations, the various places of distribution, the points of contact and relationship with the consumer. It generates different forms of distribution chain management, useful for finding the relevant time and the most effective way of intercepting and satisfying the propensity to spend.

Without knowledge and awareness of the new digital dynamics of competition that move the market, there is no possible competitiveness. The resulting need for understanding, simplification, governance and security is therefore evident, and this is the meaning of our Digital Transformation Week.

An opportunity not to be missed, made up of eight online appointments for an agile and all-encompassing journey through retail as it is now and as it will be, from the opportunities provided by the NRRP funding to the new digital management cycles, sales and relations, both in traditional markets and new eastern markets.