Tag: crm

Fortune: 5 motivi per i quali Amazon aprira’ altri negozi fisici

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty
Source: Pixabay

AICEX: IL CANALE FISICO CONSENTE MODALITA’ DI RELAZIONE NON OTTENIBILI CON CANALI DIGITALI.

Amazon’s seventh physical store opening—the latest in New York City last week—might seem rather counterintuitive. Why would a company that is responsible for the demise of many bricks-and-mortar retail stores bother to open its own physical stores? Yet, from a strategic standpoint, brick-and-mortar stores are not a slip backward into book retailing, but rather a step forward toward establishing a unique, cross-category, omni-channel approach. There are several ways in which physical stores might benefit Amazon:

Content discovery
Amazon’s online bookstore is a place where customers can easily find the book they are looking for. But its huge inventory comes at a cost: There is simply too much choice available for consumers who are unsure about what they want to read. Amazon.com—the pioneer of “one-click” online purchasing—is a great option for customers who like to save time when shopping, but its brick-and-mortar stores work better for customers who want to spend time discovering new reads. To this end, Amazon makes it easy by curating lists of books by consumer ratings, and even the speed of reading the content, as measured by Kindle data.

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Forbes: Perchè e come Warby Parker sta aprendo negozi fisici

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Digital, Design, UX, Marketing, Loyalty

AICEX: Continuare a pensare al fisico e al digitale come a due competitor ha davvero poco senso. Per le signore le sneakers e le scarpe col tacco più che in competizione sono spesso complementari e sinergiche. Certo vanno sapute utilizzare nelle occasioni giuste e con le persone giuste, chiamasi time to market, personalizzazione, personal branding, posizionamento, etc…

The retail landscape is changing…again.

It’s well known that many “clicks and bricks” retailers are shifting focus away from the “bricks” and more toward the “clicks.” Some, like Kenneth Cole and Bebe, are eliminating physical stores entirely. Credit Suisse predicts that nearly 8,600 stores will close this year. As this shift toward e-commerce evolves, brands and retailers have been overlooking an important opportunity. When considering an omni-channel strategy, many have focused on e-commerce at the expense of the in-store experience, rather than optimizing each channel independently.

I believe that the physical store will always have a place in the omni-channel ecosystem and that retailers can optimize this revenue channel while still focusing on e-commerce. Yet the look, size and function of the store will have to change. Retailers and brands will have to “rightsize” their physical store footprint and adopt in-store mobile technology to become more effective to serve and satisfy customer needs to drive loyalty and repeat purchase.

Physical Stores Are Here To Stay

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Personale, Emozionale, Tecnologica. Questa è l’esperienza che ci aspettiamo.

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, IoT, Data, Analytics
AICEX: In un mondo digitale che è diventato la regola le emozioni sono sempre una chiave molto forte, soprattutto nel mondo fisico, che sta diventando una eccezione.

When you ask people about their life-changing, ‘a-ha’ moments, you’ve probably noticed that they’re almost always emotion-based. The joy of finding out they will become a parent, the reflection after an argument when criticism sinks in, the surprise at having assumptions challenged – I could go on, but you see what I mean: in each case it’s emotion that makes a difference both in the moment and in your memory.

I don’t think that it’s any different when we interact with brands. You just have to look on Twitter to see the streams of frustration from unhappy customers, and on the flip side, tweets from brands that make customers feel their concerns were listened to.

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Forbes: la Customer Experience serve per far star bene i clienti, non le aziende!

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience
 

AICEX: Tanto per evitare incomprensioni, se i Clienti stanno bene quasi certamente stanno bene anche le Aziende di cui sono clienti! : )   

Photo: Shutterstock – Author: Micah Solomon,  Forbes Contributor

A great customer experience is one where customers feel good, even look good, during their time spent doing business. So, it’s important that a business invest in whatever will improve a customer’s feelings and self-esteem.

I was recently reminded of  this customer experience principle in, of all places, the bathroom. To be specific, it came to me while I was standing in front of my bathroom mirror at the gorgeous Old Edwards Inn, a luxury resort in Highlands, NC. (No, this isn’t how I always travel, I’m afraid. I was there for work. But I didn’t enjoy it any less.)

The version of my face that I saw smiling back at me had a healthy glow and an almost halo-lit appearance.  Optimistically, if preposterously, I was tempted to attribute this to my brief time in the North Carolina mountain air.  Whatever the source, looking good was an immediate boost to my spirits, particularly since I was slated to step onstage within the half hour.

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