HBR: Ecco le 4 prospettive future per i CMO

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AICEX: Un interessante articolo per ragionare sui futuri assetti aziendali, inclusi i rapporti tra CEO e CMO.

There are some new faces these days in the boardroom. They have new titles like Chief Customer Officer, Chief Revenue Officer, Chief Digital Officer, and Chief Experience Officer. These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Our conversations with marketing leaders suggest that CMOs are indeed at a crossroads with four potential paths:  up, over, down, or out.

The reason for these new roles is that we’re entering a new era of digital transformation. Over the last decade, most companies’ digital agendas have focused largely on technology — moving to cloud-based software, modernizing IT infrastructures, adding digital channels, and digitizing business processes. These efforts have enabled operational efficiencies, cost reductions, and greater agility, preparing companies for the next phase of digital transformation: driving growth. So leaders have turned to what ultimately drives growth: creating value for the customer and using new technologies to transform the customer experience.

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

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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

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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