Presentato a Roma l’ultimo volume della collana “Le Bussole”: tra il 2008 e il 2017 “persi” in Italia 63mila esercizi di commercio al dettaglio, mentre l’e-commerce vale oggi poco meno di 24 miliardi di euro e il 6% delle vendite avviene online. Ma il negozio fisico ha varie armi a disposizione per restare un punto di riferimento dello shopping…
Sono circa 623mila esercizi gli esercizi di commercio al dettaglio oggi esistenti in Italia (510mila in sede fissa e circa 110mila di commercio ambulante e fuori negozio), 63mila in meno rispetto al 2008, anno d’inizio della crisi. E’ il primo dato che spicca aprendo il volume “Il negozio nell’era di Internet”, che fa parte della collana “Le Bussole”, presentato a Roma nella sede nazionale di Confcommercio in occasione del convegno “La distribuzione tra intelligenza artificiale, e-commerce ed abitudini di consumo”. Se però si volge lo sguardo verso il commercio online, i numeri cambiano di segno e di consistenza. L’e-commerce in Italia vale attualmente poco meno di 24 miliardi di euro contro i circa 3 miliardi del 2005, con crescite medie annue a due cifre negli ultimi 12 anni e di oltre il 50% nei quattro anni scorsi. Non sorprende allora che il 6% delle vendite avvenga ormai online (il top è la Gran Bretagna con il 19%), con punte del 31% nel turismo. Ma anche nell’abbigliamento, che necessita più di altri di un contatto fisico con la merce, la tendenza è la stessa, mentre nell’alimentare l’online è ancora marginale per difficoltà logistiche. Il maggior numero di acquirenti si trova nella fascia di età tra i 35 e i 44 anni, ma il fenomeno è ormai pervasivo, visto che anche un buon 11% degli over 65 non si priva di fare acquisti con un clic su Internet. Cosa può fare allora un negozio fisico per restare un punto di riferimento dello shopping? Tre le strade da percorrere contemporaneamente indicate e spiegate in dettaglio nel volume: imparare a misurare la performance, sviluppare una strategia offline, sviluppare una strategia online. Tutte hanno in comune la necessità di non poter prescindere dal personale: servono addetti appassionati e con competenza del prodotto, capaci di coinvolgere i clienti nella personalizzazione, o addirittura co-creazione del prodotto stesso.
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