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Retail
OMNICHANNEL
Omnichannel future: the integration between online and offline By Matteo Melani With the outbreak of the pandemic, all our habits changed and of course, retail was also affected. Firstly with the closure of shops, then with the consequent decrease in sales and, over recent months, with the new anti-contagion products for customers.
How do we deal with this big change? What methods can guarantee success despite the stalemate? While it is true that in-store sales have dropped, online purchases have also seen a large increase. According to an ISTAT study, in the first seven months of 2020, retail sales decreased overall by 8.5 per cent compared to the same period in 2019, while online business recorded a 28.5 per cent growth. These statistics show that in the current market, in order to be competitive, retailers must implement an omnichannel strategy with the key focus on digital. Several brands have used the lockdown period to change their strategies, replicating the e-commerce platform as much as possible with the physical store. Like La Rinascente, which has expanded its online commercial offer with 600 brands and 1500 products.
“This initiative,” explains the company, “represents a new and important piece of La Rinascente’s omnichannel strategy, aimed at providing a multi-
channel experience. We wanted a site that replicates, as far as possible, the experience and entertainment that can normally be found in our physical stores. All mobile friendly”. La Rinascente’s strategy did not stop at simply displaying products online, but also combining elements concerning logistics and customer loyalty. By ordering on the site customers are offered free shipping throughout Italy for orders over €30 as well as free returns. Through the Click&Collect option, there is also the option of withdrawal of the product ordered from a store, along with express delivery options. A 20 per cent discount is also available for holders of the Friends Card on the online store. In short, a mix of innovation and tradition which guarantees
