CEO of Baldinini

Christian Prazzoli Ceo of Baldinini

the omnichannel consumer must be guaranteed a custom-made exPerience

By now, physical shops and online are considered as a single strategic and synergic channel, capable of creating a dialogue with the consumer and offering an integrated shopping experience. Baldinini has a shared stock between physical and digital stores, with no separation, which can be drawn on as required, just as returns can ly custom-made experience. The real novelty, however, will be the possibility of chatting via our site with both the online assistant and the shop assistants in the shop, so as to guarantee a real guided sale with delivery to the customer’s address. Sustainability is another key theme, which is also indispensable for us, as we have already

«we are studying a new cOncept that will emphasise Our multimedia apprOach, sO that the stOre will be the physical representatiOn

Of Our website and vice versa»

be made in store for online purchases. But the main thing is that the consumer for us is an omnichannel consumer, whose shopping habits we know through a profile that integrates online and offline purchases. And that’s not all. We target customers through CRM, which we use to profile and cluster them regardless of the initial touch point. Specifically, with regard to points of sale, we are studying a new concept that will emphasise our multimedia approach, so that the store is the physical representation of our website and vice versa. Particular attention will be paid to the shopping experience and the customer journey: the journey will start from the dream, the shop window, which invites the consumer to enter the Baldinini world, and will continue with the exploration of the offer until it ends in the fitting area. An experiential table will make it possible to view look proposals and request that the purchase be personalised for an increasing-

embarked on a pathway in this area. First of all, we have restyled the Baldinini logo, with the new version due to be launched next autumn. This has led us to renew all the materials in the store: from the shopping bags to the product boxes, everything will be made exclusively of recycled paper, to avoid waste and to respect the

►Baldinini, Rome

Baldinini

environment. We have decided to take small, but concrete steps to avoid greenwashing: we want to be consistent with a long-term promise, rather than limiting ourselves to one-shot projects. Finally, with respect to the post-Covid scenario, I see mainly opportunities: a more evolved consumer, who approaches the brand on the different channels in a more conscious way and, above all, more attentive to value for money and no longer just to value. But, in particular, a customer with whom I can create a dialogue, a relationship through social media and dedicated newsletters tailored to the needs of the individual. One to one and, no longer, one too many. The physical shop will therefore become an experiential meeting point and will be enriched with the whole range of possibilities that our new concept will be able to offer. •