Logistica, il fulcro dell’Ecommerce. Anche la consegna fa parte della user experience “emozionale”

By 29 maggio 2017 IT & Management

Logistica, intesa come processi di spedizione e consegna può diventare un vantaggio competitivo nella strategia multicanale di brand e merchant, oltre che fattore determinante per il canale online. Dal packaging al negozio-magazzino, ecco le best practice di oggi secondo gli addetti ai lavori, presentate in un workshop del Netcomm Forum 2017.

di Domenico Aliperto

Quando si affrontano i temi dell’eCommerce (o Commerce, per chi dà per scontata l’ottica omnicanale) e del conversion rate, si parla tanto di digital branding, interfacce intuitive e pagamenti digitali, ma sempre troppo poco di logistica. In Italia e non solo in Italia c’è – ancora per poco, viene da sperare – l’alibi di un ecosistema nel complesso troppo arretrato per ammettere che i processi logistici sono il cuore del commercio elettronico, e per certi versi l’elemento della catena del valore con il maggiore potenziale.

Eppure è necessario maturare la consapevolezza che, se opportunamente gestita, la logistica può generare sensibili benefici, che incidono sulla profittabilità di ciascuna operazione per produttori, retailer e spedizionieri. Senza contare che, se inserita in una customer journey coinvolgente e appagante, a partire da packaging e imballaggi, la logistica rappresenta uno straordinario elemento differenziante rispetto alla concorrenza, troppo spesso sottovalutato proprio perché apparentemente invisibile al consumatore.

Occasione per approfondire questi temi è stata la tavola rotonda ‘Innovazione e customer experience al centro della logistica dell’eCommerce’ al Netcomm Forum a Milano, moderata dal direttore di Digital4Executive Manuela Gianni.

Come affrontare una trasformazione inevitabile

«Negli Stati Uniti la questione sta diventando evidente», ha detto Mario Bagliani, Senior Partner di Netcomm Services, aprendo i lavori. «Quest’anno, dopo le feste natalizie, a New York si è verificato il primo sciopero dei custodi di condominio legato alle consegne dei regali acquistati online». A causa dell’enorme afflusso di merci i furgoni degli spedizionieri si sono accumulati lungo gli isolati bloccando il traffico e comportando parecchio lavoro extra per i custodi, che per l’appunto hanno deciso di protestare pubblicamente.

Facile immaginare che anche in Italia questo potrebbe presto essere un problema. «Con alcuni associati di Netcomm abbiamo aperto un tavolo di lavoro su questo tema. Il nostro sogno è presentare al sindaco di Milano un piano di city logistics pensato espressamente per le esigenze della multicanalità. Ma serve prima una maggiore integrazione tra gli operatori», ha precisato Bagliani, aggiungendo che nel momento in cui si inseriscono nel sistema hub e locker per il ritiro delle referenze oltre che servizi a valore aggiunto per i negozi che fungono da intermediari, diventa possibile disaccoppiare la consegna dal problema principale: la gestione dell’ultimo miglio.

 

Davide Zibetti, Managing Director di Accenture Interactive, ha sottolineato l’equivoco in cui cadono ancora molte aziende che vendono online: «La logistica non è una commodity, ma un servizio strategico che se riesce a bilanciare profittabilità e customer experience si trasforma in un elemento differenziante. Naturalmente non sfugge il fatto che anche solo diventare in grado di mantenere la promessa della consegna in giornata rappresenta una grossa implementazione per chiunque. Per questo bisogna avanzare per gradi pur avendo una visione di medio-lungo periodo, disegnando l’evoluzione della customer experience sulla base della logistica disponibile. Muoversi senza pianificare accuratamente ogni mossa può volere dire pagare extra costi che rendono l’attività non profittevole».

Secondo Zibetti la roadmap deve partire dalla gestione del magazzino, lungo un percorso che lo porterà a essere completamente automatizzato rispetto ai processi di picking e packing. Per quanto riguarda le spedizioni, è fondamentale selezionare partner che supportino la customer experience in senso lato. «In scenari evoluti il carrier deve anche saper lavorare in ottica multi-country o addirittura multi-region», ha detto Zibetti. «L’ultimo elemento da considerare è l’approccio all’omnicanalità, spesso erroneamente vista come un’esigenza del cliente, qualcosa che il merchant deve forzatamente abbracciare perché è ciò che richiede il mercato. Invece è un’impostazione che favorisce anche il business, specialmente in uno dei momenti più delicati del rapporto con il cliente, quello del reso: con una buona comunicazione tra negozio fisico e piattaforme online non solo si ottiene la riduzione dei costi del reso, ma si possono avviare anche attività di upselling, trasformando una criticità in un evento positivo».

Logistica emozionale

In che modo spedizionieri e carrier possono sostenere i merchant in questa trasformazione? Dopotutto sono loro il vero ago della bilancia nella creazione di una logistica 2.0 che punta essenzialmente sulla customer experience. Marco Adamo, Senior Product Manager e Business Development di DHL Express, ha prima di tutto evidenziato che bisogna far conoscere a consumatori e alle aziende le nuove regole del gioco, in particolare per le consegne all’estero, che richiedono adempimenti particolari che DHL si fa carico di svolgere per i propri clienti. «Oggi è cambiato radicalmente il concetto di magazzino, che in molti casi è composto non solo dal deposito aziendale, ma anche dai negozi dei rivenditori, posti alla periferia della catena logistica. Occorre perciò un’integrazione non solo tra i sistemi, ma anche sul piano logico. E una volta creata questa connessione, si potrebbe per esempio scoprire che per ridurre i costi logistici non sempre è necessario partire dal magazzino, ma dal negozio più vicino al cliente, magari dislocato a migliaia di chilometri dalla sede centrale».

L’altra dimensione è quella emozionale, su cui è intervenuta Valentina Pavan, Parcel Development Director di Nexive. «Il Web e l’e-commerce si sono sviluppati sugli aspetti più pratici e razionale del consumatore, sulla possibilità di trovare prezzi e varietà di prodotti che il negozio non riusciva a offrire. Ma le cose sono cambiate: si è già cominciato ad acquistare i prodotti che si vedono sui social e presto faremo shopping anche solo semplicemente parlando. Questo implica che si dovrà passare dall’area della praticità e della razionalità a un approccio più psicologico, legato al benessere del consumatore, promuovendo non solo nuovi servizi, con particolare riferimento a un’assistenza clienti efficace, ma anche nuovi layout con percorsi che facciano leva sulla sfera emotiva». Sviluppando la propria offerta in questa direzione, Nexive ha creato Same day – un sistema di delivery in giornata, come suggerisce il nome – che secondo Pavan non rappresenta solo un’accelerazione dei tempi di consegna del vettore, ma un meccanismo che agevolerà gli acquisti di impulso nell’on line, attraendo l’e-commerce all’interno della sfera emotiva che ingloba molte delle esperienze vissute in negozio. Il servizio sarà attivato in autunno e per lo meno all’inizio solo in alcune città italiane. «Same day è un servizio che permetterà ai nostri clienti di connettersi direttamente con i consumatori finali, sfruttando il territorio e le sue strutture e aggiungendo un elemento emozionale all’interazione», ha promesso Pavan, che ha chiosato: «Maggiore sarà l’integrazione tra canale fisico e digitale, maggiori saranno i vantaggi per gli operatori e-commerce, specialmente per quelli che non dispongono di strutture logistiche proprietarie».

Gli imballaggi che fanno la differenza

C’è un altro aspetto, tanto fondamentale quanto spesso non tenuto nella dovuta considerazione dai merchant, da non trascurare nella creazione di questa nuova customer journey attraverso la logistica, ed è quello del packaging. L’imballo infatti non ha la sola funzione di proteggere le referenze acquistate, è il primo punto di contatto tra consumatore e prodotto sul piano fisico, uno strumento di comunicazione, quindi (e qui si ritorna al piano emozionale citato da Pavan), ma anche qualcosa che separa l’acquirente dall’oggetto del suo desiderio e, infine, un ingombro di cui poi dovrà disfarsi. «Dando per scontata la funzione protettiva dell’imballaggio, la sua prima caratteristica dovrebbe essere quella di risultare facile da aprire», ha confermato Lorenza Zanardi, Direttore Generale di Rajapack Italia. «I colossi dell’e-commerce sono spesso stati criticati per l’utilizzo di imballaggi superflui e Amazon, già dal 2008, promuove l’adozione di un “frustration-free” packaging anche tra i suoi fornitori.

Uno studio Nielsen sostiene inoltre che il 52% delle decisioni d’acquisto sono influenzate dall’impatto ambientale dell’imballo, che quindi deve essere ecosostenibile, realizzato con materiali eco-friendly, meglio ancora se riutilizzabili o riciclabili. È anche importante usare un solo materiale per tutto il packaging, in modo da semplificarne lo smaltimento. Non dobbiamo poi dimenticare che la personalizzazione del box è la chiave per entrare in empatia con il cliente al primo sguardo, senza rappresentare che apporre il logo del business sull’imballo significa avere pubblicità a costo zero. Ultimo consiglio: prevedere che il packaging sia anche riutilizzabile per un eventuale reso». Zanardi ha chiuso il suo intervento volgendo lo sguardo al futuro, dove già si profila un’altra rivoluzione che aspetta al varco gli operatori e-commerce. «Da Interpack 2017, la fiera di Dusselorf dedicata al business dell’imballaggio, sono arrivate alcune proiezioni interessanti sulla crescita del food delivery, un giro d’affari che varrà sei miliardi di euro già nel 2020. Parliamo di un settore che genererà nuove opportunità, a patto che lo riesca a indirizzare correttamente sotto il profilo della logistica. E con il fresco sarà una sfida impegnativa per tutti noi».

 

Fonte: digital4.biz

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  • We were very sorry to hear of Bobbi’s passing. I regret that we cannot be with all of you today to honor Bobbi’s life. May she rest in peace.My brother Mark Levandosky and I enjoyed many great times with our Aunt Dorothy and Uncle Albert and our cousins Bobbi and Mike McCoy. I am Aunt Margaret Levandosky’s daughter. Maybe Sarah, Jennifer, and Heather remember visiting with Aunt Margaret on Van Norman in Cudahy. WI.

  • wait, I got the premiere phone on the premiere carrier on the home country of the company making the OS. you’d think I’d get to premiere the update? and by update I mean ANY update because I’m yet to see one.

  • Oi Flavia!!Passei para desejar um super 2010 para você e sua família.Fiquei muito feliz em conhecê-la este ano e espero que possamos nos encontrar mais vezes em 2010!BeijosRegiane[]

  • – The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  • Hello Professor Soup,Gooden Midda,I am so pleased to meet you here. The website looks great and I wishI can introduce a Korean soup recipe.^^Be well and bedankt.David

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  • You are so right Sheila! This whole media sham has got us all expressing and sharing together and standing for truth. I too have been so inspired, touched, and full of admiration for the blogs that have come out. I have also had some of the best, fun-filled laughs reading some of these blogs which so wittily expose the ridiculousness of the spirit. What an amazing group of people!

  • ai, ai. eu sempre dou a mancada de enviar mais de uma vez o comentariao.. Acho ateh que estou melhorando, costumava mandar 5 vezes a mesma mensagem, agora foram somente 2.Tata

  • Huh, olipa siinä uutta tutustumisen arvoista linkkiä! Kainosti ilmoittaisin oman blogini joukkoon tummaan, vaikka mulla ei älliä ehkä riitäkään muuhun kuin kirjojen kopiointiin. 😀 Mutta siis huuhaa-kritiikkiä sieltä kyllä löytyy. (Hypoissa sallin itselleni hörhöhommia mutta vain puolitosissani, hih!)Ja mäkin siis vain ajoittain käsittelen huuhaajuttuja, kun on niin paljon muutakin mitä haluan paasata. Ja onhan se blogini kuitenkin enemmän myös ihan vaan "elämäblogi".

  • You’re right, looks like but is possibly someone’s homebrew for organ as I Don’t think filtering corresponds to Guitar frequencies.If you want to use it for harp or guitar, I recommend to rewire something similar to Gibson GA16T as most of the components are there + good amp for both…Beware of High voltages and get sure capacitors are discharged before using this. (standby switch would be appreciable).I can help if you need.

  • I don’t know where you live, but around me people seem to be cheap so this is what i would sell them forkids mountain bike 25stout 25″ TV 20airconditioner depends on size tiny 50ancient dresser 15skateboard 5 name brand 15set of golf clubs 40also try craigslist it’s local for every state

  • I once had a blog and I used the masthead to create a puzzle. It was an inside joke of sorts, only for me, and not directed at any particular person. It was really just a creative exercise and a play on words. Another blogger picked up on it and decided I was directing it at her, which was just batshit crazy. Narcissists will always find a way to insert themselves into any story. KAJ is damaged and crazy, and the intersection of the two is this kind of self absorption.

  • Ja… som en av dem sa: “Vi har ju bott här o ätit i tvÃ¥ veckor… sÃ¥ det vore ju lite taskigt att inte hjälpa till”Det är en fröjd att ha dem med!

  • Hi CareerCert ,These are VODs done by Mark Snow , I think they have been re-written . You have mentioned it as done by Vik Malhi , but its not . I downloaded the first part and watched .Do you have the one updated ?

  • Site blocks?! That’s a great idea. It would certainly take care of my automatic behavior. Removing the easy access aspect could definitely help. I also love your point of the list of experiences enjoyed. These activities give us a boost and make us feel good, so why not replace the bad behavior with positive experiences? I like it!

  • Enjoyed your complement to the Pastor’s sermon. It encourages us to further investigate this wonderfully amazing topic.I still am convinced that one of the most difficult challenges in our lives is not only hearing but recognizing God’s calling.Keep writing, encouraging and inspiring us to further study God’s word. Thanks

  • citazione è solo quella che voi tdg tenete in conto per i vostri “comodi” per i quali non volete essere scomodati dai vostri piedistalli da “esclusivi predicatori””Ma come sig.ra Adelina….. è Parola di Dio. Cos’è non le piace più ?

  • Het renteverbod zou op zich niet zo’n probleem zijn, als het monetaire stelsel nog steeds op de goudstandaard zou zijn gebaseerd. Zelfs islamitische instellingen maken (eigenlijk allemaal) de fout dat ze dit verbod op rente volledig af te wijzen.Een rentevergoeding ter hoogte van de geldontwaardig is dus weldegelijk Halal. Door rente niet te accepteren dwingen ze zo dus moslims om ongeoorloofde valsmunterij te accepteren (het bijdrukken van geld door de ECB is namelijk niets meer dan het afveilen van de randen van gouden munten).

  • yes to myself and it’s true, you just have to trust and surrender that everything will work out just as it should, and it will. I thank each Creme for being so candid and Tara for bringing light to why it’s so important to say yes to YOU!with love,LB

  • Tradisi berhutang tu sendiri yang menyebabkan ramai yang terperangkap! Masa belajar hutang PTPTN, masa kerja hutang Kad Kredit, Sewa Beli…dan sebagainya.Kalaulah ibu bapa dapat menyediakan peruntukan dana untuk menampung anak-anak belajar berkemungkinan isu ini tidak akan jadi parah.anif recently posted..VA:F [1.9.22_1171]please wait…VA:F [1.9.22_1171](from 0 votes)

  • I have been part of the UNEP study/ writing of book on ” Impact of climate change on Pakistan” while being an officer in the Ministry of Environment of Pakistan. i would love to continue that task and be part of your efforts. The earth planet is ours and we may not devastate it. We must leave it in better shape to our future generations.

  • I’ve recently re-discovered bread pudding and am in love. Thanks for the tip on the water bath. I’ve got a killer crock-pot bread pudding I go to, but I always love trying new ones!

  • Burada öyle bir kar yağışı var ki…Sık-lapa lapa ve çok hızlı yağıyor Görüş mesafesinin rahatlıkla 100mt ye düştüğünü söyleyebilirim… Ankara/altındaÄŸ arablar-otobüsler periÅŸan oldu caddeler kapalı.

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  • Mold,"UTS, what would let you assume the FakeAnon was AfAm? They write like a whine-filled petulant wite. One who thinkerates they are a Rugged Individual…who depends on no one. Sort of a wite-Trash fantasy…not one for AfAms"Mold I think this Anon is the former "XI" who is one of the sickest, sorriest, self-hating Uncle Toms on could encounter.The writing style and hysteia is the same and unfortunately he is black.

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