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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