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La rivoluzione tecnologica degli ultimi decenni ha cambiato molti dei presupposti su cui si fondava il mondo del retail. Le aspettative dei clienti stanno evolvendo alla velocità del digitale: chi acquista desidera vivere un'esperienza sempre più coinvolgente, personalizzata e appagante. Le informazioni circolano a una velocità straordinaria, il mercato è diventato più orizzontale, inclusivo e social, il customer journey è sempre meno lineare e prevedibile, e chi prima era solo un "destinatario" delle campagne di marketing e comunicazione oggi ne diventa sempre più protagonista. Se per molti tutto questo rappresenta un problema - o addirittura l'"apocalisse del retail", come è stato affermato con una certa superficialità - per altri si tratta di una straordinaria opportunità. Il digitale cambia le regole del gioco. In questo libro Philip Kotler e Giuseppe Stigliano offrono un quadro sintetico delle trasformazioni in atto, e insieme una serie di consigli strategici - 10 regole, appunto - per i retailer che desiderano fondere marketing tradizionale e digitale, scegliere le tecnologie più funzionali, allineare le informazioni trasmesse in tutti i punti di contatto - online e offline - tra brand e clienti, trasformare i negozi fisici in destinazioni. Per conquistare la fedeltà dei consumatori E difendersi dai competitor più aggressivi. Le tesi e i principi esposti in Retail 4.0 si arricchiscono di risvolti pratici nella terza parte del libro, dove gli autori si confrontano con il punto di vista del mercato grazie alle interviste con amministratori delegati e top manager di aziende internazionali come Amazon, Autogrill, Boggi, Bridgestone, Brooks Brothers, Brunello Cucinelli, Campari Group, Carrefour, Coccinelle, Disneyland Paris, Eataly, Henkel, HSBC, KIKO Milano, La Martina, Levi Strauss & Co., Marks & Spencer, Moleskine, Mondadori Retail, Natuzzi, Safilo Group, SEA - Aeroporti di Milano, Shiseido Group.
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