Cross Device at the eCommerce Forum center in Milan

The eleventh edition of theeCommerce Forum, the event promoted by the Netcomm Consortium dedicated to electronic commerce, is It was an opportunity to delve deeper into the dynamics of the entire online shopping supply chain.

During the first plenary meeting, Roberto Liscia, President of the Netcomm Consortium, supported the importance of e-commerce as a lever for the development of the country's economic system. To confirm the validity of these statements, Alessandro Perego, Scientific Director of the Netcomm B2C Observatory of the Polytechnic of Milan, with the 2015 final balance and the 2016 forecasts for Italy. The data shows a 17% increase in demand since 2015, which reaches 50% if we consider 2011 as the starting year. The products that are purchased most via e-commerce are services, especially those related to tourism. The food & grocery records exponential growth margins since, in the offline market, families spend most of their resources on this type of goods.

The online shopping market is very concentrated: 70% of the turnover is attributable to 20 companies. However, this data does not reveal the potential for SMEs that sell through aggregator sites.

15% of purchases are made from smartphones, an increasing percentage when those via tablets are also added. The mobile and, more in general, the cross device is the common thread of almost all the meetings.

Giorgio Bignozzi, Technical Director of IT Marketing, aware of the phenomenon whereby mobile users have surpassed desktop users, illustrates the advantages of apps, in particular how they allow interaction with the user even after closing the application. One of the methods to stay in touch with the user are push notifications, a focus curated by Salvatore Signorelli, Country Manager of Accengage. The right message, to the right person, at the right time and in the right place (thanks to Beacons technology) are the basic principles of this practice. These principles are the same that Laura Gioia, Digital Strategist of ContactLab, recommends in the field of email marketing or, even more so, specifically, in transactional emails. At the basis of ContactLab's strategies is customer care: doing this online what we would do in an offline store.

Attention to the consumer can be transposed to him using listening techniques, such as Surveys, which help to understand any errors and make the customer feel important. This strategy is was illustrated by Paolo Morgandi, Commerce Strategist of Boraso.

This edition of the eCommerce Forum is It was an opportunity to receive confirmation regarding the development of online commerce, the importance of making the customer feel at the center of digital strategies, with an imperative: you cannot regardless of the mobile approach.