The birth of internet and the flourishing of new technologies connected to it, like the coming of the smart devices, have changed the way people interact among their peers but also changed drastically the daily life activities, enabling a paradigm shift in the customers-firms relation. In this environment, the eCommerce has become a common subject related to all the sectors and day by day, the firms are becoming more aware about the potentiality of this channel. The Food sector could be considered nowadays, one of the most green and unripe sector in the digital market, but in the last years it has demonstrated to be a sector full of potentiality, catching the interest of firms all over the world. Even though it has arisen easily the attention of the market, there is still a lack of study on this subject and, for this reason, this thesis takes the opportunity to contribute to its fulfilment. Starting from these considerations, my study has the objective to investigate the level of development of the Customer Journey among the eMerchants that operate in the Food or Wine sector, offering different services, from the more traditional eShop to the Delivery Services. The Customer Journey represents the path undertaken by the users, along the services and features offered by the eRetailers and it is characterized by several phases that go through the Site Access to the After Sales processes, passing by the elements of Product Discovery, Product Presentation and the moment of Check Out. As a matter of fact, the thesis started considering Flagship eStores, Food Delivery platforms, Flash sales merchants, Marketplaces and other platforms linked to Food and Wine distribution, excluding the exploration the GDO sector, in order to have a broad glimpse of the actual eFood situation. Thanks to a buying process simulation, through the websites of Italian and international firms, it has been possible to investigate the level of commitment of different kind of merchants operating in the eFood sector. Lastly, the work has tried to understand which moments of the Customer Journey attract most the focus of the merchants and where they have been able to introduce innovative features to satisfy the online Customer Experience.
La nascita di Internet e la conseguente esplosione delle nuove tecnologie connesse ad essa, come l’arrivo degli smart devices di ultima generazione, ha cambiato non solo il modo in cui le persone interagiscono tra di esse, ma ha avuto un effetto drastico anche sulle attività di tutti i giorni, innescando uno slittamento di focus tra le dinamiche cliente-venditore. In questo contesto, l’eCommerce è diventato materia comune a tutti i settori e giorno dopo giorno, le industrie stanno diventando sempre più consce della potenzialità di questo canale. Il settore agroalimentare può essere considerato attualmente uno dei settori più verdi e acerbi nell’ambito dell’eCommerce, ma negli ultimi anni ha dimostrato di essere uno dei settori con elevata potenzialità, attirando così l’interesse di aziende da ogni parte del mondo. Nonostante sia stato in grado di attirare facilmente le attenzioni del mercato mondiale, tramite l’analisi letteraria è stata registrata una certa lacuna nello studio di questo settore, e per questo motivo, è stato deciso di esaminare le tematiche legate a questo campo, in modo da contribuire al completamento di questa tematica. Partendo da queste considerazioni, lo studio ha l’obiettivo di indagare il livello di sviluppo del Customer Journey tra gli eMerchants che operano tra I prodotti alimentari e vinicoli, offrendo servizi diversi, dai più tradizionali eShop ai nuovi servizi di Food Delivery. Il Customer Journey rappresenta il percorso intrapreso dagli utenti attraverso i servizi e le features che vengono proposte dagli eRetailer ed è caratterizzato dalle diverse fasi che partono dalla Site Access fino ai processi finali di After Sales, attraversando i momenti di Product Discovery, Product Presentation e quello più critico di Check Out. Per avere un ampio spettro della situazione attuale, la tesi ha quindi preso in considerazione gli eStores monomarca, le piattaforme Food Delivery, attori Flash sales, i leader nel mercato dei marketplace e altre piattaforme legate a prodotti simili, lasciando al di fuori di questa analisi il mondo degli attori della grande distribuzione. Attraverso la simulazione del processo di acquisto sui diversi portali online, di attori Italiani e non, è stato possibile analizzare il livello di impegno dei diversi attori di questo settore. Infine, il lavoro di tesi ha cercato di capire quali momenti della Customer Journey hanno attirato di più l’attenzione e l’impegno degli attori del settore, con l’introduzione di nuove features innovative al servizio di una completa online customer satisfaction.
The customer journey on the e-commerce B2C websites in the food industry
GIRELLI, ANDREA
2015/2016
Abstract
The birth of internet and the flourishing of new technologies connected to it, like the coming of the smart devices, have changed the way people interact among their peers but also changed drastically the daily life activities, enabling a paradigm shift in the customers-firms relation. In this environment, the eCommerce has become a common subject related to all the sectors and day by day, the firms are becoming more aware about the potentiality of this channel. The Food sector could be considered nowadays, one of the most green and unripe sector in the digital market, but in the last years it has demonstrated to be a sector full of potentiality, catching the interest of firms all over the world. Even though it has arisen easily the attention of the market, there is still a lack of study on this subject and, for this reason, this thesis takes the opportunity to contribute to its fulfilment. Starting from these considerations, my study has the objective to investigate the level of development of the Customer Journey among the eMerchants that operate in the Food or Wine sector, offering different services, from the more traditional eShop to the Delivery Services. The Customer Journey represents the path undertaken by the users, along the services and features offered by the eRetailers and it is characterized by several phases that go through the Site Access to the After Sales processes, passing by the elements of Product Discovery, Product Presentation and the moment of Check Out. As a matter of fact, the thesis started considering Flagship eStores, Food Delivery platforms, Flash sales merchants, Marketplaces and other platforms linked to Food and Wine distribution, excluding the exploration the GDO sector, in order to have a broad glimpse of the actual eFood situation. Thanks to a buying process simulation, through the websites of Italian and international firms, it has been possible to investigate the level of commitment of different kind of merchants operating in the eFood sector. Lastly, the work has tried to understand which moments of the Customer Journey attract most the focus of the merchants and where they have been able to introduce innovative features to satisfy the online Customer Experience.| File | Dimensione | Formato | |
|---|---|---|---|
|
2016_12_GIRELLI.pdf
accessibile in internet per tutti
Descrizione: Testo della tesi
Dimensione
2.42 MB
Formato
Adobe PDF
|
2.42 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/131266