Many organizations spent 2020 trying to adapt to the “new normal”, such as working from home, online commerce, and virtual events, but too many businesses found themselves unprepared due to a lack of digitalization. Now in 2021, some relevant factors are revealing their importance to post-pandemic success, such as customer experience and new technologies adopted. The extraordinary conditions caused by the coronavirus pandemic cast the attention on a trend that has been around for years: omnichannel. The omnichannel approach not only implies a brand’s presence in multiple channels, but the integration of them to offer a seamless experience for the customer over all channels. In this way, purchasing can result at any point during the customer’s interaction with the brand, as well as across devices. In the past years, the omnichannel strategy has been considered too expensive or complicated to execute, but nowadays two leading developments are forcing brands to adopt it. On the one hand, the pandemic has forced customers to embrace new shopping behaviors (e.g. a great number of people turned to online shopping to supply while staying at home in 2020). On the other hand, recent developments in IT infrastructure and data analytics have allowed to track a customer’s journey across multiple touchpoints, from social media to the website, app, chat, customer service calls and email, and finally back to the brick-and-mortar store. In this new competitive scenario, brands should always pay attention to new trends, technologies, and all those tools able to support them in this challenge. Startups, due to their lean structure and processes, can be considered the drivers of innovation for all those organizations which desire to implement an omnichannel strategy. The candidates, during this thesis work, have the goal of mapping, analyzing, studying, and understanding the greater number of startups operating in the omnichannel scenario, explaining what tools and technologies are available on the market, extracting insights and new trends in this field by analyzing investment received by startups’ businesses included in the study and providing an overview of the most interesting startups to monitor in the next years.
Molte organizzazioni hanno trascorso il 2020 cercando di adattarsi alla "nuova normalità", come il lavoro da casa, le vendite online e gli eventi virtuali, ma molte aziende si sono trovate impreparate a causa della mancanza di digitalizzazione nelle loro attività e nei loro processi principali. Ora, nel 2021, alcuni fattori rilevanti, come la customer experience e le nuove tecnologie adottate, stanno facendo venire alla luce la loro importanza per il successo post-pandemia. Le condizioni straordinarie causate dalla pandemia del COVID-19 hanno spostato l'attenzione su una tendenza che esiste da anni: l'omnicanalità. L'approccio omnicanale non implica solo la presenza di un brand in più canali, ma la loro integrazione per offrire un'esperienza senza soluzione di continuità per il cliente su tutti i canali. In questo modo l'acquisto può avvenire in qualsiasi momento durante l'interazione del cliente con il brand, nonché attraverso diversi dispositivi. Negli ultimi anni la strategia omnicanale è stata considerata troppo costosa o complicata da eseguire, ma al giorno d'oggi due importanti sviluppi stanno costringendo i brand ad adottarla. Da un lato, la pandemia ha costretto i clienti ad adottare nuovi comportamenti di acquisto (ad esempio un gran numero di persone si è rivolto allo shopping online restando a casa nel 2020). D'altro canto, i recenti sviluppi nell'infrastruttura IT e nell'analisi dei dati hanno consentito di tracciare il customer journey attraverso più touchpoints, dai social media al sito Web, all'app, alla chat, alle chiamate del servizio clienti e alla posta elettronica, e infine di nuovo al punto vendita del negozio fisico. In questo nuovo scenario competitivo, i brand dovrebbero sempre prestare attenzione alle nuove tendenze, alle tecnologie e a tutti quegli strumenti in grado di supportarli in questa sfida. Le startup, grazie aella loro struttura e ai processi snelli, possono essere considerate i driver di innovazione per tutte quelle organizzazioni che desiderano implementare una strategia omnicanale. I candidati, durante questo lavoro di tesi, hanno l'obiettivo di mappare, analizzare, studiare e comprendere il maggior numero di startup che operano nello scenario omnicanale, spiegando quali strumenti e tecnologie sono disponibili sul mercato, estraendo approfondimenti e nuove tendenze in questo campo attraverso un’analisi degli investimenti ricevuti dalle startup incluse nella ricerca e fornendo una panoramica delle startup più interessanti da monitorare nei prossimi anni.
How startups are shaping the boundaries of the omnichannel customer experience scenario
CICIARELLO, FRANCESCO;Corsalini, Giulio
2020/2021
Abstract
Many organizations spent 2020 trying to adapt to the “new normal”, such as working from home, online commerce, and virtual events, but too many businesses found themselves unprepared due to a lack of digitalization. Now in 2021, some relevant factors are revealing their importance to post-pandemic success, such as customer experience and new technologies adopted. The extraordinary conditions caused by the coronavirus pandemic cast the attention on a trend that has been around for years: omnichannel. The omnichannel approach not only implies a brand’s presence in multiple channels, but the integration of them to offer a seamless experience for the customer over all channels. In this way, purchasing can result at any point during the customer’s interaction with the brand, as well as across devices. In the past years, the omnichannel strategy has been considered too expensive or complicated to execute, but nowadays two leading developments are forcing brands to adopt it. On the one hand, the pandemic has forced customers to embrace new shopping behaviors (e.g. a great number of people turned to online shopping to supply while staying at home in 2020). On the other hand, recent developments in IT infrastructure and data analytics have allowed to track a customer’s journey across multiple touchpoints, from social media to the website, app, chat, customer service calls and email, and finally back to the brick-and-mortar store. In this new competitive scenario, brands should always pay attention to new trends, technologies, and all those tools able to support them in this challenge. Startups, due to their lean structure and processes, can be considered the drivers of innovation for all those organizations which desire to implement an omnichannel strategy. The candidates, during this thesis work, have the goal of mapping, analyzing, studying, and understanding the greater number of startups operating in the omnichannel scenario, explaining what tools and technologies are available on the market, extracting insights and new trends in this field by analyzing investment received by startups’ businesses included in the study and providing an overview of the most interesting startups to monitor in the next years.| File | Dimensione | Formato | |
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2021_10_Ciciarello_Corsalini.pdf
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Descrizione: How startups are shaping the boundaries of the omnichannel customer experience scenario
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https://hdl.handle.net/10589/180022