Intimo più mare n° 214 | Gennaio 2019

ENGLISH TRANSLATION
of technological innovation in the realm of retail has, as a
matter of fact, generally raised shopper expectations significantly,
prompting brands and stores to rethink the quality of
the shopping experience in a comprehensive manner, while
providing an unprecedented degree of impetus when it comes
to the parallel projection of new solutions, including ones in
the analogical and physical dimension. First of all it was the
most evolved retailers who understood that, if facial recognition
is probably the quickest and most direct way to get shoppers
involved, the best way is always recognition of the actual
physical person and his or her life projects.
ECONORMIC GROUND
In 2018 one witnessed a very significant advance, an intensification
when it came to the planning of sustainable projects on
the part of both manufacturers and retailers.
"We have long been emphasizing how this theme represents
one of the principle paradigms underlying any process of
change in the realm of distribution,” explained Morace. “Observing
the innumerable initiatives that have been achieved
or are still being worked on during this period, one cant help
noticing a positive awareness, a positive new attitude on the
part of retailers, a mood that is manifesting itself in decisions
and actions, and not only of a tactical nature, but also of a distinctly
strategic nature.
The degree of success is currently expressed, as a matter of
fact, also in the ability to promote a sustainable change in
the process of shopping with a more radical will and sense
of purpose, putting oneself personally on the line, not just in
partnership with another entity. The distribution sector has
thus taken on a leadership role that has never been previously
experienced or even tried.”
This achievement was made possible because the distribution
sector is now regarded as a credible actor, one that deserves
to be heard, even on the part of bodies and institutions whose
mission it is to guarantee sustainability, due both to its capacity
for convocation and its closeness to the territory, understood
as the synthesis of customers and places.
"In the EcoNormic Ground trend we analyze the multiple
facets of sustainability which (as the logical consequence of
putting the focus of interest on people) no longer pertain exclusively
to environmental or economic considerations and issues,
but also to the socio-economic realm, Morace was eager
to point out. “If the economy of sharing has led to the request
for a constant raising of relational standards, beginning with
the guarantee of authenticity, in a parallel manner, but not
separately, normative rigor constitutes the future objective
of sustainable development, based on the values of ethics and
inclusion.”
FUTURE MODELS OF DISTRIBUTION
The end of the year Luigi Rubinelli (head of RetailWatch.it)
offered a peek at the future retail trends during the course of
a workshop provided by Future Concept Lab on this subject.
"The sector is shifting from self-service to an on-demand model,
involving the participation of the social networks. Specialization
is important in this context, as is focus. Today there is
a lack of segmentation regarding the most long-lived generation,
those who have the money, while we tend to be preoccupied
with the Millenials who are generally without any. Being
able to touch and handle the products is still important. This is
borne out by the success of a poster like the one by Celio where
it’s possible to touch the denim of the jeans. Concern with the
issue of sustainability is changing the life cycle of products
( just 3-4 months in the field of fast fashion). Zara, H&M and
Intimissimi pick up used items in order to promote the purchase
of new ones. H&M has begun to do repairs and alterations,
so fast fashion is developing into fast shopping and slow
consuming in order to once again imbue products with value
and dignity, even if they’re used. Another important trend involves
super-specialized brick-and-mortar shops, while everything
else can be purchased online. A specialized store can
develop a relationship, build loyalty by providing information
about how to most effectively shop, about the product’s dimensions
and explaining the product. Many stores have launched
a click&collect option, which makes it possible to pick up purchased
items in the physical store where one is encouraged
to develop a personal relationship with a real person. In Italy
offline is still working. It’s necessary to sell fewer products,
but ones with greater value and one’s own products. From the
consumer journey concept, one is shifting to a product journey
concept. One is witnessing a transformation in the culture
of product redistribution. If I happen to need 2 buttons I have
to look for them in a notions shop, not online. Hypermarkets
are one channel that is in crisis, so they’re looking for alternatives:
franchising, factory outlets for non-food items, renting
floor space to third brands, larger special display areas showcasing
the distributor’s own brands, restaurant facilities on the
premises, organic food, drive and click&collect, segmentation
with a special focus on the elderly. A comparison of the 2 retail
giants, Walmart and Amazon, reveals their different strong
points. Walmart: purchasing experience, omni-channelness,
commercial intermediation. Amazon: an infinite catalogue,
low prices, quick delivery anywhere, no commercial interme-