The second of the Forum workshops organised by Alpenite, Barilla Dedicated to You: an example of e-motional commerce, featured contributions from Alpenite’s Business Developer Gianmarco Altieri, and Laura Pezzotta, Head of the Personalization Unit at Barilla, who illustrated how the Dedicated to You project came about, from strategic needs to future developments, providing an example of e-motional e-commerce, managed from the start with a flexible, fluid approach. “We are particularly happy to present this project”, explained Laura Pezzotta. “It is a new experience for Barilla, but one we believe our consumers may find interesting. We have been studying the trend toward personalization for years now, intending to make everyone feel as important as they are to us and our brands. Through the Dedicated to You project, we want people to continue to feel close to one another, even when they are forced to spend time apart, or have the opportunity to feel gratified simply by treating themselves or others to something unique, personal and welcome. Without neglecting respect for the environment, which is a priority for our Group”.
To support the digital evolution of businesses and to contribute, through the digital retail value network, to the growth of the Italian economy, we have to change the model. This means starting to implement a “connected economy” vision, in which citizens, consumers and businesses act in synergy. Doing so requires an effective digital transformation program able to support and facilitate businesses in their transition, to systematically connect business districts, industrial supply chains, public bodies and businesses, to offer consumers products and services in line with a new lifestyle, and to make it easier for companies to be sustainable, and therefore competitive.