The marketplace broadens and enhances the offer
Today’s technology is ready to support the digital transformation; the main factor holding it back is the lack of organisation in companies, for example those that have an E-commerce Manager and a Retailer Manager, both of whom have different KPIs, but the same customers, because customers who shop online collect their purchases in-store, and this creates difficulties when it comes to orchestrating a digital strategy.
There’s a big difference between retailer customers, who purchase to sell brands, and manufacturers who have to sell and distribute products. The issues they have to deal with are different, in terms of both logistics and margins. The roads brands and retailers go down are meeting with increasing frequency, because retailers can extend their offer, and the brand can gain in appeal. The former can open new online and physical stores, broadening their product catalogue, and the same applies to the latter.
As in other sectors, the trend being followed is set by the USA, where many retailers have been operating through both e-commerce and marketplace for some time now, so the question of the marketplace is becoming a potentially necessary element to generate new business drivers, whatever the industry and whatever the business model.