The webinar “2021 e-commerce trends – Insight into a future that’s already here”, held on 15 April, was the – strictly virtual – stage on which Danilo Rossin of Alpenite and Silvia Basso of Vulcano presented the digital innovations in the field of e-commerce: those already under way and those that may await us in the future. This is an on-going challenge for consumer satisfaction, which is now increasingly focused on the major objectives of personalisation and retention.
Alpenite + Vulcano = interacting and integrating intentions.
Thanks to the direct, hands-on experience of Alpenite Business Developer Danilo Rossin and Vulcano Marketing Specialist Silvia Basso, it was possible to engage in a dialogue that shed light on the central role played by online presence in the socioeconomic context, and on all the possible pathways to develop new techniques for both sales and purchasing.
Analysing the groups of recipients marketing mechanisms are aimed at is an important initial step towards identifying the characteristics and needs of the market. This is why Digital Communities are the focus to aim any strategy towards, whether it exclusively regards communication or is geared towards sales.
It is thanks to the insatiable curiosity of these digital communities and their “inhabitants” that new approaches such as live shopping or “see now, buy now” are becoming (almost) the only intuitive, surprising options to give the physical shopping experience a real upgrade – online, of course – and to establish a relationship of trust between users and brands that is able to guarantee high levels of interaction, and consequently a greater willingness to purchase.
As social networks increase in popularity, so does the number of brands that choose to use their appeal as an alternative, virtual showcase for their products. The shops on Facebook, Instagram, and more recently TikTok, in collaboration with Shopify, are a perfect illustration of the tendency to rely on the good old “word of mouth”, in its new digital guise of social commerce and influencers.
The issues discussed by the speakers also included a mention of the potential of the other new forms of reality, augmented and virtual, which, when applied to the world of retail, open up towards new ways of using products and fashion collections, making it possible to take the online shopping experience to a new futuristic, futurable level.