Netcomm Forum, which this year was held on May 17 and May 18 at the Milano Congressi fairgrounds, is the most important event in the Italian scenario dedicated to the digital world: a significant reference point for Brands and companies dealing with Digital Transformation.

Among the many speeches and topics covered, we at Vidiemme helped enrich the day of Wednesday 17 with the workshop “The EasyCoop case: the end-to-end approach for successful Digital Commerce.” The session was dedicated to sharing a typical example of a project carried out by the synergy of the different BIP companies that are now part of the new Group offering, focused on the implementation of end-to-end digital projects. Thanks to the vertical expertise of the different entities, including Vidiemme, Sketchin, Bitbull and Openknowledge, BIP Group’s new digital offering supports Brands in innovating and competing in an ever-changing market, from Strategy definition, to Design, to implementation and experience evolution.

Gli speaker che parlano sul palco del workshop

Digital Commerce: the EasyCoop case and BIP Group’s capabilities

Serena Spalla, Chief of Marketing & Strategy of Vidiemme, Patrick Posa, IT Manager of EasyCoop, Davide Bosi, Project Manager of Bitbull, and Luca Mascaro, CEO of Sketchin, were the protagonists who talked about the project at the center of the workshop.

EasyCoop is the online grocery shopping service of Coop Alleanza 3.0, an important Brand in the Italian retail landscape that has been among the first realities to believe and invest in Digital Commerce projects, since 2016. For the current makeover of the Mobile Application, EasyCoop relied on BIP Group with the aim of improving the online shopping experience of the App.

Vidiemme’s contribution as an advisor focused on the technological part, from a preliminary technical-functional analysis, to the redesign of the App till the mobile development, realized with hybrid technologies such as React Native.

In particular, an overhaul of the App was carried out to comply with Digital and Web Accessibility rules, and thus offer a solution accessible to anyone, without barriers.

The focus of the project was to put the consumer experience first: the goal, in terms of development, is to optimize the UX/UI of the App and its current functionalities, while adding new ones. In this way, navigation within the mobile App is smooth and allows purchases to be finalized more quickly, smartly and conveniently, making it more efficient to manage a hybrid mobile touchpoint.

The decision to rely on BIP Group, in fact, lies in EasyCoop’s need to continue working on the Digital Commerce stream, enhancing its existing and future solutions, relying on the Group’s various companies that are experts and have cross-functional skills in this area.

New Emerging Trends: the potential for Retail and Large-Scale Retail Brands

After an in-depth look at the solutions adopted and results achieved by EasyCoop, the workshop concluded with insights on future challenges, both for large-scale retail and the retail world, and a focus on some market macro-trends, including new Digital Commerce touchpoints, such as mobile, social and marketplace, and store digitization.

A theme of particular relevance is the one concerning Customer Journey, for which the concept of “hybrid” is increasingly central. The challenge for retailers will be to bring the benefits of e-commerce into the physical world, and vice versa: the in-store experience, in fact, is becoming important again, and the digitization of the store is once again part of Brands’ strategies. AI also enters this field, with the aim of changing and simplifying the shopping process.

Special attention has also been paid to the main channels through which users shop online. The largest percentage of sales comes from the website, but there are many new touchpoints used by consumers, especially in the new generations, that have become an important asset for retailers: marketplaces (28%), social media (13%) and mobile apps (8%).

Vidiemme, as a Tech Advisor, approaches the issue of continuous digital evolution for Brands with great attention and maturity, making innovation and technological know-how the strongest points of the offer dedicated to Brands operating in Retail and Large-scale retail.

Source: www.insiderintelligence.com