The technological and Digital Transformation is bringing the literature to the study of the sales and distribution strategy in the ecommerce ecosystem. Digital Transformation (DX) increased productivity and innovation adopting disruptive technologies. In the actual and theoretical contest, the perspective of the study analyzed is founded on corporate life cycle but not user centered design. This study instead investigates the aspects about the role of the consumers in the ecommerce channels in Industry 4.0 , after the outbreak of the Covid 19 pandemic in 2020. In this regard, the paper aims to point out the need to explore the change in the sales strategy. The multichannel strategy, about case study (Zara) showed the factors produced as different benefits and risks of the DX. The methodologic study based on an original qualitative analysis on in - depth interviews engaged by emailing and collecting 26 useful interviews proceeded in the RQDA software .Overall, emerges specifically the strategic importance in the digital experience of the web based technologies and of the innovation rechieved by the customer interactions to support the performance.
The role of Digital Transformation in customer journey case study Zara / Perlangeli, Genni. - (2022). (Intervento presentato al convegno SIM SOCIETA ITALIANA MARKETING tenutosi a SALERNO).
The role of Digital Transformation in customer journey case study Zara
GENNI PERLANGELI
2022
Abstract
The technological and Digital Transformation is bringing the literature to the study of the sales and distribution strategy in the ecommerce ecosystem. Digital Transformation (DX) increased productivity and innovation adopting disruptive technologies. In the actual and theoretical contest, the perspective of the study analyzed is founded on corporate life cycle but not user centered design. This study instead investigates the aspects about the role of the consumers in the ecommerce channels in Industry 4.0 , after the outbreak of the Covid 19 pandemic in 2020. In this regard, the paper aims to point out the need to explore the change in the sales strategy. The multichannel strategy, about case study (Zara) showed the factors produced as different benefits and risks of the DX. The methodologic study based on an original qualitative analysis on in - depth interviews engaged by emailing and collecting 26 useful interviews proceeded in the RQDA software .Overall, emerges specifically the strategic importance in the digital experience of the web based technologies and of the innovation rechieved by the customer interactions to support the performance.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
