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Vetrina retail multicanale con qr code e facebook Skip to content
Ottima iniziativa di alcuni retailer italiani, in primis Coin e Prenatal. Non per tirar acqua al proprio mulino ma realizza ottimamente in Italia il concetto di cross-canalita’ applicata al punto vendita. Accessi immediati A contenuti e teconlogie dalla vetrina all’esposizione nel punto di vendita.
Il digital signage di cui si parla tanto ultimamente a me sembra un po’ una vaccata, anche e soprattutto perche,’ quando viene messo in pipeline, viene attivato perche’ va di moda. Le grandi strategie vengono messe in piedi da persone della generazione sbagliata. Gente per cui uno schermo e’ un televisore, hanno visto qualcuno che ce l’ha con roba figa dentro e si immaginano di attaccare la spina e via: “Taca il programma Pino!” Provate a chiedere ad IKEA quanto ha speso per il programma che mette a disposizione negli in-store-device che si e’ prepotentemente imposto nello share-of-mind di tutto il mercato sotto la voce digital signage. Altro che Pino. Ci si sogna di diventare una specie di Minority report e finiscono per fare delle specie di Power Point :P
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Apprezziamo lo sforzo ma non lo capiscono: spendon tutti i soldi per il costosissimo hardware e poi si accorgono di non avere piu soldi per fare i contenuti. Ma tanto un power-point a rotazione andra’ benissimo, che ci vuole? Prendiamo il ragazzotto che fa le animazioni e gli facciamo mettere insieme due cose. Senno’ facciamo vedere il sito. Si proietato a 4 metri d’altezza in un sito wide screen, interattivo forte. :P
Tanti soldi per far veder il nulla.
Ma questo secondo me e’ un conceto passato. La cross-canalita’ del 2001. La realta’ attuale e’ dettata da un mercato che cambia l’antropologia culturale stessa. Il device, sia esso lo schermone o il televisore e’ morto. La programmazione del contenuto erogato era nuova qunado l’attuale presidente del consiglio inventava la televisione privata, e’ stato sorpassato da Sky che e’ comunque gia’ medioevale.
Un modo di dire divertente che ripeteva sempre Marcello quando venne a Formentera con la fidanzata fu “ragazzi, ma io sono venuto al ristorante col panino”. Piuttosto vanziniano ma rendeva l’idea. Adesso il consumatore cross-canale, non solo viene nella nostra mediocre tavola calda (dal punto di vista della multicanalita’ s’intende) con un fantastico panino-giusto, ma lo preferisce pure di granlunga.
La vetrina dei negozi e uno strumento potente, non sempre sfruttato al meglio, ma di potenziale impatto. Si hanno 4-5 secondi per riuscire a cattuare l’attenzione (come la famosa ricerca di POPAI ci insegna) e una volta fatto non e’ detto che si riesca a portare il cliente all’interno del punto di vendita, magari solo perche’ il cliente non ha tempo a sufficenza o pensa di aver gia’ tutto quel che gli serve (accepito nel senso piu’ ampio del termine: prodoti, servizi, patrimonio informativo).
Ricapitolando, poco tempo da sfruttar bene, panino portato da casa , roba fica da fare, da dire, da mostrare, la realta’ aumentata e nuovi modi per comunicare da cliente a insegna, alla pari.
Un semplice mix di ingredienti, una bella idea gia’ diffusa all’estero ma con un esecuzione probabilmente migliore in tanti elementi ed ecco la vera vetrina multicanale.
Con dei semplici adesivi sulla vetrina e, con un QR Code si puo’ accedere direttamente al video della sfilata, fare like alla pagina di facebook prenotare un prodotto per il ritiro in quello o in un altro negozio, addirittura acquistare on- line.
Un’altra bella idea è quella di contestualizzare i video con il defilè direttamente sui banchi espositivi per far vedere quali siano gli abbinamenti e la vestibilità.
Qualche fesso potra dire “ma non c’e’ niente di nuovo”… Chi ha depositato qualche brevetto in vita sua ( come il vecchio Gasp ai tempi dei contact center dei parcheggi) ha ben presente che che si possono brevettare non solo idee originali ma anche metodi e processi. Come il tipo che si invento’ di utilizzare la sonda a sifone non solo nelle marmitte delle auto ma pure per testare i forni e nonsolo divenne miliardario (buon per lui ma chissenefrega), ma soprattutto rese il mondo un posto migliore, un po’piu’ecologico, un po piu’efficente. E questo e’ un processo con QR Code e indirizzi sicuramente innovativo per il nostro paese.
Se a qualcuno venisse in mente di provare a fare una vetrina multicanale (e si sentisse piu’ scout che follower) mettendola a budget per l’anno prossimo, sconsiglierei di iniziare a fare progetto e pilota con il QR (considerato dai piu’ ormai morto come tecnologia ormai son una 10 di mesi che lo si dice) ma di trarre spunto dalle parti postive dell’iniziativa e cercare di ricontestualizzarla con delle applicazioni geolocalizzate.
Ti interessano altri post sulle novità digital e la multicanalità? Segui gli aggiornamenti del blog su FB facendo un semplice like , a me farebbbe molto piacere :)
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