Experience is Key, According to Massimo Volpe
In a recent interview with the CEO of Global Retail Alliance, Massimo Volpe, the three most commonly used words were experience, technology and world. While it’s not obvious, the word cloud shows how experience is tied in through various aspects such as store experience, digital experience, channel experience, and more.
“If you’re experience in a physical place is less than in a digital world. I mean, you are done.”
On Retail Revolution, Massimo made the case for creating a unique experience in a physical store that doesn’t directly mirror the online experience, “If you're experience in a physical place is less than in a digital world. I mean, you are done. There is no way that you can create a good relationship with your customer base. So, you have to start from there and you have to build up something that is more than what they can find online.”
Building a relationship with a customer in the physical world is much stronger than the digital world, because of the level of interaction and the level of opportunities of creating and developing this relationship. “From the economic perspective and from the strategy perspective, remember that the cost of a customer in the digital world is much higher than in a physical world, for the simple reason that it's much easier to create a strong and loyal relationship when you meet someone in person, than when you're just behind a screen.”
written by Maria Soubbotina
