E&M

2020/3

Guido Cristini

Online vs Offline Distribution Goes Beyond

The traditional levers of the retail mix are still fundamental for the creation of a bond of trust with the end customer, but must be accompanied by tools and methods that, in the context of the digital economy, have proven to be particularly effective. Methods of purchase increasingly take place based on the active participation of the consumer in the construction and personalization of the service. Yet it is important not to forget the importance of the physical aspects of the buying experience: still today, part of value is generated by the contact personnel during relational processes.

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