Designing the new omnichannel strategy for an international non food retailer in Italy

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The Client is currently the largest omnichannel distributor of consumer electronics and household appliances by number of outlets in Italy. With a network of over 500 stores throughout Italy, including direct stores and affiliates, in addition to its digital platform,  is one of the key players in the Italian market and at the beginning of year 2019 the company became the leader in Italy for all consumer electronics and electrical appliance purchases.


This result found the base on 2016, when the Client started a new program for digital transformation focused on omnichannel and chose Sopra Steria for a long-term collaboration on these projects, starting from consulting activities to design new omnichannel processes and experiences and embracing the end-to-end offering of Sopra Steria Group for implementation of ecommerce, CRM, Data Management and Supply Chain solutions.


Designing the new omnichannel strategy, the Client and Sopra Steria’s target was the capability to offer a seamless branding and shopping experience to final customer on each touchpoint, physical or digital. The definition of new customer journeys was at the core of the project, focusing on new shopping behaviors based on “everywhere anytime” concept and leveraging also the digital experience on all the company assets, like stores, to win the challenge with online pure players like Amazon.

First output of the project was the new concept for the Client digital platform. The ecosystem made by a new ecommerce website, mobile app and social presence was completely re-designed, putting the customer at the center of the experience to guarantee a real support and answers to all his needs, anticipating them when possible.

Starting from co-design sessions, project for new ecommerce had a strong collaboration between the Client and Sopra Steria teams in each phase: concept, user experience definition, graphic layouts, tech solutions selection and implementation with continuous UX testing. This approach allowed the delivery of the project perfectly on time, in nine months. The same approach was adopted for other digital project, like the mobile app.


The new digital ecosystem works in a synergic way with other touchpoint (stores, media, etc.) as well as the Client mobile app was recognized in 2018 as the “best omnichannel solution” at Netcomm awards. It’s the first time that this kind of award was assigned to a mobile application. The year before, the Client’s site won the prize as “best ecommerce website”.




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