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Digital Retail in Italy: people, technologies, experiences

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65% of top retailers doesn't have a clear digital innovation strategy to respond to the changes occurring, including consumer digitalization; however 3 retailers out of 4 are working to define one. Digital investments are growing but they are still worth less than 1% of revenue. Among the interviewed top retailers 91% has implemented at least one back-end innovation, 80% at least a front-end one. Investments are made primarily by Marketing and Sales in researching and developing digital innovation professional skills: a eCommerce Manager is essential for 6 companies out of 10. High costs and lack of internal competences limit small-medium retailers: 6 out of 10 have web presence, 15% has an eCommerce site.

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