Gen 9, 2020

Strategies to sell online without surprises. A major conference packed with experts and successful case histories organised by WMR Studio Cappello.

E-commerce and logistics are an inseparable pair: what is Amazon if not technology and logistics? Starting from this premise, WMR Studio Cappello, a leader in digital marketing, will be proposing its successful 2018 e-commerce conference again at Green Logistics Expo.

In this second edition, the meeting with sector experts, testimonials and significant case histories will be focusing specifically on logistics, for online vendors, of fundamental importance for the success of their business model.

Marco Benettin Business Intelligence & Logistic Advisor for WMR Studio Cappello, explains: “The success of an e-commerce business fundamentally depends on logistics, and companies of any size must understand the opportunities, but also the risks, that managing this function conceals. We will be talking about this at the conference during Green Logistics Expo. There are a number of key aspects, perhaps often not considered, that make the difference. Although it may seem banal, the first is the availability of goods on stock. People buying online want to receive the item within 24 hours. There is nothing worse than having to tell them that what they have just bought is momentarily not available. The second is home deliveries with your own brand as customised as possible. The third, is knowing how to tackle international trade. Is it better to have a single warehouse that delivers everywhere, or a number of hubs located in various countries and serving just a few markets? Without considering the complexity of aspects associated with final distribution, differing from country to country, and the matters of customs duties and deferred VAT. In short, in online trading, you certainly can’t improvise”.

Another delicate aspect concerns management of return logistics which may be very demanding, particularly in certain sectors such as clothing. “In e-commerce, returned goods are a real problem,” continues Marco Benettin, “as the process cannot be industrialised. When a customer returns a garment, I have to check it has not been worn, that the labels are still in place, in short, I have to physically pick up and analyse each individual package, with times and costs that can be really significant. A number of companies prefer to make the customer a gift of the product rather than accept the return, because in the end it costs less”.

But there is one sector of e-commerce where the complexity and difficulties are even greater, the food sector. There is no doubt that this is one of the most complex and delicate supply chains”, emphasises Benettin. “The explosion of home delivery of shopping, including fresh or frozen products, has raised important criticalities that need to be tackled and resolved, for example, from temperature to the need to ensure the integrity of products is protected and the expiry date. This is why during our conference at Green Logistics Expo we are organising a specific focus dedicated in particular to food logistics from an e-commerce perspective.”

The not-to-be-missed appointment with e-commerce logistics is fixed for March 2020 at Green Logistics Expo with the great event of WMR Studio Cappello.

Consult the Conference program