{"id":4125,"date":"2025-04-17T10:00:00","date_gmt":"2025-04-17T08:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4125"},"modified":"2025-04-17T16:46:33","modified_gmt":"2025-04-17T14:46:33","slug":"salesforce-al-netcomm-forum-2025-dati-ai-e-customer-experience-al-centro-del-retail","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/it\/blog\/salesforce-al-netcomm-forum-2025-dati-ai-e-customer-experience-al-centro-del-retail\/","title":{"rendered":"Salesforce al Netcomm Forum 2025:\u00a0dati, AI e customer experience al centro del retail"},"content":{"rendered":"\n<p>In un mondo dove l\u2019e-commerce \u00e8 diventato molto pi\u00f9 di un semplice \u201cnegozio online\u201d, il <strong>Netcomm Forum 2025<\/strong> ha confermato ancora una volta il suo ruolo di palcoscenico privilegiato per scoprire cosa significa davvero innovare nel digital retail.<\/p>\n\n\n\n<p>Al nostro fianco, come sempre, i veri protagonisti: i <strong>clienti Salesforce<\/strong>. Sono stati loro a mostrare come, con la giusta tecnologia, si possano trasformare le idee in esperienze memorabili e i dati in valore concreto. Tre momenti, quattro voci diverse \u2013 <strong>Boggi Milano, Carpisa, Euronics e Nuna Lie<\/strong> \u2013 un filo conduttore comune: mettere il cliente al centro grazie a un ecosistema connesso, intelligente e data-driven.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-euronics-l-omnicanalita-prende-forma-con-un-personal-shopper-digitale-che-parla-la-lingua-dei-clienti\"><strong>Euronics: l\u2019omnicanalit\u00e0 prende forma con un personal shopper digitale che parla la lingua dei clienti<\/strong><\/h3>\n\n\n\n<p>Sul palco del Netcomm Forum 2025 <strong>Euronics<\/strong>, con Umberto Tesoro, \u200b\u200bDigital Director, ha mostrato cosa significa davvero fare unified commerce: non solo integrare canali, ma mettere il cliente al centro dell\u2019esperienza, indipendentemente da dove si trovi. Oggi oltre il 30% del fatturato online del brand nasce da servizi come \u201cclick &amp; collect\u201d e \u201critira in 30 minuti\u201d, segno che fisico e digitale possono convivere in perfetta armonia \u2013 se supportati dalla giusta tecnologia.<\/p>\n\n\n\n<p>Ma la vera novit\u00e0 \u00e8 il <strong>personal shopper digitale<\/strong> sviluppato con <strong>Agentforce<\/strong>, un agente intelligente capace di guidare il cliente all\u2019interno di un catalogo con pi\u00f9 di 26.000 prodotti. Basta una domanda in linguaggio naturale e il sistema analizza, filtra, risponde. Un\u2019esperienza conversazionale, predittiva, su misura.<\/p>\n\n\n\n<p><strong>Euronics<\/strong> non si limita a vendere prodotti: costruisce relazioni, anche online. Con l\u2019ecosistema Salesforce \u2013 CRM, Service, Data Cloud \u2013 ogni interazione diventa un\u2019opportunit\u00e0 per conoscere meglio il cliente e anticiparne i bisogni.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-boggi-milano-e-salesforce-il-viaggio-da-un-sito-e-commerce-all-agentic-commerce\"><strong>Boggi Milano e Salesforce: il viaggio da un sito e-commerce all\u2019Agentic Commerce<\/strong><\/h3>\n\n\n\n<p>Il secondo intervento ha visto protagonista Marco Benasedo, CIO di <strong>Boggi Milano<\/strong>, intervistato da Maurizio Capobianco, AVP Salesforce. Un percorso iniziato dal 2016 che oggi ha portato a una completa ridefinizione del concetto di e-commerce.<\/p>\n\n\n\n<p>Inizialmente le priorit\u00e0 erano chiare: un\u2019esperienza mobile-first, strumenti efficaci per SEO e marketing, e soprattutto una piattaforma capace di scalare rapidamente.<\/p>\n\n\n\n<p>Da quel primo passo \u00e8 cominciata una vera e propria trasformazione che continua giorno dopo giorno. Una volta consolidato l\u2019e-commerce, <strong>Boggi<\/strong> ha adottato un approccio di <strong>Unified Commerce<\/strong>, integrando canali e dati per offrire un\u2019esperienza fluida e personalizzata su tutti i touchpoint. Con l\u2019introduzione dell\u2019<strong>AI predittiva<\/strong>, si \u00e8 passati dall\u2019approccio a brand-driven a quello customer-driven dove il cliente, con i suoi dati e comportamenti, guida l\u2019esperienza di consumo.<\/p>\n\n\n\n<p>Ma lo sguardo \u00e8 gi\u00e0 rivolto al futuro: <strong>Boggi <\/strong>sta gi\u00e0 esplorando l\u2019<strong>Agentic Commerce<\/strong>, una nuova frontiera in cui agenti intelligenti saranno in grado di conoscere il cliente in profondit\u00e0 \u2013 dai gusti personali al meteo locale \u2013 e proporre outfit completi pronti per l\u2019acquisto. Con l\u2019aiuto di <strong>Salesforce Data Cloud<\/strong> e <strong>Agentforce<\/strong>, l\u2019obiettivo \u00e8 costruire un\u2019esperienza d\u2019acquisto realmente su misura, personalizzata in ogni dettaglio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-carpisa-e-nuna-lie-una-loyalty-che-parte-dai-dati-per-creare-relazioni-vere\"><strong>Carpisa e Nuna Lie: una loyalty che parte dai dati per creare relazioni vere<\/strong><\/h3>\n\n\n\n<p><strong>Carpisa<\/strong> e <strong>Nuna Lie, <\/strong>brand iconici del fashion retail italiano,<strong> <\/strong>sono stati protagonisti della sessione pomeridiana della seconda giornata di presentazioni, condividendo la loro visione su come un programma fedelt\u00e0 possa evolvere in una leva strategica per costruire relazioni durature con il cliente.<br>Clarissa Mattia, Omnichannel Manager di Nuna Lie, e Antonio De Angelis, E-commerce &amp; CRM Manager di Carpisa, hanno infatti raccontato come stanno rivoluzionando il concetto di fidelizzazione grazie a <strong>Salesforce Loyalty Cloud<\/strong>, trasformando i tradizionali programmi a punti in esperienze omnicanale, connesse e guidate dai dati.<\/p>\n\n\n\n<p><strong>Nuna Lie<\/strong> ha lanciato in tempi record un programma pensato per conoscere meglio le clienti e coinvolgerle con comunicazioni e premi su misura. <strong>Carpisa<\/strong>, invece, ha portato la loyalty oltre la cassa: oggi i clienti guadagnano punti anche interagendo con il brand e ricevono offerte personalizzate, online e in store.<\/p>\n\n\n\n<p>Il risultato? Pi\u00f9 dati di qualit\u00e0, pi\u00f9 engagement, pi\u00f9 ritorno. E la possibilit\u00e0 concreta di costruire relazioni durature, capaci di andare ben oltre lo sconto.<\/p>\n\n\n\n<p><strong>Il futuro della customer experience \u00e8 qui \u2013 ed \u00e8 costruito insieme<\/strong><\/p>\n\n\n\n<p>Che si tratti di rivoluzionare l\u2019e-commerce con l\u2019AI generativa o di trasformare la loyalty in un motore di relazione, il messaggio \u00e8 chiaro: la tecnologia \u00e8 un abilitatore straordinario, ma \u00e8 l\u2019approccio centrato sul cliente a fare la differenza.<\/p>\n\n\n\n<p>Al Netcomm Forum 2025, abbiamo portato le voci di chi, ogni giorno, costruisce esperienze che fanno la differenza. Condividendo una visione in cui ogni interazione conta, ogni dato parla, e ogni cliente \u00e8 davvero al centro.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In un mondo dove l\u2019e-commerce \u00e8 diventato molto pi\u00f9 di un semplice \u201cnegozio online\u201d, il Netcomm Forum 2025 ha confermato ancora una volta il suo ruolo di palcoscenico privilegiato per scoprire cosa significa&hellip;<\/p>\n","protected":false},"author":649,"featured_media":4127,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1241,179,1227],"sf_content_type":[],"blog":[],"coauthors":[2],"class_list":["post-4125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce-2","sf_topic-other-third-party-events","sf_topic-agentforce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Salesforce al Netcomm Forum 2025:\u00a0dati, AI e customer experience al centro del retail - Salesforce<\/title>\n<meta name=\"description\" content=\"In un mondo dove l\u2019e-commerce \u00e8 diventato molto 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