{"id":2907,"date":"2025-07-02T08:42:44","date_gmt":"2025-07-02T08:42:44","guid":{"rendered":"https:\/\/4growthc.com\/?p=2907"},"modified":"2025-08-23T20:08:22","modified_gmt":"2025-08-23T20:08:22","slug":"route-to-market-an-essential-pillar-in-the-digital-age","status":"publish","type":"post","link":"https:\/\/4growthc.com\/it\/route-to-market-an-essential-pillar-in-the-digital-age\/","title":{"rendered":"Route-to-Market: un pilastro essenziale nell'era digitale"},"content":{"rendered":"

\u201cA una mano dal cliente\u201d: cos\u00ec uno dei CEO pi\u00f9 visionari di Coca-Cola defin\u00ec la Route-to-Market (RTM) oltre 30 anni fa.<\/span><\/p>\n

\u201cUbiquit\u00e0\u201d: cos\u00ec Ramon Laguarta ha ridefinito la strategia di PepsiCo quando ha assunto la leadership globale.<\/p>\n

\u201cUno yogurt al giorno, in ogni casa, in tutto il mondo\u201d: il sogno del fondatore di Danone, che per decenni ha plasmato la strategia RTM globale del marchio.<\/p><\/blockquote>\n

Queste prospettive possono differire nella formulazione, ma convergono sullo stesso principio: il percorso verso il mercato non riguarda semplicemente la logistica, ma riguarda la disponibilit\u00e0, la rilevanza e il valore del marchio in ogni punto di contatto.<\/span><\/p>\n

Il nucleo strategico di RTM<\/span><\/h2>\n

Una strategia RTM di successo deve affrontare tre pilastri interconnessi:
\n\u2013 Disponibilit\u00e0: garantire che il prodotto giusto sia accessibile al momento e nel luogo giusto
\n\u2013 Costi: gestione dell'efficienza operativa lungo la catena del valore
\n\u2013 Preferenza del cliente: soddisfare le aspettative dei consumatori e le esigenze del rivenditore<\/span><\/p>\n

Ciascuno di questi pilastri contiene dozzine di sottocomponenti, dai modelli di incentivi ai concetti di chiamata, ciascuno dei quali richiede un processo decisionale mirato e investimenti a lungo termine.<\/p>\n

La metodologia RTM prevede la costruzione di strutture solide (modelli di mercato, modelli di servizio, sistemi di monitoraggio dell'esecuzione e scenari P&L personalizzati) che definiscono la relazione di un'azienda con i propri clienti. Fondamentalmente, il successo della RTM oggi dipende dalla capacit\u00e0 della forza lavoro di identificare opportunit\u00e0 commerciali, operare in modo impeccabile in negozio e attivare il marchio con autonomia e comprensione locale.<\/span><\/p>\n

I macrotrend rimodellano l\u2019RTM nel settore dei beni di largo consumo<\/span><\/h2>\n

Guardando al futuro, diversi megatrend globali stanno gi\u00e0 ridefinendo il modo in cui consumatori e rivenditori interagiscono con i marchi di beni di largo consumo:<\/span><\/p>\n

    \n
  • \u2013 Acquirenti omniconnessi di tutte le generazioni<\/span><\/li>\n
  • \u2013 Iper-personalizzazione, con consumatori disposti a pagare di pi\u00f9 per esperienze su misura<\/span><\/li>\n
  • \u2013 Consumo consapevole della salute, guidato da obiettivi di sostenibilit\u00e0 e benessere<\/span><\/li>\n
  • \u2013 Servizi on-demand e consumo domestico, trasformano il comportamento d'acquisto<\/span><\/li>\n
  • \u2013 Spese caute, che riflettono l\u2019incertezza economica globale<\/span><\/li>\n
  • \u2013 Implementazione rapida dei modelli Direct-to-Consumer (DTC)<\/span><\/li>\n
  • \u2013 Digitalizzazione accelerata, soprattutto negli ambienti di vendita al dettaglio tradizionali<\/span><\/li>\n<\/ul>\n

    Trasformazione Digitale in RTM<\/span><\/h2>\n

    La trasformazione digitale sta rimodellando il panorama competitivo in tutti i canali di vendita RTM: ristorazione, commercio tradizionale, vendita al dettaglio moderna e istituzioni e luoghi di lavoro. Evidenziamo quattro leve digitali emergenti che si stanno gi\u00e0 rivelando critiche:<\/span><\/p>\n

      \n
    1. Piattaforme B2B: consentendo il coinvolgimento diretto con proprietari e gestori di negozi, l'e-commerce B2B nel settore dei beni di largo consumo sta rapidamente diventando un potente strumento di fidelizzazione e attivazione del marchio.<\/span><\/li>\n
    2. Ordini suggeriti basati sull'intelligenza artificiale: sfruttare l'intelligenza artificiale per mantenere la presenza sugli scaffali e combattere gli esaurimenti, che rappresenta ancora la minaccia numero uno al valore del marchio.<\/span><\/li>\n
    3. Ordini omnicanale: soluzioni di ordinazione fluide che consentono ai clienti di acquistare sempre, ovunque e utilizzando qualsiasi dispositivo.<\/span><\/li>\n
    4. Pagamenti digitali \u2013 Dal microfinanziamento alle transazioni automatizzate, gli ecosistemi di pagamento digitale riducono l\u2019esposizione creditizia e migliorano il flusso di cassa sia per i fornitori che per i clienti.<\/span><\/li>\n<\/ol>\n

      Innovazioni DTC: dalla personalizzazione alla fidelizzazione<\/span><\/h2>\n

      La digitalizzazione sta inoltre aprendo nuovi percorsi di crescita nello spazio Direct-to-Consumer. Due esempi straordinari illustrano come la personalizzazione, i modelli di abbonamento e il pacchetto in bundle possono alimentare la fedelt\u00e0 al marchio:<\/span><\/p>\n

        \n
      • pantryshop.com (PepsiCo): una piattaforma focalizzata sul consumatore che offre pacchetti predefiniti (snack, bevande, cereali, ecc.) per consegne ricorrenti o regali.<\/span><\/li>\n
      • heinztohome.co.uk (Heinz): una piattaforma con sede nel Regno Unito che consente la personalizzazione completa, dal nome delle bottiglie di ketchup (\"Victor's Ketchup\") all'aggiunta di messaggi, alla creazione di pacchetti personalizzati e all'acquisto di prodotti di marca.<\/span><\/li>\n<\/ul>\n

        Un appello alla reinvenzione strategica<\/span><\/h2>\n

        I modelli RTM pronti per il futuro richiedono qualcosa di pi\u00f9 della semplice automazione: necessitano di un'integrazione approfondita tra sistemi, persone e processi. Molte organizzazioni oggi operano con flussi RTM parzialmente digitalizzati: automazione della forza vendita, sistemi di gestione dei dati e pianificazione aziendale integrata. Sebbene forniscano una buona base, spesso non riescono a consentire un processo decisionale in tempo reale e basato sui dati.<\/span><\/p>\n

        Il prossimo balzo in avanti sar\u00e0 alimentato dall\u2019intelligenza artificiale, dall\u2019analisi predittiva e dalla correlazione dei metadati, che offriranno visibilit\u00e0 granulare sui comportamenti dei consumatori, sulle capacit\u00e0 di consegna e sulle previsioni commerciali.<\/p>\n

        \"Nell'ambito dei nostri progetti, collaboriamo con aziende globali per sviluppare \"Storie di vendita\" basate sull'intelligenza artificiale, strumenti digitali che creano scenari di vendita personalizzati al 100% in base al profilo del rivenditore, alle informazioni sui consumatori e ai punti di forza del marchio\", afferma Lucian Marin, fondatore di 4 Growth Consulting.<\/span><\/p>\n

        In conclusione, una moderna strategia RTM non \u00e8 un modello statico: \u00e8 una capacit\u00e0 dinamica che deve evolversi al passo con le aspettative dei consumatori, la trasformazione della vendita al dettaglio e il progresso tecnologico. I brand che guideranno il prossimo decennio stanno gi\u00e0 investendo oggi in questa evoluzione.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

        “One hand away from customer reach” \u2013 this is how one of Coca-Cola\u2019s most visionary CEOs defined Route-to-Market (RTM) over 30 years ago. “Ubiquity” \u2013 this was how Ramon Laguarta redefined PepsiCo’s strategy when he took over global leadership. “One yoghurt a day, in every home, worldwide” \u2013 the dream of Danone\u2019s founder, which shaped […]<\/p>\n","protected":false},"author":1,"featured_media":1376,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-2907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rtm-strategy"],"acf":[],"yoast_head":"\nRoute-to-Market: An Essential Pillar in the Digital Age - 4 Growth Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4growthc.com\/it\/route-to-market-an-essential-pillar-in-the-digital-age\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Route-to-Market: An Essential Pillar in the Digital Age - 4 Growth Consulting\" \/>\n<meta property=\"og:description\" content=\"“One hand away from customer reach” \u2013 this is how one of Coca-Cola\u2019s most visionary CEOs defined Route-to-Market (RTM) over 30 years ago. “Ubiquity” \u2013 this was how Ramon Laguarta redefined PepsiCo’s strategy when he took over global leadership. “One yoghurt a day, in every home, worldwide” \u2013 the dream of Danone\u2019s founder, which shaped […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/4growthc.com\/it\/route-to-market-an-essential-pillar-in-the-digital-age\/\" \/>\n<meta property=\"og:site_name\" content=\"4 Growth Consulting\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-02T08:42:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-23T20:08:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/4growthc.com\/wp-content\/uploads\/2023\/07\/digital-rtm-3-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1709\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"vlad@glc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"vlad@glc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/\"},\"author\":{\"name\":\"vlad@glc\",\"@id\":\"https:\\\/\\\/4growthc.com\\\/#\\\/schema\\\/person\\\/b666d76ff108eba8f2ad1a4e1987d9d3\"},\"headline\":\"Route-to-Market: An Essential Pillar in the Digital Age\",\"datePublished\":\"2025-07-02T08:42:44+00:00\",\"dateModified\":\"2025-08-23T20:08:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/\"},\"wordCount\":670,\"publisher\":{\"@id\":\"https:\\\/\\\/4growthc.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/4growthc.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/digital-rtm-3-scaled-1.jpg\",\"articleSection\":[\"RTM strategy\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/\",\"url\":\"https:\\\/\\\/4growthc.com\\\/route-to-market-an-essential-pillar-in-the-digital-age\\\/\",\"name\":\"Route-to-Market: An Essential Pillar in the Digital Age - 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