Velvet Media, an Italian marketing and online sale agency (also see here), has set some new clear goals for the future. Through its services aimed at fashion, lifestyle and luxury companies, it wants to help brands communicate with retail and create better synergies between digital and physical retail.
With these objectives in mind Velvet Media has recently inaugurated Next Heroes, a “benefit company” meant to become soon a B-Corp, that selects and supports start-ups that can have a positive impact on the market and the community.
Out of the 12 start-ups it will support, The SPIN OFF has selected three of them that appear to be especially innovative.
“Algorithm of Attribution” was created with the aim to help fashion retail put an end to the “Cold War” existing between online and offline sales channels. The algorithm created through this start-up can help estimate the weight of a store’s online and offline visibility in influencing the purchase of a product–even if the purchase is finalized online and not in the physical store. This value is defined by artificial intelligence based upon most innovative proximity marketing and geolocalization technology. It helps to give back the right value to store owners in creating a brand’s value although very often purchases are done through online platforms like Amazon or Zalando without recognizing each single brand’s identity.
“We solved the dilemma of the relationship between online sales and physical stores,” commented Bassel Bakdounes, founder, Velvet Media. “According to our first simulation, we found out that a physical store’s role can count up to 30% of online sales completed in that area. Though in most cases that worth doesn’t go beyond 5%,” he continued, implying how this tool can help a store to win back a key role in the market again.
“Denimazing” is a Made in Italy portal dedicated to the denim industry. This new online platform has the objective is to help small and medium-sized companies to increase their online sales, while focusing on the development of their marketing strategies in an omnichannel environment. The company was founded by Laura Pianazza, an expert in the international publishing business, who has created this new project thanks to her background and network of connections with entrepreneurs, top managers and marketing agencies.
The project aims to connect all different players of the jeans manufacturing industry–denim and garment manufacturers, brands and distribution companies–collaborating together and with the consumer. Through this platform, for instance, companies can provide the support of complete supply chain services. Special software programs and augmented reality tools can also help to define the right size of each pair of jeans in a fast and accurate way.
Brands, instead, can sell their creations through a real e-commerce site leading end-consumers through virtual tours in their showrooms and specific sales through dedicated chat areas and video calls.
“Project Gemini” is another start-up meant to create an ecosystem of competences and innovations connected to space tourism through a phygital approach in renewing aerospatial and touristic industry, and creating new business opportunities including gravity zero experiences and cultivation in space.
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