American Express: H-Commerce vs E-Commerce – shop with a human touch

Financial services corporation American Express (Amex) created the "H-Commerce vs. E-Commerce: Shop with a Human Touch" campaign to strengthen and expand the brand's position among local merchants and consumers in Italy.

"H-Commerce vs. E-Commerce: Shop with a Human Touch"

A BCW Italy campaign for American Express

"In a globalized world, one of today's greatest luxuries is going local.

But what if it's not possible to go back to Florence to browse that family-owned ceramics shop, or to Naples to order tailor-made garments? Then you bring local to the people, wherever they are around the globe, within a few clicks.

What was once a hurdle is now an opportunity. Small shops throughout Italy can expand their activities locally and beyond through digital.

But in a digital world, a big challenge is preserving...

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