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E-commerce: le chiavi del successo

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Paolo Chiaramida - CEO T-Shop interviene alla Beauty Web Conference 2011, organizzata da Bellezza.it

http://www.beautywebconference.it/index.html
http://www.bellezza.it/
http://www.gepcommunication.it/

Published in: Technology
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E-commerce: le chiavi del successo

  1. 1. E-CommerceLe chiavi del successo Relatore: Paolo Chiaramida – T-Shop p.chiaramida@nemesiconsulting.com
  2. 2. - co-Fondatore e CEO di Buyonweb S.p.a. (fino a Maggio 2010) www.bow.it www.ovo.it www.kikicosmetics.com (Full management) www.moleskine.com (Full management)- Direzione Generale di T-Shop S.r.l. www.dvd.it www.shop.it- co-Fondatore e CEO di BuyonZ S.r.l www.mybrandz.it www.mykidz.it
  3. 3. Approccio di molti brand ad internet e all’e-commerce - Internet il nemico da sconfiggere - Internet la panacea ad ogni male
  4. 4. L’approccio corretto: - Internet è un nuovo canale di vendita, sinergico con quelli esistenti
  5. 5. Cosa si deve sapere:-  L’e-commerce è un nuovo canale di vendita con sue tecniche specifiche e come tale va gestito-  L’e-commerce non è il frontend-  Logistica, Customer Care e Accounting sono complessi-  Ha bisogno di investimenti continui-  Non risolve i problemi aziendali nel breve termine-  Bisogna crederci-  E’ lento e non automatico-  Le competenze non sono diffuse-  L’immagine del brand deve fare i conti con il Conversion Rate- Bisogna farsi aiutare
  6. 6. La strada giusta: -  Capire il canale -  Stabilire il percorso (Insourcing, Outsourcing, o mix) -  Definire gli obiettivi -  Allocare un budget (startup, marketing) -  Definire chi fa cosa (Insourcing, Outsourcing, o mix) -  Affidarsi a persone e/o aziende che abbiano le competenze adatte -  Utilizzare tutta la forza del proprio brand -  Utilizzare le potenzialità del cross-mktg multicanale -  Non preoccuparsi della «cannibalizzazione»
  7. 7. Esempi di successo KiKo Cosmetics: Dalla catena di negozi all’e-commerce.

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