How to build the perfect online shopping experience: managing an e-commerce of handicraft and Made in Italy products in the luxury sector My speech for eRetail Europe Conference in Amsterdam on 4th Oct 2017 http://eretaileurope.com

1. Alessandro Gasparotto
Online Store Manager @FiloBlu
HOW TO BUILD THE PERFECT
ONLINE SHOPPING EXPERIENCE:
managing an e-commerce of handicraft
and Made in Italy products in the luxury
sector

2. AGENDA
Barrett
Role and Responsabilities of a Store Manager
• Commercial Strategy
o Commercial Plan
o Direct Email Marketing
• E-StoreAppearance
o Color Experience
o Related Products
o Visual Experience
o Examples

3. Barrett
Fine craftsmanship of luxury shoes
100
Years
of activities
6
Monobrand Store
all over the World
3500
Shoes models
historical and new
25
Countries
in which we sell

4. e-store
appearance
commercial
strategy
a bridge
between web
agency team
and client
evolutions
monitoring and
analysis
The Store
Manager is the
unique point of
reference of the
client/brand. He
translates the
client’s needs
into activities that
are then
developed by
different team.
The Store
Manager defines
and plans the
online
promotional and
commercial
strategies and he
is responsable of
their
implementation
and execution.
The Store
Manager
maximize every
sales
opportunity,
through visual
merchandising
and products’
images.
The Store
Manager
proposes new
activities to
develop, in order
to increase the
e-shop
performance.
The Store
Manager
constantly
monitors the e-
shop
performance and
he manages the
efficient running
of the e-shop.
Role and Responsabilities of a Store Manager
My Job in 5 points

5. e-store
appearance
commercial
strategy
a bridge
between web
agency team
and client
evolutions
monitoring and
analysis
The Store
Manager is the
unique point of
reference of the
client/brand. He
translates the
client’s needs
into activities that
are then
developed by
different team.
The Store
Manager defines
and plans the
online
promotional and
commercial
strategies and he
is responsable of
their
implementation
and execution.
The Store
Manager
maximize every
sales
opportunity,
through visual
merchandising
and products’
images.
The Store
Manager
proposes new
activities to
develop, in order
to increase the
e-shop
performance.
The Store
Manager
constantly
monitors the e-
shop
performance and
he manages the
efficient running
of the e-shop.

6. MONTH MONTH NAME
TARGET MONTH KKK $
WEEK X Y Z K J
DATE OF THE WEEK XX/YY XX/YY XX/YY XX/YY XX/YY
OFFLINE
PROMOTIONS EVENTS ON MAIN
STORE IN NY
CAPSULE ON MAIN
STORE IN NY
HOLIDAY AND EVENTS FASHION WEEK NY
ONLINE
MAIN ACTION OF THE WEEK NEW CAPSULE PRIVATE SALE
FREESHIPPING YES YES NO YES NO
WELCOME KIT YES YES YES YES YES
OTHER
DEM
DELIVERY DATE XX/YY XX/YY XXYY
INPUT FASHION WEEK
EVENTS PROGRAM
NEW CAPSULE PRIVATE SALE
URL HTTP:// PROGRAM HTTP:// CATEGORY HTTP:// PRIVATE
CATEGORY
GRAPHICS WEBSITE
SLIDER 1 FASHION WEEK JPG COLLECTION ADV JPG CAPSULE ADV COLLECTION ADV JPG COLLECTION ADV JPG
SLIDER 2 COLLECTION ADV JPG COLLECTION ADV JPG COLLECTION ADV JPG COLLECTION ADV JPG COLLECTION ADV JPG
LISTING 1 FASHION WEEK JPG CAPSULE ADV
LISTING 2
VIDEO HTTP:// VIDEO
Commercial Plan
All the activities and promotions at a glance

7. Emotional Image
Reflects your brand image
Products Listing
Let your customers decide
which product best fits their
needs
Direct Email Marketing
Creating a Story from a small detail

8. Focus on New Collection
Let your customers preview
your products
Last Chance
Use urgency to improve your
conversion rates
Direct Email Marketing
Pushing sales presenting a collection preview

9. Clear message
Focus on your most important
benefit
Private Sale
Makes your customers feel
special
Call to Action on a
dedicated category
Study your products selection
Product Rotation GIF
Let your customers decide
which product best fits their
needs
Discount deadline
Use urgency to improve your
conversion rates
Direct Email Marketing
Making Customer feel special through dedicated promotion

10. e-store
appearance
commercial
strategy
a bridge
between web
agency team
and client
evolutions
monitoring and
analysis
The Store
Manager is the
unique point of
reference of the
client/brand. He
translates the
client’s needs
into activities that
are then
developed by
different team.
The Store
Manager defines
and plans the
online
promotional and
commercial
strategies and he
is responsable of
their
implementation
and execution.
The Store
Manager
maximize every
sales
opportunity,
through visual
merchandising
and products’
images.
The Store
Manager
proposes new
activities to
develop, in order
to increase the
e-shop
performance.
The Store
Manager
constantly
monitors the e-
shop
performance and
he manages the
efficient running
of the e-shop.
Role and Responsabilities of a Store Manager
My Job in 5 points

11. Color Experience
Mixing the colors like a painter in a palette

12. DANDY LIKES STYLE
Shop By Style
Make the perfect products mixing for different occasions

13. BROGUE-STYLE MOCCASIN WITH TASSELS
AND BUTTONS
BUCKLED LOAFER IN AGED, WOVEN
CALFSKIN
WOVEN DOUBLE-BUCKLE MOCCASIN
TWO-COLOUR LOAFER WITH FRINGE
OXFORD IN AGED CALFSKIN WITH FLOWER
DETAIL ON THE TOE
Category Mixing
Mixing the categories to design a leitmotive

14. Related products
Related Products
Encourage a double purchase

15. Visual Experience
Showing the product exactly as it is through photography perfection

16. HIGH QUALITY PRODUCT
PHOTOS AND LISTING
Examples
Not only luxury shoes…

17. THE PRODUCT IN USE
CLOSE UP

18. EMOTIONAL VIDEO
PRODUCT FEATURE
TECH SPECS
SIZE

19. gasparottoalessandro@gmail.com
www.gasparottoalessandro.com