This document discusses best practices Berto Salotti could adopt from other industries, particularly fashion, to improve its business proposition. It identifies practices like using influencers to promote products on social media, organizing co-branded events, and displaying testimonials from past customers. It also recommends allowing online customization through furniture design software on the website, taking inspiration from companies like IKEA, Spoonflower, and Zazzle. Implementing these lessons could help attract new customers, convert them to sales, and promote customer delight.

1. Which examples, from the furniture
business or from other industries
(fashion in particular), could be taken as
a stimulus to improve and further
develop Berto Salotti’s business
proposition?
Please identify these best practices and
clarify how these lessons could be
applied to Berto case study.
Brownies Group
Baldin Marta (837715)
Camussa Giulia (839002)
Casetti Giovanni (836072)
Mehilli Lunida (837734)
Srouji Nora (987669)
Vanzetto Marta (840036)
Berto Salotti Case study
23/11/2015
Prof. Stefano Micelli
International Management Course

2. Key words- Internet to promote small businesses
Inbound marketing
1) Attract qualified consumers (Keyword long tail, blog, social media)
2) Convert: from visitors to leads (Gain personal information) through tailor made information
3) Close: from leads to customers
4) Delight: From customers to promoters
ZMOT : zero moment of truth: Customers, before buying the product search for information and opinions
Prosumer : professional, active, informed consumer

3. Fashion and gadgets industry: Zazzle.com
It is a website producing and selling customized clothes, accessories, gadgets, home decor staffs, cases and
electronics, toys and games, cards and postage. The customer can customize and create its unique product online, by
uploading images, modifying the dimensions, adding text, changing colour and image orientation.
Fabric industry: Spoonflower.com
It is a website producing and selling customized fabric, wallpaper and gift wrap. The customer can upload its own
design and receive back its unique fabric.
Examples of online customization

6. Best Practices
● Further improve the internet advertising strategy, taking inspiration from the fashion industry, Fashion
bloggers here dictate what’s in and out. In the case of Marrone instead (furniture, luxury kitchens) chefs and
other famous people promote the products. Berto Salotti could try to adopt the same solution and ask some
famous people to promote its sofas.
● Promote another way of advertising the company. Try to organize events together with other brands. Examples
of Marrone which organizes events with Red Bull as a promotion activity.
● Indirect Promotion: art exhibitions with Berto’s sofa
● Insert comments about consumers who already bought a sofa, either on the website or on the blog

7. Implementing a Furniture design software on the web page: examples are the ikea kitchen planner and
the upload of specific already made sketch up template file for graphic designing on the online 3d warehouse, as in
the images
Add also online customization, or simulations of what “customization” means

8. Above an example of using sketch up as
agraphic design tool. On the right a catalogue of
Natuzzi divani inside the 3D warehouse web
page of sketchup