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Mercoledì 1 ottobre 2014 - Padova 
Workshop: l'ecommerce abilita il commercio 
Giovanni Cappellotto
Lanciare una attività online
Cambia il 
panorama 
commerciale
Tutto è connesso a 
Internet. 
Le cose sono indossabili e 
a portata di mano, 
ovunque, ogni volta che ci 
piaccia usare o...
Se i retailers non 
cambiano 
SUBITO 
l'esperienza in 
negozio per 
incontrare la 
domanda del 
consumatore 
semplicemente...
Tu vuoi che 
io muoro? 
Domanda 
sbagliata
Il business che 
si considera 
immune 
dalla necessità 
di essere online 
prima o dopo 
sarà immune 
dal business.
Vendere anche senza ecommerce 
● Vendere sui marketplaces 
● Vendere su landing pages 
● Vendere al telefono 
● Vendere su...
strumenti, utilità 
• Liste collaborative per l'acquisto. 
• Riscatto di offerte su particolari negozi. 
• Gestire account...
Non c'è uno avanti e 
l'altro indietro. 
Vendita online e 
vendita in negozio 
devono cambiare
Come il consumatore non divide tra 
desktop e mobile, così non dividerà tra 
negozio e shop online
Le sfide 
Identificare i clienti attuali e 
i nuovi clienti. 
Definire una nuova 
strategia. 
Costruire un portafoglio di ...
Si vende? Cosa si vende? 
Giovanni Cappellotto
La prova che stanno cadendo i muri 
(fisici e digitali) 
Giovanni Cappellotto
Retail Perceptions Report 2014
Retail Perceptions Report 2014
Retail Perceptions Report 2014
Retail Perceptions Report 2014
Retail Perceptions Report 2014
Retail Perceptions Report 2014
COSA SIGNIFICANO QUESTE INFORMAZIONI. 
Il risultato di queste ricerche è che i consumatori si aspettano 
di trovare i vend...
Costruire un ecommerce 
Scegliere una piattaforma. 
Giovanni Cappellotto
Tutto qui?
Non basta 
mettere qualche 
bottone 
“Compra Subito” 
sul tuo sito ed 
aspettare che 
arrivino clienti 
a comprare. 
Neil ...
Focus 1 - Esperienza del cliente. 
Il più semplice possibile. 
Nessuna corsa ad ostacoli. 
Veloce accesso ai prodotti. 
Ot...
Focus 2 - Utente mobile. 
Sito responsive. 
Lettura immediata. 
Sistema semplice di ordine. 
Navigazione facile.. 
Facilit...
Focus 3 - Marketing. 
Offerte. 
Servizio. 
Prodotto. 
Informazioni rilevanti sul 
prodotto 
Costo di acquisizione del 
cli...
Focus 4 - Spedizione e post vendita 
Spedizione rapida. 
Spedizione gratuita. 
E se non puoi lavorare 
con la spedizione 
...
Trovare e farsi trovare 
Giovanni Cappellotto
Google ti ama solo 
quando qualcun altro ti 
ama per primo.
Non cercare clienti per i 
tuoi prodotti. 
Cerca prodotti per i tuoi 
clienti. 
Seth Godin
Comprare e vendere, 
non è scienza 
finanziaria. 
E' creare prodotti e 
servizi che il pubblico 
pagherà per avere.
Comincia con una sola 
piattaforma di social 
media. 
Impara ad usarla bene 
e poi passa ad un'altra 
piattaforma.
Social media non 
riguarda il numero dei 
fans o delle piattaforme 
in cui sei presente. 
Interazioni. 
Connessioni. 
Conv...
Google e Facebook non 
sono i fornitori di traffico 
gratuito. 
Stanzia un budget, le 
vendite non arrivano 
con la fatina...
4 modelli per unire 
online e on site. 
Giovanni Cappellotto
Scoprire nuove tendenze e 
ispirare la ricerca. 
Le maggiori innovazioni sull'ecommerce 
sono state sul prezzo e sull'effi...
Vendita collaborativa. 
Reti di impresa, ricerca online e onsite, 
creazione di nuove opportunità di acquisto 
e di fruizi...
Verticalizzazioni di prodotti. 
Passare velocemente dal produttore al 
consumatore, saltando l'intermediazione e 
trasfere...
Prodotti di nicchia, nuovi 
modi di vendere prodotti. 
Riuscire a creare una comunità, ad 
ispirare le persone, proporre n...
Quando si parla di punti di contatto 
digitali, si parla dei luoghi, delle 
situazioni, dei contesti, in cui 
attivare l'a...
La chiave di successo di ogni vendita 
è sempre il prodotto, 
prima di ogni altro parametro. 
Focalizzarsi su uno specific...
AL LAVORO
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
Workshop: l'ecommerce abilita il commercio
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Workshop: l'ecommerce abilita il commercio

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Workshop tenuto a Padova il 1 ottobre 2014, Belluno il 2 ottobre 2014, Treviso il 9 ottobre 2014.

Veröffentlicht in: Einzelhandel
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Workshop: l'ecommerce abilita il commercio

  1. 1. Mercoledì 1 ottobre 2014 - Padova Workshop: l'ecommerce abilita il commercio Giovanni Cappellotto
  2. 2. Lanciare una attività online
  3. 3. Cambia il panorama commerciale
  4. 4. Tutto è connesso a Internet. Le cose sono indossabili e a portata di mano, ovunque, ogni volta che ci piaccia usare o entrare in contatto. E' un totale e radicale cambiamento del contesto imprenditoriale, anche più di quanto finora conosciuto.
  5. 5. Se i retailers non cambiano SUBITO l'esperienza in negozio per incontrare la domanda del consumatore semplicemente MORIRANNO.
  6. 6. Tu vuoi che io muoro? Domanda sbagliata
  7. 7. Il business che si considera immune dalla necessità di essere online prima o dopo sarà immune dal business.
  8. 8. Vendere anche senza ecommerce ● Vendere sui marketplaces ● Vendere su landing pages ● Vendere al telefono ● Vendere su facebook ● ...
  9. 9. strumenti, utilità • Liste collaborative per l'acquisto. • Riscatto di offerte su particolari negozi. • Gestire account di fedeltà. • Scansione degli oggetti e pagamento veloce fai da te. • Condividere offerte con gli amici nei social network. • Programmare un giro di shopping. • Collaborare alla lista della spesa. • Trovare il punto vendita più vicino. • Scansione dei prodotti per una lettura migliore delle etichette. • Aggiungere prodotti via mobile. • Cambiare il checkout in negozio.
  10. 10. Non c'è uno avanti e l'altro indietro. Vendita online e vendita in negozio devono cambiare
  11. 11. Come il consumatore non divide tra desktop e mobile, così non dividerà tra negozio e shop online
  12. 12. Le sfide Identificare i clienti attuali e i nuovi clienti. Definire una nuova strategia. Costruire un portafoglio di prodotti e servizi. Costruire un Modello di Business.
  13. 13. Si vende? Cosa si vende? Giovanni Cappellotto
  14. 14. La prova che stanno cadendo i muri (fisici e digitali) Giovanni Cappellotto
  15. 15. Retail Perceptions Report 2014
  16. 16. Retail Perceptions Report 2014
  17. 17. Retail Perceptions Report 2014
  18. 18. Retail Perceptions Report 2014
  19. 19. Retail Perceptions Report 2014
  20. 20. Retail Perceptions Report 2014
  21. 21. COSA SIGNIFICANO QUESTE INFORMAZIONI. Il risultato di queste ricerche è che i consumatori si aspettano di trovare i venditori in ogni punto in cui sono presenti. Se il negoziante ottimizza la sua presenza solo secondo il canale e dimentica di imbracciare il concetto di “Commercio in ogni Luogo”,mette se stesso a rischio di una inconsistente esperienza del consumatore, diminuisce potenzialmente i profitti e riduce la percezione del suo brand.
  22. 22. Costruire un ecommerce Scegliere una piattaforma. Giovanni Cappellotto
  23. 23. Tutto qui?
  24. 24. Non basta mettere qualche bottone “Compra Subito” sul tuo sito ed aspettare che arrivino clienti a comprare. Neil Patel Immagine di Picture4ever.eu
  25. 25. Focus 1 - Esperienza del cliente. Il più semplice possibile. Nessuna corsa ad ostacoli. Veloce accesso ai prodotti. Ottime fotografie. Ottime descrizioni. Informazioni attendibili. Facilità di pagamento.
  26. 26. Focus 2 - Utente mobile. Sito responsive. Lettura immediata. Sistema semplice di ordine. Navigazione facile.. Facilità di pagamento.
  27. 27. Focus 3 - Marketing. Offerte. Servizio. Prodotto. Informazioni rilevanti sul prodotto Costo di acquisizione del cliente. Ciclo di vita del cliente. Relazioni con il cliente. Perché comperare da me e non altrove.
  28. 28. Focus 4 - Spedizione e post vendita Spedizione rapida. Spedizione gratuita. E se non puoi lavorare con la spedizione gratuita, inventa forme creative di contatto nella consegna, packaging memorabili. Segui il cliente in ogni fase dell'acquisto e della consegna.
  29. 29. Trovare e farsi trovare Giovanni Cappellotto
  30. 30. Google ti ama solo quando qualcun altro ti ama per primo.
  31. 31. Non cercare clienti per i tuoi prodotti. Cerca prodotti per i tuoi clienti. Seth Godin
  32. 32. Comprare e vendere, non è scienza finanziaria. E' creare prodotti e servizi che il pubblico pagherà per avere.
  33. 33. Comincia con una sola piattaforma di social media. Impara ad usarla bene e poi passa ad un'altra piattaforma.
  34. 34. Social media non riguarda il numero dei fans o delle piattaforme in cui sei presente. Interazioni. Connessioni. Conversazioni.
  35. 35. Google e Facebook non sono i fornitori di traffico gratuito. Stanzia un budget, le vendite non arrivano con la fatina dei denti.
  36. 36. 4 modelli per unire online e on site. Giovanni Cappellotto
  37. 37. Scoprire nuove tendenze e ispirare la ricerca. Le maggiori innovazioni sull'ecommerce sono state sul prezzo e sull'efficienza per il consumatore. I prossimi successi sull'ecommerce potrebbero essere legati alla scoperta di nuovi prodotti e nuovi servizi per trattenere i consumatori. Ispirazione e personalizzazione.
  38. 38. Vendita collaborativa. Reti di impresa, ricerca online e onsite, creazione di nuove opportunità di acquisto e di fruizione dei prodotti.
  39. 39. Verticalizzazioni di prodotti. Passare velocemente dal produttore al consumatore, saltando l'intermediazione e trasferendo parte del markup al consumatore.
  40. 40. Prodotti di nicchia, nuovi modi di vendere prodotti. Riuscire a creare una comunità, ad ispirare le persone, proporre nuovi modi di vendere gli stessi prodotti, trovare 1000 appassionati di un particolare segmento...
  41. 41. Quando si parla di punti di contatto digitali, si parla dei luoghi, delle situazioni, dei contesti, in cui attivare l'attenzione ed imparare di più sul prodotto o servizio
  42. 42. La chiave di successo di ogni vendita è sempre il prodotto, prima di ogni altro parametro. Focalizzarsi su uno specifico modello di vendita e dimenticare il prodotto è SEMPRE un errore
  43. 43. AL LAVORO

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