Il nuovo consumatore, sarà lui a venderci qualcosa?

Notes de l'éditeur

1. Buongiorno, benvenuti. Mi chiamo Nicola Zago e ho il piacere di condurre oggi questo workshop ad Abitare il Tempo e sono contento che ciò accada in coincidenza con il coraggioso cambio di format di questa fiera che punta a farvi andare a casa con degli strumenti in più che vi serviranno spero da domani per rilanciare il vostro business. Grazie quindi a Stefano Bezzetto e Paolo Mastromo che hanno condotto il cambiamento e mi hanno dato questa possibilità. \nIn questi tre giorni ho partecipato agli altri incontri e come già immaginavo sono stati tutti così di qualità ed esaustivi che io posso permettermi di lanciare la palla un po’ più in là e condividere con voi una riflessione, che è poi il titolo un po’ provocatorio di questo workshop.\n“Questo nuovo consumatore...sarà lui a venderci qualcosa”? in 45 minuti non c’è il tempo di fare analisi e approfondimenti, quindi abbiamo scelto la strada opposta. Nostro obiettivo è farvi uscire da qua con una grande confusione che vi garantisco si tradurrà forse stanotte in qualche pensiero più strutturato, e domani sarete già al lavoro per approfondire gli spunti che coglierete qua e là. Sì, potete abbandonarvi sulla sedia e rilassarvi, perchè il segreto non è capire le singole parole ma il senso. Dovete capire che non c’è una ricetta, ma mille spunti e la Rete ogni giorno ci scarica addosso milioni di stimoli, sta a noi elevarci a REGISTI del nostro business e prendere il meglio per confezionare LA NOSTRA RICETTA.\n\n\n\n
2. Quanti di voi conoscono ETSY? etsy è forse il più grande posto dove comprare prodotti HANDMADE. Di tutti i tipi: dai vestiti per bambini, ai mobili, ad un porta carte di credito in coccodrillo. Qualsiasi cosa. Se vi fate un giro capirete subito che non è come ebay o altri siti che conoscete. Etsy ha portato una grande rivoluzione nell’ecommerce: la cura dei contenuti. Per vendere su etsy devi fare le foto come dicono loro, altrimenti puoi pagare i loro fotografi. Ve ne accorgerete subito facendo un giro che la qualità delle foto, delle descrizioni e della selezione dei prodotti è di altissimo livello. Oltre ai prodotti ogni utente etsy può avere un blog, aderire a delle vere e proprie comunità che si ritrovano anche fisicamente sul territorio. Etsy poi ti insegna a vendere e mette a disposizione degli utenti una quantità incredibile di risorse. Una vera e propria “distribuzione organizzata” che sfrutta i suoi utenti e i loro network per diffondersi a livello planetario. E raccogliendo materiali per questa presentazione ho letto la loro mission che è a dir poco sorprendente: leggiamola\n
3. La nostra mission è permettere alle persone di cambiare il modo in cui funziona l'economia globale. Vediamo un mondo nel quale le imprese molto piccole riescono a plasmare l'economia, attraverso economie locali che vivono e prosperano dappertutto nelle quali valori come la paternità e provenienza sono più forti del prezzo e dello sconto. Stiamo portando il cuore nel commercio rendendo il mondo più equo, più sostenibile e più divertente.\n
4. E guardate che numeri si possono fare con una mission come quella che abbiamo appena letto: 10 milioni di iscritti, 800.000 negozi, un giro di vendite che supera i 350 milioni di dollari l’anno. Tutti prodotti HANDMADE fatti da persone come queste che abbiamo invitato qui oggi.\n
5. Potete divertirvi a fare un giro, questa ad esempio è la sezione dei MOBILI, c’è di tutto...dagli specchi ai letti. Circa 20.000 pezzi.\n
6. Chiaro non siamo di fronte ad un pezzo di Cappellini o Poliform, ma siamo sicuri che questa cassettiera non abbia altri valori con i quali competere sul mercato? \n\n
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9. Vedremo quindi insieme di approfondire questa riflessione toccando 3 punti. Come qualcuno di recente ci ha insegnato, non preoccupatevi di unire adesso i punti e collegarli tra loro...ognuno troverà alla fine un modo per unirli. \n
10. Ho invitato il mio amico Ben, che ci mostrerà in 10 minuti di cosa sta succedendo alle vendite grazie ad internet. Sono cose magari già note ma non ci farà male rinfrescare la memoria per andare avanti con gli altri concetti. Vai Ben!\n
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12. Good afternoon ladies and gentleman. My name is Ben Radomski of Business e Via Italy and as one of the organisers, I would like to thank you very much for coming here. Now, as you may have guessed from my blond hair and blue eyes I am in fact from Sweden. \n\nI spent a long time in the UK for my master in Marketing and Communications and worked in the industry for some time. I moved to Milan quite recently because my wife is Italian and it was while making this move that I decided to create my business.\n\nWhile I was planning everything back in the UK, I found that I needed a lot of information about moving to Italy and setting up business here. Like many people, I went online to get the information and became more and more frustrated that I couldn’t find everything I wanted in one place. I realised there was a real gap in the market. A need for a kind of ‘one-stop-shop’. Business e via Italy is an online business service designed to help anyone set up in Italy, enter the Italian market or find a business for sale. We also help Italian companies reach international trading partners.\n
13. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
14. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
15. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
16. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
17. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
18. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
19. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
20. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
21. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
22. We have two sections on our site ‘Invest’ and ‘Trade’. The trade is both for corporate and individuals, while trade is only for Business 2 Business. \n\nTo date we have 36000 registered companies on the site and 46 million visitors. \n\n\n
23. We have a variety of services...some though our team at Business e via Italy, like ‘expansion service’ for ‘internationalisation’ and other through our parters.\n
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26. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
27. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
28. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
29. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
30. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
31. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
32. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
33. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
34. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
35. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
36. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
37. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
38. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
39. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
40. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
41. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
42. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
43. Lets go back in time and see how it all started....\nIn 1990 Tim Berners-Lee created the first World Wide Web server and browser. It opened for commercial use in 1991 . In 1994 other advances took place, such as online banking and the opening of an online pizza shop by Pizza Hut.[1] During that same year, Netscape introduced SSL encryption of data transferred online, which has become essential for secure online shopping. In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared.[1]\n
44. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
45. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
46. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
47. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
48. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
49. The research company Nielsen conducted a survey in March 2010 and polled over 27,000 Internet* users in 55 markets from Asia Pacific, Europe, Middle East, North America and South America to look at how consumers shop online\nThe Internet has transformed many aspects of life, but perhaps none more so than how we shop for goods and services. While it’s still nice to stop by a store to touch and see products, the convenience of online shopping can’t be beat. \n\n
50. Globally, one-third of online consumers say they primarily do their Internet shopping at retailers that have only an online presence (such as Amazon.com), \nOnly 16 % of respondents globally indicate they have never shopped online.\n44 % of online consumers say they spend less than 5 % of their monthly spending online and 29 % say they spend between 6 % and 10 %.\n\n\n\n
51. Globally, one-third of online consumers say they primarily do their Internet shopping at retailers that have only an online presence (such as Amazon.com), \nOnly 16 % of respondents globally indicate they have never shopped online.\n44 % of online consumers say they spend less than 5 % of their monthly spending online and 29 % say they spend between 6 % and 10 %.\n\n\n\n
52. Globally, one-third of online consumers say they primarily do their Internet shopping at retailers that have only an online presence (such as Amazon.com), \nOnly 16 % of respondents globally indicate they have never shopped online.\n44 % of online consumers say they spend less than 5 % of their monthly spending online and 29 % say they spend between 6 % and 10 %.\n\n\n\n
53. Globally, one-third of online consumers say they primarily do their Internet shopping at retailers that have only an online presence (such as Amazon.com), \nOnly 16 % of respondents globally indicate they have never shopped online.\n44 % of online consumers say they spend less than 5 % of their monthly spending online and 29 % say they spend between 6 % and 10 %.\n\n\n\n
54. Globally, one-third of online consumers say they primarily do their Internet shopping at retailers that have only an online presence (such as Amazon.com), \nOnly 16 % of respondents globally indicate they have never shopped online.\n44 % of online consumers say they spend less than 5 % of their monthly spending online and 29 % say they spend between 6 % and 10 %.\n\n\n\n
55. Global online consumers say that books and clothing will continue to top the list for planned online purchases in the next six months. \nFollowed by clothes and airline tickets....we can also see a strong increase in electronic equipment and hotel bookings.\n\n
56. Global online consumers say that books and clothing will continue to top the list for planned online purchases in the next six months. \nFollowed by clothes and airline tickets....we can also see a strong increase in electronic equipment and hotel bookings.\n\n
57. Global online consumers say that books and clothing will continue to top the list for planned online purchases in the next six months. \nFollowed by clothes and airline tickets....we can also see a strong increase in electronic equipment and hotel bookings.\n\n
58. Global online consumers say that books and clothing will continue to top the list for planned online purchases in the next six months. \nFollowed by clothes and airline tickets....we can also see a strong increase in electronic equipment and hotel bookings.\n\n
59. Intention to shop online in Europe is high! 79 % of online European consumers plan to purchase products or services via the Internet in the next six months. \nOnline consumers in Norway and Great Britain show the greatest propensity with almost 90 percent planning a web purchase in the near future. \nMore than half of online Austrians who shop via the web plan to buy books, while online Germans and Czechs intend to turn to the Internet for clothing and shoes.\n
60. New forecasts by Forrester Research (an independent research company) , online retail in both the US and Western Europe remains for a growth over the next five years\nOnline retail within Europe will grow at an 11 percent, hitting €114 billion by 2014. \nThe average spend per online shopper will rise from €483 in 2009 to €601 in 2014.\nNearly half of UK residents regularly make a purchase online, nearly 10% of online Spaniards and 11 % of online Italians do so today. \n\n
61. New forecasts by Forrester Research (an independent research company) , online retail in both the US and Western Europe remains for a growth over the next five years\nOnline retail within Europe will grow at an 11 percent, hitting €114 billion by 2014. \nThe average spend per online shopper will rise from €483 in 2009 to €601 in 2014.\nNearly half of UK residents regularly make a purchase online, nearly 10% of online Spaniards and 11 % of online Italians do so today. \n\n
62. New forecasts by Forrester Research (an independent research company) , online retail in both the US and Western Europe remains for a growth over the next five years\nOnline retail within Europe will grow at an 11 percent, hitting €114 billion by 2014. \nThe average spend per online shopper will rise from €483 in 2009 to €601 in 2014.\nNearly half of UK residents regularly make a purchase online, nearly 10% of online Spaniards and 11 % of online Italians do so today. \n\n
63. New forecasts by Forrester Research (an independent research company) , online retail in both the US and Western Europe remains for a growth over the next five years\nOnline retail within Europe will grow at an 11 percent, hitting €114 billion by 2014. \nThe average spend per online shopper will rise from €483 in 2009 to €601 in 2014.\nNearly half of UK residents regularly make a purchase online, nearly 10% of online Spaniards and 11 % of online Italians do so today. \n\n
64. New forecasts by Forrester Research (an independent research company) , online retail in both the US and Western Europe remains for a growth over the next five years\nOnline retail within Europe will grow at an 11 percent, hitting €114 billion by 2014. \nThe average spend per online shopper will rise from €483 in 2009 to €601 in 2014.\nNearly half of UK residents regularly make a purchase online, nearly 10% of online Spaniards and 11 % of online Italians do so today. \n\n
65. The Italian furniture industry is confirmed as the most important in Europe. The sector of furniture alone, had foreign sales of over € 8 billion euro., this excludes lighting, wood and furnishing accessories. (2004)\n\nThere were in fact fabulous results in Russia, where Italian sales increased by 30% (Italian Institute for Foreign Trade). New research (European Interactive Advertising Association) shows that, after a Web search, 40% of European online shoppers change their minds about brands to buy. \nThe English are more influenced by information available on the Internet (49%), while the Italians are among those most difficult to change their minds (27%)\nThe research highlights the gender differences in online shopping - women are particularly focused on clothes (40% versus 27% of men) and holidays (46% versus 38% of men), while men are more focused onhigh-tech devices (39% versus 27% of women) and music (25% versus 20% of women).\nOnline shoppers in Europe are frequent users of the Internet. 84% of online shoppers are using a broadband connection and use the Internet on average 5.7 days a week, spending an average of 12.3 hours at online activities.\n\n
66. The Italian furniture industry is confirmed as the most important in Europe. The sector of furniture alone, had foreign sales of over € 8 billion euro., this excludes lighting, wood and furnishing accessories. (2004)\n\nThere were in fact fabulous results in Russia, where Italian sales increased by 30% (Italian Institute for Foreign Trade). New research (European Interactive Advertising Association) shows that, after a Web search, 40% of European online shoppers change their minds about brands to buy. \nThe English are more influenced by information available on the Internet (49%), while the Italians are among those most difficult to change their minds (27%)\nThe research highlights the gender differences in online shopping - women are particularly focused on clothes (40% versus 27% of men) and holidays (46% versus 38% of men), while men are more focused onhigh-tech devices (39% versus 27% of women) and music (25% versus 20% of women).\nOnline shoppers in Europe are frequent users of the Internet. 84% of online shoppers are using a broadband connection and use the Internet on average 5.7 days a week, spending an average of 12.3 hours at online activities.\n\n
67. The Italian furniture industry is confirmed as the most important in Europe. The sector of furniture alone, had foreign sales of over € 8 billion euro., this excludes lighting, wood and furnishing accessories. (2004)\n\nThere were in fact fabulous results in Russia, where Italian sales increased by 30% (Italian Institute for Foreign Trade). New research (European Interactive Advertising Association) shows that, after a Web search, 40% of European online shoppers change their minds about brands to buy. \nThe English are more influenced by information available on the Internet (49%), while the Italians are among those most difficult to change their minds (27%)\nThe research highlights the gender differences in online shopping - women are particularly focused on clothes (40% versus 27% of men) and holidays (46% versus 38% of men), while men are more focused onhigh-tech devices (39% versus 27% of women) and music (25% versus 20% of women).\nOnline shoppers in Europe are frequent users of the Internet. 84% of online shoppers are using a broadband connection and use the Internet on average 5.7 days a week, spending an average of 12.3 hours at online activities.\n\n
68. The Italian furniture industry is confirmed as the most important in Europe. The sector of furniture alone, had foreign sales of over € 8 billion euro., this excludes lighting, wood and furnishing accessories. (2004)\n\nThere were in fact fabulous results in Russia, where Italian sales increased by 30% (Italian Institute for Foreign Trade). New research (European Interactive Advertising Association) shows that, after a Web search, 40% of European online shoppers change their minds about brands to buy. \nThe English are more influenced by information available on the Internet (49%), while the Italians are among those most difficult to change their minds (27%)\nThe research highlights the gender differences in online shopping - women are particularly focused on clothes (40% versus 27% of men) and holidays (46% versus 38% of men), while men are more focused onhigh-tech devices (39% versus 27% of women) and music (25% versus 20% of women).\nOnline shoppers in Europe are frequent users of the Internet. 84% of online shoppers are using a broadband connection and use the Internet on average 5.7 days a week, spending an average of 12.3 hours at online activities.\n\n
69. The Italian furniture industry is confirmed as the most important in Europe. The sector of furniture alone, had foreign sales of over € 8 billion euro., this excludes lighting, wood and furnishing accessories. (2004)\n\nThere were in fact fabulous results in Russia, where Italian sales increased by 30% (Italian Institute for Foreign Trade). New research (European Interactive Advertising Association) shows that, after a Web search, 40% of European online shoppers change their minds about brands to buy. \nThe English are more influenced by information available on the Internet (49%), while the Italians are among those most difficult to change their minds (27%)\nThe research highlights the gender differences in online shopping - women are particularly focused on clothes (40% versus 27% of men) and holidays (46% versus 38% of men), while men are more focused onhigh-tech devices (39% versus 27% of women) and music (25% versus 20% of women).\nOnline shoppers in Europe are frequent users of the Internet. 84% of online shoppers are using a broadband connection and use the Internet on average 5.7 days a week, spending an average of 12.3 hours at online activities.\n\n
70. So, that’s it really. I’m around if you would like to ask me any questions.\n
71. Come avrete notato Ben ha parlato in inglese. Se non avete capito una parola è il caso che corriate ai ripari, perchè non possiamo fare a meno dell’inglese se vogliamo interagire con il nuovo consumatore.Quindi il primo punto è riferito all’ecommerce, andiamo ora a vedere il secondo.\n
72. Per spiegarci il secondo punto della nostra riflessione ho chiamato Matteo Zamboni che è un grande esperto del tema e sta organizzando diverse iniziative sull’argomento. Abbiamo poi Federica Collato di “Reverse Lab”, Giorgio Chignola di “Loungetec” e Maria Cristina Pizzato di “pensieri fatti a mano”. Vai Matteo, avete 15 minuti.\n
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92. oggi è mercoledì, quindi stasera c’è la tua serata knit cafè. Quante persone ci saranno?\n
93. E dopo aver parlato di Ecommerce e makers, aggiungiamo ulteriore confusione. Parliamo di...\n
94. Parliamo di spazio fisico, non di quello di etsy...quello è spazio virtuale e come abbiamo visto funziona molto bene...lo spazio fisico...dove sta lo spazio fisico? dove stanno i metri quadri? Signori...quelli ce li avete voi. E ne avete tantissimi...tanto che oggi siete qui perchè al consumatore non interessa più la vostra “AMPIA ESPOSIZIONE” migliaia di metri quadri freddi, deserti e magari con un po’ di polvere. Che invece di attirare fanno paura. Il problema è che i metri quadri non si possono convertire in STORIE, in RACCONTI, in ISPIRAZIONE e COINVOLGIMENTO. Tutte parole fondamentali che gli amici di Federmobili hanno richiamato negli altri incontri.\n
95. E allora il tempo stringe e dobbiamo mettere ordine: E-commerce, makers, spazio...che vuol dire? \n\nvuol dire che gli ingredienti per una nuova ricetta sono davanti ai nostri occhi!\n\nDomani andate su internet a scovare i makers della vostra città e invitateli a prendere un thè in negozio. Parlateci e capite con loro come attivare una sinergia duratura, magari per un intero anno. \n\nVoi avete lo spazio e sapete vendere, e loro hanno le storie da raccontare, le competenze per usare la Rete e dei prodotti quantomeno simpatici. E poi non avete uno spazio qualsiasi, se ci pensate avete i più bei salotti della città!\n\nNon aspettate le aziende che rappresentate che vi promettono qualcosa di nuovo o un’idea per un’evento che non arriverà mai. \n\nFate un patto con queste persone che abitano a 10 metri dal negozio e hanno idee da vendere. \nSiamo veramente in ritardo, stiamo discutendo oggi con minimo 5 anni di ritardo se è meglio fare pubblicità sul gazzettino o mettere qualche soldo su google o facebook. Nel frattempo internet che pensavamo fosse un posto per vedere delle cose da un computer sta abilitando una generazione di consumatori che sta riscoprendo il piacere di FARE e grazie alla RETE trova tutto quello che gli serve, dai fornitori in giappone, al modo di vendere. E questo è lo stesso consumatore al quale noi dovremmo continuare a vendere i mobili? certo!\nè proprio lui. E non vede l’ora di aiutarvi a vendergli delle cose. Chiamatelo in negozio, fate raccontare la sua esperienza ai vostri nuovi clienti, fategli organizzare dei corsi, qualsiasi cosa per coinvolgerlo. Altrimenti in poco tempo SARA’ VERAMENTE LUI A VENDERVI QUALCOSA!\n\n\n
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98. Grazie a voi che ci avete dedicato il vostro tempo, siamo a disposizione per qualsiasi confronto, scrivetemi una mail. Grazie a tutti gli amici che mi hanno ispirato e aiutato a raccogliere i contenuti. Grazie a Matteo, Ben, Federica, Maria Cristina, Giorgio, Livia e tutti gli altri.\n