Italian artisan businesses “can no longer ignore” online sales
28/07/2014
At its annual general meeting at the end of July, the group heard about some of the developments that have taken place in e-commerce in recent years, with a variety of expert speakers making it clear that successful online sellers do much more than “allow themselves to be found” on the internet. Instead, they build a deep understanding of who their online customers are and of the best ways to engage with them using tools such as video and social networking.
Speakers also emphasised the importance of presenting online shoppers with the whole story behind brands and products, including details of the communities they come from, the materials they use and so on.
Delegates were told that few small Italian businesses have invested well in web-based sales, often because of cultural barriers and a misjudgement of the potential benefits.
“This is not an easy challenge for our businesses, especially for small artisan companies,” Mr Ballin said afterwards, “but we can no longer ignore this development; we must study it and use it to our advantage.”
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