(Adnkronos) - "Ciò che è interessante è che in una contingenza di mercato più difficoltosa rispetto a quella degli anni precedenti, le vendite online stanno registrando comunque un importante incremento intorno al 7-8%, con un'incidenza che aumenta ancora di più”. Così Elisabetta Petrossi, Vice President Marketing di Sonepar Italia, a margine della convention annuale ‘Passion for Performance’, organizzata dal Gruppo Sonepar con le sue aziende principali in Italia – Sacchi e Sonepar Italia con Elettroveneta - presso il Centro congressi di Padova. L’incontro ha l’obiettivo di fare il punto sulle tendenze del mercato e condividere strategie e buone pratiche con fornitori e clienti.
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00:00I am in Paris, Italy. In 2023, I recorded a turnover of 340 million euros of online sales, with an incidence of 22% compared to the total turnover, which is an important increase compared to the previous year, both in terms of volumes but also in terms of incidence.
00:23Two more points in terms of incidence and, if I remember correctly, 20% more in terms of the total turnover, so extremely positive data.
00:32The interesting thing is that in a slightly more difficult market contingency compared to that of the previous years, last year and the year before, online sales are still recording an important increase of around 7-8%, with an increase in incidence.
00:52The interesting thing is that we must not limit ourselves to looking at the data in its rawness, because if on the one hand it is true that the numbers define the turnover, it is also true that the visits to the platform by customers are now the normality.
01:13That is, the customer, in an omnichannel approach, enters the platform, takes the information he needs and then concretizes his order, either directly on the platform or through different channels, the point of sale rather than the phone with its own reference commercial.
01:32It becomes strategic because, on the one hand, there are real sales and, on the other hand, 70% of customers still go online to get the information they need.
01:43Italy certainly uses and is now familiar in terms of use with e-commerce, we all buy, we are all Amazon customers rather than other online shops, those of us who have not purchased online.
01:59So let's say that the online purchase mode has become a modality adopted a little by everyone.
02:06In our sector, certainly quite traditional, the adoption of the online purchase tool has developed over time and has reached interesting levels in the last 3-4 years.
02:23With the insertion and development of the Omnichannel Spark platform by Son&Parche, there has been a real leap in quality, a leap in terms of performance offered to the customer and therefore of functionalities that bring value to the customer, but also performance in terms of results, therefore of turnover rather than turnover.
02:43So I would say that our customers, especially customers of the new generations, become more and more digital and therefore use the tools more easily, more frequently and also with preference sometimes.