smau 2015 milano: vendere online imparando da amazon
TRANSCRIPT
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Presentazioni
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Daniele RutiglianoRELATORE
● CEO Aproweb, web agency (www.aproweb.it);
● Autore del libro “E-commerce vincente” - Hoepli;
● Relatore Smau e Be-Wizard! 2015;
● Docente di ecommerce e webmarketing;
● Referente regionale IWA per la Puglia.
Email: [email protected]: /rutiglianodanieleTwitter: @darutiglianoLinkedin: /rutiglianodaniele
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DanieleRutigliano
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PremessaQuesto workshop
non è sponsorizzato da Amazon.
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The empty chair
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All'età di 31 anni lascia un lavoro ben retribuito all'interno della società finanziaria “DE Shaw & Co” per fondare la sua azienda dot.com.
Jeff Bezos
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Investi nel web.
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Abra... Cadabra!
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Brand
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Brand
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Scegli con attenzione il nome del tuo brand.
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Da New York...
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...a Seattle● 15 minuti dall'aeroporto
internazionale;● 6 ore di auto da
Roseburg (Oregon)
dal distributore di
libri, Ingram;
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...a Seattle
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Scegli la tua sede strategicamente.
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Cos'è Amazon?
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Sito?
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Modifica ogni giorno il tuo e-commerce.
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Marketplace?
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Marketplace?Operatore logistico?
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https://www.youtube.com/watch?v=20VgA91Xj5Y
Logistica di Amazon
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Non affidarti ad un corriere a caso.
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Reseller?
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Rivenditore di libri1) prezzo contenuto
2) costi di spedizione contenuti
3) nessun tipo di contraffazione
4) facilità di descrizione di un libro
5) unicità del libro e un codice identificativo ISBN
6) poca concorrenza
7) opportunità di sconto
8) velocità e facilità di accesso alle scorte
9) presenza di cataloghi digitali presso i distributori
10) mercato frammentato ed enorme
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Rivenditore di libri
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Punta sulle vendite,non sui guadagni.
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COS'E' AMAZON
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Hosting provider?
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Scegli un buon hosting provider.
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COS'E' AMAZON
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Editore?
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Vendi online servizie beni digitali.
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COS'E' AMAZON
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Produttore?
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PiattaformaTecnologica!
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Investi in innovazione.
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#1Passione per il cliente
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1 - Passione per il cliente Fai tutto ciò che puoi
per i tuoi clienti.
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Cosa chiede al customer serviceil 98% degli utenti?
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PrezzoAssortimentoDisponibilità
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Ogni 30 minuti cambia il prezzo a
120 milaprodotti
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Da 1 a 16 tipologie diverse di
assortimento in 15 anni
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Assortimento
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Assortimento
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Assortimento
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Assortimento
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Assortimento
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Assortimento
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Il caso dei 4.000 iPod rosa non disponibili
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#1Passione per il cliente
La corda di Andon
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2 - Responsabilità Assumiti le tue responsabilità.
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Sito?
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3 - Inventare e semplificare Pensa a nuovi
modelli di business.
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4 – Avere spesso ragioneMonitora i risultati
tramite gli analytics.
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5 – Assumere e far crescere i migliori
Circondati di persone di alto livello.
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6 – Insistere sugli standard più elevati
Ottimizza ogni piccolo dettaglio.
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6 – Insistere sugli standard più elevati
Ottimizza ogni piccolo dettaglio.
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7 – Pensare in grande
Pianificare nel medio-lungo termine.
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8 – Propensione all'azione
La velocità conta nel business.
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9 – Frugalità
Sii pratico ed efficiente nelle spese.
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10 – Imparare ed essere curiosi
La tecnologia evolve ogni giorno.
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11 – Conquistare la fiducia
Ascolta e rispetta gli altri.
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12 – Andare in profondità
Ogni aspetto è importante.
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13 – Avere carattere; dissentire e aderire alle decisioni
No agli Yes-man.
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14 – Portare risultati
Definire i KPI del tuo store online.
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La logistica di Amazon
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Nel magazzino solo oggetti diversi vicini.
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La tua opinione è importante
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