Page 28 - Professional Parquet July 2013

DISTRIBUTION
TARGET SALES
Google analytics and Google trends Google Analytics is a tool that not only allows you to measure sales and conversions, but also provides you with an updated data about how visitors use your site, how they landed on the website - whether they have searched the brand of the store or simply a product category - and what we can do to encourage them to come back.
Google trend allows you to monitor trends in search terms of the consumer:
in practice, it takes
the indicated key words and finds a search index on the time axis.
Web marketing:
option or need
The clients no longer visit the stores, however we still invest in renovations and image change. We need new tools, because the consumer has changed DAVIDE GABRIELLI
In the last few months, I often met with resale entrepreneurs and discuss with them about the market situation, and very often the attitude was negative due to the fact that the customers do not vis- it the point of sale as frequently as before. This approach makes me reflect a lot, es- pecially after I ask the dealer for what might be the remedial actions that they feel that they must implement in order to improve this situation.
Many of them talk about activities to be done inside the point of sales: renovation of the store, window displays, image change, introduction of new brands and new products, etc.
My question at this point always, with a strong determination, is: "If the customer doesn’t enter to your store, but why do you still invest only in there? Don’t you think it is appropriate to invest in new tools to bring people into the store?".
Web, the unknown area
Yes, this is a dark area for many entre- preneurs from the distribution sector. They have ben approaching to the web too lightly over the years by thinking that the problem would be solved just by a simple website.
And yet - unfortunately or fortunately - that is not enough. Today we are not the ones to decide if the web is the place where the consumer wants to approach
his need at an early stage. It is the market that decides firmly and we need to adapt. Before when a customer had an urge to buy, he/she used to approach to his/her trusted store that was recommended by friends / relatives or chose the store that was visually more attractive, or picked the best position in the store; then, ex- amined in depth the information related to his/her need. It was clear that the deal- er had immediately a big "assist" by the customer that immediately passed the ball to understand the degree of dealer’s training and adequacy with respect to his/her needs or style.
This phase for the customer was waste- ful in terms of time and energy, so if he could, he would not perform any itiner- ant actions to explore other points of view. Unless the approach of the dealer was not too far away from his needs. Today everything has changed. Does the customer have an urge to purchase? From the sofa at his home, with his tablet, the client goes on a search engine and type in his need. From there, with a great "democracy", the search engine suggests the most consistent and reliable websites with respect to that kind of search.
A customized web project
In order to be consistent, we obviously need to listen to the market and con- stantly upgrade our website, with con- tents, styles, and proposals, not only min- ister the graphical aspect, because it is useless to have a beautiful site / a point of sale if no one comes to visit.
Yes, this is a real discipline of marketing, which requires a highly professional ap- proach. With all due respect, enough with the homemade websites done by a nephew or a friend. Today, it is necessary to build a tailored project for the compa- ny in order to be present and well "find- able" on the web; there must be an evo- lution necessarily in the approach to the web, today this is crucial.
The consumer (all of us!) has already se- lected the web as the first tool for the in- R