Page 30 - Professional Parquet July 2013

DISTRIBUTION
TARGET SALES
depth analysis: if the "shop window" of a retailer on the web is totally inadequate, careless in content and in function, the consumer will just put it in the list of un- attractive retailers, to whom - if necessary - will just ask the price.
It is a bit like as if a hotel had a beautiful structure, modern, clean and very bright, but he had a dark website, old and not very functional. It is hard to think that the customer has the interest to overcome this obstacle and go see the store physically.
The site to explain our identity
The web today is broadening the area of action in such a powerful way, but the customer must understand very well (we have to make him understand) that It should still cover more miles to explore the proper needs. Well, the website is the first place to let the client introduce our identity, our differences and our unique- ness in all possible means.
It is needless to have products and well- designed brand and then to have an old- fashioned website that communicates the opposite of what we are. Wasted money and energy!
The web can help us during all selling stages. It is essential in the pre-sales, where, thanks to the many "well-posi-
tioned baits", we attract a lot of contacts through re- sponses to individual needs. Then, for after-sales services, we can implement digital CRM (customer relationship management) actions to maintain warm relations with clients who have trust- ed us and that could address their network of contacts to
attract towards our website and as a re- sult towards the store.
Google analytics and Google trends, precious friends
Today, the development of the web world provides us with really powerful and useful tools; think about, for exam-
ple, Google Analytics or Google trends. Let's start with Google analytics that helps us to monitor the users of our web- site: which source they come from, what do they write on the search engine, whether they visit the site because they sought after the brand of the store or sim- ply a product category or a product brand, which pages they navigate... In this way we can capture which stimuli users have seized and, as a result, tailor the content accordingly.
It does not take a marketing guru to un- derstand if the dealer’s site has a 100 con- tact entry per month, then it means that the site is not working, not well indexed and not attractive.
In the same way, whether if a site has recorded 1,000 people per month, but on- ly 100 customers ended up in the store, then it means that we have to work on the content to make sure that the customers who have found us interesting on the search engine will continue to think in the same way even after they navigated our website.
Google trend, however, allows you to monitor trends in search terms, or trends in what customers look for: Google trend, in practice, takes the key words that we say and finds a search index on the time axis.
The customer has changed,
so must we
The final thought I want to make is per- haps provocative, but I hope it will act as a stimulus: it is clear that the approach to purchasing has changed. It is important to realize that the tools and the methods that the offer can use to approach to the market as well have changed.
It's a shame to have a powerful car and - just because we don’t want to learn how to use its technology and know its func- tions - use it only in the first gear. It is hard to think of taking the road without breaking the engine, but especially hard to think of winning this competition that is so fierce! s