Ecommerce and TrustThe crisis is the same for everyone and does not spare anyone. There are those who in the past has not only invested to renovate an old structure , or an old business district , but also thought to improve the quality of services offered to customers . We're talking about innovation in a global trading system . As in all the innovative phases the risk of not obtaining the planned results is considerable. What has happened in recent years was a clear , albeit gradual , change in the attitude with which companies have approached the world of ' ecommerce, those of us who understand that the change was irreversible and has invested in technological innovation has clearly gained an insurmountable lead in terms of organizazzione and presence on the web.More and more, every year , users will trust the Internet and in particular we are witnessing the rise of e-commerce sites that until a few years ago could not convince users to purchase but year after year have increased their conversion rate thanks to the evolution of the network and especially the evolution of the users.Currently you can buy anything on the internet : furniture, clothes, food , shoes and much more.Every year there are more and more ecommerce open and offering new products or services to offer increasingly better and entice users to purchase.Often it can happen to find products for a cheaper price from online stores compared to real shop and just this is feasible because unlike the real and virtual stores do not have the rent or other fixed costs to be paid and this allows to concentrate the whole on the price of products which can then undergo any special discounts . An extensive online catalog, even with very specific references, including the reasons for the good sales performance in network hardware. Bricoutensili: e-com with an offer thanks to the entrepreneurial spirit, but also courage and desire to do. This mix at the base of the choice made by Francesco Cicinato, owner of the resale bricoutensili, of Tring (province of Barletta-Andria-Trani) to support the work in the shop of online sales. Cicinato, that is, began its activities E-commerce 5 years ago, then in one of the darkest phases of the economic crisis. Given the difficult time in the market, this merchant has glimpsed in on line attractive growth opportunity, and decided to undertake such a work activity completely new, without of course sacrificing work in the store. Today, with a steady increase in business online for bricoutensili, efforts Cicinato (which he has dedicated himself in person to the growth of e-commerce) begin to bear fruit. What determines the good sales online, both in Italy and abroad? One of the strengths of the virtual store is certainly the product offering, the most complete (and at competitive costs), especially in the segments of spare parts for compressed air, fasteners and tooling, sectors in which Bricountensili has a catalog that is tempting also to Amazon ... But let's order and try to understand how it started and how it has grown e-commerce in the house bricoutensili, in the words of Francis Cicinato. Mr. Cicinato, when and why you have decided to support the physical store also e-commerce? The idea was born five years ago, when we realized our portal. Given that the possibility of selling on line there seemed exciting we started carry out this activity, in parallel with the work at the store. So, we started to advertise our ecommerce initiative on many search engines, both in Italy and abroad. Which products are put online and what they are giving the most interesting findings? We put on the net virtually all of our assortment, of course brought to a more competitive price than the physical store: ranging from tools and tools for building power tools, products for gardening accident prevention, just to name a few. The more sales, however, we do segments of spare parts for compressed air, fasteners and tooling. In these three areas, in fact, we can offer a very complete catalog, which also includes references specific and particular, so do not readily available. I think it is precisely for this reason that customers choose us. Who is your typical customer? We interface with various types of buyers. In addition to private, which surely represents a significant portion of our customer base, we work a lot with the Companies from various sectors: those who ask us to supply specialized aircraft to those who are looking for spare parts for compressors. Finally, a portion of customers are also artisans, since we are dealing well as specialized technical assistance for the segment of quality power tools. A service, the latter, which is proving very useful for practitioners, reason, however, we are planning to extend assistance to even more market segments. He mentioned your presence on foreign search engines. Work also outside the national borders? Definitely. We sell in Europe, the United States, but also in the Far East. For example, we've had requests for quotes also from South Korea and Dubai. What to look for international customers? Generally difficult to achieve and want to find articles in their countries. For example, some Chinese customers asked us for pressure regulators strictly built with Italian technology. On the other hand, we sell quality products to both Italian and foreign brands (perhaps with a slight preponderance of brands made in Italy). How do the shipments? How quickly can you deliver a product? We have set up some very interesting contracts with various national and international couriers, which allow us to deliver the goods within 24 hours on average, at most in 48 to more areas disadvantaged. In 4 days, however, we get into more distant regions, such as the United States. Add that, in addition to being very efficient in the delivery of the goods, with us, the customer can always find online but also in the store, 99% of all references in the catalog. And, even if an item is not immediately available, the replacement of products is extremely fast, so we can quickly meet all our customers. Buy directly from the companies or from wholesalers? Since both. Let's say, if there is no urgency to make a delivery, I turn instead to the wholesaler because it is usually faster to respect the orders with respect to the companies. Understand that your business online is quite efficient. Of course the competitors are several ... Do not fear them much. Do you think that Amazon has asked several times to incorporate our in their catalog, but we refused because we do not have margins that allow us to pay 15% to Amazon. The well-known retailer online, in substance, is not able to have our products, and for us this is not just a plus. So you are certainly competitive on the web ... what is the trend of e-commerce bricoutensili? We are going very well. Consider that just three years ago in the store network accounted for 20% of total revenue last year accounted for 30% of the total, as much as 50% this year of the income comes from the internet. And I predict that at this rate, the sales on the web quickly overtake those in store. How many resources devoted to e-commerce? The on-line I follow him directly, from morning to night, and give me a hand my children. For now, we managed to keep the management of the household level, which of course allows us to reduce costs and increase profit. di Raffaella Pozzetti