ERRESSE SHOP INTERNATIONALISATION PROJECT THROUGH THE CREATION OF A NEW MULTILINGUAL E-COMMERCE SITE AND INTERNATIONAL DIGITAL MARKETING ACTIVITIES

ERRESSE DI ERRANI STEFANO is a one-man business, whose main activity is retailing any type of product via the Internet. It is an online shop of household products offering unique items for the home and kitchen, a synthesis of design and functionality, the result of careful research with the aim of combining style and beauty, novelty and trend.

The company implemented a project to internationalise its online shop ‘ERRESSE SHOP’ through the creation of a new site (instead of the old, outdated and limiting website) of a multilingual e-commerce system and the implementation of international digital marketing activities. The latter activity to strengthen the presence in foreign markets, especially France, Belgium, Germany, Spain, Austria, the Netherlands and the United Kingdom.

This project is realised through:

  • the purchase of an ‘e-commerce platform’;
  • the implementation of a ‘new multilingual e-commerce site’;
  • ‘international digital marketing activities’.

Improving the quality of one’s e-commerce site means making it more performant, and reviewing the effectiveness of one’s online sales strategy so as to be able to activate levers of improvement for the internationalisation of one’s sales.

The implementation of the new multilingual site enabled ERRESSE to achieve:

  1. Direct sales (quantity and average discount);
  2. Marketplace sales (quality, variability and variety of the offer);
  3. customer satisfaction and returning customers;
  4. operational efficiency for both logistics and internal backoffice aspects (integration with company ERP).

The implementation of the new multilingual website is realised through the use of 4 different components:

  • Analysis: Needs mapping through ‘Digital Commerce model Canvas’ survey and analysis of dependencies to be built towards third-party and external SaaS services
  • Ecom Setup: Activation of an e-commerce site built on the SaaS BigCommerce platform through activities of: setup, configuration, integration with external third party services and internal integration middleware.
  • Middleware: Implementation of integration middleware between BigCommerce and Erresse’s ERP (Zucchetti AdHocGlamourWeb).
  • Test and Golive: Testing, bug fixing and GoLive phase of all systems involved.

OBJECTIVES:

The new multilingual e-commerce site reviews the effectiveness of its online sales strategy in order to achieve the following objectives:

  1. Increase expansion into foreign markets;
  2. Increase sales on marketplaces;
  3. Improve customer satisfaction and returning customer quality;
  4. Achieve greater operational efficiency in both logistics and internal back-office aspects.

This Project includes:

  • promotion of new e-commerce services and models (new multilingual e-commerce site) and promotion based on the use of digital technologies for the development and strengthening of its position in the international market (mainly France, Belgium, Germany, Spain, Austria, the Netherlands and the United Kingdom);
  • services for export promotion (e.g. SEO consultancy for France and Belgium), services for investing in digital marketing activities that expand the company’s prospects and impact in the international digital market through creativity, segmentation and offers. Furthermore, through full funnel campaigns for a branding performance strategy, it is possible to achieve results that lead the company to increase sales and customer loyalty.

RESULTS ACHIEVED:

The budgeted International Digital Marketing activity brings ERRESSE’s company greater visibility in the sales sector in the international digital market, through two main elements: performance and brand awareness. The output concerns the definition of a media advertising plan. Through the activation of continuous catalogue campaigns in prospect broad and retargeting (Meta), Advertising Campaigns on the Google platform and Editorial Plan (Meta), Full Funnel Campaigns (Meta) from the brand awareness phase to the customer loyalty phase.

This plan provided for the increase and projection of the company in the European market, both in terms of turnover and the acquisition of new European customers.