Eat Better, Live Better - Agricoltura e pesca

Eat Better, Live Better
E-commerce: l’esperienza Eataly Net
“Confrontarsi con il mercato internazionale”
Regione Emilia-Romagna
Andrea Casalini – CEO Eataly Net
Bologna, 11 luglio 2016
www.eataly.net
Eataly is…
A place where you can find not only restaurants and markets,
but also learn more about food products and
producers through courses and events.
EATALY IS EAT, SHOP AND LEARN.
Our Milestones
2007
2008
2010
•  First store in Italy: Eataly Torino Lingotto (11.000 sq. m.)
•  First store in Japan: Eataly Tokyo Daikanyama (1.500 sq. m.)
•  First store in USA: Eataly New York (7.000 sq. m.)
•  Launch of the e-commerce activities
2013 •  More stores abroad: Eataly Dubai (2.000 sq. m.) – Eataly Istanbul (6.000 sq. m.)
•  Eataly at EXPO Milan 2015 (16.000 sq. m.)
2015 •  First store in Brasil: Eataly Sao Paolo (5.000 sq. m.)
2016
•  F.I.CO. Eataly World (80.000 sq. m.)
Eataly Stores around the World
Tokyo
Sao Paulo do Brasil
+Munich, Seul
Next Openings
Los Angeles
Boston Toronto
Miami
Washington DC
New York (WTC)
Londra
Mosca
Copenhagen
Amsterdam
Parigi
Mexico City
Seul
Singapore
Cape Town
Eataly Net:
the Digital Company
Establishment: 2013
Shareholders: Eataly, the venturecapital fund 360 Capital Partners and
management
Offices: Milan and New York
Logistic hubs: Alba and New Jersey
People: more than 25 professionals
passionate about food and digital
Eataly Online Store
American e-commerce delivering through North America European e-commerce delivering through all Europe New Markets for E-commerce
Launched in May 2015
Rest of Europe:October 2015
Our Premium Products
We offer a wide variety of exclusive and niche products. Eataly is always close to the customer, making all the best products
available in-store and online
Our E-commerce Strengths
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The largest selection of high quality Italian
food in an unique online market
A strong positive synergy between online
and physical stores
Talent to transfer our passion for food to
everyone through storytelling
Obsession on caring about packaging and
shipping
THE POWER OF
STORYTELLING
The More You Know,
The More You Enjoy.
Eataly feels that is important for
customers to learn about the
products that are sold in their stores.
We share with customers the stories
of the people and places behind all
that we offer. Online Storytelling
Product descriptions provide detailed information about production process, history, place of origin, tips for use.
Eataly Magazine
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An online food & wine magazine
integrated on eataly.it and eataly.com
website.
Many different topics covered: products,
producers, recipes, chef and fine dining,
cooking techniques, regional and seasonal
focus…
True content marketing. Read a story and
buy related products
Use of videos for better engagement, also
trough social media.
Content is adapted to a different culture not
simply translated from a language to
another.
Eat To Learn, Learn To Eat
Classes and Couses are an important part of Eataly offer.
Every store has a calendar of activities that includes
cooking classes, food and wine tastings, chef’s workshops.
STRATEGIC GOALS FOR OUR OMNICHANNEL
APPROACH
+
Tomorrow, for customers
Spread around the world
Top of mind site for food and
wine gifts
Gift
Tomorrow, for customers living in
Selected metropolis
Currently
The quality/gourmet choice for your grovery
shopping in world top cities
-
+
Grocery shopping
16
QUALCHE INDICATORE
•  5% delle vendite di Eataly in Italia per le
categorie di prodotto vendute on-line
•  50% del traffico online è da tablet o mobile
(pre-app)
•  25% delle vendite online è da tablet o mobile
(pre-app)
•  Vendite da mobile in Q1 2016 cresciute del
122% vs 2015 (pre-app)
•  Nel 1° mese da pubblicazione app, il 10% delle
vendite online è venuto da app
IL CONTESTO
Un mercato ancora in fase di avvio...
che sta attraendo enormi investimenti sia da
grandi aziende sia in start up
Ma che offre ancora opportunità di differenziarsi
ad aziende con una consolidata cultura di prodotto
alle spalle
COME MUOVERSI
COME AZIENDE ITALIANE
•  I due “mai più senza” a mio parere sono le competenze
digitali e una strategia di valorizzazione dei dati.
•  Si può decidere di giocare in proprio o ricercando
ovunque possibile partnership con specialisti
•  Quello che è certo è che il ritmo del cambiamento
continua ad accelerare!!