How to exploit internet potential to promote small businesses at a global level

BERTO’S STRATEGY

• Product Customization

• Info-commerce the relation starts on-line the convertion is still made off-line to emphasize the personal relationship with the customer.

• Strategic web positioning through SEO and Adwords campaigns.

• Cross cultural marketing adaptation

• Communication strategy based on video and graphical tools that emphasize the craftsmanship

• Crowdcrafting

Innovative business proposition

MADE IN ITALY PARTICIPATORY DESIGN

Formabilio is the first Sharing-Design Brand

From the contests of ideas, to the community and the online shop they create original furniture and home

accessories in a new disruptive way.

Innovative business proposition

Customer involment trough social network

They had the possibility to share their ideas on a participatory basis.

Innovative business proposition

LVMH group opened to the public its “houses” across the world to showcase the métier and savoir-faire

Innovative business proposition

Augment is a company based in France founded

in 2010 that creates instant 3D models of

products people want to buy and helps them

determine if it’s what they really want. It’s currently

working to provide simulations on customers’

smartphones, making it possible to explore and

buy products anywhere.

Innovative business proposition

Bow & Drape is an online-only clothing retailer that sells customized dresses that fit to a woman’s exacr measurements. Right now, it’ uses an at home Fit Kit(low-tech) or “photorealistic dynamic configurator” (high tech) methods to ensure the perfect fit, but it eventually wants to let consumers upload an avatar to

fit themselves virtually.

We identified just few ideas related with different companies strategies, lot of them are pretty much similar to what Berto

Salotti is already doing some of them are more “disruptive” but for sure they are source of inspiration.

Possible innovationBerto might create a kind of crowd sourcing in its website. How ? For example a costumer that want to purchase a sofa from Berto but it's not sure about what type among those offered by the company could find support thanks to other people advice. In fact Berto could dedicate a space in its website in which a customer upload the picture of its living-room or the room in which he intends to place the sofa, and the web community may help him by adding what in their opinion would be the best solution in terms of model, colour, etc. Finally, if the customer will find inspiration choosing one of the solution proposed, the one who gave that option will be somehow awarded