"E-commerce: new technologies to support sales - The new means of communication and the sale of wine: a young relationship to understand and develop". This is the title of the talk show held during the third day of the Porto Cervo Wine & Food Festival, an event organized by the Costa Smeralda Area, managed by Marriott International, on behalf of Smeralda Holding.
THE SPEAKERS – Galliano Cocco, lecturer in corporate communication strategy at the “G. D'Annunzio” of Chieti-Pescara; Maurizio Mattucci, assistant professor of Corporate Communication Strategy at the “G.D'Annunzio” University of Chieti-Pescara; Antonio Prati, senior buyer of Tannico; Francesco Magro, founder of Winelivery; Alessandro Regoli, director of WineNews.
THE INTERVENTIONS – Maurizio Mattucci explained that «we are witnessing a digital acceleration and a technological revolution in the world of wine, which also involves sales channels, starting with e-commerce which is worth a total of 48 billion, of which 33 relating to sale of products, including wine. This is a generation that communicates on many channels, the future is one where the new reference targets in the world of wine will have experiences within virtual worlds. Young people consider environmental sustainability very positively, wine marketing cannot fail to take this into account». Galliano Cocco added: «The consumer society goes on together with technological evolution, but man acts with emotion and not rationally, there is in the purchase of a product the projection of a desire, emotion wins always on the head. In whatever form the communication of a product takes, it is essential to put the narrative into it, to tell a story».
Antonio Prati of Tannico, on the other hand, said that «for sales, being present online is mandatory: e-commerce supports the growth of companies also on other traditional channels. The customer is always the same, he must be directed to one channel rather than another».
Alessandro Regoli, of Winenews, wanted to underline a significant lack in the sale of wine: «One of the problems of the world of wine is that it has lost the aspect of the story towards people who are not part of the oenology sector. The story of the earth is missing in the way Soldati and Veronelli did it. The narrative line that they drew should have been followed."
