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reflection of the complexity of the Italian consumer market, two new Italian entries to Deloitte’s top 250 this year are targeting opposite ends of the socioeconomic spectrum. Prada (225th) is a byword for luxury, while Eurospin (227th) is a chain of discount stores. But there are few big chains in Italy compared with other large European nations. Retail Index reports there are 257 retail companies in Italy with more than five stores or an annual turnover of at least €3m. That’s 100 less than in France and the UK, and more than half the number in Germany. Even within the major cities, one-off boutiques, specialist homeware stores and family-run cafes, bakeries and florists remain the norm. The further south you travel, and the greater the distance from big cities, the higher the proportion is of single-outlet stores, many of which still close for several hours at lunch time and close one day during the week to give the owner-operators a rest in lieu of opening on Saturdays.

more money in consumers’ pockets. • But the Italians are more price conscious than ever, so they will shop around – and across borders – to find the best deal. • Italians also care about what other people think of them, so they are very brand conscious and will shop abroad if they need to in order to find what they want. • Only 4 per cent of Italian retailers currently sell online, leaving a big gap in the market for international retailers to fill. • Legislation is comparable to most EU countries, and there are no import barriers for retailers in other EU member states. • Italy shares a common currency with those in the euro zone, bringing currency and price stability.

Why enter the Italian market? • With a population of 61 million, Italy is Europe’s fourth largest consumer market, making it a sizeable – and as yet largely unrealised – opportunity. • Its rate of e-commerce growth – expected to be more than 19 % in 2015 – makes it one of the fastest growing in Europe. • The government has announced €6bn to improve the country’s broadband infrastructure, so one of the major barriers to even faster growth could soon be lifted. • Smartphone penetration is rising fast, taking mcommerce with it and boosting total e-sales. • Confidence in the economy is starting to return, putting

This is a small extract from : ‘FIND E-COMMERCE SUCCESS IN ITALY ‘ a report published by Asendia the international partnership between La Poste and Swiss Post. From 15 different countries on three continents, their specialists deliver goods, publications, letters and marketing letters to over 200 destinations. Contact Asendia at www.asendia.com/contact

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Infinity April 2016  

The latest edition of ‘Infinity’ our specialist digital and ecommerce and all aspects of digital commerce. Infinity is designed for both mul...

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