“Coupon a sconti, anche basta?” (eng.”Coupons and discounts are enough?”) is the title of an article written by Gianluca Diegoli. Professional who I follow and read almost constantly. I share his point of view and the way he writes for the simple reason. They are “written by those who did and did” and not by “read and then report”. For those who work and have a little time to write, as me, this punctuation is basic.
When my wife asked me if she could make a purchase at chanel.com (obviously using my credit card) I have to say yes. Firstly because her birthday was at the door second because the site was chanel.com
I was ready for a high bill but instead of that I got a pleasant surprise! Chanel.com offers -60% of discount. It’s not a joke – 60% of the full price.
But let’s go to the order:
A) WHAT KIND OF PRODUCT WE’RE TALKING ABOUT AND WHY?
Chanel Sublimage Le Teint, the color is 22 beige rosè, average costs 125,00 euro (official website Chanel.com). We also checked the price on the other online sales sites:
- Chanel.com € 50,00
- Amazon.com € 123,85 (on amazon the price could change at any time)
- Listediprofumo.it € 112,97
The result is obvious. On chanel.com the Sublimage Le Teint n. 22 is discounted by 60%, all other colors cost 125 € and those do not cost “just” 50 € (the only one is obviously euphemistic).
But what the article of Gianluca Diegoli has in common with “pre” birthday story? It looks like a storyline without a head or tail.
B) WHY SHOULD I BE INTRESTED IN THIS NO SENSE STORY?
This story contains three concepts, which I think are important to ecommerce users, even for the ultimate consumer (David Ogilvy’s quotation repeatedly quoted by Giancarlo Livraghi also fits here. “The consumer is not stupid, the consumer is yours wife”).
The first one refers to commonly known long queue. There is not just amazon as e-commerce to make online purchases to save time and money. There is a very long list of sites, including producer sites, which should be contemplated, visited, evaluated and compared to make the most correct choice.
In theory we have all the tools to create this kind of list, but nobody did it yet. Sites who give the opportunity to compare the prices make it for money and not for the customer. They are no customer oriented, they are profit & loss oriented. According to the theory of the “Invisible hand” of Adam Smith, everyone thinks only about his earnings, not about economic development in general. There is therefore no support for startups that could develop in this direction.
The second, no one in Italy knows how many e-commerce sites excist, ask them about the category associations, the Politecnico, the consortia, the researcher. Nobody knows. Logically, if I have to buy something, first I will go to amazon.
The third, Chanel does not need to “scream” that makes discounts. It’s enough to build position of the company with years and years with working and investing in brand and in company in general.
In fact, there is no sector that would not be involved in the ecommerce market. Everyone talks about it and everyone works there, directly or indirectly. But as often happens in a relatively young sector, superficiality and ignorance proliferated. I work, read, make mistakes, accepts refusal, avoided being relapse and go on.
Remember when I wrote “obviously using my credit card“? Well, this happens online as much as offline. Most of the reports (Fusina excluded) which contain information about credit card payment by men and women, are “copy and paste”.
That is because by stopping at the cardholder’s usual quantitative data, they do not ask “who owns the credit card?”.
Here I may use word Liscia* (engineers call them so;-) because it has been talking about “family business” for two years and how online shopping works. Dad orders and pays with his credit card, either directly or indirectly, also his wife, children and not just them …
C) SUMMARY OR CONCLUSION
There is not!
Very simple, everyone takes the conclusions for best. Here there are no lessons or dogmas to impart but experiences to share.
Thanks to Gianluca, my wife and Chanel who unknowingly became the protagonists of this post.
References & thanks:
Link to article of @gianlucadiegoli
Link to the product on website Chanel
Link to the site’s offer notediprofumo.it
*President of consorzio Netcomm.
Giacomo Fusina humanhighway.it
Hello everyone & happy birthday!