Obviously yes, our approach to social media and therefore to customer communication has changed first and foremost. Personally, I have always jokingly defined myself as “happily not very technological”, but I must say, instead, that it is important to know new technologies, discover new languages and ways of communicating to reach a wider and even younger audience. The real challenge is to adapt these new tools to our reality in order to communicate our products, our brand and our values in the best possible way. I believe that an intelligent and pro-active use is important to make the most of all the potential, while guaranteeing truthful and faithful communication to our reality.
How much has e-commerce helped? Were you ready or did you increase investments and / or internalize platforms and logistics?
E-commerce has been an excellent investment that is proving its value more and more every day. We have made investments for internal management, regardless of the pandemic.
How much did the impossibility of face-to-face B2B meetings (trade fairs, congresses, showrooms, etc.) weigh?
It certainly weighed, but fortunately, we have historical relationships with many of our foreign retailers who, knowing us, had no difficulty in relying on us, as often happens. The absence of B2B meetings did not allow us to expand the number of our resellers, but I believe that, when everything is over, we can make up for it. Our expansion, even abroad, has always been very controlled and careful because the craftsmanship has production times and quantities that are however different from large industry. 2020 is behind us.