There is something romantic about the return of Postalmarket: Jeff Bezos, who basically invented ecommerce, travels to space, and to meet the challenge, Italy travels through time and goes back to the years when (as the commercial said) you used your head and every package that arrived was a party.
In order: the Postalmarket catalog is back on newsstands, with the inevitable Diletta Leotta on the cover, a product that has kept company, in many different ways, for many generations of Italians, from those who bought an object for the home to who dreamed of models who interpreted a rich and sensual offer of intimate apparel. In reality, more than a catalog, it will be a magazine, a real showcase of made in Italy that will only be the starting point of many trips that one would like ended up in online purchases.
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After Anna Bonomi Bolchini, the pilot is CEO Stefano Bortolussi, obviously he too grew up in the company of Postalmarket and for this reason he does not consider Bezos an opponent, but a model. If Amazon’s luck was based on the long queue, the ability to satisfy each customer with the single product they were looking for, Bortolussi has in mind an Italian queue, a tricolor way to e-commerce that is perhaps also blessed by crisis of availability of certain products: “We will sell only Italian products”, is the promise, suggesting that the challenge is rather to grow the market and consumers in our home, to get them used to a new way of selling and buying, in particular to a new relationship between companies and consumers.
Bortolussi doesn’t even hide that even the coronavirus was an opportunity, making generations who previously frequented it little and badly become web experts, not to say that they were blatantly hostile; paradoxically, the preparatory phase of the landing on the market was easier during the first lockdown, because it made it possible to bring together the many different souls of the company digitally, between Friuli Venezia Giulia, Veneto and Piedmont. Obviously, they will then aim for unification, meanwhile Postalmarket also has a home in Treviso, in Donadon’s H Farm, and Francesco D’Avella’s Storeden is also among the technological signatures of the team. In the field, a mini army of hundreds of people.
The departure, as we said, has something romantic: 20 thousand have booked the first copy of the magazine, on social networks the tribe already has 50 thousand followers and the road map foresees that growth will continue both online and offline, with a more than Olympic offer : “Let’s start with 6 areas, 5 circles were not enough. There are underwear, because I also remember those catalogs – explained Bortolussi – classic clothing, beauty products and those for the home. Free time extended to all new sports consumption and then food and drink, the most made in Italy of all sectors “.
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The strategy is that of work a lot on the calendar, present the news in the magazine and then make them available online, gradually involving also those who, abroad, are fascinated by Italy and can get to discover its lesser-known products. In short, Postalmarket would like to be an enlarged group, in the name of quality: not only large companies, but also artisans who aim to grow and can finally do so by having a wider audience. Bezos can safely continue his space travels, Postalmarket wants to demonstrate how much space there is in Italy for ecommerce.
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