Back from 2 days at Cibus, the biggest Italian Food Show in Parma, home of the Food Valley.
We help plenty of Italian Brands sell in the US on their ecommerce, and it was nice to meet with some of them and connect with new ones.
I saw many companies with high potential to conquer the US, and ecommerce is usually a quick channel to open and test the market.
Here are some tips on how to sell Italian products online in the US.
👨👩👧👦 FAMILY FIRST
It's all about the Family: most Italian companies are still owned by the founder's family, compared with US companies owned by big funds and private equity.
That's a differentiator that should be used in your marketing material, and that will automatically increase your brand trustability. Put your face on it. Family = Trust.
🇮🇹 DON'T SELL "MADE IN ITALY". SHOW "MADE IN ITALY"
Don't just say you are "Made in Italy," show how you produce and your attachment to the territory. Let the American imagination travel to your hometown, and you won't just sell your product but the Italian experience, especially with food!
🚫 DON'T COMPETE ON PRICE
Unfortunately, producing in Italy has become very expensive. On top of that, you'll have shipping and duty to get your product in the US. This will choke your margin if you are not pricing your product accurately. Use other levers to justify a higher price, like quality, know-how, exclusivity, family-owned, "secret recipe," and authenticity.
☎️ UPGRADE YOUR CUSTOMER SERVICE
It's known that customer service in Italy is not as good as in the US. However, the average American expects your service that puts him first. Make sure you invest in a team that can fix your customer's problem promptly. This will also justify the higher prices. Americans expect no less. And remember: "You only get one first impression."
#cibus
#cibusparma
Thank you, we really enjoyed working on this with you all! 😊