Safilo, if Customers Come from the Web

In operation for two years and destined to increase its business, that's Safilo's e-business service which, says Gianni Materassi, general manager of the Padua-based company, performs the important task of creating customer loyalty. 'We began experimenting with an e-business platform in May 2001 with about twenty customers (optics stores - ed.). Then in September we started up the service with roughly 1000 partners. Today we have 10,000 throughout Europe, and a quarter of these are in Italy'.

Out of billings of 894 million euros in 2002 (+6% compared to 2001), the company estimates that 3% comes from e-business generated by the 2500 Italian customers registered with the service. And soon it will also be available in the US.

'Up to now our investment in e-business has given results', continued Materassi. 'We never imagined using it as an instrument to increase our billings, but to provide an additional service for the stores we supply. On the Internet our partners can compare all our products' characteristics, decide what they want and send in their orders. It saves time and offers operational advantages, including being able to keep track of deliveries online'.

But e-business partners are destined to increase at the same rate as IT equipment is upgraded: 'Compared to three years ago', Materassi concluded, 'the number of companies with suitable IT equipment and that can take part in our project have tripled'.