The overall quality of the end product is only one factor of many for being successful in international markets. The other crucial elements include presentation and distribution efforts throughout the entire process starting from the importers through wholesalers, retailers and ultimately, the consumer.
Every Italian importer or wholesaler distributing Italian food and beverage goods seeks an eye catching product which should stand out to consumers on supermarket shelves. Visual merchandising can also be a crucial resource by manufacturers to promote the product both in-store and online.
A fine example of success with high quality artisanal Italian products is Loison, the manufacturer of much loved panettone, biscuits and other traditional Italian sweets. Scott Case from the Bruno Brothers, Philadelphia, is interviewed in the video below who shares the secrets of worldwide success with Italian products.
What makes a successful Italian product?
Below are some of the most important factors to consider as an Italian food producer, welcomed by retailers and consumers around the world, when embarking on global success:
Quality catalogues (printed and digital/online version) that reflect the uniqueness and underlying philosophy of the product to retailers and consumers while conveying the core product information (see Loison's catalogue)
The packaging: representative of the quality and uniqueness of the end product. Careful consideration must be given to all aspects from particular materials used, visual appearance and reusability (such as tin boxes and Loison hat boxes)
Online content: for example, the videos produced by Loison advertising their product lines can be uploaded on their own website as well as on social media platforms which attract ever more consumers with regularly updated content (see Loison's videos).
Points of sale: in both national and international markets, the display of a product at point of sale is of fundamental importance. It is often advantageous to make the additional effort to create displays to enhance authentic Italian products.
Multiple product lines: the distributor/importer will have scope to increase their product lines dependent on sales and success in a particular market (e.g America, Europe, Asia etc.) Upon entering into this transaction, the producer should offer a basic set of products to the distributor/importer and upon above mentioned success could be extended to include successive lines. This can also include variation to previous lines and novelties produced periodically or seasonally.
Communicate on all fronts
Quality, refinement, innovation and communication are essential aspects for an Italian product to be successful globally. Many Italian artisanal producers able to supply an exceptional product often find themselves unprepared for foreign markets due to poor communication skills. Loison’s grand success is drawn upon high quality products and effective, multi-national communication.