1. The case of NANNUCCI Mailing Alessandro ReginiMartina Rossetti

2. NANNUCCI today… Nannucci Mailing S.r.l. is one of the first online selling companies born in Italy, considered nowadays a leader in the music market. Its website (www.nannucci.it) is a sort of big store where you can find every kind of item connected with music, from CDs to books, from DVDs to clothes.

3. A brief look to the past… 1936 – Nannucci is a domestic electrical appliances producer Sixties – Growing request of music products The company starts an important collaboration with music labels and decides to specialize in records selling, opening a big store in the centre of Bologna 1973 – A new adventure: the correspondence selling 1995 – The final step: Nannucci website

4. The website organisation Nannucci.it is organised in a very efficient way… New products on the market Search Section Special Promotions Picture of the cover and information about price and songs included Possible by artist, genre, price… Particular articles offered at a very low price

5. Business Niches Nannucci.it is oriented to the lovers of every kind of music. All the genres are included in its catalogue, from Classic to Rock, from New Age to Heavy Metal. This characteristic determined the great success of the website.

6. Orders and payments You can easily buy a product following 4 main steps: CHOICE OF THE ITEM clicking on the picture ORDER You have to insert your name and address DELIVERY Directly at your door by “E-Boost mail” PAYMENT By Credit Card or cash on delivery

7. Protection and Safety - Nannucci.it is certificated by “Thawte Server CA” (since 1995 one of the most established Certification Authorities worldwide) - The website is also protected by a cryptographed SSL connection (Secure Sockets Layer) These systems are used by the great part of online selling companies, like the italian The Best Raffaello.

8. Same policy… different results! The differences between Nannucci and La Rinascente websites Both Nannucci and La Rinascente are born, at the beginning of their history, like traditional shops, that later developed offering other services. To increase their sales, both of them tried the Internet way, but they reached very different results: while Nannucci.it had a great success, La Rinascente website didn’t prove equally profitable and the company soon gave up this experience …but why?

9. Possible reasons: When you buy on Nannucci.it, you already know what you will get (a particular CD is always the same!) Buying clothes is more difficult because you have to chek size and quality and also to try them on… The delivery is promised in a couple of weeks (for customers it’s better to wait than to pay more) La Rinascente promises a faster delivery (5-10 days) with of course higher costs. A particular record has no substitutes and Nannucci has item that you can’t find in shops. If you don’t find a piece of clothes you can buy a similar one.

10. Today internet has become Nannucci’s most important selling channel, while La Rinascente has closed its on line store, coming back to traditional sales.