{"id":58107,"date":"2023-01-25T10:48:00","date_gmt":"2023-01-25T09:48:00","guid":{"rendered":"https:\/\/diyandgarden.com\/?p=58107"},"modified":"2023-02-28T10:11:52","modified_gmt":"2023-02-28T09:11:52","slug":"calogero-scibetta-serieta-e-comunicazione-con-il-consumatore","status":"publish","type":"post","link":"https:\/\/ten.giudansky.net\/new\/distribuzione\/calogero-scibetta-serieta-e-comunicazione-con-il-consumatore\/","title":{"rendered":"Calogero Scibetta: &#8220;seriet\u00e0 e comunicazione con il consumatore&#8221;"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">La Ferramenta Scibetta di Calogero Scibetta \u00e8 la pi\u00f9 antica, ancora attiva, di Porto Empedocle (Ag) e della zona agrigentina. Il padre la fond\u00f2 nel 1948 e nel 1987 pass\u00f2 al figlio che la gestisce a tutt&#8217;oggi. \u201cSono cresciuto in questo store -spiega Scibetta- affiancando mio nonno e mio padre e imparando il mestiere anno dopo anno\u201d.<\/h2>\n\n\n\n<p>Dapprima realizzato in via Garibaldi, <strong>il negozio fu spostato nel 1971<\/strong> dopo la terribile alluvione che colp\u00ec il paese siciliano. Da allora si trova in piazza Udine 5.<\/p>\n\n\n\n<p><strong>Com&#8217;\u00e8 cambiato questo settore in tutti questi anni? E come si \u00e8 modificata la richiesta dei <a title=\"Cosa chiede il pubblico e il cliente del settore DIY fai-da-te e giardinaggio\" class=\"aalmanual\" target=\"_blank\"   href=\"https:\/\/diyandgarden.com\/consumatori\/\">consumatori<\/a>?<\/strong> I cambiamenti sono tanti ma quelli sostanziali si possono sintetizzare in tre momenti strategici -spiega l&#8217;imprenditore-. Inizialmente trattavamo materiale cosiddetto pesante ossia grosse tubazioni, cavi elettrici e comunque tutto il necessario per l&#8217;edilizia, un settore che ebbe un periodo di grande fervore. L&#8217;evoluzione era costante e continua. Tutto cambi\u00f2 dopo Mani Pulite quando questo comparto sub\u00ec un forte rallentamento. Io ebbi un&#8217;intuizione fortuita dettata dal suggerimento di un politico locale che mi disse:\u00a0il mercato sta per cambiare, niente sar\u00e0 come prima. Decisi quindi di modificare il mio assortimento abbandonando quanto fatto fino ad allora, scegliendo di concentrarmi su prodotti pi\u00f9 piccoli e indirizzati al consumatore comune. Quel che fino ad allora era stata <a href=\"https:\/\/diyandgarden.com\/tenlab\/quanto-vale-il-settore-ferramenta-in-italia%ef%bf%bc\/\">una ferramenta<\/a> edilizia divenne un punto vendita pi\u00f9 articolato con una proposta che spaziava dal fai da te al modellismo. Fu una svolta positiva che mi permise di proseguire il mio percorso commerciale con grande serenit\u00e0 senza risentire delle variazioni socio-economiche del dopo Tangentopoli.<\/p>\n\n\n\n<p><strong>Da allora ad oggi cosa \u00e8 successo?<\/strong><br>Diciamo che un altro momento importante \u00e8 rappresentato dalla pandemia, periodo in cui ho incrementato il fatturato del 40%. \u00c8 ormai noto che chi era costretto a stare a <a title=\"Notizie sul settore casa del DIY and Garden\" class=\"aalmanual\" target=\"_blank\"   href=\"https:\/\/diyandgarden.com\/tag\/casa\/\">casa<\/a>, <a href=\"https:\/\/www.bricoliamo.com\/\">voleva abbellire l&#8217;ambiente domestico<\/a> optando per prodotti fai da te. E questo ha comportato per noi una grande crescita.<\/p>\n\n\n\n<p><strong>Quanto \u00e8 rimasto di quelle abitudini dopo il lockdown?<\/strong><br>C&#8217;\u00e8 stato un lieve calo ma quanto \u00e8 stato assimilato in quel periodo tendenzialmente \u00e8 rimasto nelle abitudini dei clienti. In tanti si sono appassionati ai lavori in casa, scoprendosi portati, e hanno continuato ad acquistare prodotti innovativi che sconoscevano.<\/p>\n\n\n\n<p><strong>Ci fa un esempio?<\/strong><br>Un prodotto molto venduto \u00e8 un colore che si chiama 900 Paint. Si tratta di un colore universale ad acqua a base gessosa, prodotto dall&#8217;azienda centenaria Gualtiero Meazza, che permette di colorare qualsiasi superficie senza bisogno di carteggiare, preparare fondi o passare cementiti. \u00c8 di facile applicazione e dispone di oltre 50 colori. Il 50% di questo prodotto lo consumano le donne proprio per la facilit\u00e0 di utilizzo.<\/p>\n\n\n\n<p><strong>Parliamo dello store. Che caratteristiche ha?<\/strong><br>Il negozio ha un&#8217;area di circa 100 mq, a libero servizio, con un deposito di 150 mq. Dispone di un ampio parcheggio comunale proprio di fronte. Lo store \u00e8 suddiviso per categorie merceologiche, ha un&#8217;unica apertura su strada e un layout sviluppato su pianta quadrata.<\/p>\n\n\n\n<p><strong>Come articolate lo stagionale?<\/strong><br>In linea di massima abbiamo gli articoli di maggior consumo. In estate per esempio refrigeratori e ventilatori. In questo periodo, invece, puntiamo sulle stufe di varie tipologie per differenti esigenze di consumo.<\/p>\n\n\n\n<p><strong>Qual \u00e8 per voi la categoria pi\u00f9 performante?<\/strong><br>Sicuramente i colori rendono pi\u00f9 di ogni altro prodotto.<\/p>\n\n\n\n<p><strong>Avete articoli per il giardino e giardinaggio?<\/strong><br>Abbiamo un angolo per questa categoria ma con un&#8217;offerta basica per motivi di spazio.<\/p>\n\n\n\n<p><strong>Qual \u00e8 l&#8217;identikit dei suoi consumatori?<\/strong><br>Per l&#8217;80% sono privati, per la restante parte invece si tratta di professionisti.<\/p>\n\n\n\n<p><strong>Quali servizi offrite ai clienti?<\/strong><br>Proponiamo la consegna a domicilio.<\/p>\n\n\n\n<p><strong>Ha mai pensato di ampliare la rete ed aprire nuovi punti vendita?<\/strong><br>S\u00ec, ma non ho avuto il sostegno dei miei figli. Lo stesso motivo per cui non ho avviato l&#8217;<a title=\"L&#39;ecommerce del DIY and Garden\" class=\"aalmanual\" target=\"_blank\"   href=\"https:\/\/diyandgarden.com\/tag\/ecommerce\/\">eCommerce<\/a> che ritengo sia un settore molto interessante che varrebbe la pena attenzionare.<\/p>\n\n\n\n<p><strong>Cosa significa essere presenti dal 1948. Qual \u00e8 la sua forza?<\/strong><br>Il mio negozio rappresenta la storia di Porto Empedocle, \u00e8 la <a title=\"Notizie su ferramenta\" class=\"aalmanual\" target=\"_blank\"   href=\"https:\/\/diyandgarden.com\/tag\/ferramenta\/\">ferramenta<\/a> pi\u00f9 antica della zona. I nostri punti di forza sono: la seriet\u00e0 e la <a title=\"Marketing, comunicazione, pubblicit\u00e0, stampa internazionale del DIY e GARDEN\" class=\"aalmanual\" target=\"_blank\"   href=\"https:\/\/diyandgarden.com\/comunicazione\/\">comunicazione<\/a> con il consumatore. I miei clienti si affidano a me e chiedono consigli sapendo di essere supportati e guidati nel loro percorso di acquisto.<\/p>\n\n\n\n<div class=\"wp-block-jetpack-tiled-gallery aligncenter is-style-rectangular\"><div class=\"tiled-gallery__gallery\"><div class=\"tiled-gallery__row\"><div class=\"tiled-gallery__col\" style=\"flex-basis:66.77429%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" data-attachment-id=\"58097\" data-permalink=\"https:\/\/ten.giudansky.net\/new\/ferramenta-scibetta-1\/\" data-orig-file=\"https:\/\/ten.giudansky.net\/new\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-1.webp\" data-orig-size=\"802,600\" data-comments-opened=\"1\" 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src=\"https:\/\/i0.wp.com\/diyandgarden.com\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-7-1280x1280.jpg?ssl=1\" data-amp-layout=\"responsive\"\/><\/figure><\/div><div class=\"tiled-gallery__col\" style=\"flex-basis:33.33333%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" data-attachment-id=\"58102\" data-permalink=\"https:\/\/ten.giudansky.net\/new\/ferramenta-scibetta-6\/\" data-orig-file=\"https:\/\/ten.giudansky.net\/new\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-6.webp\" data-orig-size=\"802,600\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" 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data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Ferramenta Scibetta, Porto Empedocle (AG)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Ferramenta Scibetta, Porto Empedocle (AG)&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/ten.giudansky.net\/new\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-800x800.jpg\" data-large-file=\"https:\/\/ten.giudansky.net\/new\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-1280x1280.jpg\" loading=\"lazy\" data-attachment-id=\"58099\" data-permalink=\"https:\/\/ten.giudansky.net\/new\/ferramenta-scibetta-3\/\" 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role=\"button\" tabindex=\"0\" aria-label=\"Apri immagine 8 di 8 a schermo intero\"srcset=\"https:\/\/i0.wp.com\/diyandgarden.com\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-1280x1280.jpg?strip=info&#038;w=600&#038;ssl=1 600w,https:\/\/i0.wp.com\/diyandgarden.com\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-1280x1280.jpg?strip=info&#038;w=802&#038;ssl=1 802w\" alt=\"Ferramenta Scibetta, Porto Empedocle (AG)\" data-height=\"600\" data-id=\"58099\" data-link=\"https:\/\/diyandgarden.com\/?attachment_id=58099\" data-url=\"https:\/\/diyandgarden.com\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-1280x1280.jpg\" data-width=\"802\" src=\"https:\/\/i0.wp.com\/diyandgarden.com\/wp-content\/uploads\/2023\/01\/ferramenta-scibetta-3-1280x1280.jpg?ssl=1\" data-amp-layout=\"responsive\"\/><\/figure><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La Ferramenta Scibetta di Calogero Scibetta \u00e8 la pi\u00f9 antica, ancora attiva, di Porto Empedocle (Ag) e della zona agrigentina. Intervista a Calogero Scibetta. <\/p>\n","protected":false},"author":60,"featured_media":58108,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"event_place_name":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21],"tags":[83,375,1074],"posizione":[],"class_list":["post-58107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-distribuzione","tag-ferramenta","tag-negozio","tag-sicilia"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/ten.giudansky.net\/new\/wp-content\/uploads\/2023\/01\/calogero-scibetta-A.webp","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":33431,"url":"https:\/\/ten.giudansky.net\/new\/distribuzione\/ferramenta-rossi-una-storia-lontana-nel-tempo\/","url_meta":{"origin":58107,"position":0},"title":"Ferramenta Rossi, una storia lontana nel tempo","author":"Carlo Botta","date":"4 Giugno 2019","format":false,"excerpt":"Dall'idraulica alla ferramenta e dall'artigianato al commercio. 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