Selling olive oils online

How to design your online store and communicate effectively with consumers

There are many reasons for deciding to write a book on e-tailing and web design. One may expect that in digital frenzy times the main reason may consists in delivering some new bits and plenty of old stuff when anything can add to the confusion for a quick return. Sometime, it can really be like that. In reality I decided to embark on this project in very practical terms.

The language of taste
Digital markets
Wider communities

How people choose food
Food sensory evaluation
Tasting abilities
Shopping motivations
Lifestyle shopping
Profiling customers
Consumer training
Virtualizing oil purchases

New tech new markets
Digital markets
Buying online deconstructed
Trading on the web

Consumer connectivity
New trends and ecology
Widening communities
Sustainability and consumer

The idea to write this book stems from a real need, that is to make consumers taste some good oil wherever they are on their own time. There is a lot of choice on the shelves, supermarkets offer many labels at a very good price, local shops increase their offer and specialists stuff their shelves with oils from all over the world. The choice is really vast and what we need is just appreciation. But what if I live somewhere that is not like New York city centre? What if I live in a cosy fishing village in Scotland that is not like the Florence countryside? What then if I am simply craving for some high quality oil for a recipe suggested online by a five star chef? I surely want to stay with my friends for dinner soon after work!
And again, what if my wife is inviting some friends from New Dehli to come around and talk about fair trade and have in the meantime some spanish tapas with olive oils for a memorable dinner?
For us designers the real need then is a new landscape with some serious scenarios that play in favour of a diverse multitude of needs, tastes and pockets.
I am convinced that digital environments offer opportunities for all and that for this even smaller companies should be up to the job with good cutting edge designs in a new digital landscape. Only big boys have up to now used scenarios to make the good things happen whilst the rest have adapted to the back wave. The book presents a collection of ideas, principles, methods and scenarios to satisfy the demanding needs of designers and e-tailing oil marketers to keep abreast of the irrefrenable digital revolution. A practical set of design principles is coupled with scenarios to expand the idea about design possibilities and practically illustrate how to progress consistently whilst generating business ideas and design prototypes. These are presented in the book in three main areas namely The language of taste, Digital markets and Wider communities. Definetively I am satisfied with this new work space where I bring together marketing, sensory science, human computer interaction and consumer behaviour.

Salvatore Fiore
14th Jan. 2019