FITT, a group specialised in the creation of complete systems in thermoplastic material for the passage of fluids, is inaugurating 2019 – the year of its 50th anniversary – by launchingYOYO’s direct e-shop (https://yoyo.fitt.com/). It has been designedin collaboration with Alkemy, a company specialised in the innovation of large and medium-sized companies’ business models, and quoted on Borsa Italiana’s AIM stock market since 5th December 2017 (ticker: ALK).

The creation of the e-commerce store is closely linked to the change in pace that the company initiated in 2016. Focus on the end customer is one of its main pillars and takes into consideration not only the requirements relating to the product but also changing purchasing habits. A significant digital presence enables the development of continuous dialogue with the end user.

Alessandro Mezzalira, CEO of FITT, commented: “Online purchasing is a very important aspect in digital transformation. It is changing the way in which we sell and interact with enthusiasts and with distribution. We want to manage this change and not find ourselves being subjected to it. This is why we are adding our e-commerce website to our traditional sales channels, bringing to life a multichannel strategy that does not create conflicts but synergies. We are aiming to offer our end users a complete experience, coming into contact with them in order to understand how to best fulfil their needs.”

Once again, by setting up the YOYO e-commerce website, the first online store dedicated exclusively to a gardening hose, FITT is showing that it is able to anticipate the market and its competition.

“We are very proud that our e-shop, with YOYO as its protagonist, is the very first in our industry,” says Francesco Raganelli, FITT’s Brand and Communications Director“The e-commerce store will enable YOYO to be in every home and become an iconic item that you can’t do without to water your plants outside, clean your bike after a long ride, wash your dog in the garden or grow fruit and vegetables in your vegetable patch.”