E-commerce is dead. Long live physical retail!


It seems a provocatory title and maybe it is, but data published by IRI, worldwide leader in big data management, make us think about it:

  • Physical stores remain as the main channel in which consumers shop, especially regarding groceries
  • Online sales are increasing in Europe, in double figures in Italy (+42%) and Spain (+29%)
  • Estimates on food and personal care online sales are +54% during the next 5 years

E-commerce and physical retail are in fact two worlds that come together. Talking about online and offline, digital or physical channel does no longer make sense; understanding how consumers purchase habits are evolving does make sense instead, in order to be able to meet users’ exigencies.

The consumer packaged goods market, for example, is undergoing an enormous transformation, aided by growing consumer’s expectancies and new distribution modes.

Which aspects should a company operating in this field take into consideration?

Proposals and customized price

Nowadays, the information collected on purchase behaviour allow us to provide made-to-measure proposals and, in some cases, customised prices, both for B2C and B2B.

Customized communication

Geo-marketing allows communication customisation, segmenting it not only by consumer typology, but also by use occasion, therefore stimulating in-store sales thanks to promotional activities. These activities often arrive by means of digital channels directly onto our smartphone, an object we live in total symbiosis with and from which we rarely move away.

Not only convenience, but also enjoyment

The solution comes through simple purchase itineraries: it does not matter whether it is online or offline, the important thing is that it should be easy and, above all, amusing. The use of gamification (read this article too) is proving that transforming an activity like shopping or selling into a game increases success probability. Customised prizes, instantly ransomable, allow retailers to create an important bond with their customers, which extends beyond the simple shopping experience.

Shopping experience GDO

Vocal orders

The possibility of placing vocal orders from smart devices represents an important facilitation for consumers and guarantees an interaction similar to the one people enjoy at home, by means of objects such as Amazon Echo.

Versatility and speed

Price is not the only incentive for marketing and, if we think about it, many of our decisions are not based on price, but, for example,  on the convenience of ordering from home and later collecting in store (click&collect).

Le persone al centro
Maurizio Bovo
Hardware maintenance: how to guarantee Business Continuity
Learn more
People·Service Desk
Barbara Bettin
Aton’s Service Desk is not a Help Desk
Learn more
Fashion · Prosperity·RFID
Tania Bertolin
The Source Experience Room: a journey in the company of RFID and NFT
Learn more
Retail · Retail management
Cristiano Negri
Master Data Management: the death of silos
Learn more
Giuseppe Brando
Aton’s solutions for the LPG market
Learn more
Retail · Retail management
Alberto Canova
Cegid’s Innovation Store: the new retail challenges
Learn more
Ecco alcune delle nostre esperienze

Gruppo Poli

Retail Vendite Omnichannel
Poli has combined tradition and innovation in its way of doing business with a focus on employees, customers and the local area. In Aton, it has found a…
Discover more


Food & Consumer Goods Vendite Omnichannel
Cattel S.p.A, a leading company in Northern Italy in the distribution of food products in the Ho.Re.Ca channel has profoundly transformed the order collection by adopting the Aton .onSales B2B solution.
Discover more


Industrials Supply Chain Solutions
All projects, whether successful or not, have stories to tell. A difficult uphill start, a start full of hope, repeated twists and turns where the viewer is swept away by…
Discover more


Fashion Service Desk
Aton ServiceDesk is also behind the scenes in the first Boutique entirely dedicated to the Moncler Enfant collection, opened at the historic premises in Milan, Via della Spiga 7, which has been…
Discover more


Food & Consumer Goods Omnichannel Sales
A real-time photography of the Mass Market Retailers’ world to measure Trade Marketing activities efficacy in points of sale in Italy, France and Spain: with this target in mind, Aton,…
Discover more


Food & Consumer Goods Omnichannel Sales
Managing their customers often takes up the whole of sales people’s time. Just caring about relationships with already acquired customers (also defined as nurturing) is not enough to achieve growth objectives,…
Discover more