Share
x

Consumption Patterns in Fast Evolution: Seizing the Opportunity

04/06/2019

Marketing levers and sales policies change as product consumption models change too. Amazon’s entrance in Deliveroo (read the Sole24ore article “Amazon aims for Deliveroo and contributes to its share capital increase”) is a strong message about the mainstream, above all in the food consumption market.

As already proved, the birth of new sales channels does not necessarily determine the death of others and it does happen that, at least at the beginning, they may work side by side with the existing ones. We have evolved from a “multichannel” approach (diverse strategies for different sales channels) to an “omnichannel” concept, where the code word is “integrating” the various channels, but this seems to have been outdone too. We have entered the no-channel era: consumers do not care about how many or which channels are available to them, they simply want to live their purchasing experience through the channel they consider more suitable, get answers to their questions, solve potential criticalities and have their feedback taken into consideration.

Yesterday like today who is closer to consumers in the distribution chain can rely on a higher unit contribution margin. Not just necessarily in economic terms, but also in potential terms: being in contact with consumers means in fact knowing about their behaviour and being able to count on the new real “gold” of our millennium, data. Indeed having the right information allows anticipating needs and selling better.

Technology is an increasingly qualifying factor: access from digital channel to ordering platforms, the possibility of paying via app (sometimes by prepaid wallets or up to a threshold, like Satispay), the possibility of being in continuous contact with consumers… are the new competitive levers for whoever should desire to sell in the market.

Digital solutions for B2B are inspired by B2C and viceversa: self shopping, click&collect, e-commerce, mobile commerce, retail, wholesale, delivery and delivery certification (PoD) make up a continuum between these two worlds, which are not really so far from each other.

The commitment we make with our customers is simplifying users’ life, transforming purchasing – and therefore also selling – so that it should be frictionless, ubiquitous and no-channel.

For further information on our solutions and case studies in these environments, contact us!

ATONEWS
Le persone al centro
aton-manutenzione-hardware-business-continuity-img
Hardware·Planet
Maurizio Bovo
Hardware maintenance: how to guarantee Business Continuity
01/09/2022
Learn more
People·Service Desk
Barbara Bettin
Aton’s Service Desk is not a Help Desk
27/07/2022
Learn more
Fashion · Prosperity·RFID
Tania Bertolin
The Source Experience Room: a journey in the company of RFID and NFT
13/07/2022
Learn more
Retail · Retail management
Cristiano Negri
Master Data Management: the death of silos
24/05/2022
Learn more
Energy
Giuseppe Brando
Aton’s solutions for the LPG market
17/05/2022
Learn more
Innovation-Store-Cegid-retail-img
Retail · Retail management
Alberto Canova
Cegid’s Innovation Store: the new retail challenges
11/05/2022
Learn more
CASE STUDY
Ecco alcune delle nostre esperienze
Read
gruppo-poli-banner-img

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
Read
cattel-banner-img

Cattel

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
Read
faster

Faster

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
Read

Moncler

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
Read
rana-app-merchandising-banner-img

Rana

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
Read
procaffe-banner-img

Procaffè

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