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!