How to Improve Our Wholesalers’ Sales Performance


Getting to know consumers’ purchase behaviour and market tendencies in real time is the right way to improve brand sales and store sellout. To do this, it is necessary to manage quality and constantly updated sell-out, sell-through and stock data.

Collecting these data from wholly-owned stores is easy, but what about if sales channels are third parties with different typologies? Franchising stores, multibrand distributors, department stores, small shops, etc. …. things get more complicated.

It is not possible to impose our own computing systems or processes and so incoming data are heterogeneous: from product descriptions to file formats, from data sending frequency to sending modalities (e-mail, telephone, ftp…). The time necessary for analysis becomes longer and there is the risk of undergoing unfocused replenishment strategies, therefore losing sales opportunities.

Let us imagine a department store buyer should buy 5,000 bags for the season: as time passes, such amount might turn out to be too high or too low, there might be too many bags of a certain model and none of the “right” model at the “right” time. It is in this context that the collaboration between brand  and wholesaler for sales and stock data collection and analysis can be winning for both parties.

Precise and punctual data in fact allow the brand to perform intelligent replenishment, reduce out-of-stock situations, proactively transfer products from one point to another depending on their exigencies and plan further commercial actions. All this contributes to improve relationships with wholesalers, who will feel strongly supported when working to maximize their sales opportunities and reduce costs.

It is a beautiful project, but how much time and how many resources are necessary to implement it? The solution for many important brands in the fashion world, from footwear to eyewear, has been trusting Aton with the whole activity in an outsourcing mode. The AMP software platform (Aton Mobility Platform) automatically provides “clean”, complete and consolidated data, and Aton’s multilingual service desk activates import/export flows for every contact/point of sale, performing formal and quality data controls, and managing and solving potential anomalies.

As a proof of how much punctual and timely sellout data can influence sales performance, we invite you to read the following post too: More sustainable business for Safilo and its wholesalers.

People at the centre
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
Here are some of our experiences

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