Share
x
Share
x

The world hidden in a coffee cup

16/07/2024
Food & Consumer Goods
Sectors
Sales
Categories

Have you ever wondered what there is behind this simple daily rite that takes place at the bar?

You would find a whole logistic and commercial articulate chain, continuously improving its performance thanks to process digitalization.

Less paper is used and a series of intelligent applications interconnect the various parties and allow them to improve their efficiency in the different phases.

Digitalization of the commercial and logistics chain

Prospecting

It all begins with prospecting, on the basis of a precise market segmentation: there are specialized figures that visit and study the ho.re.ca. world, collect information and define the potentialities of a given space for a certain coffee brand or other products, like beverages, ice-creams or snacks.

Contractualization

Afterwards, there come sales figures that undertake contacts with the customer and manage the supply contractualization phase, which defines terms, product assortments, commercial acquisition conditions regarding foreseen sell-in and sell-out volumes, PoP material (stands, signs, etc.), loans (e.g. refrigerators or devices such as coffee machines, shop signs…), etc.

This contract can be completely managed in a digital mode by means of an approving workflow which starts from a CRM mobile application.

Goods provision

Recurring supply processes for a space such as a bar or restaurant may be highly-frequent (e.g. fresh products, like milk) or less frequent (e.g. like coffee). It may be described as a pre-sale, by which a salesperson places an order which will be later delivered or as an direct store delivery, by which the supplier sells and at the same time delivers the goods he has got in his van, providing the customer with a sales document. All these processes are nowadays digitalized and documents may be paperless.

Payments

In these contexts there may take place goods payments or takings corresponding to previous supplies, either in cash or through digital payment methods.

Profitability control  

It is necessary to monitor salespeople’s results and control every customer’s profitability (bar, restaurant, etc.) always bearing in mind the CLV (Customer Lifetime Value) which takes into account acquisition (or installation) costs and annual profitability for the customer’s retention years.

This is why it is necessary to have sales data analysis tools as well as census tools regarding every cost detected by the applications mentioned above (sales costs, loans, etc.), maybe helped by data visualization.

All this is proved by companies like Segafredo, Hausbrandt, Vergnano, Granarolo, DAC or Procaffè, which have adopted Aton’s latest-generation digital sales solutions for the ho.re.ca. and normal trade worlds.

ATONEWS
People at the centre
AI against food waste for optimising consumption
Food & Consumer Goods · Planet·Sales·Tech
Giorgio De Nardi
AI against food waste: preventing excess, optimising consumption
16/01/2025
Learn more
How to reduce food waste with digital solutions
Food & Consumer Goods · Planet·Sales
Anna Manfè
Digital solutions against food waste: building a sustainable future
26/11/2024
Learn more
Coffee roasters: supplying the HoReCa sector
Food & Consumer Goods · Sales
Giovanni Bonamigo
Coffee roasters: supplying the HoReCa sector
15/11/2024
Learn more
Digital applications for coffee market
Food & Consumer Goods · Sales
Giovanni Bonamigo
The world hidden in a coffee cup
16/07/2024
Learn more
Pharmacy sales agents: how AI can simplify order management
Food & Consumer Goods · Sales
Federico Cammarata
Pharmacy sales agents: how AI can simplify order management
15/07/2024
Learn more
Retail Execution and the “liquid” shelf in the retail world
Food & Consumer Goods · Sales
Morena Barbisan
The “liquid” shelf in the retail world
21/06/2024
Learn more
CASE STUDY
Here are some of our experiences
Read
Amadori - Aton

Amadori

Food & Consumer Goods
In the fresh produce sector, timeliness is essential to ensure quality and safety for consumers. Amadori, a benchmark brand in the Italian agri-food industry, faces the daily challenge of distributing…
Discover more
Read
GranTerre - Aton

GranTerre

Food & Consumer Goods .one PIM
How can you manage and enhance an information asset made up of tens of thousands of items, while at the same time involving a wide range of internal and external…
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
Procaffè - Aton

Procaffè

Food & Consumer Goods Omnichannel Sales
Procaffè, historical coffee roasting company born among the Belluno Dolomites and best-known by its brands Bristot, Testa Rossa, Breda and Deorsola, has decided to undergo – together with Aton – a growth course aimed…
Discover more
Read
Granarolo

Granarolo

Food & Consumer Goods Omnichannel Sales
Granarolo, the country’s largest agro-industrial group with Italian capital, through its subsidiary Zeroquattro S.r.l., has embarked on a path of innovation in its sales channels that involves thousands of users…
Discover more
Read
ica-system-banner-img

Ica System

Food & Consumer Goods Omnichannel Sales
Also in the world of products for professional cleaning is gaining ground B2B e-commerce, a web portal that simplifies and quickens purchase management and controls open entries, order history and technical and…
Discover more