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The world hidden in a coffee cup

18/06/2018

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.

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, Bindi Dessert, Granarolo, DAC or Pregis, which have adopted Aton’s latest-generation digital sales solutions for the ho.re.ca. and normal trade worlds.

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