Amazon Business: I gave it a try and it became a success story
Andrea Giannone
Managing Director, Giannone Computers
From a workshop selling and repairing typewriters in 1967 to a company headquartered in a four-storey building offering a broad range of office products, Giannone Computers' story is one of an extraordinary journey spanning more than 50 years with an eye to the future and to growing in a constantly evolving market. From its headquarters in Sicily, the company now handles over 12,000 orders a year and has a wide customer base that includes public administration bodies. The company was originally named after its founder, Franco Giannone, but underwent a radical strategic rebranding process in 2001 aimed at creating a new corporate image: "I asked myself what our best-selling product was. And the answer was computers. So we decided to change the company’s name into Giannone Computers to identify essentially a company rather than a person", says Andrea Giannone, the managing director of Giannone Computers.
Andrea told us about his commercial experience and growing his company with Amazon Business.
Andrea told us about his commercial experience and growing his company with Amazon Business.
The art of being unique in a highly competitive market
Giannone Computers stands out because of the comprehensive assistance it offers customers, both in person and online. Andrea emphasises how important it is not to focus solely on selling products but to look after customers directly and offer them immediate support, which helps foster solid partnerships with companies and individuals alike. "I think my company is special because, thanks to the support of my employees, we can provide 360-degree customer service both in person and online." Looking to the future, the company wants to maintain its philosophy while continuing to have a positive impact and recognising the importance of immediate assistance in the constantly changing world of business. "My father created the company with this vision and this approach, which I will continue with despite the market being very different today because it's a source of great satisfaction for us", confirms Andrea.
The company was among the first to venture into the world of online sales: "I created our first website back when there were still very few companies selling online and, as the business developed, I realised Amazon offered possibilities we could never have had on our own", Andrea points out. The focus on online sales was useful to the company during the COVID pandemic as Giannone Computers was able to continue working normally while many businesses were forced to close.
The company was among the first to venture into the world of online sales: "I created our first website back when there were still very few companies selling online and, as the business developed, I realised Amazon offered possibilities we could never have had on our own", Andrea points out. The focus on online sales was useful to the company during the COVID pandemic as Giannone Computers was able to continue working normally while many businesses were forced to close.
Joining Amazon Business: A strategic move
The decision to join Amazon Business proved to be a real success.
Amazon contacted me to become a selling partner. I decided to try it and as I worked with Amazon, I realised it was a real success.Andrea GiannoneManaging Director, Giannone Computers
Andrea stresses the importance of reliability for companies, especially in terms of invoicing and product delivery. Amazon Business has enabled Giannone Computers to sell in an online shop where the company has been able to make a name for itself and attract new customers. The share of Giannone Computers' online sales has risen from 20% to 60%. Andrea expects this trend to continue and is anticipating a division of revenue with 70% from online channels and the remaining 30% from physical sales. The company is proactively adapting to the market and to its evolution, thereby ensuring a smooth transition to the future of online sales.
The Amazon Business tools available to selling partners have helped Giannone Computers to develop its online B2B business. Andrea highlights the benefits of the VAT Calculation Service, which shows prices without VAT to B2B customers:
The Amazon Business tools available to selling partners have helped Giannone Computers to develop its online B2B business. Andrea highlights the benefits of the VAT Calculation Service, which shows prices without VAT to B2B customers:
Businesses need a reliable billing system to keep everything in order. It doesn't make sense to buy a product without receiving an appropriate invoice or receiving one that's invalid. Being able to collaborate with a solid and dependable partner is useful for us because reliability is important to companies, especially with regard to invoices because they allow you to transfer VAT, so the product pays for itself.
Andrea also focuses on the positive impact of business pricing and quantity discounts: "B2B prices are lower than B2C prices. Discounts are also available on quantities, which vary depending on the units purchased. This is clearly seen as an advantage and companies that buy online need this kind of approach."
Andrea Giannone values the company's excellent relationships with its client base and enjoys working with business customers as part of Amazon Business.
Andrea Giannone values the company's excellent relationships with its client base and enjoys working with business customers as part of Amazon Business.
Fortunately, the average return rate is always low because companies are more reliable than individuals.
Andrea has also noticed that B2B customers are less focused on price than B2C customers because they take other factors like reliability and assistance into account; they become loyal customers once they have found a reliable supplier. Giannone Computers is very interested in building long-term relationships with B2B customers as these clients make more repeat purchases and order larger quantities. The company uses quantity discounts to attract business customers and take the first step in forging those relationships. Andrea's advice to other sellers interested in attracting B2B customers? "It's important to pay attention to billing and offer excellent service and support."
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