Amazon Business: I tried it out and it was a success
Andrea Giannone
Managing Director, Giannone Computers
From a workshop selling and repairing typewriters in 1967 to a company with a four-storey office complex offering a variety of IT and office products, Giannone Computers has had an exciting journey spanning over 50 years and is looking forward to continued growth in the evolving market. Headquartered in Sicily, the company ships over 12,000 orders a year and includes public administration agencies amongst its customer base. Originally named after its founder Giannone Franco, the company underwent a strategic rebrand in 2001 with the aim of creating a new corporate image. "I asked myself: What's our best-selling product? Computers. So we decided to change our name to Giannone Computers so that we're associated with a company rather than a person", says Andrea Giannone, Managing Director of Giannone Computers.
Andrea Giannone shared his experience of doing business and growing with Amazon Business.
Andrea Giannone shared his experience of doing business and growing with Amazon Business.
The art of standing out in a highly competitive market
Giannone Computers' unique selling point for customers is its comprehensive customer service, both in person and online. Andrea emphasises how important it is not to focus solely on selling products, but to also look after customers and offer them immediate support. This establishes stable partnerships with companies and individuals alike. "I think my company stands out because, thanks to the support of my employees, we provide 360° customer service both in person and online." In the future, the company wants to maintain its philosophy by strengthening its positive impact and recognising the importance of immediate support in a constantly evolving business environment. "My father built the company with this vision and approach. Even though the market has changed since then, I will continue this approach because it's worthwhile for us", confirms Andrea Giannone.
The company was a pioneer in online sales: "When I created our first website, very few companies were doing business online. As the business evolved, I realised Amazon was a tool that performed better than we ever could alone", says Andrea. The corporate structure focusing on online sales helped the company through the pandemic. While many companies were forced to close, Giannone Computers was able to continue working normally.
The company was a pioneer in online sales: "When I created our first website, very few companies were doing business online. As the business evolved, I realised Amazon was a tool that performed better than we ever could alone", says Andrea. The corporate structure focusing on online sales helped the company through the pandemic. While many companies were forced to close, Giannone Computers was able to continue working normally.
Joining Amazon Business: A strategic step
The decision to join Amazon Business led to success.
Amazon contacted me to become a selling partner. I tried it out and found working with Amazon to be successful.Andrea GiannoneManaging Director, Giannone Computers
Andrea Giannone underlines how important reliability is for companies, particularly with regard to invoicing and product delivery. Amazon Business made it possible to sell in an online shop, enabling Giannone Computers 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 70:30 split between online and physical channels. The company is proactively adapting to the changing market, 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 excluding VAT for 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 excluding VAT for B2B customers:
Companies need a reliable billing system to keep everything in order. It makes no sense to buy a product without a proper invoice or to receive an incorrect invoice. Having a solid and trustworthy partner at our side benefits us because companies value reliability, especially when it comes to invoicing, as they know that the invoice will allow them to transfer the VAT. The product therefore pays for itself.
Andrea Giannone also highlights the positive impact of Business Prices and Quantity Discounts: "The B2B price is lower than the B2C price. There are also quantity discounts: If you buy two units, you get a discount; if you buy three, you get another discount etc. Clearly, companies see this as an advantage. Companies that buy online need this 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 low. Corporate customers are more reliable than private individuals.
Andrea Giannone also points out that B2B customers are not as price-conscious as B2C customers, as they take reliability and support into consideration too. Business customers become regular customers once they find a trustworthy supplier. Giannone Computers is very interested in building long-term relationships with B2B customers as they make more repeat purchases and order larger quantities. As a first step in building these relationships, the company is using quantity discounts to attract business customers. Andrea Giannone gives the following advice to other sellers who want to attract B2B customers: “Pay attention to invoicing and offer not only a good service but support as well.”
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