Amazon Business: I gave it a try and it became a success story
Andrea Giannone
Managing Director, Giannone Computers
From a workshop repairing and selling typewriters in 1967 to a company with a four-storey office offering a wide variety of IT and office products, Giannone Computers has gone through an exciting journey lasting over 50 years and looks forward to further growth in the evolving market. The company is based in Sicily and now fulfils over 12,000 orders a year, serving public administration bodies among their customers. The company was originally named after its founder, Giannone Franco, but underwent a strategic rebranding in 2001 with the aim to create a corporate brand: "I thought, 'what is our top selling product? 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 shared with us the insights on their experience in business and growth with Amazon Business.
Andrea shared with us the insights on their experience in business and growth with Amazon Business.
The art of being unique in a highly competitive market
What makes Giannone Computers stand out for their customers is comprehensive assistance — both in person and online. The company’s director highlights the importance of not focusing exclusively on selling products but also on assisting customers directly with immediate support, creating a reliable partnership with businesses and individuals alike. "I believe that my company is special because we provide 360-degree customer service both in person and online thanks to the support of my collaborators". Looking to the future, the company envisions maintaining their philosophy, confirming its positive impact and acknowledging the importance of immediate assistance in a constantly developing business environment. "My father created the company with this vision and approach. I am continuing this approach even if the market is different today, because it is rewarding for us", confirms Andrea.
The company was one of the early adopters of online sales: "I made the first online site when very few companies were selling online yet. As business developed further, I realised that Amazon was a better performing tool than what we could do", notes Andrea. A business structure focused on online sales helped them during the COVID pandemic. While many companies were forced to close, Giannone Computers could continue to work regularly.
The company was one of the early adopters of online sales: "I made the first online site when very few companies were selling online yet. As business developed further, I realised that Amazon was a better performing tool than what we could do", notes Andrea. A business structure focused on online sales helped them during the COVID pandemic. While many companies were forced to close, Giannone Computers could continue to work regularly.
Entering Amazon Business: a strategic move
The decision to join Amazon Business turned out to be a success story.
Amazon contacted me to become a Selling Partner. I gave it a try and as I worked with Amazon, I saw it was successful.Andrea GiannoneManaging Director, Giannone Computers
Andrea emphasises the importance of reliability for companies, particularly in terms of invoicing and product delivery. Amazon Business provided an opportunity to sell in an online store where Giannone Computers could make a name for themselves and attract new customers. The share of Giannone Computers' online revenue has grown from 20% to 60%. The company's director expects this trend to continue, anticipating a 70:30 split between online and physical channels. The company is proactively adapting to the evolving market, ensuring a smooth transition into the future of online sales.
Amazon Business tools available for selling partners helped Giannone Computers to develop their online B2B business. Andrea emphasises the benefits of the VAT Calculation Service (VCS), which shows prices without VAT to B2B customers:
Amazon Business tools available for selling partners helped Giannone Computers to develop their online B2B business. Andrea emphasises the benefits of the VAT Calculation Service (VCS), which shows prices without VAT to B2B customers:
The company needs a reliable invoicing system to keep things organised. It's pointless to buy a product without a proper invoice or receiving a fake one. Having a solid and trustworthy partner benefits us, as companies value reliability, especially regarding invoices, because you know that the invoice allows you to discharge the VAT, take the product in amortisation.
He also highlights the positive impact of Business Prices and Quantity Discounts: "The price for companies is lower than the B2C price. Plus, there are quantity discounts meaning that if you buy two, you get a discount, buy three, another discount, etc. It's obvious that businesses see this as an advantage. Companies buying online need this kind of treatment".
Andrea appreciates their company’s excellent relationship with their customers and enjoys working with business clients on Amazon Business.
Andrea appreciates their company’s excellent relationship with their customers and enjoys working with business clients on Amazon Business.
The average return rate is always low, fortunately; companies are a more reliable customer.
Andrea also notes that business customers are less price sensitive than B2C customers as they also consider reliability and support. Business customers become loyal once they find a trustworthy supplier. Giannone Computers is very interested in developing long-term relationships with B2B customers as they make more repeat purchases and order higher volumes. The company uses quantity discounts to attract business customers as a first step to create those relationships. Andrea's advice to other sellers interested in reaching B2B customers is: "Pay attention to invoicing and offer a good service and assistance".
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