Amazon Business: I gave it a try and it became a success story
Andrea Giannone
Managing Director of Giannone Computers
From a workshop repairing and selling typewriters in 1967 to a company with a 4-storey office, offering a wide variety of IT and office products, Giannone Computers went 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, with customers including public administration bodies. The company was originally named after its founder Giannone Franco, but underwent a strategic rebranding in 2001 in aim of creating a corporate brand: "I thought: what is our top selling product? Computers. So we decided to change the company's name to Giannone Computers to make us identifiable primarily as 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 my company is special because we provide a 360° customer service both in-person and online, thanks to the support of my collaborators”. Looking to the future, the company plans to maintain its 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 to maintain 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 our first website when there were still very few companies selling online. As the business grew, I realised that Amazon was a more effective tool than anything we could make ourselves", notes Andrea. Having a company structure focused around online sales helped them during the COVID period when many companies were forced to close, while Giannone Computers was able continue to work as normal.
The company was one of the early adopters of online sales: "I made our first website when there were still very few companies selling online. As the business grew, I realised that Amazon was a more effective tool than anything we could make ourselves", notes Andrea. Having a company structure focused around online sales helped them during the COVID period when many companies were forced to close, while Giannone Computers was able continue to work as normal.
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 of 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 itself and attract new customers. Giannone Computers' online revenue share has grown from 20% to 60% and the company 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 its online B2B business. Andrea emphasises the benefits of the VAT Calculation Service, which shows prices without VAT to B2B customers:
Amazon Business tools available for selling partners helped Giannone Computers to develop its online B2B business. Andrea emphasises the benefits of the VAT Calculation Service, which shows prices without VAT to B2B customers:
The company needs a reliable invoicing system to keep things organised. It makes no sense to buy a product without a proper invoice or to receive a fake one. Having a solid and trustworthy partner benefits us as companies value reliability, especially of the invoice because you know that the invoice allows you to settle the VAT and amortise the product.
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 you get a discount if you buy two and a different discount if you buy three etc. It's obvious that businesses see this as an advantage. Companies buying online need this kind of treatment".
Andrea appreciates his company's excellent relationship with its customers and enjoys working with business clients on Amazon Business.
Andrea appreciates his company's excellent relationship with its customers and enjoys working with business clients on Amazon Business.
The average return rate is always low, fortunately; businesses make more reliable customers.
Andrea also noted that business customers are less price-sensitive than B2C customers as they also value reliability and support. Business customers become loyal once they find a trustworthy supplier. Giannone Computers is very interested in developing long-term relationship 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. The tip from Andrea to other sellers interested in reaching B2B customers is: "Pay attention to invoicing and offer a good service and assistance".
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