Alessandro Lucanto

In the post pandemic environment there was the need to regain clients trust quickly. We partnered with Facebook italian HQ to launch a project for our best clients in 4 European markets. The idea was to publish geolocalised brand contents to generates store traffic and leads. Using a platform enabler of mass content distribution, we generated awareness for these clients with 14.3 million contacts reached and 13400 quality leads in 3 the three weeks the project was live. The conversion rate was… Visualizza altro

In the post pandemic environment there was the need to regain clients trust quickly. We partnered with Facebook italian HQ to launch a project for our best clients in 4 European markets. The idea was to publish geolocalised brand contents to generates store traffic and leads. Using a platform enabler of mass content distribution, we generated awareness for these clients with 14.3 million contacts reached and 13400 quality leads in 3 the three weeks the project was live. The conversion rate was way above expectation and the benchmark for similar projects. we are about to launch second wave soon. Meno dettagli

Another situation we faced was in Spain, our biggest market that had been suffering lack of sell through and therefore sales for quite some time. The team was very competent and well structured to serve key accounts, but they were somehow stuck not knowing what to do. Analysing the business I realized that they were spiralling in a negative vicious circle. In the last quarter 2018 we had some corporate marketing budget left that was not yet assigned. I proposed to the Stars manager to try and… Visualizza altro

Another situation we faced was in Spain, our biggest market that had been suffering lack of sell through and therefore sales for quite some time. The team was very competent and well structured to serve key accounts, but they were somehow stuck not knowing what to do. Analysing the business I realized that they were spiralling in a negative vicious circle. In the last quarter 2018 we had some corporate marketing budget left that was not yet assigned. I proposed to the Stars manager to try and change the narrative starting from the stores associates of our clients. We designed a sell through incentive for them that run from the middle of November until the end of the year. Sell through changed completely trajectory returning the high single digit positive. Interesting enough the narrative had changed and they have since continued growing more than 10% every year, including the 2020 when they recovered the quarter 2 lack of business with a flat Q3 and a very nice Q4. Sales associate incentive has become structural in certain period of the year and the Stars manager is today head of Key Accounts. Meno dettagli

In my role as Stars Emea Director, my first challenge has been the Middle East lack of results. We faced a situation of overstock within clients and their obvious frustration and lack of confidence in the program. During my first visit I quickly realized that the team was very discomforted. We had lack of resources and the manager completely overwhelmed and unhappy. I sat down with the Country Leader and we agreed on a plan to turn things around. We created a new team planogram that was agreed… Visualizza altro

In my role as Stars Emea Director, my first challenge has been the Middle East lack of results. We faced a situation of overstock within clients and their obvious frustration and lack of confidence in the program. During my first visit I quickly realized that the team was very discomforted. We had lack of resources and the manager completely overwhelmed and unhappy. I sat down with the Country Leader and we agreed on a plan to turn things around. We created a new team planogram that was agreed at corporate level supported by a significant ROI. We hired the first person and transferred another two from our corporate office already trained on the program. By the end of the first year the business had already returned to growth and clients were much happier with the support received. By year 3 we tripled the business acquiring new customers and growing existing ones. The discomforted manager is today, 5 years later, Country Leader in the region and the first hire, Stars manager (also a happy mum in the meantime!). Meno dettagli

NVI was a National account with over 700 doors across the US and we were having difficulties in supplying them. Product was managed by our DC in Atlanta, that at the time was not able to support a client of this size. The results were that there were significant differences between sell through and forecast. This generated significant disruption in the client supply chain. We operated a double strategy of moving the supply through a direct shipment flow from our DC in Italy, at the time a much… Visualizza altro

NVI was a National account with over 700 doors across the US and we were having difficulties in supplying them. Product was managed by our DC in Atlanta, that at the time was not able to support a client of this size. The results were that there were significant differences between sell through and forecast. This generated significant disruption in the client supply chain. We operated a double strategy of moving the supply through a direct shipment flow from our DC in Italy, at the time a much more sofisticated DC. We also started working on the base of a joint forecast with the clients generated with a software that analysed their sell out data. The combination of these two elements reduced the gap between sales and forecast to an average 2% with significant improvement of the supply chain. With this operation we managed to regain our client confidence increasing our space in their store. Sales of this customer are 6 times bigger than the time we launched this project. Meno dettagli