Trade is subject to constant change; on the one hand, it is forced by constant market consolidations to reduce costs drastically, on the other hand, trade has to the opportunity to open up new distribution channles through the use of appropriate multichannel marketing and thus to increase its turnover.
At the same time, though, competitive advantages in trade are ever more difficult to achieve. On the consumer side, this is made more difficult by the unpredictability of customer behaviour.
In our view, the critical success factor in trade is primarily the retention of loyal and profitable customers, through the implementation of innovative information systems and the rationalization of the value creation chain, while at the same time improving capital turnover.
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