The challenge of the logistics of the future starts from Monopoli

The challenge of the logistics of the future starts from Monopoli

A new idea of ​​proximity, which feeds on digitalization and data to meet the commercial needs of partners and those of customers, now accustomed to the speed guaranteed by online shopping experiences. This is the concept behind the 4.0 revolution implemented by the Rino Petino company. Sole agent on behalf of Adidas in Puglia and Basilicata since 1977, the representative agency based in Monopoli (Bari) has evolved over the years, becoming a real company capable of providing services in product and team management, as well as in the individual steps of the business, passing from the opening of a 1800 sq m headquarter in 2004 and from that of a series of points of sale starting from 2007.

A renewal made possible by a customer-centric vision, which has given rise to a strategy based on the contamination of online and offline channels and on investments in research and development aimed at creating innovative logistics. The flagship are the SILO2 multi-column automatic vertical warehouses, automated cabinets that develop vertical storage capacity with minimum bulk and allow the acceleration of activities and the synchronization of order flows. A system developed thanks to the partnerships of Rino Petino with Sidea Group, a strategic and operational consulting company specializing in Omnichannel MarTech, and Icam, a company specializing in the design and production of innovative automatic systems for the storage, distribution and sale of materials. and freight.

Rino and Francesco Petino (photo Rino Petino)

"During the stop imposed by the lockdown - said Francesco Petino, son of Rino and master coordinator of the company, during the event 'Proximity 4.0' - we started an important reflection on how we should have reopened . We have noticed not only the impulse received in that phase by digitalization, but also the radical change in consumer habits, today totally different from February 2020. In fact, we have experienced a market revolution: on the B2B front, the position of the agents, since all the companies have realized that they can create their own presence in the area; on the B2C one, the growth of e-commerce is matched by the decrease in walkability and unnecessary spending ".

"A data driven plan for proximity 4.0" To these changes, the Petino company had to adapt: ​​"We started - continued Francesco - from what over time had been our strengths , our values ​​and our best investments. Comparing them with the best practices of realities such as Amazon, Zalando and American Express, we are convinced that the basis of success is not the product, but the method: just Amazon, for example, sells more Adidas shoes than the latter, because the delivery in 24 hours. Proximity 4.0 must therefore have a systemic vision and a marketplace approach, based on digitization and a data driven action plan. However, the knowledge and know-how of people always remain at the basis of everything. We have trained our employees, making them grow with us and enriching their curriculum. Today we sell differently, offering customers in physical stores the same services present on an ecommerce, also aimed at sustainability. An example? To those who make an in-store purchase, we offer a discount if they decide to leave the product at the checkout and receive it at home 24 hours later. In this way we facilitate his walk and avoid constantly replenishing physical stores ".

The Sidea Group played a decisive role in this process. "The ecommerce world - said Carmen Cellamare, project manager of the Bari company - has undergone a profound transformation in the last three years, which has made it omnichannel. We therefore offered rino petino srl the tools to better govern what is called the last mile, that is, everything that happens after the purchase process is completed, integrating ecommerce, warehouses and logistics. To give an example, if a product is not available in the store, it is possible to order it at the cashier and receive it comfortably the next day at home. Many other services like this can be implemented in the future: we want to develop assets such as returns, activate fast delivery in the area, 'test & pay', and the sale of customized products ".

The warehouse of the Rino Petino branch in Monopoli is characterized by SILO2. "These are - explains Elisa Birelli, ICAM Retail & City Logistic Manager - innovative solutions useful for optimizing space and having a strong impact on the speed of picking. These automated cabinets significantly reduce the error rate and have been designed to allow humans to easily carry out loading and unloading operations. The inventory, stock and stock control then takes place in real time, we are always on the spot. At Rino Petino we have installed four multi-column machines, with three storage columns seven meters high and two sampling bays each; each solution has 84 storage trays, for a total of approximately 3500 shoe boxes per machine. Developing in height, they occupy just 23 total square meters. We are just a piece of this system, which works if different solutions are embraced in a coherent and concrete way: the warehouses communicate with other assets, for an integrated and winning solution ".

Cybersecurity central to the transformation process Nothing is left to chance, not even from an IT point of view. “In this type of process - says Stefano Aversa, founder of AESSE Soluzioni Informatiche and UANIA Always Connected - the theme of cybersecurity is central. Customer data must be protected and preserved, as well as kept in the availability of companies. In the last quarter alone, the rino petino plants received 13 different threats for a total of 142,000 intrusion attempts, an average of 1,570 per day. It is therefore essential to understand that ICT must accompany a company continuously ".

“The data - concluded engineer Marco Belardi, consultant of the Ministry of Economic Development - is the oil of our times and is at the basis of the epochal turning point 4.0 of world industry . Only thanks to the automatic use of the data is it possible to significantly speed up the supply chain that goes from the customer's interest to final delivery ".

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