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The company specialized in the manufacturing of CNG components and kits expands its indirect sales model through digitalization and the distribution of its product catalog across its entire commercial network. Aiming to bring innovation to new areas of the automotive industry, Landi Renzo is driving e-commerce mobility in 2023.
Digitalization of the commercial chain: first steps
Since 2022, Landi Renzo has launched its e-commerce strategy in Argentina in partnership with Alephee. As a manufacturer, its sales were always directed to regional distributors, who in turn marketed the products to workshops and other wholesale customers.
The current strategy is to sell its complete CNG kits and gain ground on Mercado Libre by fully leveraging its new Official Multiseller Store. It is an example of how a CNG manufacturer, already accustomed to the indirect sales model, managed to digitalize its commercial chain and replicate it in the online environment, generating opportunities for all.
The challenges of e-commerce: what are they and how to face them?
Every project involves previous stages (organization and preparation) and later stages (customer service and after-sales) when developing a new e-commerce strategy. Landi Renzo shares its experience so that other brands can take it into consideration when starting this process. Here are the main challenges:
External processes:
Landi Renzo began with generic listings, without a structured product catalog. Since these are products with high technical complexity, one of the biggest challenges was the high rate of returns and complaints. With the adoption of listings with scheduled services on Mercado Libre, this problem was solved, as the buyer now has an installation appointment scheduled with a specialized team.
Internal processes:
Another important challenge mentioned by the brand is related to selling products without available stock, due to the lack of real-time centralized information with the commercial network. Changes in the distributor network require logistical restructuring to meet orders and deliveries.
During the project, like any brand starting in e-commerce, they faced difficulties gathering all the necessary data to create a professional digital catalog. Anticipating these issues is essential to building a solid initial catalog.
With the support of Alephee’s team, product images were defined, as the product lines are composed of various components and customized kits, with the need to apply compatibility among them.
Solutions and the implemented business model
Landi Renzo sought to adapt its traditional offline sales model to online. The digitalization of the commercial chain began with the creation of a structured catalog, which served as the foundation for the entire e-commerce strategy. This catalog was integrated into marketplaces through an official multiseller store and connected to the network of sellers already partnered with the brand. Now, the goal is to conquer new territories.
In this joint effort, Landi Renzo found a platform that allows it to manage all its information in an organized way. Since the creation of its digital catalog in 2022, the brand and its collaborators have undergone training and highlight the following advancements:
- Development of the first structured and standardized digital catalog.
- Clear definition of pricing strategies and inventory control.
- Sharing the catalog with the commercial network through the Official Store on Mercado Libre.
- Centralization of publication data, improving response time and customer service.
- Greater business traceability, with real-time reports providing valuable data for decision-making.
Initial conclusions
Landi Renzo is a success story of a brand that migrated its indirect sales model from offline to online. In this process, it began working with Alephee on the creation and distribution of its digital catalog.
According to the brand, the new strategy aims to boost its digital sales and expand its presence in regions where it had not yet established itself. Now, it is facing growth opportunities in a sector of the industry that still has much to be explored.
Among the expected results, Landi Renzo highlights the increase in the number of sellers trained and integrated into its digital catalog, with expansion not only in strategic provinces of Argentina but also with regional ambitions, since the brand operates in several countries. Its recent entry into Mercado Libre with an official store represents an important national achievement, focused on generating regional impact.
About Landi Renzo
With a global presence in 12 countries and more than 15 subsidiaries, the company positions itself as a professional automotive manufacturing group. It is active in the transition to cleaner energy, offering sustainable solutions for transportation as well as infrastructure for energy transformation.
The brand has an affiliation program for workshops called “gas specialist,” with 20 specialized technicians covering regions such as EMEA, Russia, CIS, and Latin America. With 900 customers, 330 training hours, 530 trained technicians, tools, remote assistance, and access to online information 24/7, Landi Renzo demonstrates strong commitment to technological innovation in the sector, being a remarkable success case in the country’s auto parts market.
