Vetro Design accelerates B2B sales and expands access to new customers through Trada.ro
Interview with Felicia Zaman, Deputy General Manager, Vetro Design
For Vetro Design, one of the commercial priorities was to expand access to new B2B customers without a proportional increase in commercial and operational costs. In this context, Trada became a complementary sales channel that is easy to manage and well integrated into the company’s existing processes.
Connecting the platform to the digital ecosystem already used within the company supports the growth in the number of orders, improves the visibility of certain product categories and enables the company to make more effective use of its portfolio. At the same time, SeniorERP supports the management of commercial and operational flows, WMS optimises warehouse processes, and SeniorVisualBI provides visibility into the relevant indicators used to monitor performance.
Key facts
- More than 30 years of experience in the market
- More than 7,000 sqm of storage space and dedicated import and distribution facilities
- Import, distribution and export activities at national and international level
- Integration between Trada and SeniorERP to support B2B sales
- Use of WMS to streamline logistics processes
- Use of SeniorVisualBI to analyse performance indicators
- Steady growth in the number of orders generated through this channel
- A complementary sales channel with rapid impact and low operational effort
1. Could you tell us a few words about the company and the evolution of the business in the market?
Felicia Zaman: Vetro Design is a fully Romanian-owned company with more than 30 years of professional experience. We operate in the import, distribution and export of medical and laboratory products, medical-dental and veterinary products, professional products for the beauty industry, as well as cleaning and hygiene products.
We have more than 7,000 square metres of storage space and dedicated import and distribution facilities, which allows us to support an extensive logistics flow for customers in Romania, the European Union and other international markets.
2. What was the main commercial challenge before integrating the Trada channel into your sales strategy?
Felicia Zaman: One of the main challenges was gaining rapid access to a large number of new B2B customers without proportionally increasing commercial or operational costs.
We wanted to increase order volumes and product visibility while maintaining operational efficiency and control over costs.
3. In what context did you decide to integrate the Trada platform, and what strategic criteria formed the basis of the decision?
Felicia Zaman: The decision was made in the context of our existing collaboration with Senior Software and the digital infrastructure already used within the company.
We followed several very clear criteria: a simple process for listing and managing products, rapid integration into existing operational flows, and a platform structure focused on the efficiency of commercial transactions.
For us, it was important that the integration should not involve complicated processes or significant additional operational costs and that it could connect easily to SeniorERP, WMS and SeniorVisualBI.
4. What role do the Senior Software systems already used within the company play in supporting this commercial model?
Felicia Zaman: SeniorERP supports the management of commercial and operational flows, WMS helps us manage warehouse activities more efficiently, and SeniorVisualBI gives us a clearer view of the indicators that are relevant to performance monitoring.
This allows the orders generated through Trada to be integrated more easily into our existing processes without creating additional operational complexity.
5. What commercial objectives were established when the integration took place?
Felicia Zaman: The main objectives were to increase the number of orders and improve the visibility of certain product categories. After integrating the platform, we observed steady growth in the volume of orders generated through this channel. Trada gradually became an important complementary channel in our sales mix, contributing both to the generation of additional revenue and to more effective use of our product portfolio.
6. How do you assess the operational experience of using the platform, from product listing to order processing and delivery?
Felicia Zaman: The product listing process is simple, and orders are managed in the same way as any internal order. Compared with other channels, the platform provides a rapid way to generate demand for products that already exist in the portfolio, without major changes to the way we work.
7. What impact has the integration of Trada had on internal operations and logistics?
Felicia Zaman: The integration of the Trada channel has had a positive impact on operational efficiency, particularly in terms of order management and the use of existing logistics capacity.
For us, it was very important that the platform could connect easily to our existing processes and could be managed without placing an additional burden on internal operations. Combined with WMS and SeniorERP, this helps us maintain a better-coordinated flow between orders, inventory and warehouse activities.
8. How do you assess the relationship between effort, cost and results?
Felicia Zaman: Integrating the platform did not require major investments or additional internal resources, and the results quickly became visible through the increase in the number of orders.
This is one of the reasons why we consider Trada an efficient channel for expanding B2B sales, particularly when it is connected to an already functional digital ecosystem.
9. What recommendations would you give to companies considering the integration of a marketplace-type channel into their commercial strategy?
Felicia Zaman: We would recommend that they view these platforms as a complementary growth channel that can deliver good results when it is properly connected to internal processes.
Success depends to a large extent on inventory availability, operational efficiency and the company’s ability to manage an integrated commercial flow.
