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Strike when the iron is hot: e-commerce rock star Michael Atug

30 Jan 2020

Michael Atug

Michael Atug

From tool trader in an rural German region to pioneer of online trading in the hardware sector - Michael Atug has turned into one of the most renowned experts in e-commerce. In the 1990s, he started with a stationary tool shop, today he inspires as a speaker and consultant. The way he deals with his clients is very straightforward: always critical, always constructive and always authentic - succesfully so. And this year, he will also leave his footprint at the INTERNATIONAL HARDWARE FAIR.

It was rather by chance that Michael Atug became a tool dealer. He only worked for a short time in a tool shop in the Bergisches Land region in 1993 when the manager fell ill. Atug took over without further ado and quickly assumed responsibility. Two years later he decided to jump in at the deep end and opened a small tool shop which supplied the local trade. However, he soon recognized - earlier than many others - the potential of the Internet for marketing. From 2001 onwards, he pursued a multi-track approach, using Ebay and other marketplaces for sales.

Multi-channel strategy as a success factor

Today he owns his own online shop, but still sells his products via all relevant platforms. This allows him to be flexible in terms of pricing - and stay competitive. This strategy also reduces the dependence on a single marketplace. Especially smaller online retailers benefit from this constant presence and accessibility. "If I only wanted to achieve this by advertising my shop, I would have to spend huge sums of money on SEO and SEA", explains Atug. Thanks to his omni channel strategy, he also saves costs for advertising his product range; the platform takes care of this almost in passing. However, he is by no means interested in squandering his products. "I'm not always the cheapest. If you are, you will lose money," says Atug. His second mainstay is still his shop, where people know each other, drink a cup of coffee and exchange the latest gossip - networking in the traditional way. After all, his long-established customers from the surrounding area appreciate personal contact just as much as Atug does.

Live on stage at the HARDWARE FAIR

What also distinguishes him as a salesman and consultant is his unsparing honesty and constructive criticism - always with the aim of providing his customers with the best possible support. And he will play a prominent role at the next HARDWARE FAIR. In several keynote speeches, he will talk about his expertise in the field of e-commerce and intralogistics. In addition, he will be the welcoming speaker at the Start-Up Day on Wednesday, March 4, 2020. We are very excited and look forward to inspiring contributions. Make sure to join in - it's worth it!