The Ant Process at E-commerce Berlin 2025

We are excited to announce our participation in the E-commerce Berlin Expo 2025, the leading event for the B2B e-commerce sector in Germany.

E-commerce Berlin: an unmissable international event for the e-commerce sector.

Now in its ninth edition, E-commerce Berlin will be held on February 19th and 20th, 2025 at STATION Berlin. The event represents a unique opportunity to connect with the main players in the German and European markets, discover the latest trends and innovative solutions, and participate in high-level conferences and workshops.

We will be present with an exhibition stand and will present, in absolute preview, our revolutionary process The Ant Process, designed to optimize the customer journey in the so-called messy middle.

The messy middle: a crucial challenge for e-commerce.

The messy middle, theorized by Google, is the phase of the purchase decision-making process in which consumers, after identifying a need, evaluate different options before making the final choice. It is a complex moment, characterized by high uncertainty and a multiplicity of touchpoints and communication channels.

In this context, companies and brands face a crucial challenge: how to intercept consumers in the messy middle, influence their decisions and guide them towards the purchase?

The answer is anything but simple. Traditional marketing strategies often prove ineffective in this phase, as consumers are bombarded with information and stimuli from various sources and are increasingly demanding and aware.

The Ant Process: the solution to optimize the messy middle.

To address this challenge, we have developed The Ant Process, an innovative approach based on data analysis, communication personalization and the integration of different channels and touchpoints.

The Ant Process is inspired by the behavior of ants, highly organized social insects capable of collaborating to achieve common goals. Just like ants, our process is based on collaboration between different teams of experts, data analysis and constant adaptation to customer needs.

The advantages of The Ant Process:

• Deep understanding of the customer journey: The Ant Process allows you to map the consumer’s journey in the messy middle, identifying their needs, expectations and their points of contact with the brand.
• Personalization of communication: thanks to data analysis, we are able to create personalized messages for each individual consumer, based on their preferences, their interests and their behavior.
• Touchpoint optimization: The Ant Process allows you to identify the most effective channels and touchpoints to reach the consumer in the messy middle and optimize their use.
• Results measurement: The Ant Process includes a system of constant monitoring of the performance of marketing campaigns, allowing to measure the ROI and make any changes during work.

Why participate in E-commerce Berlin?

Our participation in E-commerce Berlin represents a unique opportunity to present The Ant Process to an international audience of industry experts and to get in touch with potential customers and partners.

We are convinced that The Ant Process can represent a turning point in the way companies and brands face the messy middle, opening up new opportunities for growth and success in e-commerce.

We invite you to visit our stand at E-commerce Berlin, M3.8, to discover all the details of The Ant Process and to learn more about our agency.

Do not miss!

In addition to E-commerce Berlin, we invite you to follow our social channels and our website to stay updated on the latest news and our projects.

Linkedin: https://www.linkedin.com/company/ht&t-consulting-srl