Page 14 - BOSS Today Issue 21

E-commerce

Hanging Out “Recent displays automatically to suit ensure that their sites are not
The Laundry each type of visitor to the site: a only contemporary, but are also
Perhaps one reason for some OP developments first-time shopper sees a simple, being constantly updated, but
dealers' reticence about trading easy-to-use B2C site, where it was found that most of the
online is a concern about in e-commerce they can create an account dealers interviewed - especially
the transparency of pricing software have themselves and pay by credit the smaller companies -
that it is believed that the card: they need not interact with admitted that they do not
Internet 'enforces'. Put simply, produced the dealer at all. For B2B dealers, update their sites frequently
many OP dealers are nervous Liaison has an ‘open/closed’ enough. Even the larger dealers
about carefully-calculated and solutions mode where the prices (and were utilising third party
negotiated prices for specific which can products that are special to the assistance to achieve this in
customers being displayed for customer) remain hidden until a some cases. The main reason
all to see - especially by other assure OP customer logs on. Beyond that, for this is lack of resources,
customers whose own prices there is a range of other options, especially amongst the smaller
may be higher! In addition, dealers that such as authorisation limits etc dealers, one of whom protested:
dealers are also concerned their laundry that allow the system to suit "My job is to make money,
about hosting a 'one price for customers of all sizes." not play with computers, so I
all' B2C site that is open to all is not being expect the system provider to
comers but may contain prices Which System To Use? run this for me." Accordingly,
that are either lower than those hung out for There are of course e-commerce the ongoing assistance given
negotiated for specific B2B all to see.” systems other than Liaison by systems providers to update
customers - or so high as to be that are available for dealers the sites as part of a 'full service'
uncompetitive. to adopt: within the research offering is often greatly valued
As a result, most OP dealers sample, the systems offered by by many dealers.
try to avoid these pricing you will get hammered." ECI were also well represented, In addition, with Amazon and
anomalies either by having However, it is clear that recent as was Evolution. However, it is other well-resourced specialists
e-commerce sites that are B2B developments in e-commerce clear that many larger dealers increasingly taking share in
only, or by having an additional software have produced will prefer to develop their own the OP space, it is important
'disguised' B2C site, as one solutions which can assure OP systems in order to suit their for any e-commerce site to
OP dealer group observed: dealers that their laundry is particular requirements. offer other types of state of the
"The majority of OP dealer not being hung out for all to For many dealers, the ability art functionality. In essence,
sites are B2B. One or two have see. For example, as Jim Keable to integrate seamlessly with this means easy customer site
separate B2C sites, often under points out: "Liaison is an open their back office system is an navigation, an intuitive and rapid
a different name. The rules of site system which means that important consideration in (<2 seconds) product search
engagement and pricing on B2C search engines can visit and their choice of e-commerce facility, a B2B and B2C capability
is very different from B2B. So index all of its product pages, site. However, it is clear that with ring-fenced pricing (see
the trend is to run two separate which allows the dealer's site to other factors are also important, above), a range of pricing
businesses: if you try to run a be easily found via the Internet. such as ongoing cost and the options, and a priority product
B2C site with your B2B offering However, Liaison can alter its extent to which the site can facility among other features.
be customised. The latter is As Jim Keable comments:
a real issue for 'off the shelf' "OP dealer demands are
HELP THE OP INDUSTRY systems: in the constantly- constantly changing, and here
TO HELP YOU! changing online world, a at Multisys we pride ourselves
dealer's e-commerce site must
on maintaining Liaison as the
look not only different but also fastest, most adaptable and
The BOSS Standards and Technical Committee is modern, and the systems must secure OP dealer e-commerce
keen to receive comments from members about their accordingly permit a fair degree system available. That means
e-commerce experiences and issues. The Committee’s
overall remit is to improve member profitability by of customisation. The Multisys constant vigilance and product
helping to increase revenues and reduce costs, and Liaison software, for example, development, as well as second-
this includes working to reduce the proliferation of data offers the ability for users to to-none technical expertise.
standards within the OP industry, so that customers find create offers, change sidebars, That's quite a challenge!"
it easier to select and purchase the products they are change articles and send
looking for online.
e-shots. Martin Wilde is Managing Director of
To be part of this process - or to join the Committee - However, this level of global OP market research specialists
please contact Liz Whyte at liz@bossfederation.co.uk. functionality also requires Martin Wilde Associates Ltd
dealers to allocate resources to (www.martinwildeassociates.com).

14 BOSS TODAY | February/March 2014

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