Page 16 - BOSS Today Issue 41

BOSS Today #41 SPECIAL FEATURE

THE DIGITAL

ENABLERS

n October 2016, Martin Wilde Associates e-commerce is now a vitally important part In preparation for this, BOSS Today
I(MWA) and OPI published research report of the OP industry – and a fast-growing approached many of the key suppliers of
The Phoenix Report: Is The Dealer Channel one to boot. e-commerce and digital tools and solutions
Rising Again?, which found that: As a result, the ability for businesses and asked them to give an up-front rundown
n Virtually all (86%) of the office products to trade successfully online – indeed, of their current and future offerings:
(OP) dealers interviewed were trading to build their whole business around the n Dealer Groups: How are dealer groups
online in 2015, with the very smallest e-commerce model – is widely regarded helping their members use technology to
dealers being the most likely not to be as vital to the future of the dealer channel grow sales?
trading online. in particular and the UK office supplies n Systems Houses: What are systems and
n The average value share of online sales industry in general. data houses doing to equip their users
in 2015 was 33%, with the average share With that in mind, during the day of the with the relevant tools to sell more
of sales online generally increasing with BOSS Awards on 29 November, BOSS is effectively online?
dealer size. presenting a Technology Showcase at the
n This average share of online sales is Tower Guoman Hotel in central London. In The following boxes provide an at-a-
expected to grow to 39% in 2016: a six the words of BOSS CEO Phil Lawson, “Never glance view of their answers.
percentage point increase in only 12 before to my knowledge have we brought
months. together in one place all of the providers of Martin Wilde – the author of this article - is Managing
technology solutions, software systems and Director of OP market research specialists Martin
It is beyond question, of course, that data to the industry.” Wilde Associates Ltd (www.martinwildeassociates.com).

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Office Friendly Dealer Association

Julie Hawley, Managing Director

Q: What unique features/tools do your systems to a dealer’s customer. If a customer strategic plan.
have that are especially helpful in helping shows interest, a message is received by
dealers sell? the member’s CRM system and they can Q: What advice would you give to any dealer
A: We have integrated our Kascaid make that call! looking to increase online sales?
marketing into the dealers’ Prima or A: Be prepared to consistently invest
Horizon back office Q: What mistakes do dealers make when a lot of money in SEO/Adwords/PPC
system. This allows selling online? etc to maintain your profile. Don’t
the automatic A: Reactionary pricing, rather than rely on selling through Amazon alone:
interrogation strategic pricing! Also, placing too they will dictate and change their
of data and much reliance on selling online trading terms regularly. Always have
automatically without really having a strategy: a multi-channel option to reach your
sends relevant successful dealers understand the customers, both online and offline.
marketing material online community and have a flexible Spread the risk!

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