Page 22 - BOSS Today Issue 41

BOSS Today #41 SPECIAL FEATURE

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Prima Software Ltd

Steven Dennis, Customer Services Director

promotional galleries and keep online (ie ordering, order history, user
important areas of the store up to set up, invoices, POD signatures).
date and not miss opportunities to The platform is there to enhance
up/cross sell. the partnership with the dealer, so
Through the control panel we also make sure that the team know all
accept banner information directly the features and can communicate/
from FusionPLUS, so dealer groups, demonstrate them to the customer.
for example, can publish new banners Not controlling the ranges dealers
which become immediately available sell online is a big issue: a dealer
to Prima customers (in the correct might have five wholesaler catalogues
image sizes) to use on their store. online, but issues arise when the
Many offers from manufacturers do customer places an order with
Q: Please describe what systems you offer not have significant impact because lines from three of these, incurring
dealers to help them sell online. the end user never gets to see them in potentially multiple charges for the
A: Prima Software has two online the first place! dealer, and thereby losing precious
platforms to help dealers gain Dealers can view abandoned/ margin.
exposure and trade online: dropped baskets and follow up on Thinking that sales will just happen
n PrimaEDGE is our company website, these to proactively encourage a sale, without any effort being made to
allowing dealers to promote all their while voucher codes created in the update the store and treating the
products and services. back office can promote repeat and store like a cost centre, not a key
n PrimaGO is our e-commerce trading increased spend online. driver for sales and marketing.
platform for predominantly B2B and
also B2C transactions and is fully Q: What new sales features are you hoping Q: What advice would you give to any dealer
integrated with our Prima Cloud to add in the near future? looking to increase online sales?
back office system. A: Updates to voucher codes to A: We strongly advise customers
enable usages and products to be to focus on B2B sales through the
Q: What unique features/tools do your linked to the voucher and more. CRM store, rather than pushing the retail
systems have that are especially helpful in automated email communication channel.
helping dealers sell? to inform customers of events Dealers should ensure that sales
A: The integration between Prima such as dropped baskets and linked and account management staff
Cloud and PrimaGO enables dealers promotions/offers to encourage the are promoting and educating the
to be very flexible: product files can sale. customers on the benefits of placing
be managed easily, and customers’ orders online: online purchases could
contract lists, cost centre details, user Q: What mistakes do dealers make when be incentivised through promotions
restrictions, order pads and individual selling online? and vouchers. In general, make it
pricing are all managed live from A: From an end user perspective, simple and pain-free for the user:
Prima Cloud. The full transactional the online experience needs to customers need to receive a better
history (web order or not!) of the be slick, intuitive and engaging. service online than via email/phone.
customer is available for the B2B Providing customers with quick Finally, keep the website updated
user to see on PrimaGO, and users links to important product ranges regularly to showcase all the product
can even pick from what they’ve and promotions, which are regularly ranges available and any offers
purchased previously. updated, is really important. currently running. The site is a
The PrimaGO control panel provides Not educating the customer that direct reflection of your brand and
a powerful platform to customise the platform has all that they need, your service, so the extra care and
the store, enabling dealers to quickly meaning that on a transactional level attention taken for customers will
add banners, product finders and almost all services can be handled certainly be noticed!

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