Solutions www.opi.net
Supplement
Technology 2012
Which software can help you grow your business?
Dealer case studies, online marketing tips and wholesaler programmes
Contents Editorial Editor Felicity Francis
+44 (0)20 7841 2946 felicity.francis@opi.net
Deputy Editor Ben Sillitoe
+44 (0)20 7841 2942 ben.sillitoe@opi.net
Features Editor Heike Dieckmann
+44 (0)20 7841 2949 heike.dieckmann@opi.net
News Editor Andy Braithwaite
+33 4 32 62 71 07 andy.braithwaite@opi.net
Sales and Marketing VP – Continental Europe, Middle East and Africa Ewan Dickson
+44 (0)20 7841 2954 ewan.dickson@opi.net
VP – North America and UK Chris Turness +44 (0)20 7841 2953 chris.turness@opi.net
VP – Asia Tony Yao
+86 186 021 29588 tony.yao@opi.net
Marketing and Database Executive India Pride
+44 (0)20 7841 2959 india.pride@opi.net
Editor’s comment
Sales Executive Fergus Cox
+44 (0)20 7841 2952 fergus.cox@opi.net
Events Events Manager Lisa Haywood
+44 (0)20 7841 2945 lisa.haywood@opi.net
Production and Finance Studio Manager Adam Morris
+44 (0)20 7841 2943 adam.morris@opi.net
Operations Manager Nicky Coulson Operations Assistant Charlotte Gerhardt
+44 (0)20 7841 2950 charlotte.gerhardt@opi.net
Accountant Charles Edwards
+44 (0)20 7841 2956 charles.edwards@opi.net
Publishers CEO Steve Hilleard
+44 (0)20 7841 2940 steve.hilleard@opi.net
Director Janet Bell
+44 (0)20 7841 2941 janet.bell@opi.net OPI is printed in the UK by This publication is printed on Satimat Silk which is produced on pulp manufactured wood obtained from recognised responsible forests and at an FSC® certified mill. It is polywrapped in recycleable plastic that will biodegrade within six months. The carrier sheet is also made of recycled paper. CBP0009242909111341
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dealer’s software and technology systems are like a pretzel, I heard one industry executive say recently. All parts of a system – from back-end functions such as invoicing, to a webstore and social media strategy – are intertwined and cannot effectively function alone. Which is why an independent dealer can’t rest on his or her laurels in this area. Let one piece of the picture slide and you’d be leaving yourself open to the competition. But invest properly and keep an eye out for innovations and you can gain a competitive edge over even the big boxes, as various commentators argue in this publication. One particular area under the spotlight this year is webstores. Amazon’s recent launch of AmazonSupply.com has shaken many resellers, and having a fully-enhanced, efficient and attractive online storefront seems more of a necessity than ever in order to attract and retain customers. Each year we publish this Technology Solutions issue, and each year there is something new to bring to the table. We are all doing business in a fast-paced rate of change and there are providers out there whose self-professed goal is to help office products resellers to keep up and get ahead. Discover them here.
Felicity Francis Editor
Contents News .............................. 4
Online marketing ......... 20
Software providers ......... 6
Dealer case studies...... 22
Wholesalers .................. 11
Futurescope ................. 26
Interview: JumpTech .... 16 w w w.opi.net | Technology Solutions
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News
ECi buys BlueSky Andy Braithwaite andy.braithwaite@opi.net
A selection of the top tech-related news stories from opi.net over the last few months
AOS Ware teams up with DFS
E-commerce solutions provider AOS Ware has formed a partnership with printed products firm DFS. AOS Ware will incorporate business printing into its software offering, enabling office products dealers to provide products such as cheques and business forms via a standalone branded online store or as part of an integrated e-commerce site. “Adding printed products to the AOS Ware software provides the perfect opportunity for office products dealers to grow organically in this tough economic environment,” said AOS Ware Managing Partner Sonny Arora. The new version of AOS Ware – with the printing module – is available from the end of June.
ECi has acquired highly-regarded UK back-office systems provider BlueSky. BlueSky – creator of the Horizon platform – has become part of ECi’s Office Products division. The Derbyshire-based company was founded in 2006 and has gained success in the UK market Ron Books with its Horizon and Horizon Web products. BlueSky founder Adrian Billingham was previously with Integrity Software, developer of the Vision system which was later acquired by ECi in 2008. Billingham will remain in a leadership role with BlueSky as Director of Development. “Bringing our companies together, we will be able to fulfil industry requirements and dealers’ needs at a faster pace than would have resulted operating independently,” said ECi CEO Ron Books. “Uniting two successful companies will allow us to collaborate to provide rich functionality, superior customer service and an expanded solutions suite. This will allow BlueSky customers to take advantage of the complete ECi portfolio of products.” Adrian Billingham commented: “By joining forces with ECi, we will be able to expand our product offerings to our customers and improve product implementations and conversions. We will also be able to increase investments in the resources we have been developing for this market.”
ECi makes Supplies Network enhancement Back-office systems provider ECi has announced a number of improvements for dealers ordering from IT consumables wholesaler Supplies Network. The upgrades involve ECi’s Private Supply Network (PSN) online trading initiative, the Britannia back-office system and the OMD and La Crosse dealer management systems. “The vast majority of office products expenditures go to IT consumables,” said Jeff Jones, Product Manager at ECi.
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“Using the PSN, dealers expanding this area of business no longer have to re-key orders onto purchase orders or wait for confirmation from Supplies Network.” Jones added that dealers could even offer managed print services using Supplies Network’s automated toner replenishment system. The new 5.14 release of Britannia offers new features with Supplies Network such as bulk purchase orders and wrap and label. The IT wholesaler has also completed
several integrations of ECi’s OMD and La Crosse systems including automation of purchase orders, acknowledgements and stock and price checks. “The integration between Supplies Network and the OMD and La Crosse dealer management systems hits a key milestone in helping the success of our mutual customers by streamlining key stages in their order fulfilment process,” said Craig Fitzpatrick, Business Development Manager for OMD and La Crosse.
News
Red Cheetah rolls out GPS E-commerce solutions provider Red Cheetah announced the deployment of its Guided Partner Services (GPS) suite of services at its 2012 Coalition event at the beginning of March. GPS includes full spectrum e-commerce capabilities, sell-side merchandising and a new technology and service provider-based platform. “To illustrate, we have analysed our first set of post-deployment metrics and achieving more than 20% lift in volume for just one supplier and an increase of over 7% for one wholesaler in total volume is simply superb,” stated Red Cheetah Chief Commerce Officer John Ormson. “The impact and effects of GPS are being realised perhaps quicker and even better than we had hoped.” With GPS deployed, Red Cheetah says it has “leveraged a planned corporate reshaping”. “This early success allows us to make this reshaping a concurrent effort that supports increased focus on merchandising, sales, our dealer support and supplier and wholesale alignment,” said COO Chris Grigsby. “The reshaping will include both losses and gains of certain skill sets as we adapt and leverage planned process efficiencies and focus our efforts and corporate energy,” he continued. “Our reshape supports the differences in human resources between development and deployment.”
Earlier in the year Red Cheetah launched a number of enhancements within its Outpost e-commerce product. The developments include e-merchandising John Ormson improvements with a more financially meaningful SKU ranking and better search. “Our new search introduces an assortment ranking that is based on higher-margin items, but still top selling within a sub-category,” explained Ormson. “It displays these items with a better average sell than other items within the same sub-category. For example, in place of a six-pack of original Post-it Notes, a higher pack size, Post-it Pop-up, or a Super Sticky version would be shown. Tests have shown that the average sell within the sub-category increases along with gross profit.”
MBS Dev releases cloud ERP solution
IBA adds United Smart Search
United Stationers-owned software provider MBS Dev has announced the general availability of a hosted ERP product offering for office supplies dealers. The solution offers the same functionality as a regular deployment but has the advantages of cloud computing. “Hosted software gives small and medium-sized businesses an opportunity to exploit a robust e-commerce and ERP solution to develop another competitive edge at an investment level that is appropriate for them,” said MBS Dev COO Paul Hesser. One dealer that has been using the new cloud solution is Kentucky-based Cardinal Office Products. “We have been able to extensively leverage the flexibility of MBS Dev to improve our customers’ experiences, particularly in the area of e-commerce,” noted President Kirk Ramsdale.
US systems solutions provider Innovative Business Associates (IBA) has integrated United Stationers’ Smart Search into its web storefront for office products dealers. IBA partnered with internet solutions provider TradeWeb for the integration which now allows IBA’s customers to run a customised website layered on top of the United Smart Search functionality. “Our e-commerce solution has enriched the user experience by the implementation of United Smart Search services,” said Dan Webb, President of IBA. “This will help drive more sales for our dealers.”
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Software providers
Tech update
There’s a plethora of solutions out there, but which is right for your business? One answer could be a combination of several
by Felicity Francis felicity.francis@opi.net
Y
es, we are in a tough economy, but the area of technology solutions still requires constant investment. It just doesn’t stand still. Take Hewlett-Packard’s recent announcement of 27,000 job cuts. Who would have thought the industry giant would find itself in a position where it has to take such drastic action so quickly? But the onward march of tablets, which is trampling sales of laptops and PCs, is quickening its pace. In terms of software, innovations are continually providing new options that can help an independent dealer to be more efficient, and to keep up with the changing demands of the end-user. “The reliance on technology is constantly changing and, most importantly, the expectations of end consumers are growing,” says Ron Books, President and CEO of
Dealers fall into a rut and its difficult to break out with new ideas and strategies ECi. “Ultimately, they are the most critical stakeholder and they drive the need for our dealers to continue to expand their offerings. Areas like the new user interface for ECinteractive, customer web analytics, consumer usage reports and device management are just a few areas that we are focused on at ECi to ensure that our dealers remain competitive.” Investing in technology doesn’t have to break the bank. Even modest investments can result in dramatic improvement in business performance, as Kevin McGirl, CEO of sales-i, explains. “Rather than swapping from one to another, dealers are tending to stick with their current business systems and making them last longer,” he says. “People fear change, as it’s disruptive when resources are already stretched. Instead, they are keen to find satellite, bolt-on solutions
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that augment what they already have and address tactical issues.” Andrew Morgan, CEO of Red Cheetah, makes a similar observation. He says: “Services such as Red Cheetah GPS are being introduced to dealers to wrap around their current software, which will bring the entire business to a level where it can compete. They want to be more individual across the spectrum, to have the tools that help them differentiate themselves and to have a system that truly competes with the power channel.”
All about the webstore In terms of being able to compete with the big boxes, the first port of call for a dealer should be to have an up-to-date, fully-functional webstore. As the new ‘shop window’ for a reseller, it is important that a website communicates a brand effectively. There are a number of software providers out there that will help a dealer to create a unique, competitive ‘Amazon-esque’ website in a cost-effective way. “Webstores are big at the moment, and everyone is looking to raise their game in this area,” says McGirl. “As well as fully comprehensive webstores, many dealers are experimenting with niche webstores, such as a facilities management products-only site, for example.” Many of the providers highlighted in this article can use data, such as point-of-sale information, to customise a webstore. This can be an add-on application, or a new software package depending on a dealer’s needs. Mobile is an area that many dealers still need to address. When asked “is your website mobile optimised” there are those that don’t understand the question, let alone know what their website looks like on a smartphone or tablet. According to a Google Ipsos study called The Mobile Movement, 57% of smartphone owners wouldn’t recommend a business with a poorly adjusted mobile site, and 40% have turned to a competitor site after a bad Kevin McGirl mobile experience.
Software providers A trend also pointed out by McGirl in this area is that “dealer salespeople are increasingly bringing their own technology to work, such as iPads and smartphones”. Many software solutions are now on the cloud, which makes this trend possible. He continues: “Employees are keen to invest in their productivity even if their employer won’t. Consumer technology has jumped quickly to being business technology.” McGirl also highlights that providing items such as tablets and making business systems available on them could be a way for dealers to attract (and retain) a younger “tech-savvy” workforce. Turning up to a sales meeting with everything ready to present on an iPad is an attractive thought to many. Morgan agrees. “Having a basic DOS-based system would drive young talent away,” he says. “Tablets make a huge difference for a dealer; anything that is quicker, better and faster helps.”
Driving forward It’s not only dealers that are interested in wraparound services. This trend is prompting third-party software providers to work together to provide a rounded service, rather than creating competing software. “There is a growing trend of collaborations in the technology solutions world,” says McGirl. “For example, we are partnering with SugarCRM as it’s a low-cost, functionally-rich system that we wouldn’t invent ourselves.” A glance at news from the past year highlights a number of collaborations from many providers such as ECi, MBS Dev, Red Cheetah and JumpTech to name a few. All these partnerships are geared towards providing more and more solutions for independent dealers. “I actually believe increased collaboration across the industry (dealers, wholesalers, manufacturers, third-party providers) will be absolutely necessary to ensure that the industry as a whole continues to be successful,” says ECi’s Books. “Each of us plays a valuable role and these areas have become more and more interrelated over the years with the expansion of technology. As far as other third-party software providers are concerned, every situation is pretty unique. We make decisions as to what level of partnership we establish based on several factors including scope of work, ability to support, data integrity and the overall competitive nature.” Red Cheetah’s Morgan believes that it is up to dealers to use the new trends available to their advantage. He says: “Dealers fall into a business rut and it’s difficult to break out with new ideas and strategies. The playing field is levelling [between independents and nationals] daily on a technological standpoint, but not on a mental standpoint. Dealers need to be able to compete from a services standpoint, and that is now possible.” So the message from the providers is clear: the technology is there to help a dealer compete. Take a look at the solutions outlined on the next couple of pages to see if you’re making the best use of your available options.
Software providers
DDMS
By: ECi www.ecisolutions.com Aim: A business system to manage multiple locations and verticals How: Contains features and functionality to support dealers with multi-faceted business models, including government service contracts, e-commerce and retail Who’s using it: More than 1,700 resellers System requirements: For the hosted solution, the internet Cost: Pricing based on user requirements Support provided: Virtual classroom training, onsite training, connect conferences Recent developments: DDMS moved to the cloud in February, which has the benefit of ease of use Upcoming developments: ECinteractive new user interface and data analytics is planned
EVOLUTION E-COMMERCE SOFTWARE
SALES-I/SALES-I MOBILE
By: Sales-i www.sales-i.com Aim: To help manufacturers and distributors maximise performance of their front salespeople by leveraging the buying behaviour of customers How: Web dashboards, mobile apps, easy-to-use analytics, alerts, comprehensive CRM, one-click business review production, ‘sniper-rifle’ marketing tools Currently used by: More than 500 customers in Europe and the US Compatible with: More than 200 business systems, including all popular OP systems System requirements: Hosted solution, so the internet Cost: Via a monthly subscription Support provided: Ongoing support, including customers’ success manager and live chat Recent developments: Upgrades are bi-monthly Upcoming developments: Major enhancements, including upgrades in the mobile technology area, a new campaign management module for supply chain data collaboration; sales-i is also investing in strategic partnerships with software vendors
BRITANNIA
By: ECi www.ecisolutions.com Aim: To provide a business system for small and growing dealers that’s easy to use and affordable How: Software modules address multiple areas including accounting, order entry and billing, purchasing, inventory and pricing Who’s using it: More than 1,700 resellers System requirements: Hosted solution, so the internet Cost: Pricing based on number of licensed users a company requires
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By: MBS Dev www.mbsdev.com Aim: Addresses a reseller’s entire business, from e-commerce to warehouse; to increase engagement with online ordering How: Provides a shopping experience that is similar to major consumer sites; produces a sales portal for representatives to address customer management; back-office functions address warehouse operations and financial management Compatible with: Built on the Microsoft Dynamics AX platform; supports EDI with manufacturers; both SP Richards and United Stationers System requirements: Cloud solutions require no infrastructure; the on-premise option requires various IT components Cost: Per user on a monthly basis for the cloud offering; a one-time licence for the on-premise offering Support provided: 24-hour support via phone, email and a support portal Recent developments: Improved e-commerce capabilities such as search engine optimisation; the EDI has been extended; proof of delivery now on smartphones and tablets; enhancements to the Advanced Warehouse Management System Upcoming developments: Diversified content for jan/san; true business intelligence capabilities; turnkey web analytics to better integrate with third parties; improve mobile and tablet browser website support
Support provided: A specialist assists with implementation and software training, as well as ongoing training (including webinars and onsite training) and Connect conferences Recent developments: Britannia is updated every quarter Upcoming developments: A complete redesign of the e-commerce application and the launch of a customisable site head; analytical tracking of end-users, direct email marketing programme management and better support for breakroom supplies
MBS DEV DISTRIBUTION SUITE
By: Evolution www.evolution-software.co.uk Aim: To provide dealers with an Amazon-feel website How: The site is multi-currency, works well with search engines and includes cost centre tools, authorisation tools, budget controls, graphical reporting, flexible shopping tools and targeted campaigns Who’s using it: The software has recently moved to the US and has more than 250 customers in the UK Compatible with: Interfaces with back-end software solutions including Vision, Progress, Horizon, Prima and Sage Support provided: Support including webinars
By: JumpTech www.jumptech.com Aim: To help dealers improve customer service, get paid faster and improve their bottom line; to help customers closer larger accounts at higher margins How: JumpTrack allowes signatures to be captured electronically with any iOS or Android-based device and uses GPS to track drivers; JumpCart targets the time it takes for a customer to assemble and place an order and pay an invoice, while custom catalogue and label tools help the dealer to merchandise the account Compatible with: MBS Dev, Red Cheetah and DDMS; Microsoft Excel upload; JumpCart supports wholesalers’ barcoded general line and supplemental catalogues System requirements: A PC connected to the internet to load manifest data, and a tablet or smartphone running iOS or Android Support provided: Support is included, but JumpTrack’s upgrades are automatic Cost: JumpTrack is $75 per truck; JumpCart starts at $425 a month, based on sales volume Recent developments: Latest JumpTrack update provided a feature that allows dealers to edit their manifests; JumpCart’s catalogue features were upgraded Upcoming developments: JumpTech doesn’t pre-announce features
JUMPTRACK/JUMPCART
THE SYSTEMS
VIBENET
By: Red Cheetah www.redcheetah.com Aim: To assist dealers with execution-level growth strategies that have already shown they grow sales and profits How: Includes sell-side merchandising, integrated marketing, digital catalogues, email sales campaigns, web analytics, financial reporting Who’s using it: More than 200 dealers have signed up since its launch in February 2012 Compatible with: Strictly for Red Cheetah dealers System requirements: Hosted solution, so the internet Cost: Free to Red Cheetah dealers Support provided: Inside sales assistance and dealer advisors Recent developments: Includes a newly-released e-commerce platform Upcoming developments: Updates in the next year include an open site, mobile apps and payments and Green Cheetah, which is a toner and core recycling programme
By: AOS Ware www.aosware.com Aim: Dealer Commander is an enterprise back-end system; OP Commander is an online storefront How: Dealer Commander can be customised to fit a business model and manages order processing, inventory management, Intelli purchasing and customer data; OP Commander is a standalone e-commerce system or can be integrated with Dealer Commander, and is a company-branded, web-based shopping cart Who’s using it: 40 dealers Compatible with: None, it’s a complete system System requirements: Hosted solution, so the internet Cost: Dealer Commander base price under $5,000; OP Commander price is based on a dealer’s choice of design and graphic options Support provided: Dedicated support during business hours Recent developments: Version 5 of Dealer Commander was launched in May; OP Commander was updated six months ago Upcoming developments: A full schedule of enhancements based on user feedback
By: Thalerus www.thalerus.com Aim: To support dealers’ online marketing efforts and daily business operations How: Includes a webstore, ERP back-office and delivery/shipping Who’s using it: More than 100 dealers Compatible with: Windows OS 2003 and/or 2008; db MS SQL 2008; IIS 7.0 and/or 8.0 System requirements: Hosted solution, so the internet Cost: One-time upfront development charge plus ongoing monthly support fee Support provided: Dealers can call the development office directly or contact us through our online customer service response system Recent developments: VibeNet was launched this year Upcoming developments: Thalerus will launch new version of Vendere, its webstore solution, in the third quarter of 2012 By: GOPD www.gopd.com Aim: To allow dealers to select the system functionality they need to meet their business needs, from a standalone shopping cart to a full business system How: The modular structure allows dealers flexibility on price and functionality Who’s using it: More than 400 dealers Compatible with: Bi-directional QuickBooks integration and other back-end integrations System requirements: Hosted solution, so the internet Cost: Solutions start at $99 per month, with no long-term contracts Support provided: Installation, one-on-one training and ongoing support
By: BMI www.bmiusa.com Aim: To meet the specific operational needs of the independent OP dealer, whether with United Stationers or SP Richards How: E-commerce, customer service, procurement, wholesaler supply chains, inventory, warehousing, delivery logistics, accounting, financial reporting and operational analysis Compatible with: Microsoft Dynamics and related add-on solutions System requirements: A number of Windows and Windows Server options Support provided: Telephone support contracts and onsite services as needed Currently used by: 32 mid- and large-sized dealers Recent developments: In the past year, new functionality from United Stationers has been added, including improvements to SmartSearch and Real Time content Upcoming developments: In the early stages of transformation to The Microsoft Dynamics Role Tailored Client, which will open ways to access the software from browsers and mobile devices. An app for the iPhone and iPad will also be added
OP REVELATION
OP-24/7
System requirements: A variety of platforms on the operating system, web server, application server and database server levels Cost: Starts at $30 per user, per month Support provided: Support options are tailored to the user’s needs Recent developments: Upgrades include enhanced admin control, updated user interface and navigation, and a new calendar feature Upcoming developments: There are always new developments in the pipeline
DEALER COMMANDER/OP COMMANDER
By: Longbow Consulting Group www.sugarcrm.com Aim: To empower organisations to gain and retain customers How: Provides efficiency and control over the sales pipeline through a 360-degree view of customers Who’s using it: Two office products dealers, many in other vertical markets Compatible with: Several platforms including email, social media, document sharing; sales-i
SUGARCRM
GUIDED PARTNER SERVICES
Software providers
Recent developments: The shopping cart has been redesigned Upcoming developments: New modules and functionality are continually being developed; the next generation QuickBooks interface will be released soon, as well as an enhanced budget module
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Wholesalers
Wholesale changes in OP technology Software, solutions and systems from the US OP wholesalers continue to evolve every year
By Ben Sillitoe
ben.sillitoe@opi.net
T
he US wholesalers operating in the OP industry have spent the last 12 months further developing their range of tech and e-commerce systems, with resellers and end-users seemingly set to reap the rewards. One key issue for them all has been to make pricing and stock data as easily accessible as possible – and as comprehensive as it can be – and this is reflected in their ongoing tech product development in recent years. Indeed, a number of tools are available to dealers on the market today. MyAnalystPro is the latest extension of SP Richards’ (SPR) sales and margin management offering. Although launched in 2010, dealers have really started to feel the benefits of the system in the last 12 months, according to the wholesaler’s Director of Strategic Pricing Wilbur Reid. One of the three components of the tool is MarketLink, which displays product prices from various industries across the US and – according to SPR – gives dealers the information they require to compete on “a level playing field” with the big boxes. “The problem we have had as an industry in the past is that we tended to rely on web-scrape prices, which is only theoretical. Is anyone actually paying that price? Are customers actually buying it?” Reid explains. “With MyAnalystPro and MarketLink, actual transactions are being detailed – and they show exactly what is being bought.” Reid says that dealers have been getting to grips with the data. Some 400 dealers are sending in transactions daily and around 100 million individual transactions a year are recorded on the database. Dealers using the programme are reportedly experiencing significant margin increases. “We’re running about 400 webinars a year with our dealers, helping them understand the tools available to them,” he adds. “One of the things that has made MyAnalystPro successful is the applicability of the data. Dealers enjoy understanding where the pricing comes from – they look at it and say ‘that makes a lot of sense’.”
SP Richards’ MyAnalystPro is made of three components Meanwhile, United Stationers’ Jeff Kressmann says his organisation has been working on several fronts to improve the way resellers manage information. This includes the provision of a content management system that houses “robust content” on approximately 100,000 products, he explains, and 140,000 photographs, and can provide monthly syndication for those who need it. Kressmann states: “We have also recently rolled out Empower Central, an intuitive website that makes it easy for resellers to check price and stock, research product information and quickly place orders. “And, because upgrading technology requires not only new systems, but new skills, we are always enhancing our associates’ skills to support the changing processes and systems.”
Software as a service (SaaS) It is just over two years since United Stationers Supply finalised a deal to fully acquire software provider MBS Dev in a move aimed at accelerating the wholesaler’s online merchandising and marketing capabilities for its customers and suppliers. Since the takeover, MBS Dev’s systems have continually evolved for the benefit of its customers, but what’s the latest? Last August Paul Hesser was appointed the company’s new COO, bringing with him extensive experience in traditional on-premise software and SaaS cloud-based solutions. There have also been some technical tweaks to the wholesaler’s offering, such as: • Enhanced search engine optimisation, landing page creation and merchandising functions • MBS Dev now supports bi-directional proof of delivery and signature capture on smartphones and tablets • Improvements have been made to the Advanced Warehouse Management System. w w w.opi.net | Technology Solutions
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Wholesalers
Judging by recent impressive sales figures released by the likes of e-tail giants Amazon and eBay, online purchasing is only going to increase. It is therefore important for companies operating in the OP sector to learn from these e-commerce specialists. MBS Dev says it offers shoppers an experience similar to the major consumer sites and argues that this has boosted engagement and online ordering volume. IT wholesaler Supplies Network’s approach to SaaS is to “aggregate competencies in software” for dealers, whether this is through data collection, proposal building or fleet management tools, according to its President Greg Welchans. “In addition, this strategy enables us to add unique, patent-pending services based on the data collected via these SaaS-based software solutions, further improving the efficiency of our resellers’ managed print engagements,” he notes. One product currently offered by Supplies Network is MyPrinterManager.com, which the company says provides all that its resellers need to know about their customers “in an all-in-one easy-to-use online portal”.
Marketing through technology
OP dealers looking for marketing strategy guidance have plenty to choose from if they are looking for value-added services from their wholesaler. The professional advice that accompanies these services could prove particularly crucial to smaller dealers with limited resources. In an interview with OPI earlier this year, Welchans spoke of his company’s “dynamic marketing programmes and CRM abilities” that give its dealers “an advantage over those that don’t buy from us”. Monte White, VP of Product Marketing at the IT distributor, says “significant investment” has been made in marketing programmes in recent years. Demand Generation programmes from Supplies Network include: • SN Rewards: a web-enabled rewards programme aimed at dealers • Reseller Rewards: aimed at reseller sales representative • Rewards of Choice: a web-enabled incentive programme aimed at end-users • CRM programmes: targeted marketing communications aimed at specific customer needs, providing a more personal approach to communication.
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When it comes to marketing through technology, there is plenty of choice from United and SPR too. The former is preparing to launch Marketing Power 2013 this summer. Kressmann says that a key feature of the initiative will be a customer experience and integrated marketing map allowing dealers to optimise customer interactions throughout the year and grow business accordingly. Two new dealer email programmes – eDeals Advanced and United eMail Plus – are being piloted this year as well. “The use of email campaigns is one of the fastest-growing features of Marketing Power,” Kressmann adds. “United’s existing eDeals programme, which sends supplier product promotions via email on behalf of resellers, has resulted in average year-over-year sales increases of 30% for our resellers.” Meanwhile, SPR’s Director of Marketing, Larry Goodman, talks of a plethora of new developments. “From a marketing standpoint we launched a programme called SiteLynx that provides informative and engaging video content for dealer websites,” he explains. In November 2011 the company also launched Create-a-Flyer2 – a DIY print and email promotions and integrated marketing campaigns builder – providing dealers with full e-marketing tools across all platforms.
Maintaining relationships Bob Mondschein, eBusiness Manager at Supplies Network, says that his company’s aim is to achieve a state of “electronic harmony” with the back-office systems used by its dealers. “It’s an ongoing process, and this year we’re making big strides in improving our responses so that dealers can leverage our stock more effectively at all of our distribution centres to meet their customers’ needs – we’re also updating our portal’s web service APIs for greater speed and reliability,” he asserts. It is clear the leading wholesalers are working hard to ensure OP dealers have a wide choice of technology and related services available to them, helping them stay competitive in the modern marketplace.
Supplies Network President Greg Welchans
Powering up the dealers JumpTech CEO John Freund is certain he has the technology to allow independents to compete with the nationals. OPI finds out why
by Felicity Francis felicity.francis@opi.net OPI: It seems JumpTech has been on a roll since you bought the company in 2000 (see box ‘A jump ahead in time’ on page 19)? John Freund: Today we have over 20,000 customers that use our technology everyday to order supplies in some way, shape or form and work with distributors in healthcare, MRO, machine tools and, of course, office supplies. We now have some very large customers, such as Pixar Studios and Dow Chemicals. Our customers tend to be concentrated in healthcare, legal, finance, government and education. OPI: How did your most recent offering, JumpTrack, come about? JF: Well, dealers were seeing how we were helping with the front end of the supply chain between JumpCart, an ordering tool using a barcode scanner, and JumpStock, our inventory management solution. They came to us and said: “Could you help us with the back end of the supply chain, with the proof-of-delivery?” We actually released JumpTrack back in 2003 and it was one of those products that never really took off for us, and to be honest we were seriously considering getting out of the proof-of-delivery business altogether. However, about a year ago, we decided to move all of our technology into the mobile environment and the first product we moved was the proof-of-delivery system, primarily because that was already written in a Windows mobile environment. We announced JumpTrack for iPhones and Android devices, and we are now quickly approaching almost 2,000 trucks using this technology. OPI: That’s very fast growth! JF: It’s unbelievable. I mean, put that in perspective: between 2003 and June 2011 we probably put proof-of-delivery solutions on about 100 trucks. Now we get three to four calls a day from interested customers. OPI: Will use of mobile devices keep growing? JF: Absolutely. Today’s cell phone is a computer that I
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John Freund: “Today’s cell phone is a computer I put in my pocket” can put in my pocket and take with me, that boots up in seconds and is very, very powerful. We’re just leveraging the power that everyone already has. Take someone who has a large fleet and uses a ruggedised, heavy-duty terminal for proof of delivery, which costs $1,500-$2,000. A smartphone ranges in price from free to about $200 with a mobile plan, and in many cases drivers already own these devices. That price point now makes it possible to get into proof of delivery with minimal upfront costs. Like I said earlier, a smartphone is a computer that can run many different apps from many different companies. In the proof-of-delivery world, one of the big things that people want is GPS fleet tracking, and a mobile phone is a GPS tracking device; there are many free apps that allow you to do GPS tracking. Back in 2003 GPS tracking probably cost $600-$1,000 a truck plus a local service fee, and now it’s free because it’s on a cell phone. So if I have 100 trucks in my fleet I just went from $150,000 in hardware costs to zero hardware costs. And if people are worried about how rugged these devices are they can buy a $50 case.
JumpTech OPI: How quick has the OP industry been to adopt this technology compared to, say, your healthcare customers? Some people believe the industry is a bit behind when it comes to technology adoption. JF: Oh absolutely; my main healthcare customer is a $100 billion business and is a little more leading in the technology world. However, there’s not a magnitude of difference. It took me a while to convince healthcare customers that smartphones are really in their environment already, though the OP industry has embraced that quite happily. Red Cheetah and MBS Dev have now fully integrated our technology into theirs and many of the early clients that we’ve signed up have been in the office products industry.
It’s very frustrating for me as a CEO of a business to watch independent office products dealers not have the courage to go after these larger accounts just because they are more work to land
need, whether that’s in spending controls, approvals, or product availability, you name it. If there’s one thing I’m very vocal about it is that over the years independent dealers have retreated to calling on smaller and smaller businesses, just trying to stay away from the national players. The reality is that the only way their businesses are going to grow is if they go after these larger accounts again. These folks can be competitive, and we are all bringing the technology to the street to help them do that. They just have to embrace the technology and use it because large accounts are all going to expect it. Smaller accounts all want the same attention as the big accounts do, but in many cases the margins are just as tight because of the high service a small account can require. OPI: So is that what your advice would be for an independent dealer right now: go after larger accounts? JF: It’s very frustrating for me as a CEO of a business to watch independent office products dealers not have the
OPI: Tell me a little bit about the alignment with Red Cheetah and MBS Dev. JF: Well, anything with third-party clients comes from a customer’s request. In the case of MBS Dev, THE Office City in Redwood City, California, was using our proof-of-delivery system and migrated over to MBS Dev, which brought our solution to their attention. Today we have several MBS Dev clients and a very deep integration with them. Their manifest data automatically updates our cloud with information, and then we capture an electronic signature which is pushed all the way back into MBS Dev. It’s a very, very deep integration. Our partnership with Red Cheetah works the same way; you can close your manifest in Red Cheetah and it publishes that up to our cloud. All the information that the Red Cheetah customer needs is in the JumpTrack portal available to them anywhere. Many of Red Cheetah’s customers are smaller dealers and this is a great way for them to look very professional for very little money. OPI: So do you think these kinds of mobile solutions can help independent dealers to win business? JF: Yes. When a dealer is competing against a national player, it’s typically for a large account, so the independent needs to look as professional as the national player. I teach dealers all the time that even though those large accounts want to have a conversation about price they are also paying very close attention to the technology that you bring to the table. You have to have a website that provides all the capabilities that they w w w.opi.net | Technology Solutions
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JumpTech
courage to go after these larger accounts just because they are more work to land. We recently helped Global Office Products secure business with Quicken Loans, which has 53 storerooms that used to take three people two days to inventory and order for. After implementing our JumpStock product, that process now takes one person half a day. Global’s ability to bring a technology solution to Quicken Loans that solved a real business problem has solidified Global as their suppler. This is easily repeatable for any dealer in the industry. They need to leave the sales pitch of “I am the local guy who can provide better service” in the garbage can. Large accounts don’t care about that. They do care about business improvement and cost savings and there is plenty of technology out there to help! OPI: How do you think that technology solutions for independent dealers are going to evolve in the next few years? JF: The growth of mobile technology will continue to explode. Dealers need to establish a presence in the mobile ecosystem by getting their shopping apps out there as quickly as possible. Not because someone is going to run out and buy a mobile phone to shop from the dealer – they already have it! The dealer’s app will be one of many apps. Having an app is as much of a marketing tool as it is a sales tool. Since launching our proof-of-delivery solution and now our inventory management tool in the app stores, we get calls literally from all over the world. Just having that presence out there is extremely important and while JumpTech plays a small role in that, it’s really the third-party providers that need to embrace this mobile technology. Before we approached them with JumpTrack, many of them didn’t have mobile on their radar; now they do.
A JUMP AHEAD IN TIME OPI: Can you explain how JumpTech came into being? JF: I’m a bit of a serial entrepreneur; JumpTech is the fourth company that I’ve owned. Prior to buying JumpTech in 2000 with Dave Wenz, who is a silent partner, I was one of the co-founders of a company called Showcase Corporation, a business intelligence and data warehousing business. We grew that to about a $100 million business, took it public and then I stumbled across JumpTech. At the time, JumpTech was putting barcodes in newspapers and magazines, very similar to what QR codes are today. But this was in 1998, and was a little ahead of its time – there were dial up internet connections, not the high-speed internet connections that we have today and no smartphones. When I saw they were using a little pen to scan these barcodes I said, well wouldn’t it be really interesting to put a barcode in a catalogue so that I could just scan the items that I want to buy and then, when I’m ready to place my order, I just plug my scanner into the PC and everything that I scanned is displayed on the vendor’s website? I expressed that to the founder of the business, a gentleman named Rhys Perry, and he liked his idea better than mine so he kept going down the newspaper path, but it didn’t work out for him. I kept track of JumpTech, bought it in 2000 with Dave, and have been running the business since then. I started off with my catalogue idea, although I knew it wouldn’t work in a consumer world because the little barcode scanner cost $75 back in 1998. We had to find a business benefit. What we learned was that large companies spend quite a lot of time ordering supplies whether they’re office supplies, medical supplies or maintenance supplies. They have people that do nothing but spend days assembling and submitting supply orders. So we looked at getting rid of the pen and paper that they use to write down the items, and the process of entering the list into a website, and replaced it with barcode scanning. JumpTech and our products grew from there.
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Online marketing
Mobile marketing matters Internet ad spend is growing across the globe, but which waves should OP firms ride and which should they avoid in digital marketing’s choppy waters?
By Ben Sillitoe
ben.sillitoe@opi.net
I
nternet advertising revenues in the US reached a record high of $31 billion in 2011, with the group behind the research – Interactive Advertising Bureau (IAB) – indicating that spending levels grew across all digital marketing platforms. Revenues for the year were up 22% on 2010’s figure and there appears to be no let up, as fourth quarter online ad spend was reported to be a record-breaking $9 billion, representing a 15% increase on the previous three-month period. Similar patterns are being mentioned for 2012 so far. Digital video, a component of display-related advertising, brought in $1.8 billion in revenue in 2011 compared to $1.4 billion one year before, while search revenues and display-related advertising each grew significantly to total $14.8 billion and $11.1 billion respectively. It was mobile ad spend, however, which showed the largest year-on-year growth at 149%, as the widespread consumer uptake of smartphones continued to quicken its pace. Some $1.6 billion was spent on this marketing method in 2011. So, where should office products businesses focus their attention when it comes to online marketing in 2012 and beyond? Jennifer Schulman, President of Fortune Web Marketing, says that OP dealers would be best advised to stick to the basics, including enhancing search engine optimisation techniques, pay-per-click marketing and utilising Google AdWords. She also indicates that mobile marketing can be a lucrative path to follow, considering the widespread adoption of smartphones globally.
94% 54% 50%
Web warning The UK-based Direct Marketing Association (DMA) recently launched a white paper on email deliverability – the primary message of which is pertinent to all industries, including OP.
82%
use the web to find work-related information
go online at least weekly to solve a specific business problem
of business decision makers use the web to research as well as purchase
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“Lots of the available online marketing strategies can be applied to mobile,” Schulman explains. “OP dealers should ensure they get apps made to embellish the e-commerce experience for their customers. There are not enough OP dealers using apps at present – they should be aware that it can really boost the sales experience.” Indeed, David Silverman, a partner at PricewaterhouseCoopers US, which helped to compile the survey results alongside IAB, describes 2011 as the year mobile advertising became “a meaningful category” – and its ability to offer marketers the chance to deliver timely, targeted, relevant and local advertisements will ensure continued growth. According to leading market research company The NPD Group, smartphones were an integral part of the consumer shopping experience in the fourth quarter of 2011, providing further reason for OP organisations to pay attention to mobile marketing. The data shows that US shopping sites and apps saw a significant upswing in usage towards the end of the year. In December alone, some 80% of US Android smartphone users accessed shopping-related websites on their devices. This is only set to grow further and Schulman firmly believes that if OP companies use web analytics tools they will see a rising number of users accessing their websites via mobiles – and should act accordingly by ensuring their sites are mobile friendly. Echoing this sentiment, Research Director of NPD Connected Intelligence Linda Barrabee adds: “For retailers, it’s not just about delivering compelling applications; it’s also about delivering compelling mobile consumer web experiences.”
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of SMB owners consider Google very or extremely effective for locating a supplier
40%
of business professionals seek further information after seeing an online search engine listing
SOURCE: GOOGLE/OTX STUDY, ‘B2B PROCUREMENT ONLINE: ATTITUDE AND MEDIA USAGE,’ APRIL 2009 SLACK BARSHINGER STUDY COMMISSIONED BY GOOGLE, “PROCUREMENT & BUSINESS INFORMATION RESEARCH,” MARCH 2009
Online marketing Although now classed as one of the older forms of digital marketing and an ad channel with low spend compared to other methods, email campaigns are still vital in any business plan. DMA’s report warns that internet service providers (ISP) and spam filters are significantly changing the way they process commercial mail. • ISPs and spam filters are less likely to penalise ‘bad’ email, moving towards rewarding ‘good’ email • Using new engagement metrics that provide a view of whether subscribers are interacting positively or negatively with mail, ISPs can better identify spam • Subscribers who don’t delete without reading, who nominate emails as “Not spam” and who retrieve mail that is wrongly classed as spam demonstrate positive interactions. Senders of such mail are rewarded • Sender reputation remains the key to email deliverability, with infrastructure, data quality and complaints representing the key metrics that email marketers must understand to ensure their messages get through to the intended recipients. Guy Hanson, a member of the DMA’s Email Marketing Council, says: “Marketers must understand the changing focus of ISPs and how good email marketing practices are recognised and rewarded.” Schulman adds that this shouldn’t be taken lightly and advises using e-marketing services such as i-contact and Constant Contact for guidance. “One major piece of advice I would offer OP firms regarding email marketing is to maintain contacts
properly,” she notes. “You can get into trouble when you purchase lists. Getting people to opt into receiving mail is hugely important.”
QR you prepared? With so much to consider when it comes to establishing a successful and sufficient web presence, OP firms could be forgiven for not knowing where to start. Social media appears to be an area where OP dealers in the main tend to struggle, but Schulman for one believes that platforms such as Twitter, Google+ and Facebook should primarily be used for engaging with customers and putting a face to the brand. As referenced, the last 12 months have seen mobile make notable strides in the overall marketing mix, and social media platforms come into their own on these mediums. Schulman expects to see OP starting to use QR codes – a square pattern like a barcode that when scanned leads to a website or email – more frequently as the smartphone becomes increasingly crucial in commerce. In her view, this method of interaction with customers will become more prominent at trade shows and on business cards. “I’d love to see wholesalers put them in catalogues too,” she adds. “They would prove very useful for sending people through to special offers or videos.” For some time now, m-commerce has been a buzz phrase and viewed as the next big business world voyage. 2012-2013 may just prove to be the time it reaches the tipping point, and OP firms must ensure they do not miss the boat.
Dealer case studies
How to use the tools
We’ve heard lots about the software and solutions available on the market, but what do those actually using them make of the technology? OPI caught up with seven office products dealers to find out which software provider and solutions they use, and why they chose them Dealer: Garvey’s Office Products OPI spoke to: Bernie Garvey, President Location: Chicago (IL), USA Solution used: The Microsoft Navision (adapted to the OP industry by BMI). The web product is called OP Revelation.
OPI: How long have you been using BMI’s solution? Bernie Garvey: We’ve been using it for three years.
OPI: Why did you choose that software and provider? BG: Because the product was ready to be implemented at once – our need was immediate. We agreed to terms with BMI and were up and running six months later. OPI: What have you gained from using it? BG: The system is very stable and possesses world-class features. We’ve tightened up our accounting systems, and improved both inventory accuracy and communication with customers. The web catalogue has improved customers’ ordering experience, and web sales are now over 70% and climbing.
attractive e-commerce solution. There was also added security knowing that United Stationers was making significant investments in the product.
Dealer: THE Office City OPI spoke to: Bill Jones, CEO (also Chairman of AOPD) Location: Redwood City (CA), USA Solution used: Microsoft Dynamics AX SAAS from MBS Dev
OPI: How long have you been using the Microsoft AX SAAS solution? Bill Jones: 13 months. OPI: Why did you choose that software and provider? BJ: The primary factor was the
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OPI: What are its benefits? What have you gained from using it? BJ: Our customers have been very satisfied with our e-commerce. As a stocking dealer, our ability to control search results to help drive our inventory has been significant. We’ve seen a two-point margin increase as we continue to tweak and refine search results. OPI: In what situations has it been most useful? BJ: When we’re presenting to new prospects, it is very reassuring to them when we say we’re on a Microsoft software solution. Our
OPI: When has it been most useful? BG: The web catalogue wins business for us. Its features are as good, or better, than those of the power channel. OPI: Is there anything that it doesn’t address that you think it should? BG: BMI has been very responsive to changes that we’ve wanted to make to the system, so at the moment it’s doing everything we need. OPI: Would you recommend it to other dealers? BG: Yes. If you’re looking for a system that’s ready to work for you today BMI is it. We have been able to use it to grow our sales over 10% every year since we converted.
sales reps love the ‘sales connect’ interface. They are able to check costs and inventory, and modify contracts all from a single interface. From an accounting standpoint we’re now emailing the vast majority of our customers their invoices and statements. OPI: Is there anything that it doesn’t address that you think it should? BJ: MBS Dev is developing a robust reporting platform for software-as-a-service users and I know it has plans to interface with Microsoft’s CRM eventually. As the solution matures, I can see it getting better and better. OPI: Would you recommend it to other dealers? BJ: Absolutely.
Dealer case studies
Dealer: Universal Business Supplies OPI spoke to: Scott Barber, President and General Manager Location: St Thomas (VI), USA Solution used: Dealer Commander from AOS Ware OPI: How long have you been using AOS Ware’s solutions? Scott Barber: Over ten years.
Dealer: Office Services OPI spoke to: Linda Stevens, Assistant Office Manager Location: Savannah (GA), USA Solution used: Guided Partner Services (GPS) from Red Cheetah
OPI: How long have you used GPS? Linda Stevens: Since March 2012. OPI: Why did you choose that
Dealer: S&T Office Products OPI spoke to: Vicki Giefer, VP Marketing Location: St Paul (MN), USA Solution used: JumpCart from JumpTech
OPI: How long have you been using JumpTech’s solutions? Vicki Giefer: We were the first customer. OPI: Why did you choose that software and provider? VG: Our brand is ‘Smart solutions for a productive office’, and JumpTech
OPI: Why did you choose that software and provider? SB: I did a lot of research into many software product offerings, and AOS Ware provided the right solutions and the best support.
OPI: In what situations has it been most useful? SB: The software has made us very efficient. We’re able to operate a full-service dealership with fewer employees and overheads.
OPI: What are its benefits? SB: It’s easy to use. The software handles multiple vendors and allows me to add any vendor or product line that I desire, as well as letting us do quotes and easily convert to orders. It integrates with most accounting software, provides detailed reports, and helps us to manage orders, inventory, purchasing, contracts, and our warehouse operation.
OPI: Is there anything that it doesn’t address that you think it should? SB: No.
software and provider? LS: After going to Red Cheetah’s Coalition in February, I was very impressed. We did a lot of research, and found it would be a good move. OPI: What have you gained? LS: GPS took what was an online ordering system and created a shopping experience – and made us more competitive in a challenging marketplace. Also, the percentage of sales generated online has increased. OPI: When has it been most useful? LS: We can run our businesses knowing the website is constantly
just seemed to be a great fit for us. It wasn’t so much that there was a need and we looked for a supplier as much as we saw an opportunity and partnered with this great company. OPI: What are its benefits? VG: Scanning allows us to work with a customer closely to be a valued resource. We will barcode their supply shelves and provide a catalogue of their core item list with alternative products, saving them money and increasing our margins. We’ve gone so far as to ensure all of our publications and sales flyers have barcodes, and I think our customer retention is much higher as a result.
OPI: Would you recommend it to other dealers? SB: Absolutely. After doing all of my research, I am totally convinced that AOS Ware provides the best software solution, for the best price and the best support.
being updated, watched and reported by GPS. Traditional dealers don’t have this website expertise. OPI: Is there anything that it doesn’t address that you think it should? LS: We’re hoping in the upcoming phases of GPS to see overall better reporting on which customers are/are not purchasing products advertised on the splash screens. OPI: Would you recommend it? LS: I highly recommend it. You have nothing to lose and everything to gain. It costs the dealer nothing – in money or time – and you’ll reap the benefits.
OPI: When has it been most useful? VG: With customers that have multiple ordering staff members, have central supply areas and are focused on saving money (who isn’t these days?). OPI: Is there anything it doesn’t address that you think it should? VG: Start the coffee maker in the morning… OPI: Would you recommend it to other dealers? VG: Absolutely! It shows great ways for customers to be efficient, and it helps us to stay in front of our customers and to show a unique solution.
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Dealer case studies Dealer: Universal Business Equipment OPI spoke to: Rob Nizielski, President and CEO Location: Bridgeport (CT), USA Solution used: ECi’s Britannia software, V5 OPI: How long have you been using ECi’s Britannia software? Rob Nizielski: Six years and we’ve been using V5 for about 18 months. OPI: Why did you choose that software and provider? RN: The original owners of Universal Business switched to using Britannia six years ago because they had some difficulties with a different software provider. When our new management team came into Universal Business we decided that the first thing we needed to do was get the company running on a strong operating
platform. We evaluated several options, including a custom-built option, and ECi Britannia seemed to be the best overall solution. The system aligned itself well with our demands to grow. Another key component was the management team at ECi – their core values and vision of the marketplace seemed to be in sync with ours. OPI: What are its benefits? What have you gained from using it? RN: One of the key benefits is the ease of use. The learning curve to become proficient in V5 is short because the system was well thought out and is user friendly. You do not need a PhD in computer science to use this system like some of the others I’ve seen. In the past two years we have grown over 300%, which would’ve been extremely difficult without Britannia. OPI: In what situations has it been most useful?
OPI: How long have you been using sales-i? Larry Sexton: We have been using it for over two years. OPI: Why did you choose that software and provider? LS: We chose sales-i because we found the company to be responsive, flexible and delivering an intuitive application. We also chose them because of our respect for their partner here in the US, Jeff Gardner from Maximum Performance Group.
Dealer: Office360 OPI spoke to: Larry Sexton, Director of Sales Location: Indianapolis (IN), USA Solution used: The sales-i internet application
OPI: What have you gained from using it? LS: The sales-i application gives us visibility into our data cube of sales and customer information that was previously very difficult to achieve. As a sales manager I can drill into sales data without burdening my sales team. The system is easy enough to use for even my most technology-challenged sales reps and robust enough to meet all
RN: The overall package that Britannia provides to a dealer is what makes it so useful. A company can align its marketing strategy/website, sales strategies, margin management, inventory management distribution, and more – all on one system. OPI: Is there anything that Britannia doesn’t address that you think it should? RN: I don’t believe there is a system that can address everything for every dealer. What I would say is that Britannia V5 is the best overall package today for a dealer that wants to grow at a high rate. As the competitive landscape changes so does Britannia, which allows us to continue to take market share from whoever is in our growth path, particularly Staples, OfficeMax and WB Mason. OPI: Would you recommend it to other dealers? RN: Absolutely.
of our needs for information. It also allows us to create business reviews. OPI: In what situations has it been most useful? LS: Sales-i has been most useful in preparing professional business reviews for customers and in giving us visibility into our account ‘acquisition, penetration and retention’. OPI: Is there anything that it doesn’t address that you think it should? LS: Sales-i does everything we have wanted it to do. We are not currently using the sales-i CRM functionality but that’s an Office360 issue, not a sales-i issue. OPI: Would you recommend it to other dealers? LS: Yes, I would definitely recommend sales-i to anyone who needs a cost-effective, easy-to-use, intuitive application for sales reporting and customer analysis.
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Futurescope by Felicity Francis felicity.francis@opi.net ‘
M
obile, mobile, mobile’ was the message for the future from one industry executive at the recent OPI Global Forum. This can be taken in many ways. Firstly, more workers are going mobile, and want to be able to access their business infrastructures from wherever they are. This means that a reseller needs to develop agile ordering systems, reports and invoicing processes that can be available anywhere, anytime. Secondly, salespeople can be increasingly mobile themselves, taking their offering, customer reports and the like with them. The growth of the cloud has enabled this, and new innovations will allow them to carry it further. Not only is this a practical and efficient tool, but it demonstrates a level of sophistication that can only help an independent dealer to compete with the national players. Thirdly – and this is the big one – more people are conducting business on a mobile device such as a
smartphone or tablet. The main implication for this is that having a fully-optimised webstore, and even an app, is going to become even more of a must. Similarly, there is technology out there that enables shoppers to carry out price comparisons on a smartphone – how is an independent dealer going to counteract that? One answer is by staying aware of the trends and investing in technology that allows a customer to be recaptured. We must expect these types of software and hardware to become even more sophisticated as time passes, allowing even more business to be carried out in the hands of customers. While the cloud and social media were perhaps the buzz trends of recent years, these have not lost their importance. They have, in many ways, become even more important as tablets continue their onward march of dominance and they migrate from being a consumer to a business technology. Twitter, Facebook, Pinterest and the like perform at their best on a mobile device, which surely means that their influence on our purchasing habits is going to continue to increase. Generation Y has now entered the workspace, and is bringing technology with it. The office products buyers of the future are here.