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Retailers – Interested in entering the IT market?

Blogpost by: Adam Stanier
From: vrijdag 18 september 2015

Blurred Lines,    
The once clear demarcation lines between different types of seller are becoming more and more blurred every day. It wasn’t that long ago that if you wanted to do your weekly grocery shopping you went to a supermarket or ordered from one online. If you wanted some stationery for your business you went to an office products supplier and an IT reseller for your computer or ordered from them online. Now online marketplaces Google and Amazon are expanding into groceries with Google Express and Amazon Prime Fresh. Whereas supermarkets such as Tesco and Sainsbury have expanded their product ranges into office supplies and IT equipment. Even high street retailers are getting in on the act. Department stores such as Debenhams have extended their ranges into additional categories including IT products through ecommerce sites like Debenhams Plus.

Range Extension, 
The logical option Strategically range extension is a logical business opportunity for many leading brands irrespective of their traditional core business. Leverage a trusted brand with a loyal customer database, communicate with that database e.g. via email and present a variety of new exciting additional products and services. Direct the end users to an ecommerce site so that the products don’t need to actually be stocked in already busy retail premises and a new business line is born! However the reality is often more challenging.

The Challenges, 
Key to any range extension, particularly one sold online, is accurate and detailed product information, especially for technically complex products such as IT. The ability to read a full specification sheet, compare specifications between competing products and easily identify associated products and accessories are all features that end users will want to utilise during their decision making process as is the availability of real time pricing and stock information – The IT sector is an environment where product lifecycles can be very short and prices fluctuate on a daily basis.

Then comes the process of sourcing, procuring and managing the delivery process. Seller organisations will have established systems and processes for the procurement of the traditional lines they sell, often involving complex electronic ordering with their main suppliers such as EDI. Adding additional product categories from new suppliers will most likely require additional complex integrations to be developed, which are further complicated in sectors such as IT were stock availability is very volatile and therefore needs to be monitored in real time across multiple suppliers.

Onetrail’s services come to the fore, 
Through one connection Onetrail’s trading partner network offers any organisation wanting to enter the IT sector with access to an established network of product content and direct distributor electronic ordering to over 1,000,000 IT related product lines including direct drop order tracking. Onetrails Senior consultants are waiting to talk with any retailer, distributor or manufacturer interested in improving the efficiency of its IT channel trading processes. Please contact Adam Stanier on Tel: +44 (0)7834 741080 Email: Adam.Stanier@Onetrail.com for an initial informal discussion.


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Adam Stanier

Business Development Manager UK & Ireland

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