Datrontech targets independents

Retail Distributor plans to capture large chunk of 'neglected' market with the help of e-commerce Website.

Datrontech's retail arm plans to take on the independent sector witht with the help of e-commerce Website. a range of improved services and component offerings, including its own DTEC brand.

The division, formerly known as Peripherique and now called Datrontech Retail, has established links with the multiples, but plans to improve efficiency by selling product via its Website. The first stage, to be launched in August, will provide extensive post-sales and technical support and an e-commerce site will aid independents' management and logistics operations.

Robin Falconer, general manager of Datrontech Retail, said: 'We are looking to establish a major presence in the independent sector. There are something like 500 independents - it is a big market and we are looking at securing about 40 per cent of that.'

He added: 'Small independents won't have to deal with returns or technical support once they have sold the product.'

Falconer claimed the launch addresses a neglected niche. 'We are focused on retail. Computer 2000, Ingram Micro and Gem are not servicing the retail environment properly.'

Mandy Birtles, marketing communications director at Datrontech, added that another attraction of the independent sector was the high level of staff training. Birtles conceded that training was a problem in the multiples, as once staff became IT literate, their value increased and they left the retailer.

The DTEC range consists mainly of badged vanilla goods sourced directly from Taiwan through Datrontech's most recent acquisition, ICP.