Ingram offers Web ordering for resellers
Ingram Micro has become the latest distributor to launch an e-commerce Web site which will allow resellers to buy over the Internet and track orders online.
Ingram Micro has become the latest distributor to launch an e-commerce Web site which will allow resellers to buy over the Internet and track orders online.
The Web site, www.ingrammicro.co.uk, went live this week, with 2,000 resellers already registered to use it.
Resellers will be able to use the site to order products, track orders, check prices and stock availability and build customised shopping lists.
The launch marks the start of a roll-out of ecommerce sites by Ingram Micro's European operations. Business transacted electronically accounts for about 30 per cent of the UK operation's turnover, but the bulk of this is through EDI and InsideLine, a proprietary Internet-based tool.
Greg Finney, marketing and business management director at Ingram, said the new system will bring the company into line with businesses such as Amazon.co.uk and Tesco. "The old system we had didn't have a lot of orders.
It was mainly used by about 18,000 visitors daily to check pricing and availability. This is bringing the Web customer interface into this decade," he said.
Unlike Computer 2000, Ingram will not be offering best price for Web orders, Finney added. "We do not want to place the emphasis on ordering online. Ingram's philosophy is that our pricing will always be competitive and consistent, regardless of the means you use to buy."
Greg Spierkel, European president of Ingram, said the Web site will not lead to a downsizing of the UK's telesales operation. But he said Ingram Micro Europe is aiming to double its online orders to 40 per cent of turnover by the end of the year.
Barry Dodhia, marketing manager at Ingram reseller Hemini, said the inability to negotiate over the Web is a drawback. "Nothing replaces the human touch.
But if people want to compare prices, they will use it if they can or can't get hold of an account manager," he said.