Catalogue distribution


Cataloguing the future


In this feature Rapid Electronics’ chief operating officer RonMcConnachie offer his views on the role of catalogues in the purchasing process


Rapid Electronics’ chief operating officer RonMcConnachie


When Digi-Key announced it was ceasing to print its product catalogues, the electronic components industry certainly took notice. But was it a great surprise? Ninety per cent of its business in the UK is done online and theMinnesota-


based firmhosts 81 different websites around the world. Perhaps compressing a huge product range between paper covers and shipping it across the world to hundreds of thousands of customers was becoming unsustainable.


Is print really on a short fuse in the components world? Or are


reports of its demise greatly exaggerated? It all depends on your businessmodel and customer profile.


Currently 52 per cent of Rapid’s sales take place offline, the cost to serve benefits of theWeb are obvious but we still encourage our customers to talk to us.We listen to our customers’ preferences and needs. Our catalogue remains one of our key sales tools and is very popular with customers.We recently emailed our customer database, asking themwhether they still wanted to receive a printed catalogue or were happy to just use our website. Of those that responded, over three-quarters expressed a preference for a catalogue.


However, clear distinctions regarding


customer behaviour are not always easy tomake.We have found thatmany buyers use a combination of catalogue andwebsite, browsing the catalogue for the parts they need, then going online for more detailed price and stock information and to place their order.


Rapid’s latest annual components


catalogue has just been despatched to customers. At just over 1,000 pages, it is leaner than it once was, but that is because the company has begun producing two catalogues, one with products tailored for industry customers (including components, cables and connectors, electrical and power products,


38 | June 2011


test, soldering and production equipment) and another smaller catalogue for their established education sector. Rapid is committed to keeping its printed catalogue as user-friendly as possible. Customers can search the contents by Rapid order code ormanufacturer’s part number, a feature not always found in distributor catalogues.


Driving traffic to the Rapid website is a key purpose of the


company’s printed catalogues and directmail. Users can access a range of additional content online, such as technical specifications, product datasheets and customer reviews, as well as having the ability to create their own codes and product descriptions for parts they regularly order. The personalisation service is being heavily promoted in printedmaterial and is clearly something of which the company is proud.


As a catalogue distributor we are always trying to innovate and


give customers online services that have offline and general efficiency benefits. Personalised part numbers are just one example of this.


Once set up, customer’s codes and descriptions are recognised


when typed into the search box and will return the associated products within search results. Personalised codes and descriptions are displayed in order confirmations and order history, and also on the product labels printed in the company’s warehouse, saving time for customers when checking deliveries.


Rapid is launching a revamped website


later this year with a range of new features and functionality. Rather than detracting fromprint, it is hoped there will be an increased degree of synergy between the twomedia. A catalogue will never provide the immediacy or the extent of information available online. But customers still value themas trusted sources of reference that play an important part in the purchasing process.


Inevitably the web will in time become


the dominant sales channel for the company, but printed catalogues and direct mail look set to remain at the heart of Rapid Electronics’ business for the foreseeable future.


www.rapidonline.com www.electronics-sourcing.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52