Comment I Distribution
now in common use. These include numerous backlighting techniques, integral RFI screening and most recently the development of capacitive switching systems, both touch screen based and single press control panels, with optional back-lighting.”
You've appointed ACAL Technology as a distributor? Why ACAL and what can they provide IGT?
“As part of our new sales & marketing strategy I felt it necessary that we find a distributor who could help us grow our business in our chosen markets and geographic regions. I identified some ‘must have’ requirements from a potential distributor. 1. We sell a relatively complex product so we needed a distributor with experience in MMI products and people who could understand our products and identify opportunities for them. 2. We wanted a distributor who operates on a Pan-European level to help us grow in our chosen export markets (Northern Europe and Nordics) 3. We wanted a distributor with no competing franchises and who could recognize the great potential of growth for our products
“I felt that ACAL met these
requirements perfectly. It soon became apparent after just two meetings that both IGT and ACAL felt that our cooperation would be very beneficial to our future customers both here and overseas.”
How do you see the relationship developing going forward? “The relationship is just starting; however, my feeling is very positive. ACAL has already provided us with some very interesting enquiries and I’ve absolutely no
expertise, which they apply both in finding new opportunities for our products and to solve customers’ problems. Demand-creation has been a buzz word for many years, but saying it and doing it are two different things Our best distributors are outstanding at identifying opportunities, but are open to working in partnership with us to win the big design-ins. Once the business is won, they handle fulfilment largely independently. Within Omron we have tried hard to get a balanced network and we receive sales information from our distributors to ensure we are keeping close to our important customers in the important vertical markets. It is imperative that we communicate with these customers. We need to ascertain their needs and requirements for today and the future.
The High Service sector The discussion so far ignores a section of the distribution market that is growing in importance – the High Service sector dominated by element14, RS, Digikey and Mouser. These distributors are a vital shop window for our products, and provide an efficient and quick route to get sample quantities into customer’s hands. Specifiers of our products are also now much more web-centric. Some distributors have eliminated their paper catalogue while others are reducing the emphasis on theirs. Electronic
www.cieonline.co.uk
doubt that our relationship will be a great success. Our initial focus will be working with ACAL UK. We’ll gradually introduce IGT to ACAL’s European customer base towards the end of 2012 and into 2013.”
What support can you offer customers in the UK and what do you specifically look to offer them?
“Our aim is to continue to be an easy supplier to do business with; my first six months with IGT has seen me visit most of our major customers. I’ve been very heartened by the reaction I get when I visit our customers. They genuinely appreciate the great service we give them. Being a good supplier is not rocket science; we offer our considerable design and manufacturing capability in order to provide our customers with the optimum design for their application whilst also meeting their cost requirements. We build reliable products and deliver them fully tested and deliver them on time (well 98% of the time according to our 2012 YTD figures). “
What are the company’s medium to long-term goals? “We’ve formulated a business plan that will help IGT grow significantly over the next few years. In the medium term we need to build on our excellent reputation and establish ourselves in our chosen target markets and geographic areas. By significantly increasing our advertising and promotion budgets, investing in first rate people and equipment and the appointment of ACAL to help promote IGT at home and abroad the future looks very bright or as our slogan says ‘Future in Control’”
IGT Industries |
www.igt-industries.com
components in general and Omron in particular are a classic ‘long tail’ business. We have over 3,000 different components on offer, some of which are fast sellers, others with more specialist appeal. We are partnering with our High Service partners in EMEA with the goal that our newest products are available online as fast as possible. High Service partners that make the effort to offer the widest possible range of our products have been growing more than the others. They are using innovative business models, such as 3D CAD drawings, to make as many lines as possible available to customers within the shortest time.
The need for distribution Omron serves about 15,000 customer sites across the nations of new and old Europe. Each of these customers has distinctive needs – not least the desire to be served in their local language. To deliver the service that each and every one of these customers expects, we are reliant on our distribution partners. Being distribution-friendly is a business imperative for Omron not just a nice thing to do. We have high expectations of our channel partners, and they of us, so we can grow together and most importantly, serve our customers together successfully.
Omron Electronic Components Europe |
www.omron.eu
Components in Electronics September 2012 27
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