p27,28 Promoserve PASSED:p27,28 Promoserve PASSED 16/12/2008 13:26 Page 28
TECHNOLOGY
‘enjoys golf’. All of these features allow for more
efficient procedures and a more professional
output, as well as being designed to encourage
distributors to proactively market their services.
P&P: In this uncertain financial climate, what
would your advice be to smaller distribution
companies struggling to win business?
AT: Sell online. Just about everyone has a website
of some description, but the real money is in
eCommerce. We deal with a company in the
States called Zorch – actually the eighth fastest
growing company in the US – and the vast
majority of their business is through online sales
of promotional products.
They don’t even touch the orders – the
suppliers provide the product data, Zorch create
the online trading portal and market their
services, and orders received are auto-processed
through their back office software so that the
suppliers can process and despatch the goods.
Zorch just keep an eye on proceedings – their Corporate clothing has so many applications
overheads are absolutely minimal. and we really feel that it’s a growth area within
There’s nothing to stop UK companies from the industry as a whole, so we continue to work
doing something similar – our QuickOrder Portal with our clothing suppliers and distributors to
STATISTICS FROM
technology is being used to run more eCommerce further develop and refine our products and
THE ASI REPORT:
websites than any other provider in the UK, again services.
because it’s tailored to the requirements of the
industry. P&P: Do you believe that distributors and
a71
84% of people remember the advertiser on a
I would also urge distributors to stay positive suppliers need your software in order to product they receive
and sell the benefits of promotional merchandise succeed?
and corporate clothing against other forms of AT: Yes and no – if you can afford it, you could
a71
42% have a more favourable impression of
advertising media. I came across some research get software built for you which works around an advertiser after receiving an advertising
from ASI recently and it noted that 84% of people your business processes and arguably this would specialty
remember the advertiser on a product they be even more intuitive and suitable for your needs
receive. That’s fantastic. Educate your customers than PromoServe. Equally, as I touched on
a71
Nearly one quarter, or 24%, indicate that
with this sort of statistic and your job will be previously, you can ‘get by’ with other off the they are more likely to do business with an
much easier. shelf software packages not designed for the advertiser on items they receive
industry. And PromoServe probably isn’t right for
P&P: Promotional merchandise is one thing – every business. There are companies out there
a71
Most respondents (62%) have done business
how does your system cope with the who have and will continue to run quite smoothly with the advertiser on a product after
complexities of corporate clothing? without our assistance. receiving it
AT: Corporate clothing is indeed a hugely However, I do believe that most companies
complex area – particularly when it comes to would benefit from PromoServe, and this is borne a71 Writing instruments are the most commonly-
online sales. You need to be able to show one out by the number and variety of businesses who owned advertising specialty, with 54% of
item and the colours and sizes it’s available in, currently use the software. respondents owning them, followed by
and the areas it’s available for decoration, and As we don’t charge a capital fee for shirts, caps and bags
the types of decoration available – but behind PromoServe we are reliant on a long term
the scenes each variable needs its own product partnership with our customers in order to be a71 The majority (81%) of promotional products
code. Getting our software and online technology profitable. were kept because they were considered
services to handle this level of detail has been As a result, the success of our business useful
one of our biggest challenges, but we’re absolutely relies on the success of our customers
confident that we’ve cracked it, and happy – and this is great motivation to keep on upping a71 More than three-quarters of respondents
customers like Phil Millar at Creative Apparel will our game and creating an ever more relevant and have had their items for about seven months
attest to this! useful software package. P&P
a71
Among wearables, bags were reported to be
used most frequently, with respondents
indicating that they use their bags on
average nine times per month
| 28 | January 2009
www.printwearandpromotion.co.uk
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