automatic
point of
data capture
sale
“We’re going out into the market with that can connect to a legacy
V
IEW
reasons for VARs to come to us to drive installation at a very nominal price;
business to them.” Nix explained that a and in compliance with Swedish law.
key part of this toolbox is the BlueStar So with this type of approach you
Fusion plan, which was demonstrated could think of us as hunters rather
to VARs at Vartech Nordic. than farmers; we don’t wait for the
INTER
corn to grow. We say let’s go out
Through the use of the Fusion toolset, and find those retailers in different
a business-development campaign regions that might not even be aware
can be designed, launched and there are local compliance issues
managed efficiently. The Fusion they should know about.”
programme is designed for business
development of hardware, software
Alexander Stahl: The right services
and service products, either individually
and resources
or bundled together. “Every one of our
regions is now driving new business
with a business proposal, after which and new channels using Fusion
he and I had several discussions, and as part of their marketing strategy,”
from which point things progressed Nix pointed out.
very quickly in Europe; initially through
the acquisition of PSD-PrintScan.”
The company is now also looking to Seizing the opportunity
further increase its presence in the BlueStar’s proactive marketing
UK. “Great Britain is probably the best approach is also manifest in the way
Mikael Svensson: Valuable local knowledge.
retail market in the world, and it also the company seizes opportunities
has a large hospitality sector – indeed, related to changing market require -
other than New York I can’t think of ments. “For example, we can highlight BlueStar also recognises some marked
another city that has so many visitors legal compliance obligations within advantages in its status as a private
every year,” said Cuntz. certain end-user vertical sectors, and company. “We don’t have to make
in so doing secure more business for stockbrokers happy,” said Cuntz, while
“
… you could think of us
our VAR network,” said Cuntz. “One Nix explained that 100 per cent of
instance is in Sweden where all point- every marketing dollar the company
as hunters rather than
of-sale data will soon have to be receives from suppliers is spent on
farmers; we don’t wait for
collected on a hard storage system. marketing. “In fact we actually add
the corn to grow.”
So rather than simply wait for this to about 50 cents on the dollar to the
happen Mikael’s team has got together marketing budget,” he said. “We
– Steve Cuntz.
with some of the manufacturers and have 55 marketing people around the
come up with ways to allow dealers in world, most of whom are funded by
Fusion point of sale to benefit. And instead of the manufacturers. This is one of the
Svensson commented that despite retailers having to buy an entirely new reasons why we feel we have a real
2009 being a challenging year, every POS system we have some products edge in our marketplace.” a71
BlueStar region in Europe achieved
double-digit growth, while BlueStar
in central Europe established 350
new resellers serving all of its partner
manufacturers. This, he says, has
been achieved through the expertise
of the regional sales team and its Vartech Nordic
valuable local knowledge, together
2010 concluded
with the
with the use of BlueStar ‘toolsets’ anticipated
adapted for the European market.
Fusion Demand
Generation
Bill Nix explained that the toolbox of
Marketing
marketing concepts was put together
Giveaways,
where US$30,000
by BlueStar’s Mark Fraker and his
was awarded to
marketing team. “This toolbox allows three BlueStar
our regions to function as marketing-
Nordic resellers.
driven solutions suppliers,” he said.
www.itrportal.com
IT RESELLER – MARCH 2010 29
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