search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
Soſtware


Multi-channel sales increasingly important


When facing uncertain times in the wider economy, market flexibility is key to maintaining revenues. Most importantly, the ability to target different market channels as they rise and fall in popularity is essential. Lockdown - and the relaxation of it - are perfect albeit extreme examples of the need for seamless multi-channel sales, enabling businesses to continue profitable operations. Nick Davies, head of soſtware development at OGL Computer, explains more.


but is something that most businesses will already be doing automatically - selling your products via more than one sales channel. This is oſten a mixture of traditional (sales reps, trade counter) and online sources (Amazon & eBay, e-commerce website), depending on the sector or business model. A recent survey of SMEs by


M


OGL Computer found that e- commerce is growing in significance in the wholesale and distribution sector, with 82% stating that being able to sell products online easily is really important to them. However, staying on top of the multi-channel game is a more complex proposition than it might first appear. The key pillars to success here are centralising systems, unifying pricing across channels, and ensuring that the customer data already collected can be used effectively. This last pillar represents the ongoing success of a multi-channel strategy and should therefore be an increasingly important focus in the longer term.


Centralising for growth


The single biggest operational challenge of implementing a multi-channel sales strategy is maintaining consistency across those channels, not only in key areas such as pricing, but also stock control, as well as providing consistent customer service in terms of order processing, delivery and rectifying any errors, losses, breakages and the like. The key here is to implement an ERP (enterprise resource planning) solution as it’ll be able to handle the necessary functions you’ll need, such as central databases of business information, integrated CRM and automated business processes. The benefits of centralised management are critical to multi-channel


success, saving hours of admin time logging into different systems to check stock levels, for example, as well as minimising human error when moving data between systems.


This will also allow the adoption of new digital channels - such as eBay or Amazon - relatively easily, and crucially will manage any new channels


36 | electrical wholesalerSeptember 2020


ulti-channel selling might sound complex


without significant overhead. OGL Computer’s research found that 82% of SMEs agree that ERP systems give greater availability and control of stock, but a significant number - 46% - of respondents think that ERP systems are for large enterprises only. That said, the research uncovered that many SMEs (76% of respondents) have been experiencing the benefits of integrating disparate systems first-hand. Over half (57%) listed the main reason to use a single system as reducing administration time, followed by 40% citing improved accuracy of information and


37% stating improved efficiencies by removing duplication of work across different departments.


Unified pricing across all channels For your loyal trade customers who purchase through various channels (online, telephone, trade counter etc) it can be frustrating to receive a different shopping experience through each method, especially when it comes to price. An ERP solution will enable you to manage customer specific pricing, as well as retail and trade pricing, across every channel.


CRM for target market analysis A CRM can enable you to improve the effectiveness of your marketing campaigns by profiling and segmenting and targetting customers based on their business needs and behaviours. By using an ERP system with an integrated CRM module, you will have


access to the data and tools to extract, report and analyse the customer information to enhance the effectiveness of your campaigns. Every business will have a different series of priorities when looking at a


multi-channel strategy, but the overall aims of automation, centralisation of data and extending data analytics are common to even large enterprises. With the advent of cloud-based tools and powerful SME-focussed products like those mentioned here, the barriers to effective multi-channel operation have been lowered enormously.


ewnews.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