Web Ordering is another new technology being widely discussed in the Press. Pro Wholesaler chats again to BCP’s Tony Beales to discover what it’s all about and whether wholesalers should be thinking about it seriously.
Tony has been involved with Supply Chain Solutions for over 20 years. BCP is a leading provider of supply chain management and e-business solutions.

PW: Tony, can you explain what Web Ordering is and what it involves?

TONY: Web Ordering allows wholesalers’ customers to place orders on line, over the Internet. In the wholesale environment it’s all about offering customers another way of buying. What’s involved will depend very much on what type of customers the wholesaler currently has. For example, retailers may need a method of entering large orders quickly into the wholesaler’s system while catering outlets may be placing smaller orders but need a more interactive process to allow them to check availability and prices.

PW: So what are the benefits?

TONY: It’s all about offering better customer service and reducing costs. Properly implemented it’s an excellent example of effective Supply Chain Collaboration because both customer and wholesaler benefit.

For customers, ordering is more convenient. Orders can be placed at any time of the day or night A well designed system should also provide instant information on stock availability and alternatives so that if an item is out of stock a substitute can be selected, as well as offering personalised pricing and information on current promotions.

For wholesalers, Web Ordering offers significant cost savings because orders are placed directly into their system, eliminating the need for re-keying, reducing paperwork and minimising errors. Moreover, the convenience factor can increase customer loyalty, encouraging them to buy from you rather than a competitor.

PW: So, what does the wholesaler need to enable him to offer Web Ordering to his customers?

TONY: Customers simply need a pc with dial up Internet connection.
The wholesaler will need a permanent Internet connection plus a web server to host the web site and, most important, Web Ordering software which fully integrates with his Sales Order Processing and Warehouse Management systems.

This is critical. Although some solution providers, like BCP, have developed fully integrated Web Ordering solutions, there are many Web Ordering systems which produce nothing more than an email or a printout for wholesalers to re-key into their sales order entry system. Such systems retain all the problems associated with re-keying and prevent customers accessing real-time information during ordering.

PW: Isn’t all this expensive to implement and operate?

TONY: Costs have fallen dramatically in recent years, and continue to do so. The real question now is ‘can you afford not to do it?’ Moreover, you must remember the significant savings to be made by customers keying in their own orders.

PW: What about security? How will wholesalers protect their systems from viruses and hackers, and prevent customers accessing confidential information?

TONY: Security is important and should really be left to the professionals. Wholesalers must choose a provider who can set up all the appropriate security measures. In a properly designed Web Ordering system the controlled use of passwords and authorisation codes will ensure customers can only access data you wish to make available.

PW: Many wholesalers have invested in sophisticated Telesales systems for customer ordering. Will these now become redundant?

TONY: Essentially the two ordering mechanisms complement each other. It’s all about offering customers more choice about how they place orders. Providing a full Web Ordering service 24 hours a day may help retain some customers. For others, personal contact from Telesales may generate more business.

PW: It sounds as though wholesalers should seriously consider Web Ordering?

TONY: Improving convenience and service to your customers can only be a good thing. Moreover when a customer connects to your web site to place an order you have an excellent opportunity to promote your complete product and service portfolio. Add this to the convenience and cost savings and Web Ordering becomes a service wholesalers can’t afford to ignore. Those who do will certainly lose out to those who take it in on board.