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PROMOTING YOUR

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WHY BUILD A WEB-BASED STOREFRONT?Use of the Web to conduct business has increased dramatically over the past several years as distributors recognize the value of incorporating a Web-based storefront into business processes. Offering your customers access to account and product information via a Web-based storefront can save you time and money, while providing a competitive edge.

As the rapid growth of Web-capable wireless phones and wireless mobile computers make accessing Web-based storefronts even more convenient, customers now expect the distributors they buy from to provide online account management, order entry, bill pay, and order status and inventory availability information. In a highly competitive marketplace, distributors who don’t offer their customers the benefits of conducting business online will find their customers taking their business elsewhere.

Web-based storefronts aren’t just convenient for customers. When customers enter their own orders into a Web site that’s fully integrated into your enterprise software solution, you save time and money through a significant reduction in re-keying errors. Also, since customers can check account information and inventory availability online, your customer service representatives spend much less time answering routine questions and much more time growing market share.

Open 24 hours a day, seven days a week, Web-based storefronts can provide a powerful marketing tool, positioning your company in the community and increasing sales. And since the Web knows no geographic boundaries, a Web-based storefront can open new territories for sales without increasing your staff or the need to expand into expensive new warehouse space.

Using a Web-based storefront can also shorten the sales cycle dramatically. Buying and selling electronically speeds order processing and ensures that your inventory levels are kept in check. And, since orders are taken and processed much more quickly, you can reduce the amount of safety stock kept on shelves. Additionally, many manufacturers and suppliers offer financial incentives to distributors that buy electronically.

IF YOU BUILD IT, WILL THEY COME?If you asked your customers if they would use a Web site to do business with you, you’d probably get mixed results. Customers know they want lower prices and better service, but they can’t tell you how to do it. A big part of being a distributor is meeting your customers’ needs when they aren’t sure exactly what those needs are.

A Web-based storefront can improve customer service and increase sales, without the expense of hiring more staff or adding warehouse space.

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To find out if a Web-based storefront will meet your customers’ needs, survey them. Rather than ask if they want you to offer a Web-based storefront, ask them if they have access to the Internet and how they currently use it in their businesses. Ask if they would access account information if it were available online or if they see value in having the ability to place orders 24 hours a day, seven days a week. What you’ll probably find is that the idea of the added service appeals to them and they will use the Internet if that is the way to make it happen.

Use what you learn in the survey to build a Web site that best meets your customers’ needs. A properly built Web-based storefront that provides secure access to key information and order capabilities 24 hours a day, seven days a week can create more loyal customers and ultimately more sales. In addition, since your customer service representatives aren’t spending their days re-keying orders and answering customer inquiries, they can spend their time doing what most benefits your bottom line – growing your business by selling to new customers.

For larger customers, such as manufacturers and other suppliers, giving them online access to account information helps them streamline their operations and frees their employees from lengthy phone conversations seeking basic information.

Smaller customers, such as independent contractors, will appreciate using your site to plan the next day’s projects in the evening – after regular business hours – according to what you have in inventory. When a contractor goes to your warehouse to pick up his order the next morning, he can start his day with exactly what he needs rather than scrambling for parts because you’re out of stock of something he needed that day. He’ll value the timesavings – which relate directly to his bottom line.

THE INSIDE-OUT APPROACHJust because you build a Web site, doesn’t mean your customers will flock to it. You’re giving them a new tool to do business with you and they need to learn how to use it to their advantage.

The most effective introductions of Web-based storefronts employ an inside-out strategy. Start by teaching your employees the value the Web site can bring to customers. Encourage them to spread the word and invite customers to visit the site.

If you have a front counter, hold an open house for your customers to come in and see live demonstrations of your site. Have your remote salespeople demo the site at customers’ locations and your service representatives incorporate mentioning the site into their phone conversations with customers.

When it comes to educating your customers, take the time to explain and demonstrate the value the site provides. Show your customers that your Web-based storefront is another value-added service you provide.

To encourage use, give special discounts to customers who place orders via your Web site or offer higher commissions to salespeople whose regular customers use the site to check invoices.

Keep the URL in front of customers. Make sure to include it on all printed documents – including letters, invoices, and purchase orders. Post fliers in your pick up area and use mail, fax, and e-mail campaigns to promote the site.

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ABOUT ACTIVANT’S WHOLESALE DISTRIBUTION SOLUTIONSActivant® provides technology solutions and services to more than 3,800 wholesale distributors throughout North America. A leading technology provider for the distribution industry, Activant develops comprehensive enterprise software solutions to help distributors improve customer service and maximize the return on their technology investment. In addition, the company offers an Internet trading network that expedites sourcing, expands geographic reach, and streamlines transactions between distributors and manufacturers. Activant solutions are backed by a host of professional services, including support, consulting, and educational programs.

Activant Solutions Inc. (“Activant”) is a leading technology provider of business management solutions serving small and medium-sized retail and wholesale distribution businesses in three primary vertical markets: hardlines and lumber; wholesale distribution; and the automotive parts aftermarket. Founded in 1972, Activant provides customers with tailored proprietary software, professional services, content, supply chain connectivity, and analytics. More than 30,000 customer locations use an Activant solution to manage their day-to-day operations. Activant has operations in California, Colorado, Connecticut, Illinois, New Jersey, Pennsylvania, South Carolina, Texas, Utah, Canada, France, Ireland, and the United Kingdom.

For more information, please visit www.activant.com, e-mail distribution@activant.com, or call 1-800-776-7438, press 1.

Activant has made all due effort to ensure the accuracy of the information in this document. Activant cannot be held responsible for any damages, incurred directly, from printing errors, omissions, or discrepancies with the information in this document. The information contained in this document is subject to change without notice.

© 2006, Activant Solutions Inc. All rights reserved. Activant and the Activant logo are registered trademarks of Activant Solutions Inc. All other company or product names are the trademarks or registered trademarks of their respective companies.6B2BWP-PROMO