New ED website tool promotes cross-selling opportunties

New ED website tool promotes cross-selling opportunties

Express Data has added new marketing and product compatibility information to its website to help resellers develop customer product sets.

Express Data e-business manager, Peter Stein, said a new database engine allowed the company to go to vendor websites for product material. This included technical white papers, specifications, marketing information and images, he said.

"We've basically added a marketing dimension which allows resellers to make up a package to take to their customers," he said.

In addition to the product links, the team had also introduced product compatibility ratings to its site, which provided resellers with suggestions on cross-selling products, he said. The ratings tool works similarly to the Amazon website, where users are offered an appendix on other books or CDs purchased by customers also buying their choice of product, Stein said.

For resellers continually logging on to buy the same product, the system will send out an alert informing them of other products that are interoperable, or have been sold alongside their original choice.

"It's 'this product with that opportunity'," he said.

"For example, a reseller buying a networking product will be alerted to opportunities to cross-sell it with storage.

"Resellers will see that other resellers have sold the same product in conjunction with other products and may use it as an idea for their own business."

The product ratings facility was based on a log of previous product sales across its entire reseller base, Stein said. Stein said the distributor had experienced a consistent rise in online sales, as well as an increase in the number of customer quotations being devised online.

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