TradeTech’s versatile website benefits all in supply chain

“We have moved from 4th to 1st page on Google search for electronic components or parts!"

Quick Facts Auckland-based TradeTech is one of New Zealand’s largest distributors of electronic parts and components Its eCommerce website from Zeald showcases more than 15,000 product lines which are all easily ‘searchable’ within the website. Smooth integration with TradeTech’s back office systems has ensured order processing and stock control is fully automated TradeTech’s website has jumped from fourth page to first page in Google’s search engine rankings www.TradeTech.co.nz

Overview

A fast-loading, good-looking website that’s easy for staff to update and even easier for customers to navigate around and place orders was TradeTech’s priority.

That was two years ago. Today, its website handles more than 4,000 unique visitors a month, features more than 15,000 online product lines, and has jumped from fourth page to first page in search engine rankings.

Client background

TradeTech is New Zealand’s largest distributor of electronics, components and accessories, tools and equipment. The company supplies to electronic repair technicians and major manufacturers, and stocks more than 50,000 product lines.

A self-dubbed ‘home-grown’ website had served the business for many years, but it was becoming increasingly clear that a major upgrade was needed.

The solution

After attending one of Zeald’s free seminars, Wendy Fulton TradeTech’s special projects and marketing manager and the company’s IT manager Dean Curtayne, opted for a Zeald eCommerce site and began the process of compiling what is possibly one of New Zealand’s largest online product directories.

A daunting task perhaps, but Wendy says it went like clockwork: “The whole process was fantastic. We really enjoyed working with our appointed Zeald eBusiness Consultant and drawing upon his expertise to help us achieve the best results.”

Tailored to customer type

It was important that the website be adapted according to TradeTech’s different customer groups. “Our trade customers - typically TV and DVD repair technicians – have a special log in that gives them access to trade prices. They can search by product type, check availability, and place their order for next day delivery.” Such first class functionality enables these clients to offer a five star service to their customers in turn. Meanwhile, the general public can also search, order and pay (retail prices) online.

Wendy continues, “We also have an affiliated website dedicated to OEMs (Original Equipment Manufacturers) which serves as an information and research resource. This section generates enquiries that we then follow up in person.”

Importantly, the Zeald solution integrates seamlessly with TradeTech’s back office systems ensuring order processing and stock control is fully automated.

Ensuring the website is kept up to date is a key part of its success. Wendy says, “I’m not at all technical, but I was surprised to learn how easy it was to upload images and edit text.”

The company has also benefited from Zeald’s additional Results Consulting service. “We’ve experimented with different promotions which have given us a good idea as to what offers work best,” explains Wendy.

The results

Its website forms a reliable channel to market with approximately a third of all TradeTech’s sales completed online. Its leap from fourth page to first page on many search engines has resulted in increased sales from a previously untapped customer group: “Every day we used to receive about one or two orders from the public, now it’s more like ten and growing!”

Wendy sums up: “The look and feel is a whole lot better than what we had before; the search facility within the website is excellent; we can track customer usage better; and we really value how easy it is to keep it updated.”

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