Basta Parsons

5 . Hinging on Success

The development and implementation of the current pilot site has been a massive learning curve for Basta. Despite this, the site now operates with a brochure ware section accessible to anyone and a password protected members section. Basta pilot customers can now sign on and enjoy instant access to the full array of product listings along with images and detailed technical specifications. They can order online, look at their previous order and check their account status.

To make the eBusiness project work, the company purged the internal manufacturing systems, and a major beneficial side effect of the overall project is that they are now far more efficient and streamlined.

Sales reports can now be automatically generated from the web site instead of manually amalgamating reports from disparate manufacturing systems. As a result, reports can now be issued on demand. From a marketing point of view this facility is invaluable. “We are now able to monitor buying trends in the market,” explained Peter, “for instance we can now see chrome is the new black! More people are starting to buy chrome opposed to brass which used to be perceived as the best material for door and window fittings”. With this marketing data, Basta have put themselves in the position of being able to more effectively target their new product development.

6 . Future

Basta planned to launch the full site in January 2002 and, so far, looks to be on target. Each new customer will be assessed for their credit rating and if successful will be issued with a username and password.

Basta plan to adapt their system to use CRM more effectively once they have their customers online. They feel, however, that CRM system vendors don’t fully comprehend their customer base. “We are dealing with builders merchants not Tiffany’s,” exclaimed Peter,“…builders are straight talking guys looking for the best deal, they don’t expect to receive a good morning and a bunch of flowers on their screen every day! ”Previously Basta would use the postal service to inform their customers of factory holidays, discounts and promotions. With the new system in place this process can all be automated via email using the web database to lookup customers and study their trends. Also the company will now start to target the previously untapped but valuable architects market. Their site displays graphical images along with detailed technical drawings and specifications, allowing architects to select the most appropriate fitting in their design process. Apart from registering with the search engines, Basta proposes to promote themselves via banner ads with online architectural organisations, coupled with email communication to leading architecture practices.

One interesting aspect to emerge from communications with their retail customers is their fear that productivity will decrease if web facilities are available at the retailers. “One of our main customers wanted to avoid any access to the Internet for their buyers,” explained Peter, “they feared that their staff might waste time surfing sites they had no business surfing during working hours.” To allay these fears, Basta is in negotiation with the supplier to provide an automated stock replenishment facility. The retailers own stock control system is set up to issue and alert when stock falls below a specified level. Once this alert has been triggered, it is proposed that the retailer’s stock control system connects automatically to Basta’s web server and places an order. This process would avoid staff having to manually input orders and block access to the myriad temptations of the www.