Ingram to refresh TechLink portal

Ingram Micro is preparing to launch its revamped ecommerce ordering portal TechLink as part of its retail division overhaul.

Hanspeter Eiselt, general manager of Ingram Micro's Volume and Consumer Business told CRN that in the next 45 days the distributor plans to refresh TechLink to reflect its "new aggressive stand" around ecommerce.

"The market trend is towards the electronic medium. We're listening to a lot of retailers that want Electronic Data Interchange (EDI) technologies - that's what the top retailers are looking for - automatic refreshment systems.

"We're listening to the feedback and adjusting to that," he said.

Eiselt said Ingram is "trying to be as competitive as possible in the market" and the electronic system is "always cheaper" than a manual process.

"The adoption here from the distribution to a retailer in terms of ecommerce tools is going to grow to be the dominant method of purchasing this year," he said. 

Retail restructure

Meanwhile, Ingram Micro yesterday announced that it has split its retail division into two distinct groups. One will look after national retailers and the other will focus on independent resellers.

As part of the restructure, Eiselt said Ingram has three ways to go to the retail market.

He said the top ten large national retailers, which include the likes of OfficeWorks, Harvey Norman and Dick Smith Electronics are handled through a national account manager.

For the independent resellers, Ingram has appointed a new "inside sales team" that will focus on outbound selling "mainly for the remote retail stores and customers".

"Then we have TechLink which will experience a new refresh over the next 45 days," he said. 

Eiselt said in the past Ingram "hasn't had an outbound sales discipline" in the retail [reseller] sector.

But it "absolutely," will, he said. "We're in the process right now of one-on-one communications with the retailers, both at the national level and with independent resellers."

"We will be rolling out a merchandising program and in-store training program. We're finding that training is lacking and we're responding [to that] in their stores.

"We will syndicate with several vendors and increase our touch for everyone. We're into differentiating and we want to have a presence where we can help," he said.

Eiselt said Ingram will also increase promotional activities and bundle opportunities. 

"What you're seeing here is an extension of the strategy review," he said.