Listening to reseller needs

Listening to reseller needs

Specialist Distributor of the Year - Express Online

In the seven years since its creation, Express Online has steadily built itself a niche in the market that has seen it win Specialist Distributor of the Year at the 2009 ARN awards.

The company, which is a 100 per cent online distributor of technology commodities, stakes its business model on being fast and accommodating a reseller’s individual needs. Its offerings to the channel include no credit card fees, no minimum order, licensing enquiry options, and a late order cut-off time of 5pm for guaranteed same-day shipping.

Express Online general manager, Siobhan Delaney-Miller, said reseller feedback in its initial days had shown many were after ease of business from their distribution partners. As a result, ease of engagement has been a critical corporate objective for her and her team.

“Our focus will continue to be on what the customer wants,” Delaney-Miller said. “We’ll be gauging the changing needs of what resellers want from a distribution partner, and trying to fulfil those.”

Right now, on the distributor’s website, is a call for partners to fill out an annual survey Express Online runs, highlighting its commitment to listening to – and learning from – its customer base. It’s not a strategy that will continue to be at the heart of its customer service, Delaney-Miller said.

“We’ve been very successful for the part seven years, and we’re going to continue with that strategy,” she said.

Delaney-Miller replaced former Express Online general manager, Alison McQuarrie, six months ago, having previously been its sales and marketing manager. She now leads a team of 24. Capable of servicing the thousands of resellers it has on its books, Delaney-Miller said the team is scalable and expected to be able to increase revenue at its current headcount.

Should the need arise, additional staff will, of course, be added, she said, but Express Online has always been about a streamlined and efficient system of engagement.

“We have a very easy to use system that accommodates the busy schedules of our resellers,” Delaney-Miller said.

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