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Crest Electronics evolves into e-commerce

A new B2B e-commerce website and a fully integrated online ordering system is helping wholesaler Crest Electronics to stay ahead of its customers’ evolving demand for digital interactions.

For 35 years, Crest operated as a traditional wholesaler with on-the-ground sales agents acting as the key point of contact for retailers to place orders.

Identifying a valuable opportunity to provide enhanced service to its existing customer base, as well as the prospect of reaching a broader market, Crest incorporated an e-commerce focus into the business.

The company’s new digital emphasis includes a new e-commerce website with a fully integrated catalogue that provides up-to-the-minute stock levels and live processing, an online customer sign-up form that enables new clients to register on the spot, and direct electronic communication with its customer database.

Crest marketing manager Jane Richter said the company had received positive feedback from customers who had used the new website to shop online.

“Customers who’ve used the new site have found it fantastic – because the basket is held for 30 days, they can use it as a stock level ordering system,” Ms Richter said.

“While a main focus of the website is on adding an extra level of customer service, the real return on investment is in attracting new customers.

“We are using SEO to attract new business and broaden our reach beyond the retail customers we have traditionally worked with.

“The new digital platform also allows us to communicate effectively with our database, particularly through EDMs where customers can make one click and are straight through to our site to buy what they need.”

During the development process, Crest tested the site with select clients, taking on their feedback and recommendations to ensure it created the optimum tool for its customers’ needs.

“It’s so important to get back to basics and ask customers what they want – sometimes it’s not what you’d expect,” Ms Richter said.

“We still have agents and provide one-on-one customer service, but it was important for us to move with the times from an e-commerce point of view and help clients place their orders as easily as possible.”

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