Heidelberg looks to expand eShop from 30 to 50% of consumables orders
Heidelberg continues to enjoy growth in the consumables market and to enhance conversion to its eShop portal. New and potential customers are being sent welcome packs which include instructions on how easy it is to buy online, consumables product information and a special introductory offer.
Andrew Hall, head of consumables for Heidelberg UK, says, “We already have a number of customers using eShop. About 30% of our total consumable orders and sales are generated using this online facility. We believe that more existing and new customers would benefit from this ordering method because it offers 24/7 access and personalised shopping lists . We would like to have 40% of orders being placed through the eShop by the end of 2019 and more than half by 2020 and that is achievable. Not only is it easy to use, but the consumables purchased earn loyalty points which can be used to pay towards service work, training requirements, demonstrator visits, service contracts or ISO 12647-2 colour certification.
“Heidelberg has had enormous success in the consumables area which includes plates, inks, coatings, press chemistry, press supplies, blankets, proofing and rollers. In part that is down to the way Heidelberg trials and tests every product it supplies to ensure it performs effectively and the ability to offer finance bundle deal options on equipment or service contracts has also proved popular.
“Equally it is the expert advice the consumables team and technical manager Claire Ashby can offer that gives us a stand out advantage. For instance, recently some LED-UV and LE-UV photo initiators* were banned but Heidelberg will guide its customers to EuPIA compliant alternatives. Knowing that Heidelberg is monitoring legislation as well as product developments means peace of mind. We have seen substantial growth in our ink sales over the last 12 months, both conventional and the various UV options.”
- Irgacure 369, EHA & EDB
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Diana Thompson, Plus Point PR Ltd, on 01494-817178