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EETE NOVEMBER 2012

electronica 2012 Company Profile Evolving how we do business and evolving “online” value in the modern design process must focus on simplifying their transactional websites and making the buying process for customers easier. Ecommerce is now the channel of choice for the majority of customers. Online orders now account for 75% of Farnell element14’s business in Europe – a figure that will continue to grow as we improve and simplify customers’ purchasing experience. Regular research gathered from customers and suppliers by our ecommerce team has led to the introduction of a wide range of web enhancements to Farnell element14 websites such as the i-Buy tool that give customers more control at the point of Over the past few years, and against a backdrop of global purchase and the industry leading online knowledge tool, the recession, the electronics distribution sector has reached a Knode on element14, a unique online resource for embedded tipping point where companies will live or die by their ability and PCB design engineers who want to quickly find the best to quickly adapt to the increasingly short project timelines products and solutions to complete a project. and greater time-to-market pressures on electronic design engineers and purchasing staff. The modern engineer now Ultimately, we believe needs more than just parts; they want an end-to-end solution: that other companies that a convenient, compelling and common platform to research, can adapt to this new communicate, collaborate, transact and design. In essence their way of doing business own ‘community’! and engage in the right mutli-channel way by The electronics industry can no longer stick its head in the offering a centralised sand or pay lip service to the notion of embracing social media, source of products, a fast the Web 2.0 revolution and the convergence of commerce and simple buying experience, community in the digital world. the right information, supporting content and Farnell element14 has proven that the concept of ‘community’ help will attract new is more than just a marketing idea, with many real examples of business. Those who engineers that are blazing a trail by utilising the platform to source don’t are likely to get left solutions and innovate in their design processes via peer-to-peer behind. collaboration. When it was launched in June 2009, the element14 Community averaged around 6,000 impressions a day. Fast forward three years and it now has over 125,000 registered users representing 130 of the 196 countries in the world, a fantastic level of growth that highlights the fact that if you build something that is engaging and genuinely useful, the users will come. Visit Farnell element14 Linking conversations with sales However, whilst giving customers a platform to collaborate at stand A5.558 during electronica and share ideas is important, as a business, this has to be balanced with a commercial need to generate revenue from these conversations through the sale of products and solutions. But community and ecommerce can work in synergy. For this to succeed in today’s electronics distribution business, distributors 26 electronica 2012 Show Guide www.electronics-eetimes.com


EETE NOVEMBER 2012
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