Openshaw will launch the next phase of its e-commerce strategy, an online catalogue called Phizz, next month.


The firms e-commerce ordering system, Openshaw Gold, has outstripped expectations with around 10% of customers now ordering their consumables online (PrintWeek, 15 December 2000).


"Our vision was that within five years 50% of transactions would be administered through e-commerce," said chief executive David Coltart.


"Ive now got every expectation that by the end of the year 25% of transactions will be carried out through Openshaw Gold.

Over time e-commerce will replace all order fulfilment."
Phizz is an online catalogue and shop window, showing the range of consumables and electronics products available. Openshaw expects the higher profile of Phizz, which will be backed by a marketing campaign, to cause more customers to switch over to e-commerce.


Coltart joked that although the firm had invested heavily in reorganising its logistics for a quick e-commerce service users "couldnt order a Xeikon online for next day delivery," but that they could expect a swift response to any online enquiry.


He believed that Openshaws background in, and understanding of, conventional consumables supply had allowed it to provide "correctly implemented e-commerce".


"E-commerce doesnt physically deliver products, you do need a branch network for fast fulfilment," he said. "We spent a lot of time looking at the model and a lot of time reviewing logistics."


Last year Openshaw invested in a centralised warehouse and acquired Sussex-based logistics firm Trans Carrier Express.


Story by Barney Cox