Putting your web tools to good use (03/08)
Like many other New Zealand males, my husband must be affixed with a GPS tracking device before we can enter any major hardware store. The moment we infiltrate that testosterone drenched haven of all things “manly”, he disappears from sight, returning only once laden with an array of the latest “must have” tools (the most recent being a sledge hammer!).
Also like many other New Zealand males, these “necessities” are then mounted upon garage walls, or tucked away in draws, left to gather dust (or rust!). Because they are never used for their intended purpose, these items simply become static showcases of lost potential, rather than being the tool that helped to achieve something great for its owner.
...business websites left to decay in cyber space, never being identified or utilised as the powerful business tools that they are. |
Websites have been long categorised by business owners (and some web developers) as simply another form of marketing – a static representation of a business with the sole goal of building the brand. However, there are those fore thinking few who now embrace their website as a tool that has the potential to increase productivity to the same degree as hiring one (or more) new fulltime employees. The financial benefits of this shift in thinking can be astonishing!
Many New Zealand businesses deal with distributors of their products, rather than (or as well as) dealing directly with the consumer. In this type of business structure it is essential for the distributors to have immediate access to pricing information and ordering mechanisms. While many businesses would employ two or more employees to fax, discuss or e-mail this information, there are other businesses that provide more immediate and consistent access (24 hours a day, 7 days a week) by posting this data on their website.
One such business is Te Kairanga Wines (www.tkwine.co.nz). TK Wines has a “trade login” area on their website that gives TK Wines staff the ability to issue distributors, shareholders and the media with unique logins. Once one of these users tries to login, the website detects what information that particular person is meant to have access to and automatically updates the TK Wines online shop with their relevant pricing information and also gives them access to other pages (e.g. with media releases, AGM information etc) that the general public cannot see.
TK Wines have been able to dramatically decrease the number of problem calls into the business, ensure that everyone has the most up-to-date pricing information possible and increase the number of orders received |
Much like the sledge hammer (and array of other tools) my fiancé finally used this long weekend to renovate our house; the TK Wines website yielded its best return on investment when used as a means to improve or assist an existing necessary process.
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