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B2B electronics distributor increases sales with express checkout

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UK-based Premier Farnell, a global distributor of electronic products to businesses, has been able to reduce abandonment rates on its 42 global websites by 50% after implementing an express checkout capability. The facility was developed by Portaltech on Premier Farnell’s existing ATG platform.

“Our goal is to become a global ecommerce business and with 42 websites globally servicing our customer’s needs, often in local language, we have built an infrastructure to support this business expansion,” says Stephen Paterson, global ecommerce officer at Premier Farnell. “However, we found that we were experiencing high abandonment rates due to the complexity of the transaction process and number of web pages involved.”

After carrying out an analysis of its main competitors’ websites, Premier Farnell found that its own sites were similar in terms of complexity and number of pages, so decided that an opportunity existed to create a competitive advantage by developing a simplified express checkout facility.

“Having looked at a number of options, we decided to ask Portaltech to implement a solution for us based on our existing ATG platform,” says Paterson. “We had used Portaltech previously to implement our Chinese website and found their delivery ability and expertise invaluable in supporting our ebusiness operations.”

“Since the system has gone live we have seen a huge improvement in our online sales,” he added. “Our abandonment rates have been reduced by 50% and the express checkout service will be a critical support in helping us drive a higher proportion of our business online.”

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