Va. Miller s is a major player in the Washington, D.C., Virginia, and Maryland office supply markets. It was an early entrant to online selling and is now in its third generation of software. He hasn t found a competitive system that beats it. The primary reason, he says, is that Miller s is so easy to use. Customers can get in and out quickly if they choose, but if they want to browse, that s easy too.
Wood makes an interesting point about choices.
He says it s a mistake to try to convert a customer particularly a large customer entirely to online ordering if some people within that customer organization want to order by phone or fax. A person forced to order online will be one unhappy customer. Instead of checking every order, they can now check by exception. Our system e-mails an order confirmation, but also tells when an order needs to be examined. Buyers can set order limits by size, items, order frequency, and so on.