Spicers boost customer service while generating additional revenue

As Europe’s largest office products wholesaler, Spicers have strengthened their market position by using a branded version of ICM Communicate to provide their customers with a one-stop marketing portal.

The challenge was to offer Spicers’ thousands of UK distributors a comprehensive marketing service that was previously only available, if at all, by using a multitude of different software suppliers.

The solution was a branded version of ICM Communicate, which allows Spicers to offer an incredibly flexible, high quality service without exceeding the marketing budget.

Spicers chose the route of a staged introduction by initially adopting the ICM Communicate PDF module, followed by the email module.

Both PDF and HTML had to be flexible, because distributors wanted to personalise Spicers' pre-prepared content, plus a number of other distributors wanted the ability to create their own email marketing campaigns.

The solution had to integrate with Spicers' own e-procurement solution and link to their file of 20,000 products.

The benefits are that dealers have a single point of contact for Spicers’ bank of marketing material. It’s easy to use and requires minimum support and integration with the product file and e-procurement system, meaning that there’s no wasteful duplication of effort.

Manoy Mistry, e-commerce Manager for Spicers UK says:

“We’ve branded ICM Communicate as Click-n-Print. To date it’s attracted thousands of accounts and become the de-facto marketing portal for the industry. It’s hardly surprising as it provides a dependable, cost effective platform for our marketing activities.”

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