Integra Office Solutions strengthens member loyalty

Integra Office Solutions are a sector specialist buying group based in Wales, supporting over 350 member organisations with procurement, IT and marketing services.

The challenge was to support their membership, which is made up predominantly of independent SME office product dealers throughout the UK and Ireland, with a regular flow of printed and electronic marketing collateral.

For hardcopy, this can range from POS material or single page flyers to multi-page catalogues. Certain members would prefer to handle their own print, whilst others wanted Integra to print on their behalf.

For electronic copy, Integra wanted to work closely with their vendors in producing quality promotional email content whilst closing the loop between sending a campaign and capturing an order.

A prerequisite was that the system had to be comprehensive in terms of functionality but remain easy to use for both their administrative staff and their membership.

As each Integra member is an independent business, they wanted to use their own contact details, choice of product code, pricing, mailing lists and order handling.

The solution was to create a branded version of the ICM Communicate portal, which allowed Integra to act as a centralised marketing department by providing their members with a bank of promotions - some available as HTML, some available as PDF and others available in both formats.

Integra administer the system by creating and maintaining accounts and posting the content to the relevant accounts.

The benefits for Integra is that the provision of this service can significantly boost membership and membership retention, foster a deeper partnership with members, and generate additional revenues both for themselves and their member base.

Non-technical staff are able to confidently use the system after a brief introduction.

Order pads are used to capture immediate sales from email campaigns and in certain instances can be linked to third party e-procurement systems.

Reporting and analysis allows both the dealer and Integra to monitor activity.

Production Director Andrew Prosser says:

“It's immediately clear how comprehensive the system is, and yet it’s really easy to use. When we show our members, the benefits to their business are obvious.”

What do I do next?

ICM can help you assess your needs, gather information and explore bespoke options for your organisation.

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