The customers want to interact with Snell electronically
The creating of the Snell ebusiness site started with a user centric approach. The success or failure of the site would be in its ability to attract customers, and keep them coming back. A series of focus groups and one on one customer interviews took place to understand what the customer wanted. The research was compiled and the strategy for the ebusiness site was presented to Snell.

What the customers want they get
The customers wanted a simple ebusiness site that's first priority would allow them to purchase packaging and stationery products online. Secondly they wanted access to information on invoices, sales history, specials and products.

The core of the ebusiness site is the Easi Order Form. The Easi Order Form gives the customer a historic snapshot of their purchase history for the last 5 months. The Easi Order Form allows the customer to quickly compile an order of the products that they need to purchase with Snell.

Success
Today the ebusiness site is growing in importance as a communication device between customers and Snell. More and more customers are finding that the simple user interface gives them an enjoyable experience when communicating with Snell. The amount of orders received through the site has increased exponentially each month and is on target to be 30% of business by year end. Customers are starting to manage their orders patterns better helping both Snell and the customer to increase efficiency and improve service levels.

The site has helped Snell convey to customers, prospects and suppliers that it is the leader in packaging distribution, increasing awareness of the Snell brand nationally and internationally.

Future
A continuous dialogue now exists with Snell customers, this dialogue is helping to build and refine the site.

Snell and its people are learning the benefits and pitfalls of integrating the Internet into core business, using the experience to understand this fast evolving medium.

Quote
"The Snell ebusiness site has added a new dimension to our business. Incubator has provided us with an insightful strategy enabling us to integrate the Internet successfully into our business. They provide more than technology, they provide ideas and know how to help us satisfy our customers ever increasing demands."