NewLook International Inc. launched its new online store where customer purchases are actually fulfilled by Authorized NewLook Distributors. NewLook is utilizing a unique online platform from Shopatron, a retail-integrated eCommerce and order management solution for branded manufacturers and retailers.
Customers can access the store from www.getnewlook.com and purchase most of NewLook’s specialty or industrial line products. The order fulfillment process is like most other eCommerce solutions with the exception of an important difference: the orders are made available to and fulfilled by participating NewLook distributors; if they have the inventory available then they can choose to fulfill the order. Once the order is awarded to registered distributors, it will be shipped to the customer within 24 hours.
“For years, we’ve struggled to identify a viable eCommerce solution that does not create channel conflict; our relationship with distributors is very important to us. It seems that Shopatron is our answer,” says Jacob Webb, Vice President of NewLook International, Inc. “We’re excited because it’s a win-win for all parties involved.”
Distributors are not required or obligated to register with Shopatron. And customers are not required to use the online store; they may continue to purchase directly from their local distributors business as usual. However, the store may be a more convenient ordering method for some customers, especially those who operate in regions unsupported by authorized NewLook distributors.
Distributors benefit from utilizing Shopatron because it gives them access to a new customer base they were not originally aware of. “We want to reward our stocking distributors and hope all other distributors will feel more incentive to maintain adequate inventory volumes so they (and their customers) can benefit,” explains Webb.
Until now, NewLook has struggled to measure its online marketing efforts. "Now NewLook can proactively market its website and eCommerce solution without fear of creating channel conflict with Distributors," says Webb.