Heidelberg UK is looking to drive sales of consumables through its eShop portal up to 50 percent.
The company has reported continued growth in the consumables market. To enhance conversion to its eShop portal, new and potential customers are being sent welcome packs including instructions on how to buy online, consumables product information and a special introductory offer.
Andrew Hall, head of consumables for Heidelberg UK, commented: ‘We already have a number of customers using eShop. About 30 percent of our total consumable orders and sales are generated using this online facility. We believe that more existing and new customers would benefit from this ordering method because it offers 24/7 access and personalized shopping lists.
‘We would like to have 40 percent of orders being placed through the eShop by the end of 2019 and more than half by 2020, and that is achievable. Not only is it easy to use, but the consumables purchased earn loyalty points which can be used to pay towards service work, training requirements, demonstrator visits, service contracts or ISO 12647-2 color certification.’
Hall continued: ‘Heidelberg has had enormous success in the consumables area which includes plates, inks, coatings, press chemistry, press supplies, blankets, proofing and rollers. In part that is down to the way Heidelberg trials and tests every product it supplies to ensure it performs effectively and the ability to offer finance bundle deal options on equipment or service contracts has also proved popular.
‘Equally it is the expert advice the consumables team and technical manager Claire Ashby can offer that gives us a stand out advantage. For instance, recently some UV LED and low energy UV photoinitiators were banned but Heidelberg will guide its customers to EuPIA compliant alternatives. Knowing that Heidelberg is monitoring legislation as well as product developments means peace of mind. We have seen substantial growth in our ink sales over the last 12 months, both conventional and the various UV options.’