Digi-Key is planning to launch an interactive product catalogue as one of a number of changes to its online distribution business.
“Our view of how engineers use the web is evolving all the time,” Mark Larson, president of Digi-Key told Electronics Weekly.
Earlier this year, Digi-Key was the first catalogue distributor to stop production of its print catalogue. It now plans to offer catalogue-style search functions on its website.
“Our aim is to provide an online product search capability which will be a great comfort to the traditional catalogue browser,” said Larson.
According to Larson, the distributor is also taking a closer look at sales and support activities which are not web-based.
“We have realised that not everyone in the world wants to rely on the Internet for their sole point of contact with us,” said Larson.
The company is testing a new business strategy in the US which could change its policy of having only a web-based, virtual sales activity in the market.
“We are going to have more than a virtual presence in the market,” said Larson.
The company is close to introducing a greater physical presence in the market in terms of on the ground sales and support activities.
“It is just a question of how far do we take it,” said Larson.
However, Digi-Key is not changing its heavily web-focused business model. This year the web will generate over 80% of all sales.
“This does not mean we will create a huge sales force in Europe, but we will have a definite real presence here,” said Larson.
The proposed online catalogue will include a new picture search function. It will also allow users to customise their view of the catalogue to more closely match their product requirements.
www.digikey.co.uk