Web referrals are the latest trend in the distribution market.
A few weeks back, RS flagged an agreement with Microchip and now Farnell has announced a referral programme with Omron Electronic Components Europe.
The point of this is turning a customer enquiry into a sale.
So having made their product selection on the supplier's website, customers are directed via one click to the distributor's site.
"By being directed to the Farnell website with just one-click, engineers can quickly order the products they have viewed and selected on the Omron site," said Claire Doyle, European director of supplier management at Farnell.
"It is an exclusive pan-European web referral programme," said Doyle.
In the case of Microchip's agreement with RS, customers will similarly be given the option to place their orders through RS by following direct links from the Microchip website.
Osram Opto-Semiconductor, Tyco Electronics, AVX, Radiall, Honeywell, Enfis and Crydom all have direct links from their websites to RS.
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