10 Years of ECommerce and still no catalog

It seems hard to believe now, but only ten years ago the

Internet was simply a tool for sharing information with little to no E-Commerce activity – as it

provides today. At the time, Technika was a wholesaler selling portable environmental meters

only through distributors. The company had considered going retail with a catalog of their own,

but ruled that out because of high start-up costs, lack of experience and established competitors.

The Internet, however, created a new playing field where there was no established competition.

Start-up costs were minimal, compared to publishing a catalog, and if Technika lacked

experience selling on the web, so did everyone else.

By contrast, established scientific [catalog] distributors were not particularly anxious to jump on

the Internet band wagon since they already had a proven method of retail sales. When

distributors finally did establish a presence on the Internet, they often saw it as another ordering

tool like the phone and fax. Unfortunately, their websites reflected this: minimal product

information, in many cases just a brief description and part number, organized like a print catalog

with none of the interactive features available on the web.

Technika viewed the Internet with open eyes and immediately recognized the sales possibilities

going well beyond those of a printed catalog. Rather than having to read page after page

sequentially, as in a print catalog, Technika included dynamic access to [in-depth] product

information and demonstrations with the click of the mouse. The company’s E-Commerce

website also included full product specifications, useful application information, standards and the

science behind each type of product. Customers preferred browsing the information online

without any pressure and ordering when they had all the information needed to make an informed

decision. Technika also makes it easy for customers to receive additional information by

speaking with a live, customer support person.

When the Technika E-Commerce site went live, the company was surprised to receive the first

order from overseas - something that hadn’t been anticipated. Since that first order, Technika

now receives orders from every part of the globe. Customers the company didn’t even know

existed sent orders. Large companies, with whom it would have been difficult to get a sales

appointment with, found Technika and placed orders – even while Technika employees were all

home sleeping.

Technika will celebrate 10 years of E-Commerce this year and they still see no need to create a

printed catalog. The catalog is less informative, harder to navigate, not easily updated and a

customer cannot place a direct order. A new Technika E-Commerce site is being designed (target

release of September ’07) to better emphasize their new focus on environmental measurement

instruments and an even better shopping experience.