Sales channels and customers need more online focus

Manufacturers should be turning their attention to the ‘demand chain’, and developing their existing manufacturing and business IT along similar lines to their supply chain efforts. So says Stephen Ashurst, UK sales and marketing director at order management turned demand mangement software specialist Haht commerce, who’s company has released results of research that shows UK industry difficult to do business with electronically. Top line results show, for example, that two out of three manufacturers can’t integrate their ordering systems with those of their partners and distribution channels, leaving them exposed in terms of brand management through poor visibility. The research also shows 77% of manufacturers are unable to provide online inventory and delivery information to customers even though the information is available in their ERP systems. Similarly, 82% of companies can’t provide account status, and 85% can’t print order invoices online, meaning they resort to labour intensive conventional approaches. When it comes to product return, no fewer than 92% can’t or won’t initiate product returns through an automated online system. Ashurst says that UK manufacturers could be improving their business prospects if they gave as much attention to their demand side as they do to the supply chain in terms of more advanced online facilities beyond simple shop windows and web catalogues. He also says that manufacturers’ perception that such systems are difficult to deliver are false, and that Haht’s track record, for example, shows systems live within “30 to 90 days and delivering revenue”. His company is currently broadening its attention beyond its chemicals and consumer packaged goods into general manufacturing in the £500 million and above turnover range.