>| Case Studies >> SBP - Small Business Products

Project: Repositioning a Retail Industry to Meet New market Opportunities

Client:
Small Business Products has been providing business products since 1984. The business is built on delivering high quality checks and forms to over 75,000 companies worldwide.

Business Challenge:
Due to a dwindling market segment and limited product offering, the company needed to reposition itself to the left side of the bell curve once again. The challenge was to reshape the company structure, create new sales channels and increase bottom-line growth.

Zynergy Solution:
The Zynergy process began with a thorough competitive analysis to understand how SBPs’ competitors were dealing with changes in the industry. From that research, a strategy was developed to uniquely position SBP in comparison to its competitors—as an online retailer of high-end office supplies and equipment using Zynergys’ proprietary eCommerce software, Retail onDemand. The Internet-based software allows SBP to sell products without carrying inventory and features the most powerful shipping management system in the eCommerce marketplace. Zynergy also designed a powerful new identity system that extended to collateral, packaging, marketing materials, website and catalog design. To build the SBP brand, Zynergy instituted a customer relationship management (CRM) program to develop strong relationships with SBPs’ customers.

Business Benefits:
Advancements and improvements include:
• Now able to offer small office and home office businesses a complete solution for their office product needs
• Offers 100,000 or more products through an online and offline catalog and do not carry one item in inventory
• Expanded its product line with 50 new vendors
• Sells products in very high demand such as wireless products
• Through a CRM program SBP is able to capitalize on its existing customer base and offer new products
• Through a new brand identity and CRM, SBP is developing a strong customer relationship
• An intuitive web-based back office has been developed to manage all data related to inventory, vendors, sales, order tracking and processing, customers, promotions and marketing

Technology Profile:
Zynergy used Microsoft .net technology. Macromedia Suite and Adobe Suite was used for site design, Microsoft Visio for site architecture, Microsoft Project for project management, a Microsoft SQL database was used for all content and asset storage.