Starco begins online store rollout

Details of the comprehensive Starco range of tyres and related products have long been available in catalogue form, and the company has now taken the first step in transferring this information online. Customers in Germany are the first to experience the company’s new “STARCOshop” and Starco intends to roll out online catalogues for its aftermarket customers throughout the whole of Europe within two years.

The initial launch of www.de.starcoshop.com in Germany by Starco GmbH is the first in a series of pilot launches, soon to be joined by five other Starco regions, in preparation for the implementation of the group-wide core application later in 2011. When the group-wide web shop rollout is complete, Starco engineers, sales staff and customers in all regions will have access to data for all products and will also be able to see which products are already in use for key applications in other markets. “As the regional markets for each product segment grow, staff and customers in other regions will be able to harvest the knowledge about what other customers are using – and for which applications,” comments Starco Europe group marketing manager Brian Lorentzen.

The new STARCOshop boasts a layout and user interface that will be familiar to those accustomed to online browsing and shopping. Approved customers are able to browse the entire product range available in their region and find products either under their respective categories or by entering the product’s EAN number. More detailed search options are also available and if a particular product is not in stock suitable alternatives will be displayed. Items selected for purchase are complied using the well-known “add-to-basket” approach and approved orders processed automatically.

“Whilst the front-end of the shop is recognisable and intuitive for the customer, the real innovation lies behind the scenes in the interface between the STARCOshop, and the various data and logistics systems within the Starco organisation,” Lorentzen adds. “The integration of the web-shop with product catalogue database and the Starco Navision ERP system means that everyone – both at Starco and at the customers business – is working with the same data.” The STARCOshop’s implementation is an integral part of Starco Group strategy for the coming years, the marketing manager adds, elaborating that Starco recognises the need for increased efficiency in the supply chain. “The web shop will speed the processing of orders for regular products from regular customers, releasing resources in the sales and engineering staff to invest in the development of solutions for special applications and the dialogue with new customers,” says Lorentzen.

A further stated benefit the online shop will bring is that the various IT tools in use and the ERP system will enable the company to better track its performance throughout the value chain, thereby identifying areas in which it can eliminate waste, reduce order processing times and improve logistics. According to Lorentzen, the ultimate goal is that virtually all orders will be channelled through the online system, giving Starco manufacturing and purchasing operations the basis for better planning, faster delivery and reduced dormant stock.

“The STARCOshop is much more than a digital catalogue and purchasing system; for OEM and aftermarket customers alike, it will define the standard of product information for the special wheels and tyres market worldwide, becoming the preferred product specification tool throughout the industry,” Brian Lorentzen concludes.