High service distribution empowers design engineers

Product variety, cost, support and speed of fulfillment go a long way in determining the outcome of any procurement experience. As projects are usually budget-specific with time-bound deliverables, the cost and speed of procurement assume critical proportions. As electronic design engineers (EDE) and maintenance, repair and operations (MRO) professionals the world over grapple with these challenges, they are increasingly reliant on their suppliers – preferring one source instead of multiple suppliers for easy access to a wide product range. This is where high service distribution companies with multi-channel specialization and streamlined supply-chain processes step in.

Over the last 70 years, Premier Farnell has established itself as high service, low volume distributor of electronic, electrical, industrial and MRO products. With more than 1 million products (450,000 on stock and 600,000 on demand) and many being added on a daily basis, the company empowers buyers and design and maintenance engineers with flexible ordering options a choice of channel contacts and varied delivery options to suit their individual requirements.

Typically, high service distribution companies represent multiple suppliers, have franchised distribution agreements in place, and operate a network of strategically located distribution centers, thereby creating vital links between component manufacturers and buyers. Premier Farnell which represents more than 3,500 quality global suppliers, with franchised distribution arrangements with leading brands such as Altera, Microchip, Molex, Tyco and Texas Instruments, ship tens of thousands of products and parcels daily to over 100 countries – a staggering 99 percent of these orders are delivered same day or next day to customers around the world.

Over the past 20 years in the Asia-Pacific region, the company through substantial investments in people, infrastructure, channels and processes has addressed the wide geographical spread of Asia markets and its cultural nuances by establishing a robust distribution, logistical and people network. Integral to Premier Farnell’s distribution effectiveness are three distribution centers in Sydney, Singapore and Shanghai, which enable same day or next day order fulfillment to customers.

The Asia-Pacific markets are diverse with distinct requirements that need personalized attention. Organizations that can localize and adapt their international business models to answer country-specific needs – whether through local language, currency or in-region teams with sound local knowledge – can delight customers and build partnerships.

Premier Farnell places tremendous value on the ability to respond to customers in a timely and personalized manner. It has invested in customer contact centers in Australia, Singapore, Malaysia, India and in five cities in China. This, combined with on-ground, field force in Asia-Pacific, helps the company maintain speedy and regular personal interaction with customers and suppliers.

MULTI-POINT PROCUREMENT

Offering multiple touch points enhances customer buying experience. Today, purchases can be made through multiple channels via Web, e-procurement solutions, e-mail, phone, fax, and field sales personnel.

With the proliferation of Internet and rapidly emerging Web technologies, more businesses and their customers are moving online. Tech-savvy organizations are developing thoughtfully designed online experiences that combine an efficient buying process with timely technical assistance. Transactional eCommerce-enabled Websites simplify product search, selection, and order placement processes while strategic tools, such as online technical support, datasheets, knowledge banks and real-time stock updates, enable EDEs and MRO personnel to streamline their core area of operations. The net result is a more competitive industry that benefits from better control over production timelines and budget management processes.

Quality technical data and on-time technical support are important to EDEs and an important area of focus for Premier Farnell. Significant investments have been made in technical support capabilities, which include global technical centers in China and India and, local technical support call centers in Malaysia, Singapore, Hong Kong, China (Shenzen and Shanghai), Australia and India. Through these initiatives, Premier Farnell is able to provide rich technical data and support to design engineers.

Customer touch points that aid optimum knowledge flow and an enhanced experience are vital to a long term business relationship. Companies are strategically investing in this. Premier Farnell’s online, live technical chat feature is one such initiative which enables customers to readily access technical support. ‘Technology First’, an in-house quarterly magazine, is another. As technology evolves at an increasing pace, high service distribution companies are rapidly developing a combination of tools to keep the design community abreast of changes, new product introductions, and other relevant industry information in a timely manner.

VALUE ADD FOR GROWTH

Customer satisfaction and business growth are often directly dependant on the value addition that distribution companies are able to build into their supply chain process.

To component manufacturers and suppliers, distributors should provide access to millions of customers, allow multi-channel seeding of new technologies, and accelerate time-to-market. To design engineers, distributors should make available a global network of quality suppliers, ready technical information, timely support and a wide product portfolio spanning cards, semiconductors, passive, elelctromechanical and MRO components.

Premier Farnell believes that it goes well beyond just sourcing, stocking and distributing. It is in the business of helping customers achieve their goals, aiding the creation of better products and services, and in its own small way, making the community a better place. Industry feedback is integral to this process and the company actively seeks to engage its partners at every possible avenue.

To let Premier Farnell know how it can add more value to the design engineering community, simply log on to www.farnell.com/asiasurvey. Also, look out for future ECNA issues where the company will share insights received from the design community on its customer survey portal.