Publishers ramp up web presence
Card publishers, The Art File and Museums & Galleries have unveiled new e-commerce websites built by specialist provider, Skylight Media.
The Art File’s previous site was difficult to update with new stock and was deemed unappealing to buyers, now the Skylight Media Content Management System allows for high levels of content control, which now allows TAF to process orders from consumer and trade customers. This level of flexibility was not previously possible with a phone-based ordering system.
The new system also enables new trade customer account applications – which are increasing on a weekly basis - to be checked and approved with much greater ease.
Skylight has forged another successful partnership with Museums & Galleries – the publisher of greeting cards from the treasures of the V&A Museum, and museums and galleries across the globe.
“We now have a simple and easy to navigate website,” says Stephen Smith, MGML’s national sales manager. “We receive regular enquiries and new customers, and are planning to incorporate an e-commerce function as our next development step. Skylight guided us through the myriad of options available and we now have exposure on the web with a simple and easy to navigate website.”
Both examples prove how publishers are preparing to tackle the next step in online ordering with the greetings sector, even though many retailers are reluctant to sign up to the programme.
Alice Tillotson at The Art File admits “although a growing number of customers consistently and frequently order stock from the website, there are still a lot of people who prefer to order over the phone.”
At present this seems to be the general message due to the diverse buying patterns of greeting retailers. But if publishers and suppliers continue to move their systems online then retailers will have little choice but to follow suit.
Ultimately the aim for publishers is to provide retailers with systems that are easy to navigate and efficient to order from. Skylight recognised this need early on and has developed its own sophisticated and robust brochure and e-commerce Content Management System, offering high levels of content control for quick and easy website updates.
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