ECNext’s Role
ECNext worked closely with the Freedonia
Group to understand their business and technical needs and
then configured ECNext’s comprehensive solution to
meet those needs. "Freedonia knew what they wanted,”
says Mike Perkins, Vice-President of Technology for ECNext.
“They defined their requirements in detail, down to
such matters as how their content would be presented for
purchase. From there it was ECNext who provided the technology,
skills and know-how to turn Freedonia’s vision into
a reality. It was a real partnership."
Re-package Content
They needed a solution that enabled them to re-packaging
their content into smaller units for online sales. By selling
smaller segments of their reports online, they were able
to provide information at the right price points for online
buyers and ensure that the new channel did not cannibalize
their existing business.
Branded Commerce Site
Freedonia realized that to secure all of the business benefits
of an online sales channel, they needed their own branded
site, one that from the buyer’s perspective was totally
integrated with Freedonia’s marketing Web site. A
branded commerce site would enable them to communicate their
unique business value and develop a relationship with their
Web customers. And by selling from their own site, they
could capture visitor and customer information and learn
from use patterns and improve product fit and marketing
and promotional programs.
Integration with their Existing
Business
ECNext’s solution was well suited for meeting Freedonia’s
objectives. ECNext understood that establishing a successful
and growing online business, required a comprehensive solution
with:
 |
Demand Generation programs for driving Web buyers
to their site and converting them to customers. |
| |
Content management tools that leveraged existing document
production systems and enabled Freedonia to manage Web
product presentation, packaging, pricing. |
| |
Management of visitor registration, customer registration
and online credit card purchases. |
| |
Easy access to customer data and management reports. |
| |
All capability based-on a secure, reliable and cost-effective
platform that would scale with business growth. |
Results
ECNext delivered the Freedonia Group’s
revenue-generating web commerce site in less than four months.
The ECNext solution supported their entire Web business
with the full range of capabilities required for marketing,
selling and delivering commercial business information on
the Web. Following the initial implementation, ECNext has
continued to support the business by supporting on-going
marketing programs, managing and enhancing the site, supporting
end-users and providing critical business reports and consultation.
Freedonia’s business investment has
provided a handsome return. They easily recouped their initial
investment and have continued to enjoy impressive revenue
growth.
Figure 1: Freedonia Group
Web Commerce Revenue Growth
(2003 revenue project based on Q1 2003 data.)
"The licensing model provided by ECNext
created a long-term cooperative relationship that is unique
in the industry," said Clint Delafield, Freedonia Group’s
Vice President of Business Development. "ECNext takes
a pro-active approach to marketing our site and continues
to drive cutting-edge capabilities that improve our ability
to serve our customers. The expertise they bring and their
focus on serving our business have made this a true partnership
and has been key to our success."
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