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Distributor’s new e-commerce site offers more than products

ross care screen print

Ross Care recently launched an e-commerce operation which is designed to be an extension of its new showroom, rather than a separate element.

“It’s a new thing for us,” explained managing director James Parramore. “The new website is a complete step change and it’s been developed to improve engagement both ways. It’s about imparting information and engaging but also listening and letting people feed back to us.”

While the website does have an e-commerce element to it, like the company’s new Independent Living Superstore, it is as much about advice, support and signposting as it is about retailing. It could be described as a ‘digital version’ of the new outlet and unlike many retailers, especially in the mobility sector, the website is admirably consistent with the physical shop.

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Parramore said the website is there to support what Ross Care already does. “It’s important for people who can’t physically get into the store to have that opportunity and access the information, signposting and products,” he adds.

On top of the new website, Ross Care has invested in new IT systems, which it understands must be continually developed and improved. Parramore says the company has a long track record of working with its customers and software suppliers to develop IT systems that it and its partners now use.

“And that’s genuinely important for us as a business — that we’re constantly working with suppliers and partners to maximise the potential of the software and IT that we use. I think that’s inherent in the DNA of our business that we do that right across the company. It’s a financial and a people commitment. It’s important for our people to really understand the systems that we use and how we can use them.”

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Joe Peskett

The author Joe Peskett

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