Insight

The ARK Group of Companies has launched webshop platforms for its three businesses – Arpel, Rivco and Kamtech – so that customers will be able to order online if they wish, as well as find all the relevant information and documentation regarding its range of rivets, rivet nuts and associated tooling options.

Managing Director Steve Auld explains: “These platforms will enable us to provide customers with all the details and information they are looking for when it comes to buying our products. Users will be able to log in and see our ‘real time’ stock levels; they can download and print technical drawings via PDF; as well as access previous orders. We have even included our colour coding system to make it easy to identify the different materials for products.”

Steve adds: “The customer can request through the sites anything from a sample to a pallet and they can then calculate the price. If it is a new customer, they can then pay by credit card. However, if it is an account customer they can use their account details, and any discount structures, to order and their normal account process will be used.”

The introduction of the new platforms was based on the success ARK experienced from a trial web shop under its Arpel name, which was launched two and half years ago. “The idea behind the original Arpel webshop was to see how online sales would develop and we wanted to target those customers who ordered small quantities,” mentions Steve. “We incentivised these customers with lower minimum order quantities before receiving free carriage, so that they would use the webshop.”

However, what Arpel found was it was getting orders from around the world. “We were receiving orders from everywhere – Singapore, Malaysia, the Bahamas, Finland, as well as Russia. These were not just small orders either, these were big orders, including our range of tooling,” states Steve. “I couldn’t believe it was being so successful, so I called some of the customers and they explained they were buying from us because we are a specialist in the field. They were looking for that knowledge and knew if they had any problems, we would be able to help them. This made us realise we were tapping into a need we hadn’t identified, and that is when the ball started rolling on introducing these new more in-depth platforms.”

An extra step ARK has taken with its trading platforms is it has given access to its factory in Asia, so the company can see ‘real time’ stock levels. “Our manufacturing partner has direct access into our ERP system, so they can see live data,” points out Steve. “Within the system there are parameters set, where minimum and maximum quantities will be in play. Therefore, the responsibility of supplying the standard items within the range of products we sell, will become the factory’s responsibility not our responsibility. This means they are in control of their factory floor and manufacturing process. They will therefore create the orders for us to approve.”

The system will also enable ARK, and the factory, to see what stock is within the warehouse; what stock is currently being manufactured; and what stock is ‘on the water’. “It means our factory can take an active role in the supply of the products, which I think is a big positive,” states Steve. “We have been working with our Asian factory for over ten years and we have a very strong relationship. Initially we started with four factories for our range, and we have reduced it to a single source as the factory has taken ownership of the ARK brand. This means we can work with them on developing the brand and they are able to support us when it comes to quality and reliability.”

ARK has been able to develop this aspect of the platform thanks to it working closely with the software provider – helping it to ensure exact specifications are met. “The software provider is based within a five mile radius of our business, which has made the whole process a lot more interactive with both parties offering ideas and just making it easier,” explains Steve. “We have been able to be actively involved and work together on the platforms and make any tweaks that were required. The whole developmental side has been a very positive experience and the software team have been very helpful in the project.”

The trading platforms work through the IT provider’s CMS software system and then directly into ARK’s ERP system. “This means when it comes to the online orders all we have to do is review them and then click the button to process them.”

With the platforms now up and running, the next step for ARK is to promote them to its customers. “We have invested in something we hope customers will use, as we want to provide them with more added services. However, we will still be available to talk to customers and answer any questions they may have,” comments Steve. “The web platforms are just an additional benefit and are there for those customers that want to carry out the process online.”

Steve continues: “The fastener industry can be a very traditional sector, so it is going to take us a while to get customers comfortable in using the system. However, I have found within our sales environment, the number of telephone calls has been reducing and the number of emails has been increasing. These emails were mostly enquiries into what items we have in stock. With the new platforms, customers can view all this information and access the relevant documentation, which can help speed up their decision making process. I also think the recent developments regarding the Covid-19 pandemic show that being online is going to be key for the future.”

Like most companies, ARK has been impacted by Covid-19, but the company has still been receiving stock during the lockdown period. “Thanks to our existing IT system our office staff were able to take their laptops and office phones home with them, plug them in and log straight back into the ERP and VOIP operating systems. So, from that point of view we were fully operational. We did furlough some staff, but we kept key people within the warehouse so we could fulfil orders where necessary. As demand has started to increase, we have brought back some of those people that were initially furloughed. Throughout this period, however, we have continued to invest in our stock to make sure we are fully prepared for when the market starts to pick up again.”

Steve continues: “What the pandemic has shown us is you must be continuously modernising as a business, no matter what size you are. You need to look at the software and systems you are using to make sure they are still suitable for today’s market. I think there will be some big reviews within the industry and I believe this will help bring the sector a little more up to date. That is why the timing of these web platforms is almost ideal.”

ARK is also planning a second phase of investment, this time focusing on its warehousing centre and making it paperless – until the point of despatch. “We are looking to introduce tablets that will direct pickers to where they have to go to get the products. There will also be barcodes and scanners involved to check each and every box,” explains Steve. “This will help us optimise processes and reduce any stock errors, as everything will be recorded on the system. This will also be linked to our web platforms, so customers can see exactly what products we have in stock.”

A 2020 sales development plan for ARK is also to introduce a European distribution network for the ARK brand. “Through the hard work of our employees over the last 2.5 years, as well as the advertising within Fastener + Fixing Magazine, we have received real traction on the brand and how it has developed,” states Steve proudly. “We have got UK customers that are really happy with the ARK brand and even have sourcing companies phoning us saying they have been instructed to buy the ARK branded rivets.”

Steve adds: “Whilst we already have customers in Spain, Portugal, the Netherlands and Hungary, we believe there is still a lot of opportunities for us. I know there is BREXIT on the agenda, which seems to have been forgotten by some. However, I don’t see this as an obstacle, I see it as an opportunity for us. We have done a lot of things that will prepare us for whatever changes happen in the future. Our focus will continue to be on the customers and providing the answers they need.”

www.arkbrandedrivets.co.uk