Case Study Client centric e-commerce

1. IBM Software Distribution
Cranel Imaging
IBM extends the reseller channel through e-business
for Cranel Imaging
Customer background
Overview Cranel Imaging is the nation’s leading value-added distributor of
document imaging, storage, and duplication products and services.
Business challenge
Cranel Imaging complements the expertise of their value-added
Differentiate themselves from their
competitors, and meet the needs of its resellers with their specialty document imaging knowledge, a flexible
two other business units, Versitec and business approach, and the ability to effectively represent the reseller’s
Adexis, by offering a functionality-rich, needs to manufacturing organizations. Cranel Imaging’s portfolio
Web-based customer self-service
solution for order placement and status includes a full range of industry specific software applications,
document scanners, imaging processing equipment, online storage,
Solution optical storage, CD and DVD storage, on demand publishing and
IBM® Sterling Configure, Price, Quote
duplication, and unsurpassed service through a variety of service
providers including Versitec, the service division of Cranel, Inc.
Business challenge
Cranel Imaging needed to differentiate themselves from their
competitors by offering a functionality-rich, Web-based customer
self-service solution for order placement and status. Historically, the
company had relied on face-to-face or phone-to-phone interactions and
relationships to build and maintain their business.
Additionally, Cranel Imaging realized that they needed to offer their
resellers a comprehensive online product catalog and order
management system to facilitate orders more effectively. It also needed
to be deployed in a short timeframe.
Solution
With Sterling Configure, Price, Quote, Cranel Imaging resellers are
able to securely log on to Cranel Imaging Online to access information
for thousands of products. The solution provides their resellers with
guidance to the best products and related pricing. Cranel Imaging
resellers also are able to configure complex product orders with
increased efficiency, then place, track, and manage orders 24/7
throughout the purchasing process.

2. IBM Software Distribution
The newly implemented e-commerce site allows Cranel Imaging to
Business benefits: further demonstrate how they are the easiest and most efficient
value-added distributor to work with. Acting as an extension of their
• Provides Cranel Imaging’s resellers with resellers, Cranel Imaging Online adds a new level of support for
a robust, self-service e-commerce portal
to conduct business
resellers in their daily business operations.
• Offers Cranel Imaging’s resellers the
ability to provide cutting-edge services to
their own customers
“ iving our resellers the ability to work with us via
G
• Allows both Cranel Imaging and their
resellers to operate more efficiently
a robust e-commerce system lets us provide
cutting-edge service and for them, in turn, to
• Cranel Imaging resellers can now
conduct business virtually anytime of the provide cutting-edge service to their own customers.
day or night
We look forward to expanding and growing
through use of the Sterling Configure, Price,
Quote. Sterling Configure, Price, Quote will
allow both Cranel Imaging and our resellers to
operate more effectively, creating a powerful
win-win situation.”
— Scott Slack, Vice President of Marketing, Cranel Imaging
2

3. © Copyright IBM Corporation 2011
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November 2011
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