The Häfele product remit, of course, has grown to encompass kitchen appliances and accessories and also baths, showers and sanitaryware and Häfele also now has a huge amount of information to communicate. www.hafele.co.uk takes the sterling work of the iconic Complete Häfele and its sub catalogues a stage further down the road towards a better electronic trading environment.

As a company well focused on the needs and demands if its customers, Hafele now has two information streams running in parallel, the on-line and the conventionally printed. But now one can fulfil a need that the other cannot even address – fully automatic trading. No other selling – or buying – medium can touch the internet for efficiency, low cost and quick reaction to change.

Lee Thomas is e-commerce co-ordinator at Häfele and his role is the day to day improvement of all presentational and operational aspects of the site.

He says: “Increasing turnover on the site is the most tangible indicator of its true value. We set targets for improvement on an almost weekly basis - things like simplifying access at all levels and ensuring that no-one is put off by spurious demands for unnecessary personal or business details; reducing zero results on searches; leading users past territories that might not hold the answers they seek and taking them into to areas that do.

What www.hafele.co.uk is expressly not is a site for general public access – for use by the man in the street – because Häfele is a trade supplier and distributor and does not deal at street level. So the site is not designed for creative glamour but as a practical, easy-to-use and productive business tool.

Any visitor to the site can go in for a look around without having to divulge personal or business information. Anyone can enter www.hafele.co.uk as a guest and check the site out. They can browse, search and bookmark for future reference, or for comparative price or performance purposes, and they can visit Häfele's other support e-publication Essentials for site workers, which is also now in e-catalogue format. But only account holders can place orders. So Häfele is a distributor and trade supplier in all true senses of the terms. But trade customers can easily and instructively use the Häfele website in their showrooms to reference, compare and sell product on to their own customers as part of any package they may be jointly planning.

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