Within the first month of introduction, Syntech's lead generation tool has directed R500 000 of potential end-user demand for its products to reseller online stores, it says.
The Syntech e-commerce site was designed to empower its resellers by giving them access to buy all products online and enabling them to replicate the products on their own e-commerce sites.
In June, it extended the service to include the "buy now" tool targeted at end-users.
Using the tool, end-users can browse products on the Syntech site but cannot buy directly from the company, explains Ryan Martyn, sales and marketing director of Syntech.
"When they click on the 'buy now' button, they are given a list of online resellers to choose from with their respective prices for a product. The end-user is then directed to the product page on the Web site of their preferred reseller to complete their order."
Martyn says the tool was designed to increase awareness of availability of Syntech products in the market.
According to Martyn, the company previously spent a lot of time manually handling end-user enquiries and directing them to resellers that could assist with their requirements.
The lead generation tool has helped Syntech to automate the process of channelling end-user leads to resellers with online stores, he adds.
The company says it's specifically targeting smaller online stores with this tool.
The company has 25 online resellers in its 'buy now' programme and expects this to grow substantially this year.
"Every one of our resellers have access to the reseller portal but we find monthly unique, active users vary between 50 and 300 depending on which promotions we offer online."
The majority of Syntech's business takes place in SA but the company also services customers in Namibia, Botswana, Mozambique, Swaziland, Kenya, Nigeria and Zimbabwe.
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