ePub: online ordering takes off
As the internet becomes an integrated part of everyone's lives, the publican - that most technophobic of breeds - is gradually becoming more comfortable with the idea of doing business on line.
While managed groups have developed quite sophisticated systems, tenants and freetraders have lagged behind - although one e-commerce site, Barbox, has seen off the competition and now dominates the freetrade field, seeing more licensees spending more online every day.
Now, though, a serious rival has joined the fray. Freshnet, which provides online purchasing for several managed house chains, hooked up with Carlsberg in May to provide its pub customers with a similar service.
And now it has extended the concept, called E-Dray, to the rest of the trade.
Licensees can use the system for ordering beers, wine and spirits at any time of day or night, any day of the week, or use the shopping basket, which stores orders and remembers regular items, making the job faster and easier.
Since each invoice is electronically logged and stored in a secure area, customers can have a greater insight into their account, allowing them to manage trends, run reports and predict seasonal variations.
A promotions wizard, which Freshnet claims to be unique, intuitively helps licensees create special promotions online, saving the time and expense of producing and printing sales literature.
Offers can be specially created to suit individual needs or projected across an entire managed estate.
The system requires minimal training, according to Freshnet. Provided through a hosted, secure, central server via the internet, the technology ensures simultaneous, multiple-outlet retrieval from any location. It requires no proprietary software or hardware other than a computer and internet connection.
Case study: the Tafarn Ty Gwyn Inn
Llanfairpwllgwyngyllgogerychwyrndrobwll-llantysiliogogogoch is a Welsh village famous throughout the world - for obvious reasons. It is also home to Chris and Hayley Clark who, together with parents and landlords Dave and Cherylyn Keene, have managed the Tafarn Ty Gwyn Inn as a family business for the past three years.
From the start, ordering supplies online through Barbox.com has been part of their daily routine.
"When we took over, the previous landlord had already been using Barbox and he was quick to point out the virtues of the system before handing over the reins," says Chris. "I log on every Thursday around midday to place my orders for the week. From start to finish the whole process takes about 10 minutes, which includes a quick glimpse at the latest offers and promotions.
"It's so easy to do and I'm able to order faster and scan for new products and deals in one place. There's no need to shop around and that relates directly to a saving in terms of time and money.
"Hayley logs on every Wednesday to create our pub quiz using the site's Quizmaster programme," he continues. "The subscription fee is nominal and worth every penny. It would've taken Hayley ages to create the kind of questions that the system provides in an instant.
"I regularly make use of the profit calculator, too. I think that can be a very valuable tool for a small business."
The Clarks have also been cashing in on Barbox's new reward scheme which pays out for orders made for a variety of brands.
"Barbox is firmly part of our life at the inn," concludes Chris. "It has made ordering simple. I'm not bound by regular office hours when placing orders and the site offers a wealth of information we have slowly begun to discover."
