IntelliBuy program adds second major electronics and home furnishings retailer

Furniture World Magazine

Intellitek Inc., a Nebraska-based developer of merchandising technologies, announced the addition of a second major retailer to its IntelliBuy partner program. RC Willey, the Salt Lake City-based home furnishings and electronics retailer, would join Nebraska Furniture Mart in the IntelliBuy product information network. "Through the IntelliBuy partner program, we're able to obtain valuable feedback through our retail partners by putting the technology directly on their sales floor," said James Saker Jr., president of Intellitek's Network Media Division. "We're looking forward to RC Willeyís participation, as their merchandising blend and retail environment represents a quality testbed." Intellitek launched the first version of the program at Nebraska Furniture Martís Mega Mart electronics superstore. The project delivered the IntelliBuy MerchantCenter system through interactive kiosks located throughout the Mega Mart store. The program allowed consumers and sales personnel to search and locate product information, view product images and accessory options, and review current product news. According to Jay Buchanan, senior manager of Nebraska Furniture Martís Electronics Division, the program has been a real benefit to the retailer's consumers and manufacturers. "The IntelliBuy project has been a significant success," said Buchanan. "Whether the system is used in the sales department or the service department, it has helped us to improve consumer satisfaction and helped vendors sell more product. It really adds more value at the point of retail." In the Nebraska Furniture Mart project, eight manufacturers of consumer electronics and ready-to-assemble furniture participated in the program, including Hitachi, JVC America, Kenwood, Mitsubishi, Bose Electronics, Philips Magnavox, Bush Furniture and RCA. According to Saker, manufacturer participation was expected to increase with the addition of RC Willey. Intellitek launched its development on the IntelliBuy platform in December 1996, releasing the first beta of the new technology eight months later. Initially known for its Furniture Link program, a satellite-based video catalog for home furnishings retailers, the new venture into consumer electronics and white goods was seen as a significant development. "IntelliBuy represents a sizable evolution in merchandising technology," said Saker. "Up to now, e-commerce technologies have favored mail-order operations by allowing them to quickly fulfill Internet-based orders. IntelliBuy is the first to deliver these e-commerce technologies to traditional retailers, allowing them to more effectively compete in the marketplace. It really gives them significant competitive advantage." Original specifications for the system included the creation of an interactive, multimedia system that would answer consumer questions about product capabilities, specifications and options. Following the September rollout, additional objectives were achieved that stimulated add-on sales and expanded product awareness. Kiosk-based advertising, digital product sheets and a live newswire of product announcements completed the MerchantCenter release. "By promptly answering a consumer's question with a resource that contains accurate and comprehensive information, you not only close the sale but you also enhance the consumer's satisfaction with the purchased product," said Saker. "IntelliBuy has a significant capability to reduce returns by resolving compatibility issues up-front." Saker said the MerchantCenter system would be available for the general retail market in July. Early participation through the companyís pilot program, however, was still available for qualifying retailers. Manufacturer participation was offered through the IntelliBuy ProductChannel program. Founded in 1986, Intellitek is the North American leader in retail information networks, headquartered in Omaha, Nebraska. The Furniture Link, Rule Based Pricing, IntelliBuy and Intellitek are registered trademarks or trademarks of Intellitek, Inc. Additional information on Intellitek can be obtained by contacting them at jsaker@intellitek.com