AquaPress

A fast always-on connection has enabled AquaPress to enrich the services it offers to customers and to transform its own internal business operations

Best practice in: 	Broadband
Sector:			Retail
Size of firm:		2 employees (plus part-time employees as required)
Location:		      Southend-on-Sea
Website:		www.aquapress.co.uk


The specialist diving book retailer AquaPress retails specialist diving books published by a wide range of publishers to both retail and wholesale customers. 

Established in 1996, AquaPress initially sold its products mainly by orders placed by telephone or post.  Catalogues of their products and updates were time consuming and costly to prepare, print and send to their customers.  As internet related technology developed AquaPress saw the advantages that the technology could bring to their business.  After first starting with a 56K dial-up internet connection, in 2000 they realised that the implementation of a broadband connection could bring considerably more benefits to their business and their customers.  They recognised that they needed the extra bandwidth and the always-on connectivity that broadband could provide.

They had started with a static website in 2000 and then progressed to a website which was database driven but still basic.  They wanted a broadband solution that would enable them to provide their customers with a high quality website with a number of enhanced features to improve their customers' buying experience and from which their customers could place their orders directly and easily.  

They also needed the advantage that broadband could bring in enabling them to streamline the company's internal business operations.  The volume of orders had grown to such a high level that they could see that they would be unable to continue to grow without the implementation of broadband technology. 

AquaPress introduced broadband technology in 2001.  It now has an ADSL connection provided by BT Openworld.  The company has also integrated its website with its back-office database and as a result of broadband has been able to significantly enhance its website and the level of service offered to its customers as well as streamline its internal operations. 

The company's two partners, Chris and Angela Davey, have seen major benefits throughout the company as direct result of the implementation of broadband.  The benefits cover all areas of the company - from their relationships with suppliers and customers, to a transformation of their own internal operations.  "Without broadband there is no way that we could be doing what we are doing now," says Chris.

One of the most important aspects of their business and of prime importance for their success is according to Chris the provision of a personal service.  The use of broadband combined with other technology has enabled them to enhance this.  "Broadband equals communication and business is based on communication.  If you do not have an effective tool for communication then you do not have a business."






An example of the improvement in customer service, which it has been possible to provide as a direct result of the implementation of broadband, is weekly product updates by email.  These go to the company's subscribers which currently stand at over 10,000, a number that it would not be possible to email effectively using 56K modem technology. However, the email is designed to be suitable for customers using 56K technology but includes click-through options from the email directly to links on the AquaPress website.  

The website offers features such as enhanced image options and sample chapters in pdf format that can be accessed by customers if they wish and if they have the bandwidth to do so.  This service has had a direct impact on sales of specific books. In one case this resulted in up to an estimated six times the volume that they would normally expect to sell.

Orders from overseas have also increased significantly with an increase of about 15% in exports in the consumer market.  Chris attributes this directly to the enhanced website made possible by the implementation of broadband. 

The use of broadband has led to a transformation in the company's own internal operations.  "Now the office is quieter!  The phones do not ring as much, but orders are up."  The electronic receipt of orders has meant that Chris and Angela are able to handle significantly more orders than before and to schedule their work better.  "Without broadband we would have to have a telephone exchange to handle the volume that we are now processing through a single line." 

A continuing challenge faced by companies such as AquaPress is the need to continue to attract and gain the confidence of publishers if they are to offer a comprehensive range of products to their customers.  Chris has found that having a high quality website has had an important impact on this, helping him to establish credibility with new suppliers at an early stage in their discussions.  One publishing company whose books they now retail became aware of AquaPress through their website. 

The cost of implementing broadband has been considerably less than operating on the basis of 56K modem technology.  The broadband connection costs AquaPress £30 a month.  "You can't make many calls on dial-up before you get to £30."