In an effort to build its domestic business by 20% this year, biotech product cataloger ISC Bioexpress is breaking out 11 specifically targeted catalogs from its 500-page main book.
For the past year or so, the Kaysville, UT-based company has been converting its 50,000-item product database into digital format so it can break out smaller catalogs for niche scientific research markets and migrate products to and from its Web site (www.bioexpress.com), according to company president/CEO Gene Platter.
This effort has involved converting product information into a format from which it can generate print catalogs-on-demand and a full online catalog with e-commerce functions. By extracting information from the digital catalog documents, the company has also been able to create a custom-designed relational electronic database.
The firm’s customer database contains the names of 20,000 active customers ranging from Ph.D.s, research scientists and purchasing executives at universities, hospitals, laboratories and other entities concerned with life sciences. Its products are used for genetic research, biotechnology, agriculture and other fields.
ISC Bioexpress’ main catalog offers products ranging from $10 plastic tubing to $10,000 spectrophotometers to measure light, says Platter. The main catalog pulls in an average order of $400.
In a move designed to save customers time and the company money, ISC will post the complete catalog online later this year, replete with custom prices, real-time product availability and a variety of search options.
But while Platter would like to eventually move away from paper catalogs, he knows that’s not a realistic goal – at least for now.
“Not in this business and not at this time,” he says, noting that because the products are so detailed and technical, customers always appreciate it when salespeople leave a paper catalog behind for their review.
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