EPub: online ordering on the up

A growing number of licensees are recognising the commercial benefits of online ordering, according to new research. Barbox.com, the UK's leading e-purchasing portal for the hospitality sector, says the rapid rise of broadband is a key factor in encouraging pubs to use the internet for business.

"The fact is that an increasing number of retailers are moving into online ordering to run their businesses," says Barbox marketing manager Geoff Nicholson. "Our new research shows the role broadband is playing in this shift - almost six out of 10 of our customers now have broadband access.

"As the price of broadband continues to come down and more people recognise its many benefits in terms of speed, licensees are encouraged to harness its powers."

Research among Barbox subscribers also reveals the main reasons for retailers ordering online are its convenience, cited by 37 per cent, followed by the control it gives over the business (15 per cent). Another 15 per cent are most attracted by the barBUCK$ incentive programme launched in the summer.

"The convenience and control it provides have obvious benefits for pubs and the research underlines just how important these factors are for our customers," comments Geoff.

Its survey also shows that:

• 59 per cent of barbox.com customers now use four or more online suppliers and 28 per cent use six or more
• 37 per cent order more than once a week through barbox.com while 58 per cent order once a week
• 92 per cent log onto the internet most days
• 84 per cent use the web for personal online ordering.

"It is evident more pubs now appreciate the internet offers many benefits and they are using it in their business," says Geoff. "I expect this shift to gather pace in 2007 when more will join the shopping revolution."

Case study: the Horseshoes Inn

Mike Carter is one of a new generation of licensees using the internet for business. "The great thing is I can do my ordering at a time convenient for me," he says. "I don't have to wait around for telesales to ring me and take my order.

"Access to Barbox allows me to plan my time better. It takes the pressure off me and helps me feel far more relaxed."

With wife Dawn he runs the Horseshoes Inn, a freehouse in the village of Dorrington, Shropshire. One clear commercial advantage of having barbox.com is that his weekly drinks orders earn him regular rewards.

"It's a great incentive because it is an automatic discount on everything you order. It means I'm getting the equivalent of two free boxes of orange juice with every order which is a really worthwhile bonus."

It takes Mike just 15 minutes to do his weekly ordering online. "I'm a former farmer and I'd never operated a computer before, but I have found it so easy. You click on, your order history comes up on screen and you take it from there.

"Sometimes, when I used to order over the phone, suppliers got things wrong. With Barbox there haven't been any errors and everything comes on time. If I forget something I can add it to the basket later - if you did that when dealing with telesales it could take a lot of time and effort to sort out."