Enhanced Web Analytics and Customer Targeting Key to Helping Massachusetts Based Atlantic Stainless Co. Overcome Competitive Challenges in Commoditized Market
Selling anything in this economy can be a challenge, but that challenge is doubly difficult for manufacturing firms and raw materials suppliers that deal in commoditized goods such as steel. One company in North Attleboro, Massachusetts is going high-tech to sell low-tech commoditized stainless steel.
Atlantic Stainless announced today the redevelopment of its website atlanticstainless.com. According to company president Jerry Cohen, “Over the past couple of years we have come to appreciate the extent to which our customers are conducting sophisticated web searches to identify available quantities and prices of stainless steel and high temperature alloys. We operate in a highly competitive and commoditized space, and we needed to be able to respond nimbly to the demands of the market. Improved site analytics and an attractive and usable web facing interface allow us to interact more meaningfully with our customers to better meet their needs in a deadline driven environment.”
The company’s new website features an expanded inventory list of steel hardware products, covering bar steel, sheet steel, steel plate, and steel pipes and tubing. The online quotation tool is particularly helpful, says Mr. Cohen, as the company’s sales force is able to respond within minutes, shortening the sales cycle and making Atlantic Stainless more competitive with U.S. and overseas suppliers.
Change doesn’t always come easy for a company that’s nearly three decades old, but a continual reinvestment in technology has helped Atlantic Stainless to maintain its competitive edge, despite the fledgling economy. “The stainless steel industry has seen a number of innovations over the last ten years,” says Mr. Cohen, “but the integration of technology into the sales and distribution process has been the most challenging for commodity suppliers like Atlantic Stainless. We owe it to our customers to be as responsive as possible, and that is precisely what we have achieved by leveraging web technology to better understand customer behavior and to anticipate their needs.”
Atlantic Stainless Co. is located in North Attleboro near the junction of Routes 95 and 495 in the beautiful North Attleboro Industrial Park. Atlantic Stainless is a full-service supplier of stainless steel and high temperature alloys with cutting capabilities up to 16-inches in diameter with their band saw, shearing of up to 3/8” thickness 12 feet in length. Any questions may be directed to the company’s sales department at (800) 876-2700.
