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Hawley to offer online sync and fulfillment

Published December 8, 2011

LEXINGTON, SC (BRAIN)—Hawley has enrolled in SmartEtailing’s sync and fulfillment programs to help dealers capture online sales. In doing so it joins Trek, Norco and Quality Bicycle Products, which have either implemented or are working on similar systems.

“For years we have been researching and tracking online sales,” said Ian Cross, director of sales for Hawley, in a press release. “All retailers today should be leveraging the Internet to market themselves, communicate to customers, and grow commerce. We are excited to partner with SmartEtailing.”

Using sync, Hawley's inventory maps to SmartEtailing's master catalog to display a much broader selection of what the retailer and Hawley have in stock. Store inventory appears with an availability status of “In Store,” and Hawley’s inventory is displayed as “In Warehouse.” Hawley has more than 22,000 items in stock from more than 200 vendors in its Lexington, South Carolina, and Sparks, Nevada, distribution centers.

Hawley’s fulfillment program will begin rolling out next spring. Over the next months, the company plans to work out the logistics, set up standards and test processes involved in shipping products to the consumer or to the retailer for in-store pickup. Orders shipped to consumers are made through the retailer’s website and labeled as if they came from the retailer.

Barry Brenner, co-founder of SmartEtailing, said Hawley will help level the playing field for retailers, both at the national level and on the Internet.

Hawley distributes Campagnolo, Garmin, Park Tool, Saris, SRAM, Shimano and Kinetic, among other major bike component and accessory brands.

To visit Hawley's website, click on the link at top.

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