‘A J Smith & Son is an independent timber merchant/importer which has been around since 1897, and when we launched our first website (www.ajsmith.uk.com) about five years ago people thought we were mad; a traditional company, in an old-fashioned trade trying to use the latest technology to promote our business.
It was a leap into the unknown, however the success the internet has brought us has made some of the doubters change their opinion. Among the benefits it has delivered are new customers at home and abroad (including the Falkland Islands and France), increased demand for new timber products, a very low cost way of achieving a higher company profile, numerous business awards and the setting up of an internet division (www.ajswebdesign.co.uk) to build websites for other companies that are keen to exploit the potential of the new media. It has even gained us exposure on a well-known national TV home improvement show!
We are often asked why are we successful with the internet when others have had a dabble and don’t find it effective? There are many reasons, but the overriding factors are understanding of the media and commitment.
This may sound obvious but it needs stating as many companies think there is no need for an e-strategy, all you have to do is throw up a website and the profits roll in. This is not reality or our attitude and that’s what makes the difference.
The internet can be used for the benefit of the timber trade as a whole and our Deckingweb.co.uk initiative is an example of this. The biggest reason people surf the web is to find information and over recent years in the UK there have been a lot of people trying to find about decking – how to build a deck and who supplies decking. Deckingweb. co.uk meets this need and helps a lot of timber companies in the process.
What is the future for the internet and the timber trade? We are very positive that use of the internet will continue to increase and that greater access (new web-enabled devices) and faster access (broadband) will be the driving forces. Whether timber companies take full advantage of it remains to be seen. One thing is for certain, AJ Smith will!’
