Building B2C digital capabilities for Cellnet

Jul 18 2020

GOC Retail, who is ComActivity’s retail division, has signed an agreement with Cellnet Group that will enable Cellnet to significantly expand its capability to sell products direct to consumers via digital channels.

Cellnet are a leading distributor of electronic accessories in Australia, and have traditionally been a B-2-B business, with limited B-2-C capabilities. The business will implement Comestri, a leading platform for helping merchants sell and move products through sales channels, order fulfilment and delivery. At Cellnet, the platform will deliver the rich digital product management required for e-commerce platforms and marketplaces, as well as giving access to multiple digital channels. This will continue an impressive digital transformation journey which Cellnet is on, and expand their B-2-C market.

Sean Kenny, General Manager Group IT services at Cellnet comments  “Cellnet is excited to engage with GOC Retail and Comestri to provide the product enhancement and channel management capability required to grow Cellnet’s burgeoning investment in direct to consumer channels.  The Comestri project will provide Cellnet with a unified platform to launch and manage ecommerce websites on behalf of our partners and extend our channels into established marketplaces which will place us directly in front of consumers.  We at Cellnet are looking forward to reducing double and triple handling of product data while increasing efficiency and speed to market – key pillars to our strategy – through the Comestri platform backed up by our rich partnership with ComActivity.”

The platform will integrate seamlessly to Cellnet’s cloud-based ERP – Infor CloudSuite Distribution – via a pre-built connector, which ComActivity uses to streamline the implementation process between ERP and Comestri.

According to ComActivity’s managing director Jason Levick, “It’s very exciting to continue to be part of Cellnet’s digital transformation strategy and they continue to be pioneers. This undertaking will make them one of the first wholesalers in Australia to tap into the vast consumer market by leveraging a combination of e-commerce and multiple digital marketplaces. It’s a trend that we are certain to see more of, as traditional wholesalers realise they can now directly sell products to consumers as well as their traditional base”.

Company:      Cellnet Group Limited


Industry:         Distribution

Size:                   100+ employees in across Australia, New Zealand, Hong Kong and China


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