‘Indies are as important as larger multiples’ – Enta’s new head of retail

Independent PC retailers are just as important to Entatech as larger etailers and multiples, the distributor’s new head of retail Alicia Shepherd has told PCR.

She took on the distributor’s newly created role a week ago, moving across from system builder CMS Computers, where she also worked as head of retail.

"[Indies are] hugely important," she said. "I think from the fact we offer dedicated account managers, we have product specialists across every key category that we’re selling. We can help – whether it’s a large retailer or a small independent retailer – to build their proposition.

"We can give them the support with exclusive brands, white label, direct drop ship, demo kit… however much or however little that they need from us, they are as important within my team structure as the larger retailers that we all know."

When asked about her ambitions with larger tech retailers and etailers, Shepherd replied: "My first ambition is for our partners and the channel to know that Entatech is serious about retail. But equally, we have the unique proposition of a slightly different line-up in terms of our portfolio of brands we’re selling. 

"And where one brand may be deemed as a B-brand for example in an organisation the size of Exertis or Tech Data, actually here they’re seen as an A-brand. We’re making sure that our strategy and plans are aligned to their strategy and plans, so there’s some real synergy there."

On the new role, she added: "It’s exciting times and it’s great to be back in distribution.

"You can’t beat the buzz of an energetic sales floor. And that’s certainly one thing you can say about Entatech – it’s got such a great team, from the accounts ladies right through to the team of product managers and all the sales divisions.

"So I’ve been welcomed with open arms and the first week has just flown by. It’s been brilliant."

"It’s a really exciting place to be and I can’t overstate that enough. I’ve got a spring in my step, and certainly, looking around my team and the rest of the guys on this sales floor, everyone has got a spring in their step."

Read the full interview with Alicia Shepherd in the next issue of PCR

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