Furniture Today,
CULVER CITY, Calif. — Case goods and occasional importer Powell Co. has added features to its

PowellPRO ordering system, one of which will let retailers sell online to consumers in their stores.

The new features focus on the relationship between retailer and customer. Retailers will be able to show an online presentation of Powell products to consumers on PowellPRO.

The site, also called Powell Retailers Online, is at www.powellpro.net. It can show the company’s entire product line and removes the need for a printed catalog or price list.

Powell introduced the first phase of the online system, a hand-held scanner that provides information to a company database, at the July Las Vegas Market. That allows retail buyers to shop for product and place orders, gives online access to their open orders, tells about inventory availability, and lets retailers confirm orders and shipments. 

The second phase system also includes retail pricing capabilities based on the dealer’s choice of profit margins and an easy check for in-stock quantities. Retailers can place a consumer’s order online, or hold it to consolidate with other orders.

Dealers can also find deals on specials and closeouts. A menu gives dealers the ability to change between retail and wholesale pricing.PowellPRO also can be integrated into a retailer’s Web site. 

“We are confident that this system will make doing business with Powell easier and better than ever,” said Tom Liddell, senior vice president, of national sales.

Powell has signed up more than 1,600 dealers for PowellPRO. Currently registered users will automatically be signed up for the new retail module.