The Vitec Group’s Imaging Division Launches Nine eCommerce-Enabled Sites with Shopatron

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The Vitec Group’s Imaging Division has teamed up with eCommerce leader Shopatron to launch eight regional and a global website for its Manfrotto brand. Manfrotto is the worldwide leader in manufacturing camera and lighting supports for the photographic, motion picture, broadcast and entertainment industries.

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This is a huge undertaking for us, and there were a lot of factors to consider when we started to look at outsourcing the project

The Vitec Group’s Imaging Division has launched eight regional and a global website for its Manfrotto brand. Manfrotto is the worldwide leader in manufacturing camera and lighting supports for the photographic, motion picture, broadcast and entertainment industries.

The Vitec Group’s Imaging & Staging Division, headquartered in Italy, has a strong reputation among two main groups of creative professionals: photographers and videographers, whether they are shooting commercially, independently or for pleasure; and live and corporate event production and touring bands, who need versatile trussing and staging sets.

Due to ongoing customer demand, Vitec Group Imaging Division decided to take sales of their brands online, and chose Shopatron as the technology partner for the online marketing and sales initiative, nicknamed “ePresence.” The initial launch of the Manfrotto brand will include a global website at http://www.manfrotto.com and nine regional sites in the US, UK, Italy, France, Germany, China, Japan and Hong Kong.

Shopatron is responsible for all design, implementation and ongoing operation of the websites. Two of the sites, http://www.manfrotto.us and http://www.manfrotto.co.uk, will offer online sales immediately. Through the Coex Freedom order exchange, the Shopatron system will assign each online order from these websites to a local, authorized retailer with the selected products in stock. The French and German websites will also launch eCommerce this year.

The launch of the Manfrotto brand is just the beginning of the ePresence initiative. The complete project will ultimately launch all Vitec Group Imaging Division manufactured and distributed Brands, encompassing more than 80 websites. The Gitzo brand implementation is scheduled to begin immediately following the launch of Manfrotto.

“This is a huge undertaking for us, and there were a lot of factors to consider when we started to look at outsourcing the project,” said Carlo Alberto Cuman, Web Director of Vitec Group Imaging Division. “We chose Shopatron for several reasons. Their ability to integrate our retailers into the eCommerce process was a key factor for us. We wanted our website to support our valued partners. Additionally, having all of our sites built with the onBlocks platform gives us the ability to directly manage content. With the significant scope of our project, Shopatron’s experience with multiple languages and currencies was also critical for our decision.”

“It is not every day we get a chance to work on such a significant, coordinated, multi-national implementation,” added Brian Clausen, SVP of eCommerce Strategy at Shopatron. “An initiative like this uses a majority of the features from our platform, including retail-integration, international capabilities, customer support, fraud management, online marketing and in-store pickup.”

After the launch of Monfrotto and Gitzo, Vitec Group Imaging Division plans to launch the following brands: Kata, National Geographic bags & supports, Avenger, Elinchrom, Lastolite, Litepanels, Genus.

The Vitec Group

Vitec is an international group principally serving customers in the media sector with products and services for the broadcast, photographic and entertainment industries. Listed on the London Stock Exchange with 2008 revenue of £338 million, Vitec is based on strong, well known premium brands on which professionals and keen amateurs worldwide rely.

The Vitec Group, founded in the UK, has expanded worldwide, taking superb products to new markets and developing new markets for superb products. Today, around half our business is done on the American continent, for so long the powerhouse of film and broadcasting. We retain a substantial share of markets in Europe where our products are bridging old divides from professional to keen amateur to home studio and we have an expanding presence in the rapidly developing markets of the Far East. In an era of global news and events, of instant information and image sharing, we offer both feet on the ground and a global standard of quality and service. Our customers might be capturing a championship putt at St Andrews or broadcasting a 100 meters final at the Olympics, managing the rush hour in Delhi or filming a TV series in Dallas. They all need a brand they can trust. For more information visit http://www.vitecgroup.com.

About Shopatron
Founded in 2001, Shopatron is the only retail-integrated eCommerce solution for branded manufacturers, distributors, and multi-channel retailers. Working with over 800 manufacturers and 12,000 retail partners across 35 industries, Shopatron offers an innovative and flexible approach to eCommerce that matches the unique needs of branded manufacturers and multi-channel retailers.

With Shopatron's solution for branded manufacturers, Coex Freedom, brands sell on their website and send those orders to their retail partners for fulfillment. This solution eliminates channel conflict, builds retailer relationships, grows distribution and increases overall sales for the brand. Shopatron’s solution for multi-channel retailers, Coex Private, allows retailers to fulfill orders from all inventory centers, including both retail stores and distribution centers. Shopatron's distributed order management model also enables in-store pickup and ship-to-store capabilities that drive traffic into brick-and-mortar locations for additional services and add-on sales.

Shopatron clients include top brands such as Callaway Golf, Suzuki, Polaroid, Mizuno, Ducati, JL Audio, American Tire Distributors and Sport Chalet. The company is headquartered in San Luis Obispo, Calif. For more information and a full client list, visit: http://www.Shopatron.com.

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Brian Milne
Shopatron
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