Stationary specialist Spicers is stepping up its dealer programme to provide it with a chance to compete against rivals.
As the stationary distribution market starts to find traditional IT suppliers vying for share, the need to compete has grown stronger.
Spicers has unveiled a dealer marketing programme that will encourage resellers to sell a broader range of products.
The core of the online and offline efforts is the wholesaler's catalogue of products.
In a statement Spicers pointed out that it carried a large range of products and could offer resellers more as it wanted to "compete credibly against other market players".
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One source said that traditional IT distributors were finding more interest from office supplies specialists in recognition of their logistics ability.
"Everybody knows that IT distribution is so slick and so there is an opportunity in that market right now," he said.