Logical Launches SMB Push With E-Commerce Site

The new site, shop.logical.com, routes users to HP's direct Web site where customers can purchase PCs, notebooks, PDAs and imaging products. Logical, Bloomfield Hills, receives an agent fee from HP on all sales made through the site, said Jeff Reed, Logical's executive vice president of product marketing.

Reed said the current version of the site is only an initial one. The site eventually will carry the Logical brand throughout, rather than appearing to transfer the customer to HP Direct, he said. Moreover, Reed said the site will eventually include products from other vendors besides HP.

Logical did about $5 million in PC business this year, but Reed said the company hopes to increase that to $10 million next year with the new Web site. More importantly, Reed said the e-commerce site for PCs should help attract new customers to Logical.

"We can do direct marketing campaigns that are fairly inexpensive, so we can attract new SMB customers," Reed said. "If you get into an SMB customer and they buy a Proliant four-way [server and at some point they grow to six of them, now they have to worry about a SAN strategy. We want them talking to us."

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