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Letter to the Editor

BASF's ColorSourceMall.com Offers Online Ordering

Pete's ColorSource, a BASF ColorSource® distributor in Moorestown, N.J., recently filled the first order to be made through ColorSourceMall.com, one of several Internet "mall" sites developed by BASF's Automotive Refinish Business. The order was placed online by Quality Auto Body of Burlington, N.J.

"We're very pleased to play a leading part in bringing the future to our customers," said George Schulmann, President of Pete's ColorSource. "Right from the start, when we received the first order from Quality Auto Body through the ColorSourceMall Web site, we've been impressed with how easy the site is to use. I think the site represents real value for our customers as well as for ColorSource jobbers."

Bob Stillwaggon of Quality Auto Body is equally satisfied with the opportunity to place online orders. "In addition to providing better inventory controls, the ColorSourceMall site helps eliminate the errors of phone-in orders. Ordering online also eliminates paperwork and the time required to make up and send the orders by fax," said Stillwaggon.

"The first order to be made through the ColorSourceMall.com site is a significant development in BASF's eCommerce strategy," said Bob Roewer, Manager, eBusiness Development, BASF Automotive Refinish. ColorSourceMall.com enables our ColorSource distributors to create a co-branded Web site with BASF through which they can offer more personalized and efficient interactions with their body shop customers. By ordering online, shops avoid the inefficiencies and errors of ordering by phone or by fax," Roewer continued. "Jobbers also have the opportunity to make their customers immediately aware of new products and services, and to enhance technical and sales support by placing information literally at the shop customers' fingertips."

The ColorSource eCommerce Internet site is the newest offering in BASF's "eBusiness Toolbox," an array of Internet sites and web-enabled tools and business-management programs designed for the collision repair industry. It follows the successful introduction in 2000 of BASF's bodyshopmall.com, the industry's first fully transactional eCommerce Internet site. The new site allows shops to order all the paint and associated products they need over the Internet from their ColorSource distributors.

"We have been steadily implementing out our eCommerce initiatives, making sure at each stage that we continue to meet customers' needs without sacrificing efficiency and customer satisfaction," said Roewer. "Each new element in our strategy is carefully designed to build on the experience and knowledge gained from earlier eCommerce initiatives, and to take user feedback into account," Roewer continued. "There is no doubt that the future of this business is digital, and the ColorSourceMall site is another major step in that direction."

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