You might imagine that printer cartridges are easy to find on-line.  You'd be right: type "Printer Cartridges" into a Google UK search and some 250,000 results come up. Good news if your ink's running out, but not so encouraging if you want to make a living from selling printer ink.

When Michael Harrison decided to set up Cartridge Express, he knew that he was entering a highly competitive marketplace. His answer was to find a web design consultancy that could provide the power to outrank competitors' websites.

Michael had opted to sell Original Branded cartridges, as well as the company's own brand, high quality remanufactured ink cartridges. His brief to Chapter Eight was to design a website that could handle volume stock with ease and enable shoppers to find Cartridge Express whether searching via printer manufacturer, cartridge code, model of printer or by brand name alone.

With an emphasis on recycling, and a commitment to collect empty printer cartridges, Cartridge Express had a Green flag to fly.  Cartridge Express Recycling Ltd (launched to meet public demand for affordable printing supplies) was to feature within the website.

Chapter Eight's C8^TM website management software is ideally placed to meet the demands of stocking a multiplicity of printer cartridges. C8^TM handles supply chain integration, despatch management, order management and payment integration with DataCash (including fraud screening and 3D Secure features).

In the competitive marketplace of consumer durables, customers have little loyalty. So the technology that affords quick and easy on-line transactions is a useful tool in increasing customer retention.

Google Analytics, combined with the comprehensive statistics analysis of C8^TM have enabled Cartridge Express to track the origins and spend patterns of all customers. With the highest of search engine rankings (achieved via natural rankings and by Pay Per Click advertising) monthly turnover has out-run all predictions.

In fact, the results have been so optimistic that Michael has launched a duplicate website, Direct Cartridges, to increase his market presence. This is a cloned version of the Cartridge Express site, selling identical stock. As a stand-alone website it too attracts customers in its own right. With equal success in achieving high search engine listings, this twin website ensures that Michael achieves higher market share than the owners of a single, rival website.