The Uttermost Company (Rocky Mount, VA) this month will launch the first phase of its new Web site. This phase, directed at consumers, will feature a complete, up-to-date catalog, dealer locator and FAQ, as well as other features, but will not sell direct, stressed Mac Cooper, president.

"We're very excited about the opportunities the Internet poses for Uttermost, but we're not losing sight of it limitations," Cooper said. "Some companies have dabbled with going direct to the consumer, not Uttermost. Our Customer Portal will push the consumer toward our established retailers."

The second phase which will debut in May, is targeted to the independent sales reps who will have a password-protected area listing their sales history as well as their dealers' sales histories. They will have the ability to place orders and create ad hoc "personalized" catalogs and place hold for confirmation orders.

The third phase will roll out in June and offer Uttermost dealers password-protected access to the wholesale catalog, retail selling information, a best sellers list,

suggested complementary product that has sold well in their region, and sales order history, status and new order capabilities."The biggest difference between our existing site and our new site will be the interactive capabilities," Cooper said. "Product information will be completely up to date so for some this would be the first time they're seeing the new product. Consumers can create wish list, dealers can order direct, and reps can track their orders and see what's selling best in their territories."

The consumer portal will be supported with ads in shelter publications possibly in the fall Cooper said but they'll also be directed to the site via there local dealers' Web site, if those dealers choose to have a link, and Uttermost will reciprocate by directing consumers to dealer sites through its dealer locator.