Two high-profile companies have joined forces to launch what is claimed to be the world's first independent international consultancy service specialising in the development of direct selling business strategies integrated with Internet commerce. Directors of Riccall-based port80, the internet consultancy, and London-based Sterling Marketing, have initiated di'rekk, "the only company to combine established retail, traditional catalogue and fulfilment skills with in-depth experience of doing business on the Internet."

James Roper, chief executive of the Interactive Media in Retail Group - a membership organisation dedicated to the development of e-commerce in Europe - said: "There are few issues of more importance right now than business planning and the meticulous integration of logistics and fulfilment into the e-commerce mix."

"We are moving rapidly into a volume market, and the impact this will have on the levels and quality of customer service will be profound.

"The di'rekk development will therefore be a breath of fresh air to those businesses who are looking for help in crafting realistic objectives for these new channels."

The need was reinforced by Sir John Banham, former director-general of the CBI and chairman of retailer Kingfisher, when he recently warned of the changes the Internet will bring to the UK High Street stating that businesses had to "either do the right thing at the right time, or get wiped out".

David Scholefield, director and co-owner of Ricall-based port80, said: "Increased internationalisation and the introduction of the Euro will force Internet commerce into the mainstream of business strategy. It cannot continue to be owned by a single division such as IT or Marketing as is the case in most companies right now. Within three years the Internet will have to be an integral part of the agenda for senior management within the world's retail markets."

More information available on http://www.direkk.com or contact di'rekk by email to info@direkk.com

The name di'rekk is formed by the conjunction of the words "di" and "rekk". The prefix "di-" is used in chemistry to signify that a substance is comprised of two atoms, molecules or radicals, equating to the alliance of Sterling and port80. The archaic word "rekk" is the opposite of the widely used "reckless."

More than half of business sin Yorkshire and the Humber are using sophisticated Information Communication technology, according to the first official regional figures published by the Government-led Information Society Initiative.

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