Among the Sigma services that Merck coveted was a Web-based laboratory supply store that, according to Batra, is not unlike the consumer goods operation run by the Web retailer Amazon.
A scientist who arrives on Sigma’s website looking for an obscure intermediate will also be offered related intermediates and access to relevant research papers, Batra says. Before long, that scientist might have three or four items in the checkout cart, making for a more substantial order for Sigma. Twenty-four-hour delivery service allows the scientist to advance her research project more rapidly, he explains.So the CEO of Millipore thinks that people go to Sigma and click on their suggested links, while they're ordering some Trifluoromethylator (the Burninator!). So maybe he knows his site much better than I do, but let me assure you this - the number of times I've been convinced to buy something on Aldrich's site while shopping for something else is on the order of zero.
Readers, your experiences? Maybe I'm weird.