Old school v new world

One of our main suppliers told me today that we're the No1 online outlet for their goods in the UK.  So they sell more of their product through us than anyone else.  Gratifying to say the least.  What he also told me was that our competition couldn't work out how we'd done it.  Which I have to say shocked me a little.  To my mind all we've done is sell competitively priced goods via a well laid out, easy to use, web site and provided good customer service by employing good people to answer the phones.  Any problems we have we try to be fare and we try and automate as much as possible.  This is not rocket science.  Yet it apparently mystifies some of our competitors.  Is that because they can't use technology to help themselves or employ good people?  Or are they just too old school and penny pinching to notice the world has changed?