Seems like they want to communicate via email if you're not on a contact. I realize the info below is for legacy machines, but I'd imagine the same applies for current models not on contact. From the parts page on the Ricoh website:
"If you need to order spare parts for your legacy RPPS printer and do not* have a Ricoh contract, please submit the following information to firstname.lastname@example.org, and title your email "Legacy RPPS Parts Quote Request":
First and last name
Email address and phone number
Shipping address (include city, state and zip code)
Customer PO# (if applicable)
Part number and quantity needed (up to 25)
1. Please note that a $15.00 per order handling charge will be applied per line item. A $25.00 shipping charge will be applied to each order.
2. Quoted prices are valid for 30 days. Availability of parts may change.
3. Unavailable parts can be placed on back order. Back ordered parts may not ship for up to 3 months and price quotes may change during this time. Once back ordered items ship, new order shipping and handling charges apply.
*If you have a Ricoh contract, you must log in to your MyRicoh account to complete your order"