INTEGRATED ONLINE TRADE PLATFORM TO IMPROVE THE SALES ORDER PROCESS AND THE QUALITY OF CUSTOMER SERVICES.

Founded in Birmingham in 1981 by Arthur Gremson, Trophy Distributors is now the UK's leading Trophy Distributor, and a worldwide supplier.
After listening to their customers, Trophy decided to upgrade their online sales portal to enable multi-device accessibility, simplify ordering, streamline order processing and improve customer services by adding a whole raft of account services online. It still needed to be easy to manage with a single data source and a flexible content management system.

Challenges

With over 4,000 products, over 145 price lists that are a mix of special offers and others grouped around major product groups or customers, the requirement presented us with 3 key challenges:

 

Making the catalogue user-friendly – with 4000+ products in around 60 product categories, the challenge was not only to present them in a user-friendly manner but also to encourage online ordering and make it easy to place orders using any device.

Integration with Access Dimensions – Automating the data flow between the online sales portal and the accounting software so the key information for sales ledger accounts, buyers, stock and pricing would be accurate and up to date on all systems as well as facilitating automated order downloads to the inhouse accounting software.

Make use of Advanced Pricing Matrix (APM) – Applying pricing across a customer and product database using the advance pricing matrix in the accounts package is a complex process. Not only are prices liable to change from deal to deal, there are many other factors to consider: special offers, customer-specific deals, one-offs, price points, and product groups.

Solution

Getting the information architecture and functional specification right from the outset of the project was the key to the success of this project. That allowed us to present the catalogue in a user-friendly manner with products grouped in to ranges, filters enabling users to refine the long product lists and using mega menus and search for ease of navigation.

The responsive interface allows Trophy customers to browse the site and place orders on any device including mobile and tablets.

Quick order module provides the facility for buyers to enter the stock codes and quantity required in to a simple form. The system validates and checks the entry before displaying availability, retail price, trade prices and line total in matter of seconds before allowing the user to add any number of lines to the cart without having to browse through the catalogue.

The site is built on the Kentico content management system and is integrated with Access Dimensions using our TranSync integration connector, automating data uploads (account pricing, stock availability, customer details) and order downloads.

Results

The goal was to encourage customers to use the online sales platform and facilitate self-service. By moving all aspects of order processing and account services online we have made the online sales portal ‘the’ sales channel for Trophy customers.

Integration with Access Dimensions has made it possible for customers to login to their online account to see their own account pricing, account specific discounts and up to date stock information. They can also manage buyers, view order history, and outstanding orders.

As a result, Trophy has seen 16% year on year growth in online revenue in 2017 and is set to achieve at least 18% growth in online sales this year compared to last.

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