Self-service e-commerce improves order accuracy and reduces costs

Transcription

1 case study: business-to-business food brand Self-service e-commerce improves order accuracy and reduces costs AltaResources.com c a r e sales eb u s i n e s s fulfillment

2 Executive Summary Program Overview One of the world s largest restaurant chains specializing in baked goods and coffee products used two tactics to reach millions of consumers daily: Through the brand s locally owned franchises. By selling to approximately 1,000 institutions, such as gas stations, airports, cafeterias and the like. Regarding its institutional clients, the order-entry process for food and beverage products, supplies and in-store displays was entirely manual and outdated. In fact, orders were handwritten and then submitted via fax, often with errors that required follow-up clarification. As errors and inefficiencies mounted, the company sought a replacement ordering system to reduce costs, save time and improve accuracy. And Alta Resources was there to propose and launch an initiative that tackled all three. Challenge Overview Long before digital media, scribes wrote manuscripts by hand. In retrospect, such a process was inefficient, but, moreover, it was inaccurate. As one can imagine, errors ultimately ensued as one scribe after another translated, copied and distributed the handwritten documents. We truly live in a golden age of digital media a time when copying can be achieved simply by using the copy and paste features in a word-processing program. When a manual process is in place in today s complex, highly advanced business ecosystem, the inefficiencies are only magnified. In addition to the staffing necessary to support manual entry, resulting handwritten errors have disastrous consequences on businesses brand reputation, customer satisfaction and profit margins. Solution Overview This case study exemplifies how an online, self-service model can help businesses better allocate their resources to other revenue-generating tasks. Perhaps the biggest impact is the reduction in error frequency, which is often a by-product of manual input. With fewer errors, companies that adopt automated systems typically experience greater order accuracy and fewer returned shipments, ultimately saving money and time in the long run. The intangible, underlying impact of process automation and improvements is the ability to increase customer satisfaction and brand loyalty, which have long-term implications on repeat purchases and overall profitability.

3 Results Overview These are the main insights revealed in this case study: Converting from paper to digital can happen quickly 45 days in this case. But the long-term benefits are increased order accuracy, improved to-market speeds and reduced costs. Automation, when used correctly, creates instant, 24/7 access to branded products and services, thus satisfying and retaining customers. Such a transition requires back-office personnel in place to offer support and to be a safeguard should unforeseen gaps exist in the order process. Nearly 100 percent of clients adopted the self-service model, thanks to open communication between the brand and its constituents. The brand also offered education and training on how to properly use the new tool.

4 The Challenge The client s challenge was twofold. The first was streamlining the order-entry process into a single solution that was both automated and online. A self-service platform could improve efficiency and simultaneously reduce the amount of manpower necessary for order processing. Launching such a program required integration with the client s existing systems, ensuring a seamless transition between the old and new processes. Next was attaining complete adoption by the client s institutional customers, lest inefficiencies and inaccuracies continue. At the core of adoption was the fundamental element of education, meaning institutional customers needed to be made aware of why the changes were occurring as well as how to properly use the new process.

5 The Solution Alta Resources delivered a Web-based shopping engine that allowed institutional customers to log in, view pricing, and place and track orders directly online. Based entirely on Alta Resources Beanbasket e-commerce platform, the website was designed to simplify what was a labor-intensive, inaccuracy-laden process, while introducing time and cost savings at both the institutional and corporate levels. For example, improving order accuracy means fewer returns, which lowers shipping costs and betters to-market speeds; furthermore, facilitating ease of ordering leads to increased customer satisfaction and more repeat sales. To encourage acceptance of the self-service model, Alta Resources recommended a communication plan to keep all institutional customers informed of systematic changes. Falling on the heels of the communication plan was an education initiative to teach newplatform best practices.

6 The Results Alta Resources executed the program in 45 days a feat made possible by the flexibility of the e-commerce Beanbasket platform. In addition, back-office systems were in place to support the transition every step of the way, ensuring no gaps in the ongoing order experience. As a result (and as anticipated), the paper-to-online conversion increased order accuracy, sped the process and reduced the client s costs. In addition to the 45-day execution, Alta Resources successfully migrated 90 percent of the client s institutional customers to the Web-based Beanbasket system during that time frame. And when the client was acquired in a buyout, the purchaser actually called upon Alta Resources to incorporate a similar solution for additional divisions within the company. As is true for most companies, the risk of moving to an automated system can be significant. However, adopting a self-service platform actually increased efficiencies, rather than reduced the workforce. In fact, Alta Resources enabled the client to reassign orderprocessing personnel to more value-added tasks that improved the brand and its equity.

7 An Insider s Perspective Given the nature of the digital landscape, migrating to an online solution makes sense if companies want to save time and, thereby, cushion their bottom lines. I think most today realize this but may not always know where to start. So we provide the strategy a road map of where to go and the solution the vehicle for getting there. Something that shouldn t be overlooked in this case is the role of the brand experience. In fact, I d say that we monetized it. Better accuracy and a quicker process are bottomline driven, but they re also major factors in building better brand experiences. And those experiences make a world of difference in attaining and retaining customers. Yes, we make brands better, most often by bettering the ways consumers access those brands. What we typically find, as in this case, is that customers have outstretched arms ready to embrace the changes, ultimately setting the stage for new-platform adoption and repeat sales. Jason Schubring ebusiness Marketing Manager

8 About Alta Resources Since 1995, Alta Resources has been in the relationship business. That s because many of the world s best-known and -loved brands trust us to help them connect and reconnect with customers across every major touch point, from online to offline. Between the moment a customer shops a website or calls in to the day a package arrives, Alta Resources fuels those essential interactions, both technical and physical. The secret to helping brands resonate with consumers and achieve defined results is creating seamless transactions. So we wear the brands we represent with transparency, meaning one team dedicates itself to a specific client and only that client careful to uphold its culture, reputation and success. While our success has SALES been documented, you may never know the Alta Resources name behind the products and services you use daily and that s cool with us because it CARE means we re doing our job well. ebusiness It also means that our full slate of integrated solutions customer care, sales, e-commerce and fulfillment are working together to not only create consistent brand experiences but also make them better. That, in turn, attracts new customers, while keeping current customers engaged and coming back for the long term. FULFILLMENT With headquarters and a fulfillment facility in Neenah, Wisconsin, privately held Alta Resources has additional domestic operations in California, with a global footprint in the Philippines. To learn more, visit AltaResources.com.