Three clicks to a sale

Three clicks to a sale

Retail software specialist PEG Technology has developed a new Web site for WC Penfolds' move into online sales, linking Penfolds' accounting and CRM systems as well as Corporate Express' logistic system.

The WC Penfolds online e-tailing site offers more than 5000 office products in a personalised shopping-cart style interface, integrated into the back offices of both WC Penfolds and Corporate Express. According to PEG Technology's managing director, Bruce Mackenzie, the company's background in retail point-of-sale software was integral to winning the contract and provided WC Penfolds with a sales-focused site that is often lacking amongst e-tailers.

"We designed the site so you're only ever three clicks away from a product," he said. "The object is to sell."

Mackenzie said the site proved challenging to the PEG development team because it had to slot in with Penfolds' existing catalogues and product numbers, and retain the look and feel of the Penfolds brand.

He said PEG Technology began making an investment in XML technology about 14 months ago and the decision has paid off with the interoperability his team has achieved with the new WC Penfolds site. The site was developed on SQL, but is able to communicate in real-time with Penfolds' Unix-based accounting system and its Prosper CRM system.

"When an order is placed, it goes straight through to Corporate Express and doesn't see daylight," he said. "With XML, the bottom line is that we can talk to anything seamlessly."

Mackenzie said the decision to integrate the site with Penfolds' CRM system would result in solid sales benefits. Regardless of whether or not a customer makes a purchase, as soon as they are signed up at the WC Penfolds' site, their interactions and needs as a customer are tracked through messages sent back to Penfolds' CRM system. For example, every order is flagged in the CRM system for an outbound call to check on the customer's satisfaction.

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