Canonbury Products + khaos control

Canonbury Products is a Health Care distributor based in Northamptonshire, specialised in supplying podiatry products to the NHS and the private sector with about 32,000 business customers. They are in private ownership and have more than 30 years of experience in their sector. They also have a B2C operation called Simplyfeet, with a further 140,000 customers in their database.

The Business challenge

With more than 14,000 different Stock Keeping Units (SKUs), Canonbury Products quickly outgrew their original site and moved to new premises, with double the warehousing space, in 2014. To market their consumer offerings via various channels including eCommerce, it is very important to give the consumers as much information as possible.

The solution

Canonbury Products use Khaos Control’s User Defined Attributes (UDA) functionality to set up individual attributes for each item that they want to track. As an example, if a customer calls up or browses the website for shoes with a specific heel height, they can find it easily if such a UDA has been set up. They can also filter reporting according to UDAs and look at performance by heel height or other features. This allows them to really drill into the detail and make well-informed business decisions for the next season.

Managing B2B and B2C customers under one roof is a big challenge for any business. However, Canonbury Products have always found that Khaos Control has made the whole process as pain free as possible. Canonbury Products generally treat all B2C consumers in the same way (at least from a system perspective). B2B customers are necessarily far more complex. They have about 10 different classes of B2B customers (e.g. NHS, Surgery, Domiciliary and Retail etc.) and these are then further sub-divided down into types (e.g. Retail may be divided as website, shop or catalogue).

Within Khaos Control, they can further categorise those different customer groups, using a combination of Company Status, UDAs and sales activity. This allows them to conduct an in-depth analysis of actual and potential sales activity, which is critical from a sales planning and performance perspective.

The benefits

Since 2008, when they took Khaos Control into their operation, Canonbury Products have had several features developed within the system for their specific needs. It is this flexibility, control, and overall interoperability both within departments and with other software (e.g. websites and Business Information tools etc.) that result in some great feedback: result in some great feedback:
“We have been users of Khaos Control since 2008 and I now cannot imagine trying to work without it…! It has allowed us to optimise our marketing, warehouse, purchasing, finance and sales processes to the point that we have significantly improved on all of our internal and external metrics. We use most areas of the system and have yet to find any aspects which are either not already well covered or that cannot be quickly developed and deployed by the superb support & development team at Khaos. For us, Khaos Control is key. And by key, I mean it runs literally every single part of our business. Whether that be our sales operation, our marketing, our purchasing operations, our accounts. It has all of our CRM data in it and it also runs our service department.” – Simon Wheeler, Managing Director

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