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. They currently average around 400 orders a day and those are despatched by a range of different courier options as allowed by their ERP system, Khaos Control, which they have been using since 2008.
Developing an eCommerce Business
To market their consumer offerings via various channels including eCommerce, it is very important to give the consumers as much information as possible.
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.
Efficient Warehouse ManagementWith 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.
As part of the moving process, they looked into the available stock movement and sales data in Khaos Control. They used it to organise their warehouse in a more efficient way and create a optimal picking routes for products. This has made their warehouse operations significantly more cost-efficient.
Keeping Track of the NumbersCanonbury Products use Khaos Control’s in-depth reporting tools in conjunction with SQL tools to get the most out of the wealth and richness of data within the system.
For example, to improve their warehouse performance, they display a simple report on a large screen in the warehouse. With this, the warehouse staff can see how they are performing on various metrics. This allows the warehouse manager to make instant, well-informed decisions and manage the day-to-day warehouse activities more effectively.
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 B2B sales team also benefits from being able to access Khaos Control remotely to directly place orders, check on stock, check on customer activity or use the CRM when they are in the field.
Since 2008, when they took Khaos Control into their operation, Canonbury Products have had a number of 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.)…
…“which have made Khaos Control absolutely fundamental to both the operation and the success of our business. We feel that Khaos Control is a vital part of our operation.”
Managing Director, Canonbury Products Ltd