The trading company makes a successful transition to e-commerce
For trading companies, knowing and managing customer profiles, orders placed, stock levels and invoicing, as well as drawing up personalized quotations and managing your distributor network, is essential for a successful transition to e-commerce. That's what this ERP guide is all about.
The main objective that emerges is the implementation of a coherent multi-channel distribution strategy to optimize the customer experience and logistics flows.
However, the open source solutions available for the e-commerce market do not provide a 360° view of transactions. They do not include the joint ERP and CRM functionalities mentioned above. This inability necessarily translates into a glass ceiling for your trading activities. And the inefficient use of your sales force.
Let's take a look at the limitations of these solutions, which are so popular with SMEs.
A non-existent supply chain
Two components are not taken into account: the rigorous and precise monitoring of product routing, which enables us, for example, to keep consumers informed of product availability, or to know delivery times.
The other side of the coin is anticipating demand, in order to control costs linked to out-of-stock situations or overstocking.
By using an ERP system, you can monitor and forecast your required stock levels. But also, if necessary, to use unsold products for dropshipping (managed with CRM), i.e. the delivery of products to a third-party customer, under a white label.
A limited customer experience
All the studies carried out on the e-commerce industry show that one trend is intensifying in 2017: the convergence of distribution channels. Indeed, e-retailers must adapt to the new behaviors of consumers, who consult and buy products online from multiple devices, and expect a certain consistency between physical and digital stores. Half of all purchases are made cross-device, and almost a third on cell phones.
It therefore seems very important to centralize all user and product data within a single information system, to offer a better experience throughout the entire customer journey. This means shorter processing times, more personalized offers and better customer care.
Costly and superfluous functionalities
Open source solutions are generic, and meet the needs of both BtoB and BtoC. So you're probably paying for features you'll never use. Also, many options come with hidden costs and are not adapted to the problems associated with your industry.
Adopting an ERP and a CRM tool will enable you to achieve the optimum level of large-scale deployment of your business activities.
Inefficient sales force management
If orders placed on your site are not linked to customer profiles (purchases, pages visited...) and your product catalog, your sales forces will be unable to engage in relevant conversation. This can lead to reduced productivity and a loss of consumer confidence.
The addition of a CRM allows you to better identify customer needs (sometimes underlying and only apparent during a discussion), and to personalize the offers that will be proposed at the most opportune moment by your sales staff, during all stages of the sales process. And, for example, increase the average basket by suggesting similar or complementary products.
But also, establish sales forecasts to make relevant strategic decisions, anticipate staff hiring (which you can manage from your ERP) or any other type of investment.
Which solution to choose?
However, ERPs are not always interoperable - they are then said to be "closed" - and require a significant cost to configure : the more specific modules you need, the higher the bill. It therefore makes sense to opt for solutions that can be easily and quickly connected to your e-commerce solution. The same goes for CRM solutions that integrate with your ERP.
Conversely, an "open" solution such as Akilae offers an ERP in SaaS mode with an integrated CRM that appeals to trading companies, as it provides global management of their activities: inventory tracking, purchasing, invoicing, customer relations, accounting or even certain marketing campaigns. It's a turnkey, modular and scalable solution that's part of a multi-channel approach.
And if you already have an ERP, Akilae gives you the option of bolstering your sales force with a "plug and play" SaaS CRM to complement it. It provides access to all data (supplier and customer documents, catalogs, quotes, etc.) and numerous decision-making tools for your sales teams, even on the move.
Conclusion
Intelligent planning of sales resources and product flows should enable you to better respond to demand, and offer a fluid, consistent customer experience.
While open source solutions may seem sufficient to start your trading business in the digital world, they come up against the complexity of your business and its evolution, the plurality of distribution networks, but also new customer requirements.
Under this approach, the joint use of an ERP and a CRM, which can supplement these e-commerce solutions, improves the productivity of sales staff, relations with your customers and distributors, and inventory management, resulting in increased sales and lower costs.
Article translated from French