Craven Foods is an independent food wholesaler and distributor based in Bunbury WA. Originally a seafood business, the company established operations in 1987. In January 2000, Douglas Mateljan and Kym Burke took over the business. Craven Foods has since grown rapidly and now carries over 3,500 lines of stock.
Craven services the entire south west region of WA, providing products and services to restaurants, cafes, roadhouses, convenience stores, hotels, schools and more. Achieving a rapid growth in a short period of time has had its challenges. The increasing complexity in the sales and management of multiple product lines has led to the need for a fast and efficient reporting solution.
Doug Mateljan, Managing Director for Craven Foods, explains, “we operate Nexus ERP to manage our sales, stock and invoicing. The level and flexibility of reporting offered by Nexus is quite limited, offering no drill down reporting that fulfils our needs and requirements.”
Decisions Are Now Based on Fact
To keep track of sales and gain a better understanding of his business, Mateljan introduced Phocas Business Intelligence Software into the company. After a short implementation period, the results were almost immediate. Here’s Mateljan on Phocas.
“We are now able to make decisions based on fact rather than intuition. We can drill down through the information to whatever we want and cross reference sales to customer, stock or sales rep. This is very valuable in terms of identifying opportunities or missed sales”.
“As an example, a customer was up year-on-year sales by $6,000, which was good. However, after looking further into the data generated from Phocas, we quickly identified that the customer had dropped 3 product lines. So the rep went back in and was able to get two product lines back on board - increasing the sales growth even further.”
Greater Insight into the Business
“Our sales reps used to have to rely on supplier purchases for their reporting but now with Phocas they can see their ‘exit sales’ – sales out of the warehouse”, Metaljan said.
“This has given us greater visibility in the business and allows our sales rep to manage their own accounts and identify specific targets for each account. This was only possible because of Phocas. Prior to this, it was more of a dartboard approach to managing accounts and setting specific sales targets”.
Phocas can tell you: 'Who is buying pasta but not sauce?'
Increasing Revenue and Profit
Phocas has given Craven Foods the opportunity to drive more business through their sales people. The sales team are more accountable now because individual performance as well as the team’s overall performance is visible. Phocas also allows the sales team to find more leads and opportunities to upsell and cross-sell, ensuring everyone at Craven benefits.
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