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Bench, a well-known global retailer and wholesaler of fashion apparel, sees the launch of their Autumn/Winter 2014 Collection as a re-focused brand offering. The new brand direction is expressed by Multipurpose City Clothing positioning. Fully rooted in the brand DNA and sustained by a contemporary and functional-led approach to product design, as well as a renewed consumer-oriented brand vision, it reveals developments in fabric and construction to create products that meet the demands of modern 24-hour city life. The main two elements of the new product range structure are the Multipurpose City Life Clothing range and the Multipurpose City Performance Clothing range.

In light of the renewed focus and to aid the brand’s success, Bench was looking for a new sales tool to automate the sales process for their 50+ field sales reps across Europe. As a multi-national fashion manufacturer, the company had several key requirements that made finding the right solution challenging.

After researching various providers, Bench concluded that WRNTY had the most complete solution for their fashion industry needs, offering both an advanced sales rep app and a self-service portal for their customers, running on a single platform.

Among their top priorities was that the app meet the integration specs of Pebblestone Fashion, an add-on for Microsoft Dynamics NAV ERP.  It also needed an established track record in successfully integrating to ERP systems.

Other key issues were localization and hierarchy, since Bench is multi-national. Individual workflows needed to be established for each country and region, including different tax calculations, multi-language capabilities and multiple currencies, and enabling stock allocations in various warehouse locations across Europe.

Separate catalogs were needed to follow the life cycle of a product, from pre-season and in-season through post-season, with different business rules applied to each phase/catalogue — all vital for a multi-national fashion wholesaler.

For their pre-season ordering catalogue, for example, Bench wanted its clients to be able to choose delivery phases based on manufacturing times, stock availability and other criteria such as retailers’ storage room capacities.  A delivery phase had to be defined for each line in the order, each item needed to have its own delivery phases, with orders submitted to NAV based on delivery stages.

Simple implementation and use, as well as quick deployment, were other critical requirements. The system had to be up and running with all the required features — and deployed by the sales team on their iPads — before the next season, which was a very short timeline. They did not have time to wait for the solution to adjust to their needs.

Last but not least, Bench wanted to enable its distributors to order directly from the company’s website. The sales rep app and self-service ordering by their retailers and distributors had to run on a single system. This would give managers a holistic view of sales and also save on integration, training, and setup costs.

“We were looking for a flexible, easy-to-use solution and it had to be up and running within a short time frame because our new season collection was due in. WRNTY met all our demands,” says Paul Elias, Head of IT at Bench. “New implementations often fail when users are reluctant to change their work habits, but our reps readily embraced SupeRep™ because of its ease of use and rapid deployment. We were also very pleased with the service we received from the WRNTY team.”

WRNTY delivered all of the above. Integration to Pebblestone was carried out quickly. Since SupeRep™ was already loaded with capabilities geared specifically to the fashion industry, no time was wasted in developing new features. Due to the app’s intuitiveness and ease of use, it is simple to implement and was quickly adopted by Bench’s sales reps without a hitch.

“WRNTY’s platform with SupeRep™ and SuperBiz has changed the way we work,” says Paul Masters, CEO of Bench. “It enables us to cut down on administration tasks and focus on taking orders, educating our customers about new collections and managing our sales activities smartly. It automates the sales process for our reps and our customers across Europe, which essentially improved our order to cash process.”


About The Author

Stacey Woods
Stacey Woods
Stacey Woods is the Senior Business Development Manager at Pepperi. She has extensive experience in B2B sales and understands the many benefits that can be gained by automating and syncing the different sales channels in a company.