Sanderson, the publicly owned UK provider of software solutions to the Delivered Wholesale and Cash & Carry industries, has enabled leading wholesaler Rayburn Trading Company (Rayburn) to achieve 10% of its sales online using its Swords solution with integrated Business Online functionality.
Rayburn is the UKs leading wholesale toiletries, cosmetics, confectionery and household goods wholesaler, with a Manchester-based cash & carry shop servicing approximately 3000 retailers and a delivery trade business exporting throughout Europe, Asia and Australia. Rayburn has used Sanderson software since 2004 to manage and grow its business through increased efficiency and control, utilising its modular format to implement additional functionality as business needs have grown and changed.
Rayburn recognised that providing online ordering would increase flexibility and value for its customers, but only if the service was fully integrated with its existing operations. This was achieved by integrating Rayburns transactional website via the Sanderson Business Online module. In the 16 months since the launch over 3000 orders have been taken via the website and online sales now account for 10% of sales revenue.
Sales growth has come from improved cross-selling to existing customers via the website and through new customers finding Rayburn via the internet. Search engine optimisation of the website by Sanderson ensures the website appears high in search engine results for keywords, increasing the exposure of the website to potential customers.
Several unforeseen benefits have resulted from Rayburn selling online for example, orders from new regions. The website has helped improve visibility of clearance items, bestsellers and new items to customers across the UK and abroad, and customers previously considered out of range now place larger orders online to qualify for free delivery. The average online order is typically 10% larger than the average order from existing channels.
Always on online ordering enables Rayburn to capture orders that might previously have been missed - half of all web orders are made out of hours. The shopping basket function has proved particularly useful, allowing users to browse products category-by-category and add items of interest to their basket as they browse. Once customers have placed their first web order, the items purchased are added to their Favourites for easy access in the future.
Together these functions have helped improve cross-selling, with customers typically viewing their Favourites before going through the websites categories, best sellers, new items and clearance listings to add further items to their shopping basket. Within 10 minutes of customers completing their order online a picking list is available for Rayburn warehouse staff to ensure a swift response. Customers receive an invoice the following day which enables them to verify their delivery.
Mike Pugh, IT Manager at Rayburns commented:
Using the Sanderson solution to integrate our e-commerce website with our operations has helped increase our sales in anticipated and unexpected ways. We have increased sales from existing and new customers and also expanded our sales territory. Once again the flexibility and capability of the Sanderson system has helped us to grow our business.
Jackie Taylor, Sales Director at Sanderson said:
We are delighted to see Rayburns success continue using the Sanderson system, in this instance by adding Business Online to integrate a lucrative new online sales channel with its operations. This reflects the solutions flexibility to integrate additional functionality and help companies respond to industry change and capitalise on business opportunities.
About Rayburn Trading Company
Established in 1948, Rayburn Trading Company is now the UK's leading wholesale toiletries, cosmetics, confectionery, household goods wholesaler. RTC supplies and distributes a wide range of branded and non-branded products to the retail, wholesale and commercial sectors.
Rayburn operates as both a wholesale cash and carry and a distribution enterprise. The cash & carry trades from North Street, Manchester and services approximately 3000 retailers. The company delivers throughout the UK as well as exporting throughout Europe, Asia, and Australia.
Sanderson is a leading publicly owned UK provider of powerful software and IT services. With innovative market focused solutions, aligned to specific business requirements, Sanderson builds long term relationships with customers to improve their performance.
Swords, from Sanderson, is a comprehensive software solution for delivered wholesale and cash & carry businesses. Sanderson integrates all areas of the supply chain, balancing the demands of sales, purchasing, stock and cashflow. Sophisticated business intelligence facilities provide powerful management information to aid business decisions, improve efficiency, reduce costs and raise customer service levels.