Profipet: Charisma raised the accuracy of our warehousing and logistics data

In March 2013, the company chose Charisma ERP to manage the retail and distribution activities. The focus was laid on optimizing the inventory replenishment process for a better sales activity and for improving the speed of response to customer requirements.

- Profipet

The company

Established in 1995, PROFIPET is the largest import and distribution company of products for pets and horse riding in Romania and Bulgaria. The company owns 6 warehouses and 24 pet shops, branded Zoomania, through which 10.000 products are traded. With around 100 employees, Profipet reached 12 million Euro in turnover in 2013.

The company addresses to specialized stores (pet shop), veterinary cabinets, breeders, cosmetic cabinets, online stores, horse riding clubs and any other trading points for products that are addressed to pets.

The challenge

According to Euromonitor data, the pet products market reached around 170 million euro in 2013. 96% of this amount represents food and the retailers’ own brands have an important contribution to this evolution.

A developing country attracts new competitors that can threaten famous players’ customer portfolio. In this context, a major role is played by the product and price offer, diversity, forecast and synchronization of demand and supply. Correct, centralized and real-time information require a software system that allows integrating the financial-accounting activity with inventory, sales activities and detailed reports etc.

To better manage its evolution and to be one step ahead of the competition, Profipet decided to change the two solutions used for the activity management with an integrated software system already implemented in other companies for pet products.

The solution

In order to improve the reaction speed of the 20 sales agents, Profipet implemented Charisma SFA, a solution perfectly integrated with the financial-accounting activity (Charisma ERP). Profipet particularly aimed to automate and streamline the selling process, by providing the agents with the necessary information, anytime, anywhere. The solution allows taking over the orders, tracking and controlling the inventory and order flows, managing clients, forecasting sales, as well as evaluating employee performance.

With the implementation of Charisma WMS, Profipet aimed to automate and streamline the product flows, their reception, the geometrically and logically organization of the storage areas, process and arrange the packaging, as well as optimally choose and deliver the packages to the end customers.

With the business intelligence solution (Charisma Analyzer), the company intended to manage the sales and development strategy through intelligent analyses and reports.

The results

the main benefit consisted in the integration of all the information into an unique IT system, with a unique data base bot for the financial and accounting activity and for the sales (retail), inventory (warehouse), analysis (intelligent reporting);
the accuracy of information related to warehousing and logistic operations increased
the efficiency of distribution and logistics operations of the company increased
by anticipating demand, due to the recording of sales history, the inventory positioning ant the replenishment process improved significantly;
increase in customer satisfaction due to the continuous availability of products;
through an optimal inventory calculation the inventory shortages were eliminated, along with the amounts locked into inventories;
increased sales force productivity and improved sales cycle with the automate transmission of orders in the field;
consistent and intuitive image of sales and of the competitive and uncompetitive business segments that enabled fast decision making as necessary