Direct Marketing Pioneer Supports Complex Continuity Programs for Multiple Brands with NetSuite’s Order Management Solution
NetSuite Inc. (NYSE: N), the industry’s leading provider of cloud-based financials / ERP and omnichannel commerce software suites, today announced that Guthy-Renker, the global, multi-billion dollar direct marketing company with one of the world’s largest order continuity programs, has selected NetSuite’s OMX order management solution to address its complex and high-volume order management environment, processing millions of orders a year and serving more than 2.5 million customers in nearly 70 countries.
In a multi-phase rollout, the California based company is displacing multiple custom-built order management applications used both internally and through third-party logistics provider (3PL) partners in the U.S., Europe, Japan, Australia/New Zealand and Canada. The far-reaching order management implementation went live in February 2014 to support Guthy-Renker’s Principal Secret® brand, replacing an aging custom-built mainframe application that didn’t match rising customer expectations for swift fulfillment and a seamless brand experience.
The implementation of NetSuite OMX is an important modernization initiative in Guthy-Renker’s efforts to build on the success it has achieved since its founding in 1988. Its previous order management environment introduced unnecessary overhead and complexity and didn’t offer the agility the company sought to redefine how it handles customers, processes orders and presents real-time business intelligence. To maintain its competitive advantage in the fast-moving world of rising customer expectations, Guthy-Renker sees real-time, scalable, cloud-based order management as a key differentiator.
“The biggest benefit of moving to NetSuite OMX is a completely real-time system where everything is updated and processed without delay,” said Kim Terry, Guthy-Renker CIO. “We want to be able to process orders quickly, consistently and efficiently, regardless of touchpoint. We are finding that with our initial implementation, the speed at which NetSuite OMX processes orders is much faster than batch processing. More orders are now able to go out the same day because of how well the system works.”
With its continuity focus and large and complex scope, Guthy-Renker’s direct response business, with more than $1.5 billion in annual revenue, has unique requirements in such areas as recurring shipment logic, physical goods shipments, specialized credit handling and returns. Most mainstream order management systems and newer cloud-based subscription systems lacked the capabilities the company needed. “NetSuite OMX was by far the most full-featured and the closest fit to our needs,” Terry said.
Building on the success of its initial Principal Secret order management implementation, Guthy-Renker is in the process of rolling out additional brands to go live in late Q3, with the company’s full product lineup which include such brands as Proactiv®, Proactiv+®, WEN® Haircare, Meaningful Beauty® and Natural Advantage®, and others progressing through 2015. With NetSuite OMX, Guthy-Renker is gaining new capabilities such as:
Multichannel order management. Guthy-Renker can handle multichannel order management through websites, mobile devices and its call centers.
Greater speed and efficiency. The company expects to reduce its fulfillment time from days to hours for its high-volume business.
Continuity program management. Guthy-Renker is improving its ability to manage its complex continuity-based business, by which customers can sign up for various product mixes, quantities and timeframes, e.g. a 30-, 60- or 90-day supply.
Customer relationship management. Call center agents are equipped with the CRM capabilities included within NetSuite OMX for better customer management, replacing a custom-built system that had limitations in ease of use and visibility.
Financial and transaction management. The company is utilizing NetSuite OMX to store financials for customer transactions and receivables.