Multichannel Order Manager (M.O.M.) Case Studies
The Company
Natick, Massachusetts-based Trainer’s Warehouse, formerly Office Images, Inc., was born in Chairman Mike Doctoroff’s spare bedroom/home office with a single idea to design and manufacture picture frames for office cubicles. When Doctoroff received an unusual order for 500 QubeFrames he asked the customer how they were being used. When the customer told him they were for trainers to distribute their certificates, the course of Doctoroff’s home business changed. Dedicated to providing trainers, presenters and educators hard-to-find, fun, innovative and inspiring quality products to help do their jobs better, Trainer’s Warehouse produced its first catalog in 1994 with about 50 products including the QubeFrame. The 12 page blue, black and white catalog quickly grew to the 48 page, information-packed, full color resource bursting with over 350 products.
The Challenge
In 1998 Trainer’s Warehouse was using the same systems, DAC-EASY and Q&A Contact Manager, they had used since the company’s inception which were outdated and ill-fitting. This combination made for a great deal of double work and did not allow them to capture and report on demographic information, customer source codes or buying behavior. Susan Doctoroff Landay, President of Trainer’s Warehouse, knew the company needed to make a change or the system would inhibit their growth. The system needed to be easy to use, easy to convert to and cost-effective, given the small size of the company at the time. Further, the system needed to interact with their recently launched web store, quickly importing orders and adjusting inventory as well as capturing customer information for storage in the database.
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