Cherry

The Cherry UK operation went live on Maginus ERP, the specialist distribution solution, in February  2004. Cherry migrated to Maginus from SAP because their fast growing business needed a specialist distributionsystem with more comprehensive CRM and marketing facilities to help facilitate future growth.

The management team at Cherry had been impressed for some time with the Maginus solution, which they had seen in use at one of their largest customers. This positive feedback from a company that they knew and trusted gave great confidence in the decision to buy Maginus.

The ease of use of Maginus and the high degree of sales automation, which gives staff the ability to access information quickly and accurately, were key to the purchase decision. Nigel Ball, MD at Cherry UK commented ‘We saw a big improvement in our customer service levels immediately with Maginus. The ease-of-use of Maginus means that each of our staff can service customers, rather than just the small group who knew the intricacies of the old system.’

Another immediate improvement has been improved stock forecasting, which over a period of time will help to substantially reduce costs by ensuring optimum stock holdings.

‘We currently only use the core of the Maginus product – we haven’t yet exploited the ‘bells and whistles’, but we certainly plan to do so. For example, we plan to use CTI (Computer Telephony Integration) which we feel will further improve our customer service. We will also use the campaign management facilities to target new and existing accounts with specific offers and promotions. This should grow our customer base profitably, giving us visibility of ROI on each campaign.’ concluded Nigel Ball.