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Driving online sales


OGL Computer helps Avanti Hygiene upgrade their online offering.


Cleaning and janitorial supplies provider Avanti Hygiene received a surge in online orders during the coronavirus pandemic. Key to managing demand has been the company’s strategic shift to generating sales over multiple channels, including an e-commerce website that’s fully integrated with CRM and warehouse systems.


The family-run business initially started in commercial cleaning in the 1980s. In 2004, brother and sister team Brad Hunt and Rachel Connor span out a specialist wholesaler of hygiene, catering and workplace supplies to customers across the UK.


The development of an e-commerce website has helped the company to attract new business and provide existing customers with another route to purchasing and managing supplies.


After one failed attempt at building a website which required third party connectors to communicate with existing systems, Avanti Hygiene turned to its IT partner, OGL Computer. The hygiene supplies company was already using OGL’s prof.ITplus ERP (enterprise resource planning) software for CRM, accounts, order processing and more, and simply added an e-commerce module to launch its web presence.


By integrating information from many disparate systems, Avanti Hygiene has streamlined its business. The integrated solution has increased productivity and accuracy, especially as employees no longer have to rekey data into different systems.


E-commerce sites are not just about selling: they can help to provide enhanced customer service. Avanti’s account teams now have more time to offer value added services and understand their customers’ businesses better. Website customers also have access to an online portal, hosting copy invoices, recent orders, special offers, order updates and account manager details.


Any e-commerce website should be intuitive to update so that images, products and safety information can be added easily. Customers can also benefit from this ease- of-use when making complex orders. Indeed, the website has helped Avanti Hygiene secure multi-site customers, for example a contract cleaning client delivers to 100 locations and can easily set up and monitor orders to all its sites, all from a single dashboard.


Avanti Director Rachel explained: “We’re already seeing the benefits of the e-commerce site with many customers now ordering online. Our site is also being found by potential new customers too and we’re seeing new business. Another advantage is the ability to update pricing in one place on the


56 | TECHNOLOGY


system and it updates pricing on the website; it saves the duplication of effort so time can be spent on other activities within the business.”


Fellow Director Brad continued: “We were creating quotes in Excel which was time consuming. The processes are now so quick and easy we can turn quotes around much more rapidly which means more new customers. OGL Software’s reporting helps us to track leakage and spot if customers’ usage drops. We even have a report set up to land in our inbox at a designated time highlighting the areas that need our attention.


“The dashboard means the info is always available, without us having to run reports. We think the system will help us to achieve our growth targets and it has the flexibility to grow with our business.”


Nick Davies, Head of Software Development at OGL Computer, concluded: “Demand for hygiene products has gone through the roof, and with its new website and ERP system in place, Avanti Hygiene is in a prime position to stay ahead of their competition.


"Now, the entire team can easily increase sales without any additional administration costs. With visibility and control over its entire business, Avanti Hygiene will remain competitive, which should future-proof its continued growth and online sales success.”


www.avantihygiene.co.uk www.ogl.co.uk


twitter.com/TomoCleaning


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