Dale Pro Audio Cranks Up the Ecommerce Volume with NetSuite
Company
Dale Pro Audio
Location
New York, N.Y.
Industry
Retail, Distribution
Applications Replaced
Microsoft Dynamics GP (Great Plains), Crystal Reports, homegrown
Solutions
NetSuite Financials Inventory Management NetSuite Site Builder CRM Marketing
Automation
“There’s a large opportunity for ecommerce out there and NetSuite has
allowed Dale Pro Audio to fulfill its ecommerce dream.” Dale Pro Audio
Customer Success
Native ecommerce and inventory management integration in NetSuite has helped fuel strong
online sales growth at leading retailer and distributor of high-end professional audio
equipment.
NetSuite SuiteCommerce-based ecommerce site complements Dale’s two brick-and-mortar stores
to support omnichannel commerce while delivering the highest margins of all channels.
Integrated inventory management automatically updates the B2B/B2C website as products are
sold and new goods arrive at warehouses.
SuiteCommerce rollout in 2011 built on the success Dale realized since replacing Microsoft
Dynamics GP (Great Plains) with NetSuite in 2005.
Record revenue growth in recent years prompted Dale to open a second store and warehouse in
New York City.
Visibility into real-time information has transformed Dale Pro Audio into a data-driven,
results-oriented business.
Business productivity and insights have dramatically improved with NetSuite automation,
reporting and analytics.
Inventory carrying costs have been reduced with on-demand views into current stock levels
while replenishment has been streamlined.
Visibility into underperforming products helps Dale shape marketing campaigns and discounts
to move stock.
Dale is avoiding the cost of a full-time employee to process orders through Amazon with
NetSuite/Amazon integration.
Average time to create a custom order quote has dropped from 15 minutes to just two minutes.
Credit card processing of ecommerce order is instantaneous, compared to an average of three
minutes with the old system.
Challenges
Fragmented environment of Microsoft Dynamics GP, a homegrown website and Crystal Reports
slowed order processing and required time-consuming manual work.
Shipping and order errors resulted from lack of visibility and control across inventory of
more than 5,000 SKUs.
Dale couldn’t keep prices on homegrown website updated because of frequent changes from 300
suppliers.
Dale lacked a single, comprehensive view of sales, customers, inventory and marketing.
Solution
NetSuite supplied an integrated, scalable cloud solution that met Dale’s strategic goals to
grow the business with ecommerce.
NetSuite partner Celigo helped build automated pricing-update application using NetSuite web
services.
Celigo also integrated order processing and confirmation integration with Amazon.com, a
dealer of Dale Pro Audio products.