Dale Pro Audio Cranks Up the Ecommerce Volume with NetSuite

Dale Pro Audio


Dale Pro Audio


New York, N.Y.


Retail, Distribution

Applications Replaced

Microsoft Dynamics GP (Great Plains), Crystal Reports, homegrown


NetSuite Financials
Inventory Management
NetSuite Site Builder
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.


  • 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.


  • 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.