Dotcom Marketing in India
Details
Themes: Internet companies
Period : 1990-2001
Organization : Equus Advertising, Hungama.com
Pub Date : 2002
Countries : USA
Industry : Information Technology (Electronic Commerce)
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Case Code : ITSY008
Case Length : 09 Pages
Price: Rs. 300;
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As the order management system was not designed to handle this kind of traffic, SciQuest began facing problems in handling the orders. Explaining the problem, Anthony Francis, VP of global operations at SciQuest said, "Our buyers fill their shopping carts with multiple line items and you have to manage each one of them and know their individual status, whether it's on back order or consolidated into one shipment. This needs a very robust order management platform, especially when you consider we have no warehouses but have to connect to our suppliers' warehouses." To solve this problem, SciQuest entered into an agreement with Yantra14 in November 1999, to take advantage of its operations fulfillment solution, PureEcommerce. This was a web-enabled application that managed, tracked and executed complex customer transactions across a company's extended supply chain. It provided comprehensive real-time order management services throughout the transaction lifecycle, from order acceptance, through credit approvals and freight shipping to product delivery. PureEcommerce enabled SciQuest to effectively manage every single line item even when it was disconnected from its supplier base. PureEcommerce also helped SciQuest to manage customer relationships through reverse logistics, order personalization and tracking capabilities. |
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Customer data was brought forward to the front-end of the business, allowing the consumers to modify and track their orders, print return labels and the like. Now, when SciQuest's customers filled their shopping cart in the e-marketplace, the orders were routed by PureEcommerce, directly to the concerned supplier. PureEcommerce integrated thousands of suppliers (small, medium and large suppliers), with SciQuest’s marketplace and supported thousands of transactions per day.
SciQuest introduced a training program to help its customer service representatives learn how to use PureEcommerce. Francis said, "For us, the whole PureEcommerce system acts like a pivot in the middle of our operation. We no longer touch an order from the time it comes off our web site as a submitted order until it has passed the various suppliers and is in their hands, via XML, EDI or OrderFax." The software also had the ability to keep a check on the sale of substances, which could potentially be used to make bombs or drugs. This was made possible by linking PureEcommerce with a CRM application and an e-mail system. The sale of all such substances was immediately recorded, along with the order-maker's web site address, for review by SciQuest.
14] Yantra is a Boston based e-business applications developer.