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Case Study - Distribution





Case studies



Appleby Westward



Appleby Westward Limited is part of Groupe Pernod Ricard and are the appointed SPAR distributor to the SPAR stores in the South West. Appleby Westward prides itself in being more than simply a distributor of goods and takes a very active role in helping retailers increase sales and profitability. As part of the strategy of working in partnership with retailers, the company also provide retail funding for store modernisation. The Company had a aging minicomputer running old software which was maintained internally.


IT strategy followed by definition of requirements and comparison of existing system against new application software.


1 central locations, 330 employees, 70m+ turnover, 400+ retail outlets.

Scope of requirements

CRM including telesales, remote ordering via EPOS, stock and warehouse management, purchasing, promotions, finance.


Telesales - planned introduction of telesales.

Online ordering - innovative PDA based on-line ordering from retail stores.

Efficient cost-effective communications - between the wholesaler and retail outlets to transfer sales prices, stock information and sales promotion activity and to receive detailed sales and product analysis.

EDI communication - with suppliers.

Existing systems used by other Spar wholesalers - considered the pros and cons of using the systems already in place at other Spar wholesalers.



A business orientated IT strategy was produced defining the key role IT would play in the future of the business. Key consideration was whether the existing supplier could meet future needs. Detailed functional requirements were determined and collated into an ITT to send to the existing supplier and one other qualified supplier. Following evaluation and detailed demonstrations the Company chose to stay with the existing supplier.

Contact Details:

Microguide Corporate Computer Consultants, 82 Shortlands Road, Kingston-upon-Thames, KT2 6HE

Tel: 020 8549 7152

Fax: 020 8549 8112

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