CRM Software

Countrypet Naturals manufactures, distributes and sells pet foods to businesses and individuals across the United States and Canada.

It's located in Santa Monica, but its manufacturing is in New Zealand. Having distributed warehouses and manufacturing sites added complexity, risk of errors, and slowed order fulfillment.

Countrypet Naturals had brought in NetSuite to integrate the company's accounting processes, but was using a number of small-business applications, including QuickBooks, PC Anywhere, Microsoft (News - Alert) Access and GoEmerchant, which were adding to, rather than solving, the company's order, accounting and distribution challenges.

"We were entering and re-entering data all the time," said Countrypet Naturals Co-owner Richard Osborne. "For example, an email order might come into one of our California offices, but the product would be shipped out of our Virginia warehouse. We'd have to print the shipping labels in California, and then email them as a PDF file to the Virginia warehouse."

When NetSuite (News - Alert) released its NetCommerce module, Countrypet Naturals found it to be the tool they needed to expand their Website and integrate Web business with the NetSuite back-office software.

"When you're a small company, as we were, it's hard to give big retailers and distributors the levels of service they expect," said Osborne. "But NetSuite did just that. Now a retailer could place an order any time of day or night and get an immediate confirmation. When the order was shipped, they'd get a notification along with the tracking number and a link to the shipper. This helped us look organized and efficient, and it led to more business from the bigger retailers."

Subsequent improvements to NetSuite modules have helped Countrypet add further efficiencies to the order-to-shipment processes. The function, which today includes labels for UPS, FedEx, and USPS (News - Alert), was part of a regular CRM upgrade, says Osborne. "We didn't have to pay extra for it. That's different from the way vendors have treated us in the past."

As he says, "Our manufacturing is in New Zealand, and we have distribution, accounting, and customer service sites all over the US. NetSuite is the glue that keeps it all together."

To download a free customer case study and learn more about how NetSuite improved Countrypet Naturals' operations, click here.