Deligo buy and sell fixings, fasteners and accessories to the electrical industry. From their humble beginnings selling items at car boots, the co-owners began the Deligo journey over 20 years ago. Now, the company has 50 employees, an annual turnover of £8million and over 96 product categories with plans to continually grow through acquisition and product line expansion.
Did you know: Deligo means “to fasten and fix together” in Latin.
Partnered with OGL since: 2016
Company Location: Dudley
Company Website: www.deligo.co.uk
OGL Software helps to boost online & offline sales for Deligo
Deligo partnered with OGL back in 2016 when they were looking for a software solution to replace their existing Sage system which they’d outgrown. “We have over 2,500 products and Sage was at its tether to deal with that. We had a lot of breakdowns in Sage – we lost a lot of data and spent too much time and money trying to fix data. It just seemed like Sage was written over 20 years ago and never updated.”
With plans to acquire new business and continue to grow, Deligo knew they needed an ERP system they could rely on and that would support them as they expanded, “We couldn’t go back to the Sage system now. We had to do so many tasks outside the system, that we spent too much time manually completing processes. prof.ITplus is great because it connects all areas of the business together and we know it will continually grow with us.”
“I’m addicted to the SalesVision module in prof.ITplus. It totally gives us the data and stats we need to improve and move forward.”
Deligo were looking for a business software that could help to boost sales and support them in their growth. “I chose prof.ITplus purely based on sales functionality. We use the system and the SalesVision module to look closely at our customers and what their product spend is, what they are buying and what they could buy. Getting this information would have been very long winded when using Sage’s Sales-i bolt on, as you have to do a lot of stuff manually outside the system. We outgrew Sage and since we’ve switched to OGL Software, we’ve definitely seen a step up in our sales and our customer service.”
Creating an online presence
Deligo knew that it was important to offer their customers an online service as the new younger generation of buyers expect an online store and self-service portal. “The main reason we created an eCommerce website was because OGL could integrate the website with the software system, which is important when we deal with large businesses who have accounts with us, and they need to view invoices as well as place orders.”
The integrated eCommerce store expanded Deligo’s routes to market, but primarily it allowed them to offer an enhanced customer service.
“We launched the website in January and by May we were doing about 5% of our sales on there. Instead of pushing for increased sales from our customers, we targeted the accounts department in our customers’ business and our sales went up from 5% to 7%. We did £55,000 that month, which was £20,000 up from simply pushing the accounts functionality, which in turn boosted sales.
“Customers can go in to get a copy invoice and they’ll see products that they didn’t know we sold, that they’ll add to their basket. When customers go through the website, they often buy related products and up their average order value as they can browse everything we offer. The website is the perfect way to showcase our products, much like our catalogue, but easier to update and more accessible.”
Reducing admin whilst increasing sales
“The orders we take on the website are more profitable as we can increase sales orders, but we don’t have to increase our sales team as the website is integrated. Plus, the orders we receive online are typically longer than those over the phone, which would take up more processing time for our staff. However we’ve actually seen a decrease in admin time for our staff, both sales and the accounts team, which in turn saves us money. The integration between the website and prof.ITplus and the flow of orders is great, we have no complaints.”
“The orders on the web are more profitable and we can continue to increase online sales without increasing our sales team as the orders are integrated with prof.ITplus.”
Looking to the future, Deligo has plans to grow and to improve their users’ use of the system to continually improve their efficiency and productivity, “we’re working closely with OGL on the stock side of things and recently had another demo of the WMS (warehouse management system) as we’re looking to use multi depots and work on our purchasing to help cash flow and space. prof.ITplus gives us the data and statistics we need to improve and move forward.”
“The main reason we created an eCommerce website was because OGL could integrate the website with the software system, which is important when we deal with large businesses who have accounts with us, and they need to view invoices as well as place orders.”