Omnica is helping Goodwins lay foundations for success

Oct. 22, 2012 - PRLog -- Despite hard times in the Irish construction sector, building materials provider, Goodwins is expanding its customer base, improving service and increasing efficiency with its new Microsoft Dynamics AX ERP system and e-commerce website, powered by multi-channel retail specialist, Omnica.

Established in 1978, Goodwins Builders Providers is one of Ireland’s largest suppliers of building and construction materials. Whilst the industry lies at the teeth of a bitter recession, the company took the bold decision to implement a new Dynamics AX system from eBecs, alongside a fully integrated e-commerce website (Omnica Webstore), with impressive results. The organisation now has a complete online order and delivery service and as a result has increased the range of products sold and vastly broadened its customer reach.

“Normally customers are only willing to drive for 15-20 minutes, but because of the new website we are now delivering right across Ireland and into the UK too,” explains Jonathan Goodwin, Managing Director and son of founder, William Goodwin. “If we wanted another way of expanding our business and reaching new customers we would have had to open additional premises and in this climate and economy that is just not viable.”

Not only a more cost-effective option than opening a new store, the new website has also freed up internal resources and improved service for customers who can now look up stock availability and prices in advance. “Previously, we didn’t even have a product brochure, so only a fraction of our 5,000 lines were visible to customers,” admits Jonathan. “Customers can now visit one of our branches knowing we have exactly what they need in stock, and the price they will pay – it’s great!”

As hoped for, the new system has fully integrated into the company’s day-to-day operations, “Omnica Webstore looks and performs just as any other module within our Dynamics system, which is exactly what we want,” explains Jonathan. But Goodwins is looking to improve its web offering further still.  “We’re hoping to launch a mobile website very soon. We see this as a long-term project and we’ll keep developing and adding to it,” he concludes.