Garyline streamlines internal operations and uses the web to improve communications with distributors

Project Components

• Web site redesign
• Database development
• Online order and invoice reporting system
• E-mail advertising tools
• Web content and online inventory management system

The Client: Garyline Promotional Products

Garyline is a manufacturer of branded promotional products with a state-of-the-art manufacturing facility in New York City. Its staff of hundreds services a broad network of distributors with round the clock operations. Garyline’s distributors are a vital connection between the company and its customer base.

Goals and Challenges: Streamlining business operations and reducing costs

As Garyline's business evolved, its management and staff looked for ways to streamline operations and use the Internet in a more meaningful way. Several areas requiring improvement were identified:

• Garyline outsourced much of the online inventory and general site maintenance work for their first generation web site. With a continually changing product line as well as numerous daily and weekly specials, outsourcing was costly and ultimately difficult to perform in a timely and consistent manner. Garyline sought a time-saving and cost-effective method for keeping online inventory current and accurate.
• Garyline administrators found themselves inundated with calls from distributors requesting order and invoice information. These calls took human resource hours away from sales and other business tasks. Garyline wanted to provide easily accessible and robust order and invoice reports to distributors without the toll on human resources.
• Distributors also called frequently to request high resolution artwork and ad templates for use in generating print or e-mail advertisements. Garyline wanted to reduce the amount of time and money required to produce and ship these important sales aids to distributors.

The Project: Feature-rich web site and content management system

To meet Garyline’s evolving business needs, improve communication with distributors and streamline business processes, we developed the following:

• An informational web site targeted toward existing and potential distributors, to complement Garyline’s existing print catalog – the site provides distributors with all relevant product information such as pricing, product dimensions and colors, available quantities, shipping weights, delivery and turnaround times, printing requirements and other sales data.
• A searchable online product inventory – distributors were able to search the site by keyword, product category, and product number.
• A content management system to allow Garyline staff to update web site content and online product inventory in-house – product information could be updated and changed, daily and monthly specials displayed, and special offers timed to expire after a predetermined length of time.
• A private, password-protected site – for distributors to view customer, order and invoice information.
• High resolution artwork and ad templates – available for download through the web site.
• A customizable e-mail ad generator for distributors – by selecting products and entering contact information, distributors were able to automatically generate and send e-mails to multiple customers simultaneously.

All of these features were custom tailored for easy use by Garyline distributors and administrators, using simple point-and-click functionality that required no knowledge of databases or other specialized technology.

The Benefits: Improved communication and a better business process

• Save Time . By reducing the number of calls from distributors requesting information and artwork, Garyline was able to devote human resources to sales and other business tasks.
• Save Money . Garyline was able to save money first, by providing distributors with artwork and templates online and eliminating the cost involved in purchasing and shipping media; and second, by performing site and inventory maintenance in-house.
• Improve customer service . The web site gave Garyline distributors product information at their fingertips, allowing them to provide prompt, knowledgeable customer service.
• Add value . Providing customizable sales tools for distributors on the web site added value to the relationship between the company and distributors.

Production Notes

Garyline has been with us through two iterations of its web site. This case study reflects approximately half a dozen project initiatives that were achieved over a period of months, consolidated to provide an overall picture of how our relationship evolved. We have also been involved in assisting Garyline in developing a marketing presence with ASI (Advertising Specialty Institute). ASI, a central industry resource for manufacturers and distributors of promotional products, allows members to set up a branded site within the ASI site. In order to enable Garyline to advertise in this manner, we were required to create a secondary set of site templates that pulled specifically required product information from the Garyline database for use within ASI’s site. As a result, Garyline was able to advertise and brand its products as a member of this important industry organization.