synera

Vinoselección

“With synera™ technology, Vinoselección can offer more and better service” Customer Profile Vinoselección is a company dedicated to the distribution of wines and gourmet food products. The company works as a club whose members receive a magazine every month, featuring selected products. Purchases are made by mail order. The magazine is also on sale at special newsstands. It’s a club for amateurs who are looking for expert recommendations. Vinoselección, with 70,000 members, is the First Wine Club of Spain and one of first in the World. 20,000 of its members are in the United Kingdom, Germany and the Netherlands. Vinoselección memberships and sales are rapidly growing, both in its home market and international The Intelligent Exploration™ suite is a strategic tool for Vinoselección management.

Business Issue Vinoselección implemented an ERP that covers all the key functions: Purchasing, Accounting, Warehouse, Call Center, Telemarketing and Logistics. Once the ERP was in its final phase, they needed to find an analytics solution that could meet the needs of a growing company that wanted to be a dynamic leader in knowledge management. Some of the options were to build a Data Warehouse (Informix), a Reporting System (Business Objects) or an OLAP System (Microstrategy). The options they studied presented two problems. The first was that the independent solutions didn’t integrate all of Vinoselección’s analytical needs. From an operations point of view, these solutions would require a continuous process of design and to find different solutions. The second problem was the lack of flexibility of the tools in face of a rapidly changing environment, requiring constant redesign and a huge commitment of time and resources. synera has been able to solve the needs of the company in every functional area.

Synera Solution

case study

After weighing the options, synera turned out to be the perfect solution. And Vinoseleccion has turned out to be an exemplary model of how synera can improve an organization’s day-today business, fulfilling or exceeding their expectations in multiple areas. The IT, Operations, Marketing and General Management Areas use synera in their daily work. They have all experienced business improvements since they started working with synera.

From the very first year, synera™ synera™ has substantially reduced or restricted costs.

Customer Benefits synera has brought about a drastic reduction in the workload of the IT Department, pertaining to Marketing, Purchasing, Sales and General Management projects. Since synera was implemented, the IT department has not increased its personnel, even with a continuous turnover, due to the low cost of implementation and minimal training needs. With synera’s query, reporting and analysis tools, the departments can manage their own data analysis projects independently. synera allows the integration of information from different sources, both internal and external, allowing Vinoselección to examine and exploit relationships in the data that, until then, could not be accessed. The Promotions and Marketing Areas have experienced cost reductions in promotions due to an increase in campaign effectiveness, and an increase in the relevance of messages to end-users. The level of creativity has also risen in campaigns and client segmentation. Logistics and Operations areas have also reduced their costs thanks to better analysis of product availability, and by preventing transfers between warehouses. They even closed one of their warehouses after analyzing logistic fluctuations and determining low demand. General Management has improved its ability to learn from the past and to accelerate the improvement of marketing plans due to the flexible, easy-to-use nature of synera’s ad-hoc analysis capabilities.

synera Synera Systems (Synera), a leading provider of enterprise business intelligence (BI) solutions, enables global and mid-market companies to turn corporate data into actionable intelligence. Synera’s Intelligent Exploration™ suite is an easyto-use analytics application, which is quick to implement because it leverages a company’s existing database infrastructure. Synera’s Intelligent Exploration suite captures operational savings, thereby providing an immediate return on investment that contributes to a company’s bottom line. Synera also offers the synera Smart™ developers program to software VARs and OEMs that incorporate powerful analytical capabilities into data management applications. Synera develops partnerships with leading IT consulting firms and technology companies to complement and extend the capabilities of its exploration database technology and solutions.

“synera has taken over the principal analytic role of the company, conceptually becoming the Data Warehouse as well as the analytic core of the company’s dynamic environment.” In the future, Vinoselección is interested in using synera software to monitor and analyze service levels at its call center, both in effectiveness and in quality. This project will most likely be completed during the year 2001. For Vinoselección, synera technology has contributed to improve its knowledge generation and business decision-making processes. That is why its geographical and business expansion plans already include the use of synera as a key management element. After one year in operation, synera has paid for its licensing, implementation and ownership costs. “It’s difficult to give a value to synera, but if we could, it’s very high.”

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