Spring 2007

Following its acquisition last year of the Carnoisseur high-performance car parts specialist, Formula 4 says it has been able to integrate the two operations by extending the Maginus multi-channel fulfilment system to both.

Formula 4 was already using the Maginus system, which it introduced in 2001. The company expanded its use of this system as it launched a web site in 2004, revamped it this last year, and expanded into the commercial vehicle market.

While Formula 4 itself is a leading supplier of car, van, MPV and 4x4 styling accessories, and has a catalogue of about 8,500 products, Carnoisseur provides 20,000 items, so the operation has become far more complex.

Pricing has been a key strength of the Maginus system. Formula 4 commercial director Richard Langman explains that the company manages pricing by vehicle, which means each vehicle model has a separate price list for its compatible products. The result: about 1,200 individual price lists, which all have to be managed and maintained.

'One product might appear on 200 different price lists for different vehicles,' Langman says. 'Maginus allows us to update the database quickly with parts for new models or supplier price changes. I don't think we could manage without it.'

Another key advantage of Maginus, the company says, is it can be used for all marketing activities, initiating mailings and measuring the results.

Most stock is provided through back-to-back and direct supplier deliveries - a process automated by Maginus. As a result, 95 per cent of orders are said to be fulfilled the next day.

Other benefits have been a radical reduction in returns, and a much slicker process for identifying the exact make and model of vehicle requiring parts. Maginus presents staff with a logical step-by-step list of questions, saving the need for a lengthy training period. In addition to extensive reporting, another benefit cited by the company is the fact that Maginus provides comprehensive customer record-keeping and interaction facilities.

Currently about 10 per cent of the group's business is done online, 15 per cent through its two retail showrooms, and the rest through catalogue and telesales operations.