The following assessment of the Arx system was written by Ernie Schell, President and Founder of Marketing Systems Analysis, Inc. He has been providing consulting services for system specification and selection since 1985 and is an expert in the field of customer database management and marketing systems. It was published in Catalogue and E-Business magazine.

Arx, from Safewire, has a similar genesis, but with major differences. First, the system architect was the principal programmer for two catalogue management systems before going to work for Doll's House Emporium, where Arx was developed. Second, Arx has been in development at DHE for the last ten years, which is a remarkably long ‘incubation' period for any system. And third, given its long evolution, the system is far more feature-and-function rich, and much more mature, than virtually any other ‘new' system on the market.

Of course, there are caveats. With a staff of six, Safewire will have its hands full implementing, converting, training, and supporting new installs. The graphic interface on Arx is also newly developed, and thus not as mature as the rest of the system.

On balance, however, Arx is an impressive set of highly configurable applications that many companies of all sizes will find a viable contender for managing multi-channel sales, marketing, and fulfilment.

Superior Database
Arx is based on the multi-value object-oriented Cache database, a blazingly fast and robust performer with support for XML, SOAP, Web services, and SQL interfaces (for integration with other solutions and modules) that runs on virtually any server (Windows, Unix, Linux, etc.).

This is a real-time system, with all data updating the database as it is entered. Web orders are instantaneously entered into the order management system. Same-day despatch is the rule, not the exception.

While it handles a broad range of operational functions very handily, where Arx really shines is in data management and reporting. Promotions, for instance, can be set up in a Special Offer Generator to track multiple test panels (A/B splits, etc.) at multiple price points with tracking of all costs and responses to maximise profitability. You can then report on which products have sold to which groups of prospects and customers (with annual comparisons), channels through which orders are received, and changes in advertising and promotional response rates. You can track all costs for catalogues, promotions and mailings, reporting on responses and margins achieved.

Management information is produced on a daily, weekly or monthly basis. Daily Key Performance Indicators (default and user-configurable) are e-mailed to directors and line managers showing, for example, total sales by day/week/month/year by order source, orders received, order lines split, levels of enquiries and sales against forecast, catalogue requests by source this year vs. last year, lost sales/demand, returns, refunds, replacements, trade customers on hold, cash book and bank account, creditors and debtors, VAT liability, negative price changes, orders awaiting despatch due to stock shortages or awaiting payment, the number of hours required to fulfil despatches, stock adjustments, manual credit notes, overdue invoices, items out of stock, deliveries overdue, and deliveries expected daily for the next three weeks.

In short, looking at the management tools Arx provides, there is no doubt that Safewire understands what makes the direct commerce business tick. This is a system meant to do a lot more than enter and despatch orders.

Order Management
Space does not permit even a summary of the broad functionality of this feature-rich system. Suffice to say that virtually all the essential steps are included for call centre and Web order management, plus an EPOS module. Accordingly, as usual we will tend to focus more on those aspects of the system that are either missing or leave something to be desired.

For example, while this is a very B2C system, there is no size/colour matrix to facilitate handling of clothing or other items that are sold in multiple colours and sizes (Safewire does plan to implement a s/c matrix early next year).

ARX supports trade sales, as well, with multi-tier companies, multiple locations and unlimited contact records with business titles for each location, and support for contract pricing. You can do group multi-pricing, but there is no support for bids or proposals, and there is no provision for tracking sales commissions (many of these ‘shortcomings' can, of course, be readily customised).

This is a multi-company, multi-currency system with multiple currency conversion tables. Customer search/retrieval is available on virtually all relevant fields, with a “soundex” function to accommodate misspellings. PAF files are fully integrated (Safewire is an approved Royal Mail VAR), and you can do reverse lookups when the customer can't supply a postcode.

Source codes or key codes can be set up with start and end dates, and the system can validate that a source code is accurate. However, source codes can only be applied at the order level, not at the line level (to take advantage of a discount from a second offer).

There is support for kits and sets with a parts explosion or bill of materials (doll houses may be the ‘mother of all kits'...). You can factor in a labour charge for kit assembly, and track all work in process in perpetual inventory. Weight and dimensions are held for each SKU, so the system can select and specify cartons for packing.

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