Amway India Enterprises, a fast growing direct selling FMCG
company, has a revenue target of 2,500 crores to be achieved by
2012. The company’s unique business model hinges on a network
of over 4,50,000 active Amway Business Owners (ABOs) in India.
The firm wanted to offer its ABOs the flexibility of doing business
from any location, through a robust technology platform, that could
scale with business demands. Accordingly, Amway launched a revamped
website and an e-commerce platform built around the Microsoft
Commerce Server 2007, Microsoft SQL Server Enterprise and Microsoft
BizTalk Server.
The objective was to create a virtual office that would offer all
the facilities of a physical Amway office and allow ABOs to carry
out ordering, cross selling, adding new distributors, and
evaluating the performance of their line of sponsors.
Besides online ordering, the ABOs can also set up profiles with
pre-configured instructions. For instance, an ABO can set a profile
to order a protein powder every month, and the system automatically
generates the order every month and sets the process in motion. The
website allows the ABO to showcase the business to potential
prospects and customers and also add distributors online. By
eliminating the hassles of traveling to physical Amway offices,
ABOs can free up time for business development activities. The ease
of use and the convenience offered is reflected in the increased
usage of the online medium since the launch of the new website in
October 2008. The new website received 3,954 orders within 28 days
of its launch, showing a five-fold increase in numbers and
four-fold increase in the value of goods ordered.
Highlights
* Since the launch of the new website, there
has been a seven-fold increase in online ordering and a five-fold
increase in online revenue