CRM Case Study for Distributors : Mike Hudson Distributing – Ignition by AFS

About Mike Hudson Distributing

Mike Hudson Distributing are a family-owned and operated specialty food distributor servicing Northern California for 50 years. They strive to provide our customers with reliable service and quality products at competitive pricing. Their customer base consists of Independent Markets, Delicatessens (in-store and stand-alone), Pizzerias, Bakeries, Restaurants/Cafes, Specialty Cheese Shops/Departments, and Wineries.

About Ignition by AFS

Ignition is a line of products that is part of AFS Technologies, the leading provider of software solutions purpose-built for consumer goods companies and distributors. AFS is committed to generating improved outcomes at the point of purchase coupled with generating efficiencies in trade spend, retail execution and supply chain. With experience developed over its 31-year history, AFS serves more than 1,000 customers of all sizes in more than 50 countries around the world. Our products are innovative, configurable solutions that are proven to optimize customer potential with automated processes, improved productivity and rapid time to value.

Mike Hudson Distributing

Mike Hudson Distributing started as a small operation with a single truck and refrigerator in the founder’s garage. Several years back, the business transferred ownership and orchestrated a move into a new warehouse with enough space to accommodate future growth. “Through the years Ignition by AFS has provided us with the platforms to continually grow and improve our operational efficiencies”




Business context and challenges

The specialty food distribution company came to AFS because it needed an integrated solution that could manage the entire operation.

“Through the years Ignition by AFS has provided us with the platforms to continually grow and improve our operational efficiencies” George Parisi, CEO

The Solution

After determining the AFS purpose-built distributor management suite food service distribution software as the perfect fit for this challenge and business opportunity, Mike Hudson Distributing implemented the Ignition by AFS ERP (Enterprise Resource Planning), OMS (Order Management Solution), WMS (Warehouse Management Solution), and eCommerce ordering solutions.

The Results

The payback was immediate for the food distributor as sales grew by 9 percent in the first year

“Through the years AFS has provided us with the platforms to continually grow and improve our operational efficiencies,” Mike Hudson Distributing CEO George Parisi said. “As we integrated each platform into our day to day operations we have been able to “fine tune” our operations and implement procedures & processes that drive our business.”

The payback was immediate for the food distributor as sales grew by 9 percent in the first ye Ownership attributes a decade of a 5 percent annual growth rate to capabilities like AFS ERP’s deal tracking which helped them to capture more deal dollars that were being left on the table. The AFS OMS afforded their salespeople better tools to penetrate existing accounts, increase margins and prospect new accounts. This has resulted in an average growth of 5 percent per year since 2011.

“Much of our growth results with salesman face to face contact with our customers and OMS provides them an additional tool to better serve our customer base,” Parisi added.

“AFS gave my company the tools it needed to transform our business to become more responsive to the ever-evolving demands of the foodservice industry… They have been a trusted partner that has allowed us to grow every year.” George Parisi, CEO

AFS WMS with advanced voice picking provided them with improved accuracy, reduced labor and optimized efficiency, resulting in inventory variances of less than 0.5 percent per year

They also have the ability to evaluate slow moving product and make product viability determinations as well as make provisions to deal with short-coded product before it is unsellable.

“Most of the benefits from voice picking have resulted from decreased picking time and decreased new hire training time,” Parisi reported. “In today’s world of employee shortages, it has become invaluable to decrease training time while maintaining accuracy and picking efficiency. ”The eCommerce solution provides a seamless connection with sales and customer service to provide a 360-degree view of customer service and brought self-service tools to its customers. This reduced the time the inside sales team spent on the phone taking orders, so they could focus more on other sales generation activities.

AFS G2 Analytics provides actionable insight to make better, more profitable business decisions across the company. “AFS gave my company the tools it needed to transform our business to become more responsive to the ever-evolving demands of the foodservice industry,” Parisi concluded. “They have been a trusted partner that has allowed us to grow every year.”

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